A recent study, conducted by online travel agent sunshine found that despite the growing trend amongst consumers to use their smartphones for (travel related) browsing, in terms of booking it still lacks far behind the most popular options such as online (67%), travel agents (41%) and by telephone (29%, call-centre). In comparison, only 13% of consumers indicated they have used an app to book via smartphone or table.
Consumer trust as biggest barrier to app adoption
As initially reported by Tnooz the study showed that a lack of consumers’ trust into travel apps is one of the big barriers to adoption. The majority of participants indicated that they do not trust apps (52%). The respondents were particularly concerned about security issues (32%), as well as concerns not ending up with what they wanted in the first place (25%). Consumers’ trust concerns however, were not only linked to security and accuracy, but also included the reputation of the brands behind the apps. In fact, some people (16%) voiced concerns about the fact that they do not know who is behind these apps. A rather small group of people cite disappointment as a major concern. A mere 4% admitted having had a bad experience with a hotel or holiday booking app.
Design and usability only one side of the coin
This shows that in order to fully tap into the potential of mobile distribution, companies need to invest in providing consumers’ assurance and confidence that the channel as well as the provider of the apps is trustworthy. While often usability, functionality and design are the primary concerns of app developers, the underlying issue of consumer trust is often ignored.
Learn from website design
However, there already exists a rich body of research into the perceived trustworthiness of websites in travel and tourism, showing how these concerns can be addressed within the design and layout of webpages. For instance, providing a range of different contact details (e.g. email, phone, address, etc) and a brief summary of the company, decreases consumers’ concerns about the trustworthiness of the company behind the app. A visible overview of the upcoming steps in a booking process, can alleviate the worry not to end up with a product that one wanted to buy initially.
In summary, travel app developers need to take wider consumer behaviour issues into account when successfully designing apps for travellers that offer a sales functionality.
Discussioncomments powered by Disqus
More from #DTTT
In January we present:Digitising a Destination with Tourisme Bretagne
Today, the travel industry finds itself in an unprecedented position. The competition has never been so high and with the issue of sustainability rife within the industry and world as a whole, DMOs are striving to implement initiatives that support sustainable growth for the destination, tourists and all stakeholders involved. The Federation of Breton Tourist […]
In January we present:Always-on Marketing for the Chinese Traveller with Dubai Tourism
Dubai is the 4th most visited city in the world, welcoming 10.85 million international guests in 2019. In 2014, Dubai Tourism identified China as a huge opportunity market and set about developing a strategy to reach this highly sought after audience. Over the years, Chinese travellers are fast becoming, if not already, the world’s most […]
In December we present:#DTTTInsights: Predicting the Top Trends in 2020 in Destination MarketingAs we approach a new decade, we reflect on another year gone by, and start to think about what the next year has in store. We know the world of travel and digital is constantly changing so who knows what the new year may bring. One thing we do know for sure, the visitor economy [...]
In December we present:Inspiring Content Online & Offline with Aruba Tourism Authority
This year, Aruba Tourism Authority embarked on creating an inspirational travel brochure with an offline and online integration. The content has a user-generated feel to it, showing the many different things to do in Aruba from activities and beaches to culinary and culture. We caught up with Sharmin de Vries, PR-manager Netherlands & Belgium at […]
In December we present:Helping Tourism Businesses Create Content with Iles de la Madeleine
For a period of 9 months, the Iles de la Madeleine Tourism Cluster, part of the Province of Québec, Canada, implemented a content creation strategy with different tourism companies. We are proud to say that this project was initially inspired by #DTTTCampus back in 2017, and the DMO has been developing this and helping tourism […]
In December we present:Repositioning Adventure Tourism in Visit Jordan with travel audience
travel audience, an Amadeus company, is a travel advertising platform, specialized in working with destinations, OTAs, airlines and travel companies to provide a data-driven, end to end solution for coordinating marketing efforts to achieve the maximum end result. In 2019, Visit Jordan partnered with Travel Audience with the aim to create awareness of Jordan […]