Mobile apps

Opinions: 

Travel Tech

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.

More from #DTTT

  • In June we present:
    New Normal, Same Visitors
    How can destinations safely reopen to international visitors? What are the strategies behind the reopening and what's the role of DMOs? These are only few of the questions we asked to VisitJamaica, who told us how they successfully managed to keep the nation safe for both of international tourists and locals, developing effective protocols and solid [...]
  • In June we present:
    Staycation Storytelling with Visit Estonia – Weekly Tourism Impact Call: Week 13
    DTTT · Staycation Storytelling with Visit Estonia Where do destinations find inspiration for their campaigns during COVID-19? How do they convince people to travel again and engage with the local tourism sector? With the focus on recovery and the domestic restart, we have seen many different campaign approaches aimed at the domestic market. The latest [...]
    #domestic tourism #recovery #COVID-19 #visit-estonia #storytelling #strategy
  • In June we present:
    Why is Design Thinking so important in identifying solutions?

    We are in an unprecedented moment in the industry’s history, which must redefine itself. Businesses must pivot, but with a purpose, destinations must demonstrate leadership, value and co-design a new future for tourism. In today’s remote world, amidst the uncertainty, we will enable the industry to develop empathy and co-create impactful outcomes for the benefit […]

    #solutions #recovery #remote design thinking #DMOs #strategy #tourism
  • In June we present:
    Creating an Inspiring Staycation Campaign with Visit Greenland – Weekly Tourism Impact Call: Week 12
    DTTT · Creating an Inspiring Staycation Campaign with Visit Greenland With the staycation set to become the new travel trend as restrictions ease, how can destinations adapt to attract the domestic market and restart tourism? This is a key question for the industry which sees the staycation as a solution. The staycation is a movement [...]
    #Staycation #recovery #COVID-19 #strategy #tourism #Visit Greenland
  • In May we present:
    What’s the appetite for Travel? with Beautiful Destinations – Weekly Tourism Impact Call: Week 11
    DTTT · What's the appetite for travel? with Beautiful Destinations Recovery is now in sight for many destinations and much is being done to improve destinations to make them safe and ready for travellers when they arrive. Whilst the focus has been on the impact to destinations for much of the pandemic, this has now [...]
    #recovery #COVID-19 #beautiful-destinations #industry #tourism #travel
  • In May we present:
    Sustainability Opportunities for Destination Recovery with Dr Cara Augustenborg – Weekly Tourism Impact Call: Week 10

    Sustainability is a key issue for the industry as it prepares for recovery. The fast-moving pandemic has been severely disrupting tourism and its impact will change the industry, academic engagement, and customer behaviour. The question many destinations are now asking is how can we be sustainable post COVID-19? We dedicate our tenth Tourism Impact call […]

    #ecotourism #recovery #COVID-19 #sustainability #industry #tourism
Show more
© 2017 Digital Tourism Think Tank