Travel firms urged to get ‘appy
Travel companies must start to do more to cater clients for who want to research and book holidays while on the move, according to independent media agency Total Media.
It says a recent year-long survey of 1,375 consumers over the age of 16 found that increasingly they are using mobile phones to make travel plans.
For travel companies to tap into this market, they need to optimise their websites for mobile usage and develop their own travel apps or sponsor successful ones, it said.
The Mobile Travel Report found 18% of 16 to 24 year olds want to be able to check flight times on their phones, 15% of youngsters use their mobiles to book hotel rooms and 15% of 16 to 44 year olds use their phones to find out more about their destination such as weather reports and restaurant reviews.
It found that men are twice as likely as women to use their mobile, whether they are searching for the best airfare or downloading a travel app.
Travel apps are becoming increasingly popular but Total Media found that the majority of consumers (44%) would rather download a sponsored, travel related app for free rather than buy a non-sponsored app.
"The huge demand for sponsored apps provides a massive opportunity for brands," said the report. "Free to the user, perhaps, but it is an excellent way for established brands to both cement their position in the market and engage with new customers in a fresh manner."
However, demand for paid-for apps is also significant. Of those quizzed, 19% said they would pay a one off fee for unlimited access and 37% said they would pay-per-use.
"This also shows that it does have the potential to be a new line of revenue, as well as a new route for communications," said the report.
Managing Director Nick Oram added: “Mobile is now a mainstream channel for travel brands and they need to embrace it, whether it’s through optimising a site for mobile usage, developing apps that provide holiday inspiration or sponsoring successful ones."
He added: “Destination companies of all types – hotels, restaurants, museums – must start to engage with real time and geographic mobile services.
"They should encourage reviews, buy advertising and engage with reviewers in an open way. This will increasingly define how people make decisions while on holiday. It is early days, but the opportunity to take the lead is massive.”
By Linsey McNeill
Linsey McNeill
Editor Linsey McNeill has been writing about travel for more than three decades. Bylines include The Times, Telegraph, Observer, Guardian and Which? plus the South China Morning Post. She also shares insider tips on thetraveljournalist.co.uk
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