Mobile travel marketing takes off in a big way
Travel companies are digging deeper into mobile app development as they aim to connect with consumers at all points during the travel journey. That means providing mobile services that support everything travelers are doing during their excursions, from planning to booking to sharing their experiences.
These efforts are getting consumers’ attention. A May 2012 Nielsen study, “Courting Today’s Mobile Consumer,” showed that in the US travel apps were seeing the highest year-over-year growth of any industry or product-related app category, at 116%, well above the growth in overall mobile app use (84%).
Travelers are showing a penchant for using their phones to do more than simply complete an on-the-go booking. For example, comScore’s “Mobile Travel Advisor” survey from February 2012 showed that US travelers were often using their smartphones for mobile hotel-related searches such as finding things to do nearby or places to eat near their hotel.
In response, travel marketers are incorporating social check-in partnerships, concierge services, customized coupons and other in-destination services into travel apps to create customer service touchpoints and brand loyalty opportunities as well as ancillary revenue streams. These recommendations are relevant to locals as much as they are to tourists, making the apps more widely marketable.
The trend toward mobile travel app usage points back to the fundamental nature of travel as a mobile activity. As smartphones proliferate, they’ll more often be looked to as the go-to resource for travel information on the fly.