The changing face of mobile engagement - we take an in-depth look at the changing mobile travel landscape and the use of apps as we know them; exploring how native apps are evolving in response to the growing needs of the ultra-connected traveller.
5. Mobile is omni-present
Smartphone
penetration
63% by
2018
87% of
people always
have their
smartphones
on them
We check
our phones
150 times
a day
#1 most
indispensable
items travellers
carry with them
are mobiles
23. Voice
50%
of searches
will be voice
by 2020
20%
of Google
searches on
Android are
now via a
voice query
30%
of searches
will be done
without a
screen by
2020
24. Voice
Discoverability
/diskʌv(ə)rə’biliti/
noun
the quality of being able to be discovered or found.
“the legal discoverability of information”
COMPUTING
(in relation to online content) the quality of being easy to
find via a search engine, within an application, or on a
website
“a good way to gauge your discoverability is to type your
name into Google”
31. Multiple touchpoints for engagement
PROMPT
Plan Your
Trip
Search Best
Fares & Book
Organize
Airport
Transport
Upgrade Your
Seat Or Add
Luggage
Proceed To
Security
Mobile Itinerary
Updates
PROMPT
Flight
Cancelled
Mobile
Boarding
PROMPT
Go To
Baggage Belt 10
Book Your
Hotel
Mobile
Check-in
Real-time Agent
Interaction
PROMPT
Purchase in-flight
Entertainment
PRE-TRIP AT THE AIRPORT48 HRS BEFORE IN-FLIGHT DESTINATION POST-TRIP
Personalised
Trips
/Feedback
32. The benefits
Trip
Information
Giving real-time
trip information,
such as flight
status updates
Contextual
up-sell
30% of travellers
are likely to buy
ancilliaries
within 48 hours
of flying
Preparation
Providing
information on
travel essentials
before a trip
reduces traveller
anxiety
Booking
inspiration
40% of travellers
make a booking
when on a trip
34. Voice
• Siri voice search
Assistants
• Today widget
• Google Now
Location
• Apple Location Services
• Google Location
35. Phone Services
• Camera
• Apple Wallet
Communications
• Rich push notifications
• Actions and responses
• Offline local push
36. App Streaming
Apps convert
3x more
product
viewers than
mobile web
App Snacking
is an
increasingly
common
phenomenon
40% of US
travel
website visits
are now
coming from
mobile
The length of
app sessions
has shrunk by
5%, however
conversion
rates have
grown by 10%
37. Why do you NOT have an app?
Revenue
Satisfaction
Retention
40. App growth in numbers
“In 2016, worldwide downloads
exceeded 90 billion, an increase of more
than 13 billion across the iOS App Store
and Google Play”
“The total time spent in apps worldwide
increased by over 150 billion hours year
over year, reaching nearly 900 billion
hours in 2016”
900
billion
hours
47. Closing thoughts
• Travel brands are using apps to cut through
the noise and engage with their customers
• Relevance and customer understanding is key
to delivering true customer engagement
• The native app is living and breathing