Trend 2023: increased use of mobile apps for travel booking

15-12-22

Aunque el tráfico de navegación móvil sigue teniendo valor para las empresas de viajes, éstas se esfuerzan cada vez más por dirigir a los clientes hacia las aplicaciones móviles de sus marcas. La explicación es sencilla: las apps dan a las marcas acceso a datos y oportunidades de personalización, por ejemplo mediante alertas relevantes o chats de atención al cliente.

La app permite tener una relación más directa y duradera con un cliente. Y los viajeros están respondiendo, ya que la mayoría de las marcas afirman haber observado un crecimiento considerable del compromiso con las apps en los últimos años.

En el tercer trimestre de 2022, Expedia alcanzó un máximo histórico de usuarios trimestrales activos de app, con un aumento del 40% desde 2019. La aplicación móvil Vrbo fue la app de viajes para iOS más descargada en Estados Unidos, según Apptopia.

Expedia recently launched a new price tracking and predictions feature on the mobile app that uses machine learning to notify travellers of changes in flight prices and predicts the best time to buy. Expedia members also earn double points when booking travel on the app and can take advantage of exclusive in-app promotions and rebates several times a year.

Next year, Expedia will launch One Key, a unified loyalty programme spanning all Expedia brands, including Expedia, Hotels.com and Vrbo. Members will earn exclusive incentives for using the app.

Also in 2023, Expedia plans to roll out additional tools on its app, including Trip Boards, which allows travellers to collaborate on trips, and Price Drop Protection, an optional add-on that automatically provides a refund if a customer's ticket price drops before their travel date.

Tripadvisor rebuilt its mobile app from the ground up in 2020, and it is a "vital part" of customer acquisition and increasing member engagement.

Using the app gives Tripadvisor access to anonymised first-party user data, allowing the company to better serve travellers, including at destination, where the company can put its location data to work and deliver a better Tripadvisor user experience.

Corporate travel brands are also prioritising app engagement. Travel management company CWT announced in November 2021 a $100 million investment in its digital platforms, including its app.

In the last year, CWT has introduced more than 30 enhancements to its products, including the ability to share trips and connect with colleagues, as well as the addition of carbon emissions information and green hotel labels so travellers can make truly informed decisions about the impact of the choices they make.

At Booking.com, the app-first approach is crucial to success in a world now dominated by mobile. Booking.com's app was one of the most installed travel apps in the US and UK in 2021, according to the company. In the third quarter of this year, around 45% of Booking's room nights were booked through its apps, an increase of more than 10% compared to 2019.

Bookings made on the app account for the majority of Booking's global mobile bookings. Throughout the year, Booking.com also saw the app repeatedly set new records for monthly active users.

Booking's mobile app gets "the strongest direct repeat customer behaviour" compared to our other platforms such as desktop or mobile web, and the majority of bookings on the mobile app are made by members of Booking's loyalty programme, Genius.