As apps continue to grow in importance across many categories, their strength in the travel vertical is simply undeniable. This is true for both apps whose focus is to book travel occasions and for companion apps designed by hospitality companies, tourist boards and the like that help travelers find information, experiences and shopping that match their interests.
So why are travel apps so “on-point”? There are lots of reasons why travel is so well-suited to apps. Here are just a few:
- Travel Apps and Database – Driven Content: One of the reasons why online travel aggregators exploded online is that they have delivered pricing transparency where none existed before. They gave users access to the travel databases that were available only to travel agents in the past. That database-driven nature of travel information also makes it an ideal category for apps.
- Travel Apps and Considered Purchase Characteristics: In general, travel bookings aren’t something you do on a whim, nor are trips something that most people simply want to “wing”. Rather, many of us explore a wide variety of ideas and information before we book. And once we are traveling, we cherish immediate access to relatable information about services and attractions at our destinations. For many of us, travel is an important investment – whether it’s our own money or that of our companies. Apps help us get 24-7 access to information and options so that virtually any moment of our lives can be leveraged to elect or enhance a travel experience.
- Travel Apps and Relatively High Price Points: The substantial sticker prices of travel make it a great category to realize strong return from a travel app. First, the costs of developing an app are just a tiny fraction of the potential revenue that can be earned, or (in the case of companion apps) the loyalty fostered. Second, these price points make critical post-install marketing tactics like remarketing an outstanding investment. That investment keeps travel apps top-of mind.
- Travel Apps and Information Needs Appropriate for the Small Screen: The nature and characteristics of content and information that travelers seek makes apps an ideal delivery mechanism. Apps are great at delivering rich and immersive experiences, as well as providing succinct data on amenities, features and pricing.
- Travel Apps and Information Portability: Because apps live on your phone, they help make travel information and ideas available to the user whenever and wherever the user wants. 5 minutes in line at a Starbuck’s can be a great time to look at and compare Hawaii Big Island resorts or do some preliminary price searches for flights from LAX to EWR. And portability is a “must” for companion apps that help you make the most of your traveling.
There are lots of other reasons why travel apps have great potential – whether as mcommerce vehicles or as companion experiences.
All this week here on the Apsalar blog we will be discussing how such travel apps can truly make the most of the enormous business opportunity upon which they sit. We’ll be discussing business opportunities, buyer flow opportunities, where many travel apps are fulfilling their potential and where they need to work harder.