Travel TechnologyTravel apps will play key role in tourism recovery as the desire for contactless technology grows stronger, says GlobalData

3 reasons why tourism companies can benefit from travel planning apps

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Anything that can help elevate the customer experience and inspire travel confidence should now be a key priority, notes data analytics and consulting company GlobalData.
Anything that can help elevate the customer experience and inspire travel confidence should now be a key priority, notes data analytics and consulting company GlobalData.

The race to deploy contactless processes, digital health passes and safely store customer data has sped up, thanks to Covid-19. This means that more travellers are searching for easy to use platforms that provide seamless experiences in their planning. Covid-19 has increased the race to deploy contactless processes, digital health passes and safely store customer data.

Johanna Bonhill-Smith, Travel & Tourism Analyst at GlobalData, comments: “It now seems that some form of digital passport will be required to travel safely post-pandemic. There is a lucrative opportunity and a growing need for a travel app that can encompass all elements of a trip into a one-stop solution, with omnichannel connectivity that covers everything from simplifying travel requirements to transactions. Anything that can help elevate the customer experience and inspire travel confidence should now be a key priority.”

Contactless payment systems are key. A higher number of respondents (55%) in GlobalData’s survey selected they would only pay for products/services using their cards or mobile phones rather than cash. The same survey also revealed 60% aim to ‘start or continue’ making banking transactions online in the ‘new normal’ following the Covid-19 period. Reasons behind this likely relate to general ease of use alongside health and hygiene. However, there are growing opportunities for app integration in tourism.

More strategic market targeting

Tourism companies are able to better target their customers when it comes to booking a holiday. By analysing user interests, needs and expectations through their browsing history on the app, an agent is able to customise holiday packages that meet the mark. GlobalData’s company filing analytics database shows that both mobile payments and online travel were in the top five themes mentioned in tourism company filings in 2020.

Better capacity management

Destination management organisations (DMOs) are looking to work towards more responsible tourism post-pandemic through better capacity management, and apps are able to provide the required information to monitor and control effectively. This benefits customer, company and destination alike.

Seamless travel experience

Being proactive in developing an end-to-end service that inspires travel confidence, ensures safe travel and overall better management will strengthen brand positioning and retention in customers’ minds. This is especially important at a time when travellers need the help of a travel agency’s expertise in getting them through a holiday experience without any pandemic-related problems. This requires the experience of a knowledgeable travel agent who is also adept at maximising the use of apps.

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