COVID-19 has increased the race to deploy contactless processes, digital health passes and safely store customer data. Credit: Syda Productions from Shutterstock.

Seamless travel apps have been a crucial element in the traveller journey for some time, but their importance will only intensify in the ‘new normal’.

The desire for seamless travel experiences has heightened during the pandemic, with travellers searching for easy to use platforms where they can be inspired and informed of where to travel to and how to do it safely.

There is a lucrative opportunity and growing need for travel apps that can encompass all elements of a trip into a one-stop solution with omnichannel connectivity, from simplifying travel requirements and transactions to booking excursions during the trip. Anything that can help elevate the customer experience and inspire traveller confidence should now be a key priority for companies involved in tourism.

Benefits for customers, companies and destinations alike

The desire for contactless technology is strong amongst global consumers. GlobalData’s COVID-19 Recovery Survey* found that 55% of respondents would only pay for products/services using their card or mobile phone, rather than cash. The same survey also revealed 60% aim to ‘start or continue’ making banking transactions online in the new normal. Reasons behind this likely relate to general ease of use and health and hygiene. However, it is clear that there are growing opportunities for app integration in tourism.

From a company perspective, apps provide opportunity to upsell any additional products and can lead to higher return on investment (ROI). GlobalData’s company filing analytics database found that both ‘mobile payments’ and ‘online travel’ were in the top five theme mentions in tourism company filings for 2020. This displays that there is a growing level of focus on app development in tourism, but further attempts need to be publicised and demonstrate the advantages of seamless app experiences to the end-user.

Other than displaying COVID-19 travel requirements, seamless travel apps also offer overwhelming benefits for destinations. An app devised by a Destination Management Organisation (DMO) for example, could promote the experiences on offer within a destination whilst managing capacity at certain attractions/locations. Benefits can also be seen here for airports, whereby tourists can be redirected to different areas of the airport due to heavy footfall ensuring social distancing measures are adhered to.

A need to be proactive

COVID-19 has increased the race to deploy contactless processes, digital health passes and safely store customer data. Therefore, companies should be re-modelling travel apps to service and manage the post-pandemic traveller more effectively. Being proactive in developing an end-to-end service that inspires traveller confidence, ensures safe travel and an overall more seamless experience could prove highly lucrative and beneficial for all involved.

*GlobalData’s COVID-19 recovery survey (2 – 6 Dec 2020) – 5,766 respondents

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