Many airlines are slow on the uptake when it comes to the use of smartphones and apps, according to a website usability expert.
User experience consultancy Webcredible ranked the top 20 UK airlines and air travel booking sites, placing Virgin Atlantic in top place, followed by British Airways and Easyjet.
While these airlines are providing their customers with a good online experience, many others are falling short, according to Trenton Moss, Webcredible’s managing director and founder.
Most UK travel sites are failing to address key usability issues, he said, in particular when it comes to accessing their websites with a smart phone.
Most airlines are picking up on smart technology, but “very, very slowly”, said Moss.
“BA and Virgin are doing a bit,” he conceded. “They’re starting to translate some of the functionality from the website onto the mobile.”
However, there is plenty of scope for airlines to improve the mobile experience their passengers have, said Moss: “Providing value added services to users is where I think there is some real opportunity.”
For example, an airline can give business travellers a lot of useful information. For example, the weather at your destination, or restaurants to take clients to.
“There’s of additional things airlines can do, beyond just the core check-in,” said Moss. “They’re not taking advantage of that.”
www.webcredible.co.uk