Business Travel iQ
You might not realise it but our lives are revolved around numbers in brackets. Without a second thought you would probably judge people based on whether their phone's email inbox shows up (1753) or (2), and the sight of (1) can cause some to stop all that they are doing to momentarily check what it's for.
Notifications are a sign of app development that focuses on the 'now'. Apps are usually visited when the user has a specific purpose but an alert indicates something they need to pay attention to immediately. It's why devices like the Apple Watch have now launched, with notifications forming a key part of the devices' appeal. Apple said from the start the watch is about accessing 'information that matters at a glance' instead of lengthy interaction.
Trip changes and status alerts sit in line with the notification trend. They inform business travellers what is happening at that moment in time and how it impacts their arrangements. A recent survey of 2,000 mobile app users by Mantic Point supported this when it named the most useful features of apps as the ability to see an itinerary and flight status alerts. Using the right data and working with suppliers would enable you to offer a personalised update for each traveller and help in various ways during an emergency or delayed situation. Several travel companies already offer updates but none are as focused on your travellers as you are.
When it comes to popularity in the main charts, travel comes in where there is convenience involved as part of the app. In Google's Play Store you have to reach number 97 to see the first travel name and even that's a tenuous link — it's Uber. Branded travel apps do not appear until 142 with thetrainline and within the top 200 the only other travel names featured are easyJet (156), TripAdvisor (166) and Ryanair (186). None of Apple's top free or paid apps are travel brands.
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Apps like Emirates' alert travellers to changes at the airportThe most popular apps are games, social media, news (including sport updates) or weather forecasts. All of these have a part to play in business travel, but don't be tricked into thinking that your app has to centralise all these functions.
Is there a need for an app that shows more than just an itinerary then? Potentially, but a feature needs to focus on obstacles or access that your travellers need on-the-go, such as online check-in or the ability to host a mobile boarding pass. In Mantic Point's survey the respondents favoured the ability to book a taxi, car hire and car parking via an app ahead of flights and hotel. Around 65% were also interested in being sent a discount voucher so long as it was relevant to their trip. This could be worked into your hotel programme by offering savings at the restaurant or spa.
There are always elements of a trip we forget about until it's happening, and that's where apps should come into play.