It is hard to believe that the idea of the mobile app is just over a decade old. Apple launched its App Store and Google its Android marketplace (now Google Play) in 2008. According to recent research by sector analyst App Annie, the world collectively downloaded 194 billion apps in 2018 – more than 25 for every single person on the planet.
Time spent on apps is growing, too. In the UK, travel apps were used around 15 billion times in 2018, up 85 per cent from two years earlier. Similarly, spectacular growth has been seen in other key countries such as France, Canada, Germany and the US.
On-trip is key to success
A 2019 survey of travel apps by J.D. Power found that, on average, users prefer the experience they get from apps created by financial institutions, such as banks and credit card providers. Perhaps unsurprisingly, the study also found apps that are easy to use during travel are most popular with users. Michael Taylor, J.D. Power's Travel Intelligence Lead, says: "While some travel apps are delivering on their promise, others are missing the mark at critical moments of truth that can significantly influence traveller perception of brands and services."
Power in your pocket
The importance of the in-app experience while traveling cannot be underestimated and, to be successful,a mobile app must include features that are designed specifically to serve the traveller: it's about on-trip relevance and that includes booking, communicating with agents, getting itinerary information, operational information on flights, messages from the travel manager and risk alerts.
Bookings within the Amex GBT Mobile app, for example, are currently driven by the Neo™ booking tool, which allows users to book hotel, air, rail and ground transport, but this will soon be expanded to include companies using other online booking tools, too.
Taking care of business
With the potential for travel disruption on the rise, keeping travellers informed is more important than ever and this can be achieved through in-
In the corporate travel industry, duty of care has to be top of mind, and that means travel managers and TMCs need to continuously look for better ways to communicate with travellers. Travel managers have traditionally struggled with this, but when you think about mobile on the go, it is a natural channel. As more features are added to apps, you can put those messages into better context, using things like geolocation that you could never use with SMS.
Delivering what users want
Delighting users – whether they are travellers or travel managers – is essential, and the company has undertaken extensive research to make sure they are listening to them and understand what they want and need. The app is then developed and tested by a team of experts based in Paris, bringing together the best TMC and technology expertise.
The research is carried out by talking to customers and travellers, and analysing usage to see what they are actually doing within the app, to make sure the company is investing in the right features and functions moving forward. Much of the power of the enhanced Amex GBT Mobile app, which will be released later this year, comes from bringing data together through APIs from different sources, such as trip data, profiles and external sources of information.
Personalisation of the app experience is also vital: people want more things on a self-service basis. They want a more customised and tailored service, and that can be achieved with AI, which is progressing at an incredible rate and finding serious traction across the travel sector — business and leisure. Suggestions can be made based on traveller preferences and previous trip data, which can be reviewed and booked with a single tap.
Text taken from recent Amex GBT article for which Evan Konwiser was interviewed. An enhanced version of the Amex GBT Mobile app will be launched later this year.