The changing face of mobile engagement - we take an in-depth look at the changing mobile travel landscape and the use of apps as we know them; exploring how native apps are evolving in response to the growing needs of the ultra-connected traveller.

2. Your presenters today

3. We are experts at delivering
customer-centric mobile
travel solutions that drive
end-traveller engagement

4. Travelport digital customers

5. Mobile is omni-present
Smartphone
penetration
63% by
2018
87% of
people always
have their
smartphones
on them
We check
our phones
150 times
a day
#1 most
indispensable
items travellers
carry with them
are mobiles

6. Are apps dead?
• Messaging Apps
• Bots
• Voice

7. In this webinar
Are apps dead?
The changing use of apps
Why apps are still key

8. What is the future of apps?
VOICE 9% Twitter Poll
@tvptdigital
BOTS 18%
APPS ARE THE FUTURE 24%
NO APPS, JUST MOBILE 49%

9. You don’t need an app for that

10. There’s an app for that

11. The mobile landscape has shifted
Voice
Messaging
AI
Bots
Mobile

12. Bots

13. Bots

14. Bots

15. Bots
“It was a good couple of years,
but we've decided to stick with
what we do best - email”
Everlane spokesperson
Source: Recode March 2017

16. Bots

17. 2,500 apps
released
every day
Source: Statista March 2017
6.5 million
apps available
in leading
app
stores
PWAs

18. PWAs

19. PWAs

20. Share of average time
spent per day with
smartphone internet
among US smartphone
users, in-app vs. mobile
web 2016

21. Voice

22. Voice
85%
of iOS users
didn’t even
use Siri in
2013

23. Voice
50%
of searches
will be voice
by 2020
20%
of Google
searches on
Android are
now via a
voice query
30%
of searches
will be done
without a
screen by
2020

24. Voice
Discoverability
/diskʌv(ə)rə’biliti/
noun
the quality of being able to be discovered or found.
“the legal discoverability of information”
COMPUTING
(in relation to online content) the quality of being easy to
find via a search engine, within an application, or on a
website
“a good way to gauge your discoverability is to type your
name into Google”

25. Voice

26. A new era of app usage
Voice
Messaging VR AIWearables
Bots
AVT
Tablets
Mobile
AR

27. You do need an app for that

28. Generation X
Generation Y
Generation Z

29. Travellers expect an experience that is:
• Connected - Seamless
• Immediate - Now
• Personal - Me
• Reliable - Trusted
• Engaging - Delights

30. The complete trip experience

31. Multiple touchpoints for engagement
PROMPT
Plan Your
Trip
Search Best
Fares & Book
Organize
Airport
Transport
Upgrade Your
Seat Or Add
Luggage
Proceed To
Security
Mobile Itinerary
Updates
PROMPT
Flight
Cancelled
Mobile
Boarding
PROMPT
Go To
Baggage Belt 10
Book Your
Hotel
Mobile
Check-in
Real-time Agent
Interaction
PROMPT
Purchase in-flight
Entertainment
PRE-TRIP AT THE AIRPORT48 HRS BEFORE IN-FLIGHT DESTINATION POST-TRIP
Personalised
Trips
/Feedback

32. The benefits
Trip
Information
Giving real-time
trip information,
such as flight
status updates
Contextual
up-sell
30% of travellers
are likely to buy
ancilliaries
within 48 hours
of flying
Preparation
Providing
information on
travel essentials
before a trip
reduces traveller
anxiety
Booking
inspiration
40% of travellers
make a booking
when on a trip

33. The enhanced app experience

34. Voice
• Siri voice search
Assistants
• Today widget
• Google Now
Location
• Apple Location Services
• Google Location

35. Phone Services
• Camera
• Apple Wallet
Communications
• Rich push notifications
• Actions and responses
• Offline local push

36. App Streaming
Apps convert
3x more
product
viewers than
mobile web
App Snacking
is an
increasingly
common
phenomenon
40% of US
travel
website visits
are now
coming from
mobile
The length of
app sessions
has shrunk by
5%, however
conversion
rates have
grown by 10%

37. Why do you NOT have an app?
Revenue
Satisfaction
Retention

38. Why apps are still key

39. App Fatigue

40. App growth in numbers
“In 2016, worldwide downloads
exceeded 90 billion, an increase of more
than 13 billion across the iOS App Store
and Google Play”
“The total time spent in apps worldwide
increased by over 150 billion hours year
over year, reaching nearly 900 billion
hours in 2016”
900
billion
hours

41. Reported cumulative Apple app store data (billion)

42. In-app booking increasing
54%
of travel
bookings
are within
an app
App
conversion
rates are
3.5x
mobile
web

43. Apps drive revenue
Deliver personalised,
context based,
limited time offers

44. Apps drive revenue
Understanding
context drives
revenue

45. Apps drives engagement
Understand where
on the traveller
journey a user is

46. Engagement is about relevance

47. Closing thoughts
• Travel brands are using apps to cut through
the noise and engage with their customers
• Relevance and customer understanding is key
to delivering true customer engagement
• The native app is living and breathing

48. Thank You
Questions?