Published on : Monday, May 31, 2021
The leading data and analytics company, GlobalData has recently shared that the desire for a seamless travel experience have heightened during COVID-19 pandemic as travellers search for an easy-to-use platform, where they can be inspired and informed of where they can travel safely. COVID-19 has increased the demand of contactless processes, digital health passes and safely store customer data. Therefore, companies should be looking to remodel travel apps in order to manage the post-pandemic traveller more effectively.
GlobalData’s company filing analytics database shows that both mobile payments and online travel were in the top five themes mentioned in tourism company filings in 2020. The company mentioned that the desire for contactless technology is strong among consumers globally as apps that typically use contactless payment allows consumers to purchase at ease. This is influencing how tourism companies target their customers when it comes to booking a holiday. Destination management organizations (DMOs) are looking to work towards more responsible tourism post-pandemic through better capacity management.
A higher number of respondents (55%) in GlobalData’s survey selected they would only pay for products/services using their cards or mobile phones rather than cash. The same survey also revealed 60% aim to start or continue making banking transactions online in the new normal following the COVID-19 phase. Reasons behind this likely relate to general ease of use alongside health and hygiene. However, there are growing opportunities for app integration in tourism.
Other than displaying COVID-19 travel requirements, travel apps also offer overwhelming benefits for destinations. For example, an app devised by a DMO could promote the experiences within a destination, while managing capacity at certain attractions/locations. Benefits can also be seen for airports, whereby tourists can be redirected to different areas of the airport due to heavy footfall, ensuring social distancing measures is maintained.
Johanna Bonhill-Smith, Travel & Tourism Analyst, GlobalData, comments said in a statement that it now seems likely that some form of digital passport will be required to travel safely post-pandemic. She mentioned that there is a lucrative opportunity and a growing need for a travel app that can encompass all elements of a trip into a one stop solution, with omnichannel connectivity that covers everything from simplifying travel requirements to transactions. She stated that anything that can help elevate the customer experience and inspire travel confidence should now be a key priority.
She also said that from a company perspective, apps provide opportunity to upsell any additional products and can lead to higher return on investment (ROI). She shared that with both mobile payments and online travel ranking highly on GlobalData’s filing analytics database (theme mentions in 2020), it shows they are key areas of focus going forward. She concluded that further developments need to be publicized and demonstrate the advantages of seamless app experiences to the end-user.