Almost 70 per cent of buyers’ travel programmes do not have a mobile strategy in place.
A study from GBTA Foundation and CWT showed while more than half of buyers have endorsed a mobile app in the past year, the majority have not adopted the strategy into their programme.
However, the study showed of the travel programmes that have not adopted one, almost two-thirds (64 per cent) will do so in the next two years
“A strategy means thinking beyond apps,” said Dominique Betancourt, data insight manager for CWT Solutions Group. “It requires a broader view that takes the pieces of your travel program and brings them into the mobile environment to drive engagement, compliance and savings.”
In the study buyers cited IT security as the biggest challenge when implementing a mobile strategy. Others included a lack of resources and travellers owning their own devices.
When asked about the opportunities 78 per cent of those surveyed cited increased traveller engagement, followed by increased compliance (55%), reduced off-programme bookings (43%) and lower transaction costs (34%).
“The focus of a mobile travel program strategy should be centered on how to make a traveler’s experience so simple in program that there is more value there than outside the program,” said Monica Sanchez, GBTA foundation director of research.
The study, A Mobile Effect: Setting a Clear Mobile Travel Strategy, surveyed around 250 US travel managers.