Travel Can Thrive in the App Economy. Paul Barnes Territory Director, Northern Europe App Annie

Transcription

1 Travel Can Thrive in the App Economy Paul Barnes Territory Director, Northern Europe App Annie

2 The Agenda Who is App Annie? Why Apps Matter Travel Apps Take Off What Do Apps Mean for the Customer Journey? 5 Lessons for the Travel Industry

3 We help build better app businesses App Annie delivers data and insights to succeed in the app economy

4 App Annie Is the Most Trusted Partner in the App Economy Over 800,000 registered members rely on App Annie to better understand the app market, their businesses and the opportunities around them. 4

5 Global Reach and Local Understanding 450 Employees Across 15 Locations Global HQ in San Francisco R&D in San Francisco, Beijing, Amsterdam, and Vancouver Additional locations for market research, sales, marketing & customer success 200 product & engineering staff 3 Acquisitions 5

6 The Agenda Who is App Annie? Why Apps Matter Travel Apps Take Off What Do Apps Mean for the Customer Journey? 5 Lessons for the Travel Industry

7 Time in Apps Is Growing Globally In 2016, We Spent a Total of 900 Billion Hours in Apps 7

8 In Key Markets, Average Users Spend 2 Hours per Day in Apps...That Equates to 1 Month Out of Each Year! 8

9 We Use More Apps More Than You Might Expect! Europeans Are Using Approximately 10 Different Apps Every Day 9

10 The Agenda Who is App Annie? Why Apps Matter Travel Apps Take Off What Do Apps Mean for the Customer Journey? 5 Lessons for the Travel Industry

11 Customers Are Downloading Travel Apps More Than Ever Before 11

12 Time in Travel Apps Has Grown Significantly Major Engagement Gains Seen Across Europe 12

13 Many Travel-Focused Companies Have Committed to the App Economy The Full Range of Online Options Exists on Mobile Online Travel Agencies and Meta-search 13 Direct Distribution Peer-to-Peer Marketplaces Maps, Navigation and Local

14 The Average Mobile User Has Multiple Travel Apps 14

15 Airlines Have Seen the Trend and Embraced Apps 15

16 The Agenda Who is App Annie? Why Apps Matter Travel Apps Take Off What Do Apps Mean for the Customer Journey? 5 Lessons for the Travel Industry

17 Apps Are The Ultimate Travel Tool Used During All Stages of the Travel Experience BEFORE INSPIRE/DREAM DURING BOOKING/LOYALTY IN TRANSIT/ONGOING SUPPORT AFTER SHARING/MEMORIES EXPLORE NAVIGATE 17

18 The Agenda Who is App Annie? Why Apps Matter Travel Apps Take Off What Do Apps Mean for the Customer Journey? 5 Lessons for the Travel Industry

19 1) Apps Provide an Opportunity to Significantly Deepen Customer Relationships Airbnb 19 Marriott Triip.me

20 2) Apps Have Raised Expectations for a Streamlined Travel Experience easyjet mobile 20 TripAdvisor United Traveloka

21 3) Apps Create New Opportunities to Understand and Reach Customers Apps are an excellent source of valuable behavioral information. They are a controlled environment you know who is using your service, and how they re using it. Combined with smartphone location and sensor capabilities, this can provide a wealth of customer insights. 21

22 4) Travelers Use Social Media Before, During and After Travel Accessing social networks via apps has become ubiquitous, and well over 50% of global time spent in apps is within the social or communication categories. Social apps are being used continuously before, during and after travel. Social is the ultimate recommendation engine, and apps allow your customers to provide in-the-moment feedback to you and to their contacts for better or for worse. 22

23 5) The App Markets Are Hyper-Competitive There are currently over five million apps available across Google Play and the ios App Store The average consumer is using well over 30 apps per month in key markets. There a lot of other brands competing for your customers attention many of which will be from outside of the travel industry. 23

24 In Summary Consumers have embraced travel apps a clear strategy is essential Embrace the opportunity to engage with your customers better than ever before Understand the app landscape for travel and keep on top of the trends Be clear on the value you want to bring Consider partnerships closely

25 Q&A Thank you!