Is there anything right now, apart from these huge numbers and growth, that is making you think that now is the right time for this app-first approach?
Booked in mobile windows#
The key thing is that the apps your have on your mobile phone more or less are the windows into your life and we’re saying is one of the key windows into people’s lives and we want people to wake up to that. It seems a bit sad but that’s the reality of life. We now spend something like four-and-a-half to six hour on our mobile phones. However the trend, the growth is very clearly in the app space and what we’re saying to our accommodation partners is to wake up to this, work with us, optimize your offering for our mobile app because this is where people are spending their time nowadays. The key point is not to say desktop is dead. The key story, if you look at the number of travel apps people have on their phone, it’s probably three/four/five and when I talk to our accommodation partners I tell them that if they want to be part of the move to mobile apps, work with. The key thing to realize, and it’s very important for the travel industry, if you look at the number of apps on people’s phones on average it’s around 80 in the developed world, if you go to Asia that number goes down drastically, it’s about 40. No matter what data connection you are on most apps work reasonably well even if your data connection is not that fantastic. The only key thing to note is that mobile app usage is really exploding, people are loving it because you have this kind of instant experience. I don’t think that will ever go away, that’s not my point. Clearly when you’re planning a big vacation and spending a lot of money there is a clear use case in going on a desktop and looking at pictures very carefully especially when you have specific needs or you’re traveling with your family. These are huge numbers and it’s interesting that you mention Facebook, Google and Amazon because there are things you would do with Facebook that don’t necessarily translate to a travel app so are there things that will always prevent you from doing that on the app? I’m actually very proud that we’re the number one travel app in the world with a distance.Īpp Annie is the source everyone in the industry uses, there are others such as Apptopia. The amazing thing is that last year, in August which was still COVID times, there was this kind of eight week period in Europe where there was a bit of breathing space when you could travel and we actually had more than 100 million monthly active users which is amazing because pre-pandemic it was somewhat lower so there is this huge trend towards the mobile app. We see in travel a very similar shift and a key reason is clearly younger audiences coming on the market and booking with us. If you add that up, and I’m not sure if you can, you suddenly see that 80% of what Amazon does is already on a mobile phone. You see consumers in general trusting more to buy on a mobile app and if you look on Amazon, what they’re saying is that 45% of their consumers only use the app for buying on Amazon and 35% use a mix of mobile web and mobile app. It used always to lag a little behind because people were not trusting completely that you could do things on their mobile phone, were afraid they would get stuck, the user experience was not always great and the great thing with a mobile app is that you have a kind of native application on your phone and you pull in the live data. The key insight we see now is falling e-commerce.
I’m also on the global client council of Facebook and Facebook and Instagram don’t even report anymore on desktop usage they really have the majority of their usage in the mobile app, 90% plus, so that ship kind of sailed five or six years ago for key consumer apps. I used to work at Google in the Silicon Valley and I’ve seen that whole shift from desktop to mobile to mobile apps happen in key consumer apps. In a Q&A with PhocusWire he talks about the behavioral shift, offering a contextual experience and its app-first approach.ī has said 40% of total bookings were made by the app in the first quarter of 2022, can you elaborate?Īpp and mobile web is 60% but mobile app is really growing. The company wants to capitalize on the digital acceleration seen during the pandemic to drive further momentum to its mobile offerings.Īrjan Dijk, chief marketing officer for, says consumer trends are playing into its hands. is attracting about 60% of its bookings via mobile, with about 40% of those coming from its apps.
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