TripAdvisor: A key for hotel and airline success on mobile

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According to AppOptix, travel apps represent less than 1% of all mobile device sessions. Further, hotel and airline apps have a sub 3% installed base. To say it is difficult to find engaged travel users on mobile is an understatement. However, TripAdvisor transcends these paradigms. It has an installed base in excess of 10% while also being highly correlated to ownership of other travel apps.

Despite this higher correlation there are still many TripAdvisor owners that have yet to install a hotel, airline or OTA app. This headroom makes TripAdvisor an important channel for travel companies as they seek to gain exposure with mobile users. Hotels are investing heavily in new features – such as app based room keys - that need broader adoption. Airlines too are investing in apps – integrating new technology such as passport scanning – but are being outmaneuvered by Google Now.

According to Josh Martin, Travel Analytics Research Service Director, "As TripAdvisor continues to define its mobile strategy – partnering with those in travel to promote their brands alongside highlighted destinations – could be a win for all in the industry. In order to earn return on their app investments companies need to increase usage and TripAdvisor is a channel to finding those that are highly interested in travel."

TripAdvisor: A Gateway App? is available now. 

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