The appearance of mobile devices (smartphones and tablets) has done nothing but potentiate this behavior of the users, who look for and make their reservations for trips through this channel in increasingly larger numbers. The reservation web pages (booking – type) are, in my opinion, the ones which have adapted best to the new environment, especially because of the quickness with which they have understood the medium. The airlines have gotten there a little slower, but most are taking off with force. In my view, the greatest growth is arriving and will arrive thanks to the tablets, which show rates of use and above all, conversion rates, which are greater than those of any other device.
But the reservations are only the beginning of what the mobile area will come to mean for the airlines. At present, virtually all of them have a mobile web or an application through which the user can check-in, make reservations, check the status of his or her flight, etc. Many of these apps also work as a loyalty club to stimulate the relationship with the consumer.
But having an application is not a strategy, but rather a part of it. The airlines still have room for improvement in areas such as geographically-relevant content, incentives for downloading or wifi services at the airports.
On TAPTAP, during the last year, we have had campaigns from great companies such as Lufthansa, Iberia, Air France or LAN Airlines. All of them have understood what the mobile means, a fundamental medium in their strategies. The take-off is underway, and all that’s left is to reach cruising speed.
