The Mobile Travel Experience: Pitfalls and Possibilities

Summary

Over the course of just a few years, the quality and functionality of mobile websites and applications within the travel, tourism and hospitality industry have shown marked improvement. Rudimentary early efforts, such as those based on the Wireless Application Protocol (WAP) standard, have given way to a more sophisticated understanding of the mobile medium, and features such as booking, location awareness and stored value (e.g., barcode boarding passes, mobile wallets) are now common. Yet over the same period, mobile network speeds have increased and mobile devices come equipped with more features and functionality than ever, leading consumers to expect an increasingly robust mobile experience.

Mobile’s next phase – context-aware, personalized, intuitive, omnipresent, and dazzlingly fast – promises travelers experiences that are both richer and fundamentally more convenient. A mobile future in which travel companies
seamlessly anticipate and serve consumer needs at each phase of the travel process is within reach. But getting there will require a strong commitment to the mobile channel, along with a substantial amount of work.

This Analysis takes stock of the mobile offerings currently available to travelers and provides a wish list for product designers inspired by the people whose opinions matter most: travelers themselves. The article identifies mandates and opportunities for mobile travel developers, and highlights next steps for travel companies aiming to improve their mobile services.