Super Apps’ Secret Sauce

Summary

Super apps are mobile applications that offer multiple services, often including transportation, digital payments, e-commerce, gaming, social networking and more. The concept originated in Asia, but a growing number of Western companies aim to emulate these all-in-one mobile powerhouses. Super apps integrate high-usage services like transportation, messaging or payments with other functionalities, so that users return to the apps constantly – an aspect that appeals greatly to the travel industry. For Western travel industry players, development will be challenging – it remains to be seen who can deliver.

Part of a content series that explores some of the most significant technology-driven trends that will influence travel distribution in 2023 and beyond, this article explores the interplay between super apps and travel consumption, on the following metrics:

• Overview of leading super app players in Asia
• Key ingredients for super app success
• Hurdles in building this app model in new markets
• Leveraging social, fintech, gamification and more