ETravel Benchmark: Mobile apps can provide a better travel experience

The latest report from ETravel Benchmark, which compares travel brands’ mobile apps and websites, shows that the role of mobile apps is increasing.

The report, the first by EDigital Research to compare mobile apps with travel websites, shows that some travel companies are able to provide consumers with a better experience through mobile apps than with long-established websites.

Premier Inn's mobile app was ranked highest overall (with a score of 87.3%). The service received high marks for product selection, range of information and product pricing variety.

Ironically, the budget hotel brand’s website received a lower overall score (75.2%), dropping one spot in this report compared to its ranking in the February survey.

Overall, hotels and hotel agents score higher than airlines, OTAs and travel agencies in providing consumers with search and booking services through mobile apps.

In the category of airline apps, Lufthansa ranked first (score of 79.6%), while its website scored 76.2%. In the overall website ranking, the airline rose seven places to 30th.

Consumers generally expect flight apps launched by airlines to provide booking and check-in services.

In the category of OTA and travel agency mobile apps, Expedia's mobile app received the highest overall score (73.4%), but this score was lower than its website (82.1%). Expedia's website ranked second in the eTravel Benchmark report, behind Center Parcs.

Expedia's app's strength is its detailed information, and consumers generally use OTA apps to search for detailed hotel information, photos, and clearly displayed special offers. Consumers also said they want to find vacation inspiration through mobile services and other features such as destination guides.

Other findings from the ETravel Benchmark report include:

• Center Parcs ranked first, with high scores for early customer journey performance and telephone support.

• Of the seven industry categories mentioned in the report, the hotel agencies, holiday camps and self-catering hotels category once again received the highest score.

• More and more travel suppliers are using another support channel – live help services, with Virgin Atlantic ranking first in this regard.

• Thomas Cook is the fastest riser in the rankings, achieving 5th place overall. They revamped their website earlier this year and made functional upgrades to all elements of the customer experience.

• Princess Cruises had the biggest drop in ranking, falling from No. 15 to No. 43. Consumers said they were unable to find details of the emails, and they also said they did not receive a response to the emails.

• First Choice also fell in the rankings, receiving low scores across the entire customer experience process, especially phone and email service.

EDigital Research completed the eTravel Benchmark report in May-June 2012. The company compared the usability of 52 leading UK travel websites in seven categories and investigated and analyzed the mobile applications of 15 travel brands.