Many airline mobile apps in the Asia Pacific region are still in their infancy when it comes to the search and booking process.
According to Videc research that examined 51 Android-based airline apps, 98% of APAC airline apps have an in-app search function that routes to an external browser – an experience that mimics the desktop purchase flow rather than capitalizes on the mobile interface.
Two in three apps prominently feature travel deals and offers, while 84% offer same-day bookings. About 84% of apps include member logins that identify customers to help boost engagement and retention, while only 8% enforce user signup prior to search and booking via the app.
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The on-the-go nature of apps gives airlines the opportunity to boost ancillary sales - such as insurance, meal and seat selection and even Uber integration - to travelers.
Three in five full-service airline apps sell insurance, while just one in five sells hotels and only 12% offer car rentals. Three apps – IndiGo, Jet Airways and United Airlines – offer Uber bookings.
Low-cost carriers prioritize ancillary sales more than full-service carriers, with 71% offering seat selection, 65% allowing for additional baggage checks and 31% offering meal purchases. One in two low-cost carriers offers priority check-in through apps.
The study also found that most non-air ancillary purchases route to an in-app browser rather than continue through a native booking experience.