Ancillaries 2.0—Travelers are using mobile more than ever to buy ancillaries
With 74% of travel brands citing ‘revenue generation’ as key goal of their mobile strategy, selling ancillaries via mobile is a top priority for many travel brands, especially airlines. As airlines move toward a ‘retailer’ model and continue to sell a wide range of products beyond air fare, meeting customer needs with relevant products and services is essential.
The good news is that travelers are open to purchasing these ancillaries via mobile. Compared with Travelport Digital’s 2017 research, travelers are now buying more seat upgrades, extra bags, in-flight entertainment and car hire through mobile channels.
Over a quarter of respondents have also bought WIFI, airport offers, in-destination activities, and priority boarding on their smartphone.
However, it’s hotels that are leading the way. 56% of travelers said that they had booked a hotel room on mobile (an increase of 6% on last year) and 62% rated hotel booking as an important travel app feature. This gives airlines and TMCs a clear opportunity to increase hotel attachment rates, and ultimately revenue, through their app.