Travel Apps Coming Up Short for User Satisfaction: Survey

Travel apps still have a long way to go when it comes to creating efficiencies for travelers, whether during mid trip or in the planning phase. While many travel apps may offer some helpful element of research, when it comes to fulfilling the promise they present in purpose and productivity, more than a third of users believe their time would be better spent doing something else, according to a recent global survey by IT consulting firm Applause. 

The August 2022 survey examined the use and user satisfaction of travel and hospitality apps. They contact more than 5,200 travelers and travel app users globally for their insights into the function and value of the travel apps they were using, seeking information on how they may be navigating such travel challenges as lost baggage, flight cancellations, delays or unexpect closures.

More than 90% of respondents had more than one travel or hospitality app on their phone, and 82% had travell at least once during the past year.

Travel App Values: Key Findings

Top reasons for using apps: to help plan accommodations (23%), make flight reservations (21%), purchase train, ferry or bus tickets (17%), rent a car or reserve car service (12%), to make entertainment purchases such as bike rentals or museum tickets (12%), and to make meal reservations (10%).

When plans change, however, users are often disappoint: 37% said apps have not been helpful in managing recent travel challenges (rebooking cancel flights, finding last minute accommodations). 20% note that they were either “somewhat” or “very dissatisfied” with their overall app experiences.

Common bugs and friction points: The most notable problems travelers encounter when using apps were inability to find the information they were looking for (18%), very slow app response times (13%), localization problems (12%), difficulty using payment sources (11%), or unfulfilled requests, like a preferr hotel room or seating option, not honor on-site (10%).

For those whose plans did not change and who did not suffer trip glitches, findings were much more positive: 67% responded that they were somewhat or extremely satisfy with the apps they used for planning travel details.

“In a time when a majority of travelers are facing travel disruptions, delays and other issues, it’s so important that brands are focused on the quality of their digital experiences,” said Luke Damian, a development officer at Applause. “Ensuring that apps are teste by users in local markets especially helps eliminate design flaws and friction points that can heighten a traveler’s frustration. Providing travelers with helpful tools and high quality digital experiences can go a long way in protecting brand reputations and enhancing customer loyalty. It can a differentiator in the market.”

Final Words: Travel Apps

Earlier this year, Applause release the State of Digital Quality Report for Travel and Hospitality, which analyze the company’s 2021 testing data across travel and hospitality organizations, and provided observations and recommendations for areas of quality improvement. In that report, workflow and functional errors account for 59.9% of travel app functional defects.

On the flip side of this survey, more than two-thirds of survey respondents report being somewhat or extremely satisfied with the travel apps they use. In addition, 63% say travel apps have been helpful in managing travel challenges such as cancellations, delays or closures.

So, what do digital warriors want when it comes to their travel apps? 

Applause conduct a different survey involving 16,274 travelers and discover these top five criteria:

+ Helps keep all information in one place: 18%

+ Connects well to payment devices: 16%

+ Sends texts for reminders, updates or changes (travel times, cancellations, reservation times): 15%

+ Provides a seamless, intuitive experience: 14%

+ Feels secure; info is protect: 14%