What is the next big thing?
Super-Apps
“A Super-App is an app where you can accomplish a lot of different tasks, even ones that you might not necessarily think are super related to each other. It’s all related to everyday consumer behavior and everyday consumer life."
Yuechen Zhao, GSR Ventures
The rise of the Super-App
As a result of the COVID-19 pandemic, new technology became an even more vital part of keeping customers engaged.
Travel companies need to come up with new ways to interact with digitally savvy consumers that expect convenience at the touch of a button. Mobile apps need to make it easy for travellers to search, make a booking and chat to an agent, all without switching applications.
This means businesses are moving away from single to multi-use apps – resulting in the rise of the Super-App. So, what does this mean for travel companies and how can they keep up with this growing trend?
of customers would prefer one platform that takes care of all their travel needs from flights to hotels to tours.
Source: Travel Daily Media
What does this mean for travel companies?
In the travel space, technology giant Amadeus has partnered with Latin-American Super-App, Rappi. Downloaded by 30 million users, Rappi is Latin America’s most popular super-app. Amadeus will bring search and automation capabilities to help users access travel products – from the same app that they order a takeaway from.
AirAsia is one of the first airlines to build a super-app, topping 10 million monthly active users in 2022.
With more and more people managing every element of their trip entirely on their mobile devices, travel brands are looking at a solution that enables the ability to search, book, and manage the whole journey via one app. This has the potential to be a significant threat to direct bookings, as more and more people book via their Super-App of choice, rather than direct with the travel company.
Airlines with standalone travel apps need to invest more in their own channels to provide a better end-to-end experience for users. AirAsia’s Super-App includes these key features:
- A consistent user experience
- Payment functionality
- Messaging functionality
- Single sign-on
- Airline, hotel, health and retail partners
By investing in an omnichannel communication strategy, organisations have the potential to use super apps to keep passengers informed – and to generate ancillary revenue via their partners.
Integrating with Super-Apps to connect with customers will be the next big thing for travel companies. Our evolving technology means we can play a major role in helping travel companies to develop their apps and deliver the ultimate customer experience.
"As a consumer, the journey will be a seamless one. They can book a flight, hotel and even ride, prior to their travel date. With the airline’s philosophy, when it comes to AirAsia rides, if you book earlier, the pricing is lower and better. Basically, we are applying this dynamic pricing in whatever we do — a know-how passed on from our airlines."
Amanda Woo, Former Chief Executive Officer at AirAsia Super-App
WhatsApp Messaging
61% of people would rather message a business than call a contact centre.
An instant response will keep your passengers calm and connected, rather than leaving them to wait on hold until their call’s answered.
Source: Powered by Search
WhatsApp's continued growth
Today, 75% of customers expect instant communication and seamless interactions with businesses and so WhatsApp is quickly becoming a channel that companies around the world are turning to in order to offer an enhanced customer experience.
With 2 billion active users, WhatsApp is the world's most popular communication app, meaning airlines can reach a broader audience and offer a convenient channel that customers are already using in their everyday lives. One reason it is working so well for travel brands is that they can easily share rich information like flight updates, booking confirmations, and boarding passes, enabling passengers to access all their travel information in one place. While SMS has its place in an effective omnichannel communications strategy, the generous character limit and ability to share rich data are just two features that sets WhatsApp apart from other channels.
WhatsApp's end-to-end encryption ensures that all information exchanged with passengers remains private and secure. Moreover, by integrating with the PNR, CRM, and other systems, airlines are able to personalise their communications by sending targeted information based on each individual passengers' booking history and preferences. This personalised approach can help airlines build stronger relationships with their customers and enhance their loyalty to the brand.
What does this mean for travel companies?
With travellers expecting immediate and accessible information from their airline, it is time to make this hugely popular channel a part of your omnichannel strategy to keep passengers informed and engaged at every stage of their journey.
For 8 more reasons why travel brands should add WhatsApp to their communications strategy, read our blog post:
Will Cathcart, Head of WhatsApp
