4.3% Used Booking​.com in Past 6 Months

by | 3 minute read

Travel booking apps that offer air, hotel and car travel in a single app earned top marks in a recent travel app study. Consumers deemed Booking​.com worth the smartphone real estate, according to a new report, ‰ÛÏThe best- and worst-rated travel apps‰Û by research group Application Resource Center by Applause App Quality Inc.

"ARC reviewed 40 popular travel brands defined by market share and revenue, and analyzed the app store ratings and consumer reviews for those apps in both the Apple App Store and Google Play," April Berthene explained in "Find out which travel apps are hot and which ones are not."

"The 40 most popular travel apps earned an average score of 47. Seven of the nine lowest-rated apps were for Android while six of the nine highest-rated apps were for iOS."

"The top eight travel apps each scored above 67," Berthene wrote. "Most of leading travel apps are travel booking apps that offer choices from many airlines and hotel chains as opposed to apps for specific brands. Apps in the travel booking app category earned an average score of 65, the highest of all categories, with car sharing‰Ûªs app average at 62, vacation rental 53, trains 41, hotels 40, airlines 33, cruise 30 and car rentals 27."

  1. Booking​.com
  2. Alaska Airlines
  3. Kayak
  4. TripAdvisor
  5. TripIt
  6. Hotels​.com
  7. Zipcar
  8. Orbitz

Jeremy Kressmann, a travel analyst at market research firm eMarketer, says what distinguishes the apps at the top of the list is that they make it easy for consumers to purchase fast.

‰ÛÏWhen people do make purchases on mobile, they are not going to spend hours and hours looking for something.‰Û Kressmnan says. ‰ÛÏThey want something that takes advantage of the location of the device, something that‰Ûªs fast with not a lot of tap through.‰Û

"Alaska Airlines, with a score of 81, also ranked as the top airline app by far, with JetBlue Airways a distant second at 40."

‰ÛÏ[Alaska Airlines] is an extremely useful app giving me immediate access to mobile check-in, boarding pass, account details, including accrued miles, miles remaining to next membership tier, seat selection and more,‰Û says Ryan Williams, vice president, travel, at mobile research and measurement firm Millward Brown Digital.

"Notably, Hilton Worldwide‰Ûªs app improved by 15 points from ARC‰Ûªs last report in November 2014," Berthene wrote. "Gray attributes the rise to a new version of Hilton‰Ûªs iOS app that makes it easier to book reservations. JetBlue also improved seven points, since it added flight status to its ‰ÛÏToday‰Û tab and introduced Apple‰Ûªs fingerprint identity sensor Touch ID."

"Apps that had a quality score less than 40 and more than 2,000 reviews, include United Airlines Inc., Delta Air Lines Inc., Hilton, American Airlines Inc., Marriott International Inc., Southwest Airlines Co., The Hertz Corporation and US Airways."

With Booking​.com running away with the lead, it would behoove you and your advertisers to know more about this highly satisfied audience. According to AudienceSCAN research, 4.3% of consumers used Booking​.com in the past 6 months. 28% of Booking​.com Users are planning to attend family or class reunions this year ‰ÛÒ which could mean they need hotel reservations for those events. 37.5% celebrated New Year's Eve at a restaurant, bar or hotel, so they're likely to be on the lookout for party deals this year too! You could succeed in reaching them on LinkedIn: 45% participated in the past month.

AudienceSCAN data is available as part of a subscription to AdMall for Agencies. Media companies can access AudienceSCAN data through the Audience Intelligence Reports inåÊAdMall.

Courtney Huckabay
Courtney is the Editor for SalesFuel Today. She analyzes secondary customer research and our primary AudienceSCAN research. Courtney is a graduate of Middle Tennessee State University.
August 17, 2015 Digital + Technology