The aviation industry is undergoing a transformative shift as digital solutions, particularly mobile applications, play an increasingly pivotal role in enhancing passenger experiences.
According to IATA’s 2024 Global Passenger Survey, 72% of travelers now book their flights online. Yet, only 16% use airline mobile apps, a stark contrast to global mobile shopping trends, where 68% of transactions are made via mobile devices. This gap presents a significant missed opportunity for airlines to increase engagement, boost loyalty, and drive revenue.
As travelers demand more control, convenience, and personalization, airlines must rethink how they engage customers through mobile apps to stay competitive in this evolving landscape.
Mobile Apps: A Win for Passengers and Airlines
From a passenger’s perspective, a well-designed mobile app provides convenience and control. Younger travelers, particularly those under 25, are especially eager to embrace digital solutions, with 90% expressing interest in using digital wallets on smartphones for bookings. Features such as seamless booking, real-time notifications, and personalized offers can significantly enhance the travel experience, driving satisfaction and loyalty.
For airlines, mobile apps provide a direct communication channel to passengers, enabling personalized marketing, ancillary sales, and real-time updates. A high-performing app is also a clear reflection of an airline’s professionalism and reliability, helping build trust with passengers and stakeholders. Oman Air, for example, partnered with Branchspace to revamp its mobile app, enhancing its dynamic retailing and ancillary capabilities. The result was faster load times, effective payment orchestration, and increased revenue opportunities.
Retailing on the Go: Meeting the Demands of Today’s Travelers
Airlines are increasingly embracing modern retailing strategies to meet the evolving expectations of today’s travelers. Millennials and Gen Z, who now represent a significant portion of business travelers, expect seamless, on-demand services that align with their mobile-centric lifestyles. The IATA survey reveals key trends:
- 77% of travelers are interested in using a digital wallet that combines payment cards, digital IDs, and loyalty cards.
- 73% prefer biometrics over physical passports and boarding passes.
- Access to all travel information in one place is the top pre-travel demand.
Branchspace’s Triplake On the Go platform empowers airlines to meet these demands by offering a fully integrated, frictionless mobile experience—from inspiration and booking to real-time travel services and post-flight engagement.
Success Stories: Driving Growth for Airlines
A great mobile app isn’t just a booking tool; it’s the digital flagship of an airline’s retail strategy, driving conversion, increasing customer retention, and maximizing ancillary sales. Airlines that embrace mobile-first retailing are already seeing measurable success:
Oman Air partnered with Branchspace to revamp its mobile app, launching dynamic retailing capabilities across 30+ ancillaries, boosting app performance, and enabling A/B testing for ongoing optimization.
KM Malta Airlines (formerly Air Malta) worked with Branchspace to launch a new mobile app in just three months, unlocking new revenue streams and providing a frictionless mobile experience.
The Future of Airline Retailing: Mobile as the New Frontier
Mobile adoption in travel is rapidly accelerating, and airlines that act quickly will secure a competitive edge. With Triplake On the Go, Branchspace helps airlines build high-performing, customer-focused mobile solutions that drive engagement, increase revenue, and foster long-term loyalty.
By embracing mobile innovation, airlines can navigate the future of travel retailing and better serve the evolving needs of today’s tech-savvy travelers.
