The survey was deployed in partnership with Switchfly, and logged 2,022 adult responses in North America. Mobile apps continue to have a growing impact on the travel experience, as 41% of those surveyed planning to book travel during the holiday season.
Of those folks, an underperforming website or app is a deal-breaker when it comes to selecting where and how to book travel. The percentage of respondents booking travel on a website was 34% and the percentage of those booking on mobile was only 13%.
The short online survey resulted in the following key pieces of thoughts for travel app and website managers and developers, with a majority (57%) saying that dealing with a bad app or website is worse than dealing with the TSA. That’s not a good comp set to be in, as placing one’s carefully crafted brand next to one of the most vilified in travel leaves the brand at a severe disadvantage as far as positive sentiment.
