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BizReport : Mobile Marketing : March 30, 2015


Is TripAdvisor a gateway app?

Travel apps are seeing big increases in their installed base and, according to a new report from Strategy Analytics, TripAdvisor may be the key to finding an engaged app audience.

by Helen Leggatt

According to Strategy Analytics' recent report, 'TripAdvisor: A Gateway App?', TripAdvisor users are, on average, three times more likely to own an OTA, airline or hotel app than those who do not have TripAdvisor installed.

This, says the report, makes TripAdvisor an important channel for travel companies seeking to gain exposure to and engagement of the illusive travel user on mobile. More so among those companies in the travel industry who are investing heavily in new mobile features such as app-based room hotel room keys, airline boarding passes and passport scanning.

"As TripAdvisor continues to define its mobile strategy - partnering with those in travel to promote their brands alongside highlighted destinations - could be a win for all in the industry," says Josh Martin, Travel Analytics Research Service Director. "In order to earn return on their app investments companies need to increase usage and TripAdvisor is a channel to finding those that are highly interested in travel."

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Tags: apps, mobile, travel technology








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