3. Enable location-based services and information.
A 2014 Ipsos study commissioned by Google showed that 88% of people make local searches on smartphones, while 61% want mobile search results customized to their immediate location. Location-specific offers, driving directions and maps, and localized search results all play a role here.
For example, if a person searches “Olive Garden” on mobile, chances are excellent that they are looking for a local restaurant. The brand can win more sales when it ensures that its local stores are in the mobile search results. The quickest way to do this is to buy search terms including location, i.e. “Olive Garden Birmingham AL.” Over the long run, you can boost your local SEO by claiming each location in Google and Bing, and then driving citations and ratings from users.
4. Help people avoid lines.
Mobile check-in helps hotels, airlines and car services improve guest satisfaction. The Center for Generational Kinetics conducted a study that found that 40% of millennials prefer purely online customer service, supporting the overall trend that they prefer self-service experiences offered via mobile instead of in person.
I recently had a four-day hotel experience in which I checked in, checked out, made requests and ordered room service, all via mobile and without speaking to anyone. It was simply an experiment for me, but self-service is the preferred way of doing business for many.
5. Offer local insight and options.
Innovative travel companies now replicate concierge services through their apps. Hotel and airline apps sometimes offer local area guides and activity booking tools. These tools make travel experiences richer and boost loyalty. For example, my team and I recently stayed in a hotel in Philadelphia. We arrived after 10 p.m. and wanted a good nearby restaurant that was serving at that hour. After a few clicks, we had a reservation and walking directions.