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Travel apps are not satisfactory enough

Travel apps are not satisfactory enough for their users.

The J.D. Power Inaugural U.S. Travel App Satisfaction Study has found that travel apps in four different categories - airline; hotel; online travel agency (OTA); and rental car - are not living up to people's expectations.

The team at the marketing research company looked at the most popular apps in these categories and how they were received by their users.

Explaining how they carried out the study, they wrote: "It explores the key variables that influence customer choice, satisfaction and loyalty based on four factors: clarity of information provided; ease of navigation; overall appearance, speed of screens loading; and range of services/activities."

And when it comes to what people want from travel apps, its most important features are how it performs on the day of travel. Only 58 per cent of hotel apps were determined easy to use for this purpose and it was at 62 per cent for airline apps.

Michael Taylor, Travel Intelligence Lead at J.D. Power, said: "Travel apps have come a long way. While some travel apps are delivering on their promise, others are missing the mark at critical moments of truth that can significantly influence traveler perception of brands and services. We see big swings in scores among travel apps when users evaluate searching and booking functions."

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