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British holidaymakers want to see mobile utilised more in travel

Tyrone Stewart

Woman mobile phone beach sea holiday54 per cent of British travellers are unhappy with the travel industry’s slow adoption of mobile technology to improve their holiday experiences.

According to a survey of 1,000 people, from mobile technology group Apadmi, half of UK holidaymakers want to see more mobile check-ins in airports, hotels, and when hiring transport.

“Numerous sectors have recognised the value of incorporating mobile into their services,” said Nick Black, CEO of Apadmi. “Yet, the mass travel sector has not developed its mobile capabilities at the same speed as some other industries. This is a frustration shared by many travellers looking to use their smartphones as an aid on their holidays.”

It was also found that 37 per cent of respondents would prefer to deal with fewer paper travel documents for their transport, accommodation and visitor attractions, while 38 per cent want to see better tools to help them with language translations. In addition, 25 per cent said they would like to be able to use mobile payments more.

“Much of the technology desired by holidaymakers to improve the service they receive is already available – digital document hubs that can be accessed offline, augmented reality tools to enhance interaction with local surroundings and advanced check-in facilities that reach beyond the airport front desk,” said Black.

“Whilst these services are available now, they’re almost always siloed into standalone tools. Our research has shown this is frustrating holidaymakers and they’re now asking for centralised tools that allow them to do all of these things from one place on their mobile device.”