![]() Second, we examined the scale dependencies in the social and biophysical drivers of both types of outdoor recreation.Ĥ. We did so by comparing to a survey based proxy, which is known to represent ‘day-to-day’ recreation (e.g. First, we tested the hypothesis that a social media based proxy (photographs from Flickr) represents ‘destination’ recreation (e.g. ![]() We focus on outdoor recreation because it is culturally and economically important it is the result of a range of social and biophysical attributes which vary at different scales and proxies that are independent of these drivers exist.ģ. Here, we examine scale dependencies in the drivers of outdoor recreation in England to better understand trade-offs between different aspects of this ES. Therefore, in order to understand trade-offs and synergies it is important that we understand the scale dependency in drivers of ES.Ģ. These trade-offs and synergies are often the result of drivers acting at different scales. Managing landscapes for multiple, sometimes conflicting, objectives requires an understanding of the trade-offs and synergies between ecosystem services (ES). Opinions and views expressed by all guest contributors do not necessarily reflect those of tnooz, its writers, or its partners.1. To quote my pal Shania, “So you got the moves but have you got the touch?” The brands that can deliver that end-to-end engagement will win. They have come to expect a fast, frictionless, helpful experience when they search and book their travel when they prepare to take off, when they’re in destination and when they return home. Travelers are spending more time and more money on apps. The travel sector has often led the way in improving mobile experiences so that level of intent to invest comes as no major surprise.īut if you’re reading this and your travel company doesn’t have an app, it’s worth noting that some of your competitors most likely have an app in the marketplace, they’ll be investing more in new features this year to drive engagement, and more than likely, they will be winning more of your customers this year too. 82% of travelers we questioned said they will be downloading the same number or more travel apps than they did the previous year.Īre organizations investing enough in mobile? Rather than showing signs of ‘app fatigue’ now seen in other industries, travel apps are continuing their growth in downloads and monthly active users. In many respects, native apps are the preferred channel over web due to their speed, additional functionality, and better overall UX. The findings revealed that apps remain the ‘go to’ for traveler engagement. The research highlights the opportunities for travel brands to engage through the customer journey. Our research reveals what travel activities people use apps for and why they consider choosing apps ahead of mobile web. And those travel brands that don’t deliver will suffer through online cart-abandonment, as well a pummeling on social media and app store ratings. Travel brands that can match their app experience to consumer expectations will drive more bookings, add more ancillaries and create longer-term value. Travelers also value the additional functionality and features that the native platforms bring. We found that consumers want a lightning-fast mobile experience, which they feel this is best delivered through apps. What we see now is that travelers are increasingly turning to the app experience, rather than mobile web, to search and book flights and accommodation.Ī global study Travelport Digital carried out with 955 end travelers showed that 58% of people prefer apps to search for flights and 53% preferred apps to find accommodation. Up until recently “mobile” really meant either mobile apps, found in places like the App Store, or mobile web, accessible via URLs. What exactly do we mean when we say mobile? Much like the former Queen of Country-Pop, if you’re not living up to their standard, they won’t be returning anytime soon. Travelers expect travel brands to deliver a great mobile experience. To steal a line from her ‘90s classic, travelers might as well be humming: “So you’ve got a new mobile-friendly website?.That don’t impress me much!” Travelers have gone all Shania Twain on us recently. This is a viewpoint from David MacHale, digital marketing director, Travelport Digital.
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