Beyond Web Analytics: Unleashing the Power of App-Specific Metrics for Travel Brands
In today’s fast-paced travel industry, mobile apps are essential for connecting with travelers. With online channels set to drive 76% of the sector’s total revenue by 2028, delivering smooth, user-friendly app experiences is more important than ever. Studies show that 80% of consumers are ready to download hotel apps for contactless services, using their phones to book stays, manage trips, and explore local attractions. Apps provide travel brands with opportunities to build stronger relationships through personalized interactions. To fully tap into this potential, it’s crucial to explore how app-specific analytics can drive better insights and engagement than traditional web-based approaches.
Why Web Analytics Doesn’t Work for Apps
Web analytics is great for tracking pageviews, sessions, bounce rates, and conversions, but these metrics fall short when applied to mobile apps. Mobile apps are far more interactive and complex, requiring a different approach to performance measurement. Here’s why:
- Complex User Journeys and Funnels: On websites, users often follow a predictable, linear path, but app journeys are more varied. Metrics like pageviews or sessions can’t capture how users explore an app. Instead, brands need to track engagement metrics like screen flow, feature usage, and session duration. Imagine a traveler using a booking app—they might start with a social media ad, explore destinations, compare providers, and then book a trip. By tracking this journey, travel brands can identify where users drop off and improve their experience accordingly.
- Push Notifications - Reaching Users Beyond the App: One of the most powerful tools that apps offer—unlike websites—is push notifications. Push notifications add another layer of interaction, allowing brands to reach users beyond the app. A travel app can send reminders about incomplete bookings or recommend local attractions. Monitoring these notifications' open and conversion rates ensures they re-engage users without overwhelming them.
- Offline Usage - Staying Relevant When Connectivity is Low: Apps also work offline, unlike websites. Travelers often use them in low-connectivity areas like flights or remote regions. Traditional web metrics don’t apply here, so brands need to assess offline interactions, such as viewing saved itineraries, to understand how they impact future online behavior.
By recognizing these unique aspects of app behavior, travel and hospitality brands can craft more effective strategies for improving engagement and user satisfaction, going beyond the limitations of standard web analytics.
Overcoming Offline Tracking Challenges in Travel Apps
Offline functionality is essential for travel apps, especially in areas with poor connectivity. However, it poses challenges in tracking user behavior since traditional analytics rely on real-time data. To overcome this, travel brands can optimize local storage by focusing on essential data, like upcoming trips, and limiting offline access to older ones. Smart synchronization protocols ensure data updates seamlessly when connectivity returns, resolving conflicts with methods like "last-write-wins." Additionally, offline analytics help identify popular offline features like saved maps, enabling brands to enhance the app experience. With security measures like encryption and authentication, brands can safeguard sensitive data while offline.
Tailoring App Analytics for Travel and Hospitality Brands
Apps offer travel and hospitality brands unique ways to engage with users but understanding app performance requires more than basic metrics. It's not enough to just count pageviews or sessions—success hinges on knowing how engaged your users are, how long they stick around, and what keeps them coming back.
- User Engagement: Beyond the Basics
How engaged are your users really? It’s not just about logins. While daily and monthly active users provide a snapshot of audience size, look at session duration and how often they return—are they exploring multiple features or just checking one? Also, track feature adoption, like booking tools or itinerary management. This helps you fine-tune your app and boost user engagement.
- User Retention: Keeping Them Hooked
Getting users to download your app is one thing but getting them to stick around is another. Retention rate shows if users return after their first visit, while a high churn rate points to issues like a clunky interface. Fixing these pain points can help keep users engaged long-term.
- Personalization and Customer Experience: Making it Personal
Travelers crave a personalized experience, so how’s your app doing? Track user interactions with tailored suggestions, like trip ideas or nearby spots, to refine your app’s algorithm. Push notifications are great, but only if they’re well-timed. Keep an eye on open rates, and don’t forget to check app reviews for feedback!
- Conversion and Revenue: The Ultimate Goal
The success of your app comes down to conversion and revenue. Are users booking through the app? In-app booking rates and total revenue can tell you whether your design and flow are as seamless as they should be. Dig deeper with metrics like average revenue per user (ARPU) and customer lifetime value (CLV) to understand how much each user is worth to your brand and how to maximize that value over time.
- Platform and Cross-Device Segmentation: Adapting to How Users Engage
Users hop between devices, and your analytics should keep up! Whether they're booking on a desktop, checking itineraries on mobile, or using a smartwatch for boarding passes, each device tells a story. Comparing behavior across platforms like iOS and Android uncovers hidden friction points and fine-tunes the entire travel experience.
By focusing on these deeper, more nuanced analytics, travel and hospitality brands can not only improve their app’s performance but also deliver personalized, intuitive experiences that keep users engaged and drive long-term value.
About the Author
Hutokshi Sethna is the Head of the Travel and Hospitality vertical at Tredence. She has 12+ years of experience in data, analytics, AI, technology, and consulting across various industries and domains. She has a strong track record of leading complex programs and translating advanced analytics into tangible business outcomes. Recognized as a trusted business partner and advisor to Fortune 100 & 500 clients, Hutokshi excels in people management and operational skills, building strategic long-term partnerships. Her strengths lie in relationship-building and leading through influence.