What Superapps Could Mean for the Future of Travel
Imagine planning your next vacation with just a few taps on your smartphone. No more toggling between dozens of websites, no more comparing endless lists of flights, hotels, and activities. Instead, one seamless, personalized experience that takes you from inspiration to booking in minutes. Making this vision a reality is behind the concept of travel superapps and is something almost all travelers want, according to Accenture's latest research , that found 97% want a system that will give them access to many travel-related services in one place.
Let’s consider how the traveler's journey is typically divided into three stages before the trip begins: inspiration, planning, and booking. Each involves multiple steps, often across multiple platforms, requiring multiple decisions to be made along the way. For instance, travelers often draw inspiration from reviews, social media, advertising and personal contacts, while planning involves comparing prices, accommodation facilities, as well as catering and dining options. Then there’s the booking process itself, where travelers need to spend time entering personal contact and payment information, checking dates and itineraries, as well as any transfer transportation required. It is easy to see how the entire process can feel more like a chore than an enjoyable experience for travelers.
The adage "convenience is king" has never been more accurate, with seven in 10 travelers preferring to book travel packages and additional services from the same website.
Enter the Superapp
This is where travel superapps come in. By integrating every aspect of travel planning into a single platform, superapps can offer a comprehensive solution to the complex nature of travel planning. From flights and accommodation options to activities and restaurants to enjoy at the destination, all delivered with automatic itinerary generation and conversational assistance - it's can all be there at the touch of a button.
The Promise of Superapps
With a travel superapp, travelers can say goodbye to the inconvenience of downloading and switching between multiple applications. It could give recommendations tailored to the user's profile and behavior, a simplified view of offers, high-definition photos for reference, and a clear cancellation and trip modification process. During the inspiration stage, for example, generative AI (gen AI) tools can prevent information overload. It can take each traveler’s unique needs and motivations to filter out the noise and focus on the rich signal of what will be most relevant, appealing and ultimately rewarding for every individual.
Convenience in Action
A great example is Booking.com’s AI Trip Planner, a gen AI-powered bot enabling travelers to ask general or specific travel-related questions, across any stage of the trip planning. It also recommends customized itineraries and inspirational content, based on each traveler’s preferences.
Then there’s AirAsia MOVE . This app integrates a variety of travel services, enabling users to book flights from over 700 airlines, access 900,000 hotels, and explore options like ride-hailing, dining, insurance, and duty-free shopping. Additional features such as chat, games, gifting, and a loyalty program enhance user engagement.
Saudia’s Travel Companion combines multiple travel services—accommodation, transport, dining, and activities—into one digital platform. It uses AI for personalized recommendation and eliminates the need to switch between multiple platforms. Going forward, the airline plans to introduce voice commands, digital payment solutions, and global e-SIM connectivity for a seamless user experience.
Data Foundations for Scaling Superapps
A superapp’s effectiveness relies heavily on the depth and richness of user information it can access. To scale gen AI in the context of a travel superapp, a strong technology foundation with data and AI at the core is essential. This involves organizing, consolidating and centralizing siloed data across multiple business units to integrate various data streams and provide greater contextualization. High-quality data availability, security and privacy are prioritized through investment in data management tools and governance policies. Collaboration is important for sharing data and making it more accessible. This could include a safe, central hub that gathers data from real-time bookings, customer preferences, and social media trends. Six in 10 (60%) of travel industry CXOs see most potential for gen AI in product application development and management, but only 18% in creating an end-to-end superapp.
Challenges and Considerations
Some of the on-ground challenges in the shift towards superapp include overcoming barriers such as lack of in-house technology capability, managing rising data volumes and complexity, workforce readiness, and integrating new gen AI systems with legacy systems. However, the report reveals that companies are taking active steps to overcome barriers: eight in 10 (81%) have seen investments in gen AI and automation meet or exceed expectations.
To mitigate challenges, companies also need to prioritize high-quality data availability, security and privacy, and invest in training programs to upskill their workforce. Collaboration with technology providers, academic institutions, and travel consortiums can also provide access to the latest tools, talent, and insights, fostering a culture of innovation and continuous improvement. Setting policies and guidelines to mitigate operational and strategic risks associated with gen AI is also crucial.
While there is still work to be done to fully realize the concept of a travel superapp, it’s clear that many consumers would welcome a solution to the complex nature of travel planning. And though harnessing transformation technologies such as gen AI travel companies have the potential to drive growth by enhancing customer experiences, cultivating loyalty, to ultimately unlock value across every part of the business.