Why Destination Marketing Organizations and Tourism Boards Should Choose Smartphone Apps In Addition To Mobile-Friendly Websites

In today’s digital world, providing a seamless experience for travelers is crucial for Destination Marketing Organizations (DMOs) and tourism boards. While many organizations already recognize the importance of having a digital presence, they often overlook the potential of a smartphone app, assuming that a mobile-friendly website is enough to engage travelers. We recently completed a survey where roughly 80% of DMOs did not have an app. Which leaves an opportunity when roughly 85% of Americans own a smartphone according to Pew Research Center. Outside of those numbers an app can offer far more functionality, convenience, and personalized experiences than even the best-optimized mobile websites.

In this blog, we’ll explore why DMOs and tourism boards should prioritize the development of dedicated apps for tourists, and how this decision can result in increased engagement, better user experiences, and ultimately, stronger economic results for their destinations.

1. Native Functionality and Offline Access

The most significant advantage of a smartphone app is its ability to leverage the native functionality of the device itself. Features like GPS, camera integration, push notifications, and even offline access provide a smoother and more intuitive experience for users.

• GPS and Geolocation: Apps can use real-time location services to provide customized itineraries, directions, and location-based recommendations. Whether visitors are looking for nearby restaurants, attractions, or transportation, an app can pinpoint their exact location and offer precise guidance. Mobile websites, while responsive, often don’t deliver the same level of seamless integration with these native device features.

• Offline Access: When traveling, tourists often face challenges with limited or expensive data plans, especially in foreign countries. One of the top benefits of a mobile app is its ability to store crucial information offline. A tourism app can preload maps, itineraries, or historical information, allowing users to access this data without relying on Wi-Fi or cellular data. Websites, on the other hand, generally require constant internet connectivity to function.

• Camera Integration and Sharing Features: Modern apps can tap into a phone’s camera to allow travelers to take photos and even automatically upload them to social media platforms or share them through the app itself. Some apps even feature AR (Augmented Reality) elements, which can turn a historic tour into an interactive, gamified experience. Websites simply cannot compete with this level of integration.

2. Superior Personalization and User Engagement

Personalization is key to improving customer satisfaction, and apps offer far better ways to personalize the user experience than mobile websites can.

• Customizable User Profiles: Apps can allow users to create personal profiles, save preferences, and even receive custom recommendations based on their prior interests, such as "hidden gems" or itineraries they’ve liked before. For example, frequent travelers to a destination can receive information based on their history of visits, encouraging them to explore new aspects of the location. Websites, while functional, are often more impersonal and lack the ability to track user preferences as effectively.

• Push Notifications: One of the biggest advantages of an app is the ability to send push notifications. DMOs can notify users about events, flash sales on local experiences, or even safety alerts relevant to their location in real time. The immediacy of push notifications provides a direct channel of communication with visitors, driving up engagement. Websites, even those that use email subscriptions, can’t match the immediacy and visibility of a push notification that’s directly delivered to a phone's home screen.

• Gamification and Rewards Programs: Apps are also great for building engagement through gamification. Offering badges, rewards, or points for visiting certain landmarks, sharing experiences, or checking in at various locations can encourage users to interact more deeply with the destination. Mobile websites simply cannot offer the same level of interactive, incentivized engagement.

3. Speed, Performance, and Usability

Speed is one of the key factors that impact user engagement, and apps have a significant advantage in this regard.

• Faster Load Times: While mobile-friendly websites are optimized to load quickly, they still depend on the speed of the user’s internet connection. Apps, however, can preload most of their content, making them much faster and more reliable even in areas with poor internet access. This is especially critical for tourists in remote locations where connectivity may be spotty.

• Enhanced Usability: Apps are inherently designed for a mobile-first experience, with intuitive touch gestures, swiping capabilities, and features like zooming or long-pressing for details. Mobile websites, while functional, often fail to provide the same fluidity and ease of use. Additionally, app interfaces can be customized and designed for repeat use, making navigation easier and more enjoyable over time.

4. Brand Loyalty and Retention

Apps help to cultivate brand loyalty in ways that websites struggle to match. Having an app on a traveler’s phone creates a direct connection between the destination and the traveler, keeping the brand top-of-mind every time they see the app icon.

• Frequent Use Encourages Loyalty: Once users download an app, they’re likely to engage with it more frequently, especially if the app provides useful tools like maps, restaurant finders, or real-time event updates. In contrast, websites often require the user to actively search for the DMO each time they want information, which is less convenient and leads to lower user retention.

• Push Notifications Drive Repeat Engagement: As mentioned earlier, push notifications are one of the most effective tools for keeping users engaged. Whether it’s a reminder of an upcoming event or a notification about a new attraction, these messages can inspire users to return to the app and explore more of the destination. This constant engagement strengthens the connection between the traveler and the destination, something a website struggles to achieve.

5. Data Collection and Insights

Data is invaluable in today’s world, and apps are far superior to websites when it comes to collecting meaningful data on user behavior.

• Actionable Analytics: Apps can track a user’s actions more precisely than websites, gathering data on how visitors navigate through different parts of the app, what locations they’re interested in, and what content they engage with the most. This data allows DMOs to continually improve their offerings and marketing strategies based on real-time insights.

• Survey and Feedback Opportunities: Apps offer an easy way to request feedback directly from users in real time. By integrating surveys or quick rating systems into the app, DMOs can collect valuable insights about traveler satisfaction, preferences, and potential areas for improvement. Websites, while they can certainly offer surveys, often don’t receive the same level of engagement due to their less personal and more passive nature.

6. Monetization Opportunities

Monetizing an app can be much easier than monetizing a mobile-friendly website, especially when integrated with local businesses and attractions.

• In-App Purchases and Exclusive Deals: DMOs can partner with local businesses to offer exclusive deals or in-app purchases, such as discounted tickets to attractions or local experiences. These transactions can be seamlessly integrated into the app, offering a frictionless experience for users while generating revenue for the destination. Websites may struggle with similar transactions, especially when users are forced to navigate away from the page to make a purchase.

• Advertising and Sponsorships: Apps also provide unique opportunities for sponsored content or advertisements. For example, a local hotel might sponsor a featured location on the app’s map, or a restaurant might offer in-app deals for users who check in via the app. These monetization strategies are more difficult to implement on mobile websites, where users often tune out ads.

7. Enhanced Security

Security is another critical factor where apps outperform websites.

• Secure Payment Methods: Apps often offer more secure, seamless payment methods through integrations with platforms like Apple Pay, Google Pay, or other encrypted payment systems. This is crucial for tourists who may be wary of entering sensitive payment information on public Wi-Fi networks.

• Two-Factor Authentication and Biometric Security: Apps can also integrate more advanced security features like two-factor authentication (2FA) and biometric logins (such as fingerprint or facial recognition). These measures are far more secure than traditional website login methods, especially when it comes to protecting personal and payment information.

  
  

Conclusion: Why Apps Are the Future of Tourism

In conclusion, while mobile-friendly websites remain an essential tool for DMOs and tourism boards, they simply cannot compete with the level of personalization, engagement, and functionality that apps offer. From native device integration to real-time engagement through push notifications, apps provide a richer, more dynamic experience that enhances every step of the traveler’s journey.

For DMOs looking to stay ahead of the curve, investing in a custom app is not just a good idea—it’s a must. The future of tourism is mobile, and apps are leading the way.