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By Michael Hayes

Using Mobile to Enrich the Customer Experience

The move to mobile is undeniable, and as tourism-based businesses, we need to keep up with the times.

Nowadays, 85% of adults in the United Kingdom have access to a smartphone, which is expected to rise to as much as 90% by 2022. Innovation is crucial for success in the saturated business landscape, and harnessing the growing power of mobile is the way forward. Tourists across the globe are turning to their mobile phone for information on everything from travel times, hotel reviews and things to do. You’ll now find boarding passes on mobile phones as standard, apps for booking restaurants and translation tools built into the latest and greatest smartphones.

But what’s so good about mobile, anyway? Well, mobile opens a whole new world of opportunities, breaking down previous communication barriers like location and language, whilst also providing valuable insights into how customers interact and evolve. People trust their mobile phones, and with 77% of adults aged 18-75 in the United Kingdom using their smartphones daily, mobile technology is the perfect platform to create an immersive tourism experience.

Mobile – and digital as a whole – has allowed for an information revolution, with users being able to access a wealth of data at their fingertips, no matter where they may be. Nowadays, mobile technology is used at near enough every stage of the travel process, from initial research and purchase to the duration of the event and even after the experience, too. Providing the relevant information, at the right time, goes a long way in enriching the overall customer experience and improving customer satisfaction.

One of the key benefits of going mobile is the ability to remove location barriers for communication, as users can access your business offering no matter where they are. 94% of leisure travellers carry a smartphone with them on their journeys, creating a huge potential audience for your mobile efforts. Now, visitors no longer need to be in the right place at the right time, as mobile turns any moment into an opportunity for communication. This accessibility massively improves the ease of the overall travel process for visitors, making booking new experiences a breeze. Visitors can book a table at a restaurant in a matter of a few taps on a screen, creating an effortless overall experience and removing unnecessary hassles for the customer.

Data is massively valuable in defining your business strategy and gaining insight into how visitors interact with your business, and digital creates the perfect platform to gather this. Mobile technology benefits from the measurable analytical tools that other digital platforms boast, allowing you to clearly see what’s working for your business. The communication channels opened through mobile are a brilliant source of feedback and information, all of which can be used to better optimise your business operations and overall customer experience for the future.

We’re passionate about taking tourism in Scotland mobile, and use our Pocket Leap system to create beautiful apps for attractions, destinations and businesses alike. One of our most recent successes was an app that we created for the Glasgow Mural Trail, a city centre walking route that showcases the spectacular street art in Glasgow. The trail is one of Glasgow’s most popular visitor attractions, but in the past, visitors had been reliant on printed paper guides or web-based maps that required online connectivity.

The Mural Trail App

The Glasgow Mural Trail app, available on Google Play from Pocket Leap, is your portable handbook of everything you need to know about the street art on show, bringing the stories of the murals to life and sharing the stories of the city as you go.


Want to find out more about the future of technology and tourism, come along to the next #DigitalTourismMeetup. 


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