5 things your customer wants from a travel app in 2026

To get better insight on what customers really want from a mobile experience when it comes to travel, we surveyed more than 1000 people, digging into their must-haves, what prompts them to download or ditch, and what they’d be open to see more of in the future. 

Here’s 5 things you need to take note of in 2026 – and how to act on them to unlock new value.

1. Users care most about brand reputation, and want to see positive ratings and reviews

The survey revealed that users valued brand reputation and positive ratings and reviews above all else when it came to choosing their travel apps. These were rated above elements such as discounts and deals, or easy to use interfaces. 

It’s a sentiment that’s echoed across the industry, with the average user reading at least 3 reviews before deciding whether to download or ditch an app. 

Brand reputation is something that your mobile experience can support, and even boost, when done right. 

How to unlock value with this insight:

• Build review prompts into moments of success (for example, after a smooth booking or check-in).
• Invest in proactive app store community management to respond to feedback and demonstrate accountability.
• Use review data as a product insight channel – it’s not just a marketing metric!

Positive ratings and reviews are something that can be optimised with an effective community management strategy – we’ve helped Domino’s Pizza maintain a 4.8* App Store rating with 100,000s of reviews over the past several years with these strategies.

2. Discounts and points still rule – but users also value personalised surprises and feeling special

We all know that discounts and points can be a top loyalty tool (when offered on the right items, at the right time), and almost half of respondents agreed. But the survey also revealed that other features such as exclusive offers, priority access, and personalised rewards and surprise perks were not far behind. 

The element of surprising and delighting a customer is one that shouldn’t be underestimated. These features tap into a sense of status and appreciation — emotions that are particularly effective in the context of travel. The opportunity here is to evolve beyond one-size-fits-all incentives.

How to unlock value with this insight:

• Use behavioural and contextual data to tailor rewards to the traveller and the moment.
• Introduce occasional, unexpected perks to reinforce a sense of exclusivity.
• Clearly communicate the value of loyalty benefits within the app, not just via emails or other marketing channels.

When customers feel genuinely recognised, loyalty becomes more emotional, and therefore, more sticky.

3. Be more upfront with costs to earn user trust

Respondents expressed their frustration with hidden costs and fees in travel apps; so much so that it came out as their number one want to have more accurate prices throughout their customer journey.  

Of course, travel can be complex with fluctuating prices, third-party fees, and optional add-ons. However, users increasingly expect clarity, consistency, and honesty at every step; especially on mobile, where attention is limited.

This is something that a good mobile experience can help to combat.

How to unlock value with this insight:

• Surface total prices upfront, including taxes and mandatory fees.
• Clearly explain optional extras and how they affect the final cost.
• Avoid late-stage price changes wherever possible, or explicitly justify them when unavoidable.

Transparency is a brand trust imperative.

4. Experiment with new AI-driven experiences, your customer wants them!

Over a third of respondents were open to seeing AI trip assistants in travel apps.  This reflects growing comfort with AI in everyday digital interactions, provided it delivers practical, tangible benefits.

For travel brands, AI presents opportunities to reduce complexity and cognitive load. From itinerary planning and disruption management to contextual recommendations during a trip, intelligent assistance can transform how customers engage with your app.

However, novelty alone is not enough. Poorly implemented AI risks increasing frustration rather than reducing it.

How to unlock value with this insight:

• Focus AI features on clear user problems, such as rebooking during delays or answering time-sensitive questions.
• Ensure AI outputs are explainable, accurate, and easy to override.
• Treat AI as an enhancement to human-centric design and not a replacement for it.

The brands that succeed will be those which deploy AI with clear purpose and genuine use cases. Some airlines such as Ryanair are already exploring these technologies and implementing them with purpose – as we explored at 2025’s World Aviation Festival.

5. 1 in 4 cite technical issues as the main driver for uninstalling – get your tech stable before all else

Whilst we may have highlighted shiny new add-ons and implementing strategies to improve positive ratings and user trust; all of this hard work is futile if your tech simply doesn’t deliver. 

Without a stable platform delivering a consistent user experience, you risk losing users (and losing revenue) when bugs strike. Ensuring your tech stack is working for you; whether that be seamless payment integrations when it comes to booking, or frictionless sign-ins at that very first app open – your tech needs to work. 

Knowing that your product can withstand large user numbers at once, and being able to trust it to perform at every step in a user’s booking process or travel moment is crucial. Regular app audits can ensure that standards are upheld, and identify any weaknesses or opportunities for optimisation.

How to unlock value with this insight:

• Prioritise stability and performance before introducing new functionality.
• Invest in regular app audits to identify technical debt and optimisation opportunities.
• Stress-test critical journeys, particularly payments, authentication, and peak-traffic scenarios.

A resilient app protects revenue, safeguards reputation, and creates the conditions for innovation to succeed.