2021年旅游移动应用报告（英）-39页_4mb

The State of Travel Apps 2021 Summary

Core Content Overview

This report provides an analysis of travel app market trends in the United States from January 2018 through August 2021. It covers the Travel category on the App Store and the Travel & Local category on Google Play, with a focus on subcategories such as Airlines, E-Bike Sharing, Ride Hailing, and Travel Booking. The report highlights the recovery of the travel app market post-pandemic, the leading apps in each category, and their market share and growth trends.

Main Categories and Subcategories

• Airlines Apps: Include apps specific to airline companies for booking and accessing flights.
• E-Bike Sharing Apps: Such as Bird and Lime, which enable users to access scooter and small electric vehicle sharing services.
• Ride Hailing Apps: Similar to Uber and Lyft, providing taxi services with ride requests from drivers.
• Travel Booking Apps: Third-party apps for hotel and flight bookings, acting as meta search engines for cheaper options.

Key Trends and Insights

Market Overview

• Adoption Surge: U.S. quarterly downloads of top Travel category apps on the App Store and Google Play spiked to over 85 million in Q2 2021, marking the highest quarterly adoption since the start of the pandemic.
• Post-Pandemic Recovery: Downloads increased by 128% year-over-year in Q2 2021 compared to Q2 2020, rebounding from the lowest point in 2020 due to travel restrictions.
• Google Maps Dominance: Google Maps led in U.S. downloads during the pandemic, showing resilience in the travel app market.

Travel Booking Apps

• Market Share Growth: Travel booking apps accounted for 19% of Travel category app downloads in H1 2021, up 4 percentage points from 2020.
• Top Apps: Hopper surpassed Booking.com as the top Travel Booking app in H1 2021, with a market share of 27%.
• Growth Trends:
  • Hopper saw a 197% increase in downloads in Q2 2021, recovering from a 74% drop in Q2 2020.
  • Expedia and Booking.com remained top publishers in the Travel Booking space.
• Advertising: Snapchat and TikTok were the top ad networks for Travel Booking apps in 2021, with Hopper leveraging these platforms effectively.
• Creative Shifts: Hopper adapted its creative style to include elements like tweets and keywords such as "cheap" and "flexible cancellation" to engage users.

Airlines Apps

• Market Share: American Airlines led in downloads in H1 2021 with a 22% market share, followed by FlyDelta with 19%.
• Growth Recovery: Airlines app downloads increased by 73% year-over-year in Q2 2021, recovering from a 73% drop in Q2 2020.
• MAU Growth: Monthly active users (MAU) for top airline apps increased, with a 13% growth in August 2021 compared to January 2019.
• User Engagement: United Airlines saw the highest average time spent per user in Q1 2021, with users spending 21 minutes per month.

Local Travel Apps

• E-Bike Sharing: Apps like Bird and Lime saw significant growth, with Bird increasing by 100% in Q2 2021.
• Ride Hailing: Uber and Lyft dominated the local travel app market, with Uber leading in downloads.
• Recovery: Local travel app downloads increased by 53% year-over-year in July 2021, with ride hailing apps recovering to pre-pandemic levels.

Conclusion

The travel app market in the U.S. experienced a significant rebound in 2021 following the impact of the pandemic. Travel booking and airline apps saw substantial growth, while local travel apps, particularly e-bike sharing and ride hailing, also recovered. Hopper emerged as a key player in the travel booking space, leveraging social media platforms for advertising. The recovery was driven by the resumption of travel activities and the effectiveness of app marketing strategies.