If you aren’t doing mobile and doing it well, the future looks bleak. But that isn’t the case for the winners and runners up of this week’s EyeforTravel Mobile in Innovation Awards

App monetisation is top-of-mind for every content publisher. As the mobile app industry surpasses 102 billion annual app store downloads and $26 billion in revenues, companies who properly leverage mobile app strategies will see massive revenue growth.

Needless to say the travel sector is an exceptional test bed for new thinking about how mobile apps and a sound mobile strategy can develop new revenues.

Below is the latest thinking from some of the finalists and winners of EyeforTravel’s Mobile in Innovation Awards that took place in San Francisco earlier this week.

Spontaneity: the act of the year

It was Hotwire that took home the prize in the Best Mobile User Experience category this week. The firm, which went head-to-head with booking.com, says that by integrating the latest technology into maps and lists, it has succeeded in creating an app that “serves travellers with a simple, straightforward design”.   

The trend toward spontaneous last-minute travel was something noted by both Hotwire and runner up booking.com. In Hotwire’s case, the app gives last-minute travellers the ability to find great hotels and car rentals at deeply discounted prices—hotel deals up to 60% off and car rental daily rates for as little as $10.95 a day.

We can’t ignore what Booking.com says either. In recent times, the world’s biggest OTA has seen both the number and percentage of mobile bookings increase across all markets. And recently, it found that almost half of reservations made within 48 hours are booked on a mobile device. It was this demand for spontaneous travel that led to the creation of Booking Now app. 

Contextual content: at the heart of the trip

As travellers go along their busy trip schedules, content that is more contextual and helpful will be what catches the traveller’s attention. That’s led a to virtual suitcase for the whole trip from TripCase by Sabre, the winner in the Best Mobile Travel App category.

The aim of this app is to provide more relevant and exclusive information to the traveller, says Natasha Sanchez, PR and campaign manager, who believes that contextualisation will continue to be a focus in the future.

The same is true of wearable technology. “When a traveller is in trip, the ability to get the information they need from just a glance at their smartwatch is a huge convenience,” says Sanchez, adding that TripCase has done the leg work to bring value to users who are taking advantage of the growing smartwatch trend.

Voice recognition: taking travel to a new level

In the broader industry TripCase believes that voice recognition and photo-sharing technologies have potential to take the travel app experience to a new level. As the industry finds ways to leverage this, something Sabre is working hard at, travellers will benefit from a more hands-free way of getting information as they run to the flight gate juggling luggage.

An interesting point to note is that while technology may have distanced us from each other, photos can bring us back together. “Pair that with a traveller’s photo journalist-like behavior in trip, and you have endless app features just waiting to be created,” says Sanchez.

Test, test and test: it’s the key to a tip-top strategy

Rather than catching up to consumer trends and behaviour, Silvercar, the winner of this year’s Best Mobile Travel Strategy likes to stay ahead of the curve. It does this by staying on the consumer pulse by utilising what it calls ‘delighted customer surveys’. These provide daily renter insights and feedback. What’s also crucial is that the group frequently conducts ‘user’ testing to speak with and observe current and potential customers that engage with the app. “This helps to gauge areas for improvement, as well as identify opportunities for new functionality,” says Amber Soletti, Director of Marketing and Communications for Silvercar. Runner up to Silvercar was Ritz Carlton.

Improved post sale support: yes, customers matter

Even though nearly 85% of travellers take their mobile device with them on their trip, most travel operators currently don’t offer any application or post-sale support.

“Over the next five years we can expect to see the rapid adoption of mobile technologies among travel operators and we see ourselves being a leader in providing them with mobile solutions,” says Frederic de Pardieu, CEO of mTrip, the winner of this year’s Best Mobile Travel Solution category.

The travel industry is starting to embrace the notion that travellers want delightful experiences when they travel, made possible by mobile technology and connected platforms. “Popular consumer apps like TripIt by Concur (runner up to TripCase) will continue to play a more prominent role in helping companies manage travel spend and help their travellers do the right thing in a way that works for everybody,” says Susan Berg, Vice President of the Traveller Business Group at Concur.

Personalised recommendations: a big opportunity

Tapping into the trend to personalisation is runner up Carlson Wagonlit Travel, the runner up to mTrip. Amy (Sawyer) Ludwig, Director of Product Management Mobile at Carlson Wagonlit Travel, thinks that more advanced traveller profiles will allow CWT to have a complete picture of what an ideal trip might entail for each individual.

From a favourite coffee shop offering 20 percent off to restaurant advice in the city travellers have just landed in, or even air loyalty membership bumping them to a better seat, specially tailored suggestions and opportunities will pop-up for each traveller on CWT To Go.

“Personalised recommendations will extend beyond the normal business trip activities to things like in-flight entertainment, airport and hotel dining and even nutrition and well-being tips.” Ludwig says.