On Wednesday 12, Apple debuted a variety of products that could be a massive opportunity for travel brand marketing departments.
iOS12 Update
Travel app marketers and developers will be interested in iOS 12, which has been updated to make it easier for iPhone users to manage notifications.
Business travelers who are frequently on the road may find the update especially relevant.
Indeed, Apple is allowing newly installed apps to be pushier, by enabling push notifications for apps for two weeks before having to obtain consent from the user.
This is an opportunity for marketing departments, as opt-in rates for push are much lower on iOS than Android, with over 50 percent currently saying Don’t Allow.
However, Apple gives consumers a one-click option to shut an app’s notifications off indefinitely. Thus, if notifications aren’t deemed valuable, it’s easier for consumers to silence them.
Apple is making these changes to compete with Messenger, which has become a default communication app for many users.
Earlier this month, KLM began using Messenger to rebook passengers and send them their new boarding passes after a flight is canceled. It also began sending vouchers to passengers redeemable for food or beverages when flights are delayed.
Another new feature will now group all notifications from the same app by default and this functionality will enable travel companies to categorize alerts based on their relevance.
For example, if a flight is delayed, the airline could send a notification saying when the flight is rescheduled and the app will make sure the notification is in a separate, priority group.
Augmented Reality
In the presentation, Apple executives also said they are improving the ability of iPhones to provide richer augmented reality experiences.
When Apple rolls out its software update, it will include a new Measure app, which will let users measure objects via the camera. Anticipating this trend, KLM debuted a new feature in its app to make it easy for passengers to see whether their carry-on baggage is the correct size.
In 2011, TripAdvisor also experimented with augmented reality by creating a tool that allows travelers take a virtual walk through a destination.
Thus, Apple’s augmented reality enhancements enable the development of more powerful tools.
A potential use could therefore allow users to visualize a hotel room, a vacation rental, or an aircraft cabin in augmented reality in a mobile app.
Earlier this year, Apple bought Akonia Holographics, a company specializing in augmented reality, meaning the company could work on augmented-reality eyewear, with a possible launch in 2020.
