According to a website usability guru, many of the leading airlines are being rather slow to tap into the use of mobile technology.
Trenton Moss, managing director and founder of web user experience firm Webcredible, told Air and Business Travel News that, while some airlines are offering their customers a positive online experience, many are not.
Webcredible ranked the top 20 airlines in the UK in terms of online booking experiences – and placed Virgin Atlantic in the poll position, swiftly followed by British Airways and low-cost airline easyjet.
When it comes to accessing an airline’s website via a smartphone or other mobile device, many of them have key usability issues, he said.
Mr Moss said, “British Airways and Virgin are doing a bit. They’re starting to translate some of the functionality from the website onto the mobile.”
He suggested that airlines can do much to improve their online offerings, including providing customers with useful information about their destination, such as weather reports, or great dining or activity options.
“Providing value added services to users is where I think there is some real opportunity. There are additional things airlines can do, beyond just the core check-in. They’re not taking advantage of that,” added Mr Moss.
