Airlines are mobile but responsive design is not on the radar [INFOGRAPHIC]

The majority of the world’s top 50 airlines (76%) have a dedicated mobile website but none are using responsive design according to a study.

The report, from digital agency 8 Million Stories, into the mobile technology usage in the airline industry also shows 22% don’t have a mobile site.

The following infographic illustrates further findings including:

  • 18% of the top 11 airlines in the UK and Ireland don’t have a mobile website.
  • 73% of UK and Ireland carriers have a dedicated mobile website
  • Only one, Thomas Cook Airlines uses responsive design following the relaunch of its site in December 
  • 33 of 50 of the world’s top airline have at least an iOS mobile application while seven have app that serves iOS, Android and Blackberry. Of the UK and Ireland airlines, only the British Airways’ app for all three types of device.
  • 33 0f the 50 carriers offer mobile boarding passes and six of the top 11 airlines in the UK and Ireland
  • 14 airlines around the world use Apple’s Passbook

The findings are important given figures showing one-in-three visits to travel sites are now from a mobile device.

In addition, a PhoCusWright report predicts a fifth of online travel bookings will come from a mobile device by 2015.

Interesting to note that since Thomas Cook relaunched the airline website, it claims conversion from tablets and mobile devices has increased by more than 30%.

mobile airlines

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About the Writer :: Linda Fox

Linda is Managing Editor for tnooz. For the past decade, she has worked as a freelance journalist across a range of B2B titles including Travolution, ABTA Magazine, Travelmole and the Business Travel Magazine. In this time she has also undertaken corporate projects for a number of high profile travel technology, travel management, and research companies. Prior to her freelance career, she covered hotels and technology news for Travel Trade Gazette for seven years. Linda joined TTG from Caterer & Hotelkeeper where she worked on the features desk for more than five years.



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  1. Javier Wanga

    A very nice article! Nevertheless, I do believe there are airlines that embrace Responsive Web Design as a mobile solution. Thomas Cook is given as (very nice) example, but Social Leader KLM has the majority of its website available in Responsive Design. Just to name a few pages:

    – KLM Homepage:
    – Flight Status:
    – Destinations:

    • Simon Heyes

      Hi Javier, thanks for the comment 🙂

      All the data was collected in November and December, and at the time KLM had a separate mobile site ( I had a peek just now, and KLM are still serving mobile ads on Google directing people to that site. They are probably collecting data and monitoring the transition over the new full site.

      Great to see them embracing responsive design though, and we’ll hopefully see more airlines following suit over the next few months and years 🙂

  2. Milind

    “Only British Airways have apps which spans all smartphone devices” – that is iOS, Android, Blackberry and Windows Phone


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