By Patrick Imbardelli
Imagine booking your flight, arranging airport transfers, ordering your in-flight meal, and scheduling a post-flight activity – all within a single app. Super apps are transforming how we navigate travel by combining multiple services into one intuitive platform, making travel planning easier, faster, and more personalized than ever before.
Originating in Asia and rapidly gaining traction globally, super apps like Grab, WeChat, and Gojek are leading the charge by integrating services from transportation and accommodation to dining and shopping. These platforms leverage AI and big data to streamline the traveller experience, offering convenience and tailored recommendations at every step of the journey.
As this trend reshapes the industry, super apps are not just a tool but a shift changing how travellers interact with services and redefining what it means to have a “seamless” journey. This blog dives into the power of super apps, their global rise, and their potential to improve the future of travel.
What are Superapps?
Superapps are integrated platforms that combine multiple services within one application. Originally popularized in Asia, superapps now serve as ecosystems where users can navigate easily between diverse functionalities. For the travel and hospitality sector, this means that customers can arrange their entire journey from booking flights and hotels to exploring local dining options, without ever leaving the app.
East vs. west
While Asian super apps have set the benchmark for multifunctional platforms, their Western counterparts are taking cues and adapting the model to suit different markets and user expectations. As the competition intensifies, both regions are redefining what it means to be a super app in the travel and hospitality space.
For one instance, Uber, a newer entrant into the super app landscape, has evolved beyond its ride-hailing origins. Today, it offers food and package delivery, freight services, and is testing travel-related features in the United Kingdom, such as rail, coach, and flight bookings. Uber aims to transform how users perceive its app, encouraging them to think of it not only for on-demand services but also for long-term travel planning.
Another example, Rappi has grown into a super app powerhouse with over 30 million users across 350 cities in nine countries, including Argentina, Colombia, Brazil, Chile, and Mexico. While it started with restaurant and grocery delivery, Rappi has since expanded to include retail products, digital payments, insurance, and, as of 2020, travel services. By partnering with major brands such as Marriott and Amadeus, Rappi is creating a seamless travel ecosystem, offering benefits to both users and suppliers.
Both Rappi and Uber are exploring how to integrate travel offerings in a way that is compelling for users and partners alike. They face the challenge of shifting user behaviour, convincing them to engage with their apps not just for immediate needs but also for future travel plans.
The Superapp advantage in Travel & Hospitality
Superapps have reshaped how businesses interact with their customers. Here are a few key advantages:
Smooth User Experience: Superapps prioritize simplicity. For example, a traveller planning a trip through a superapp can book a flight, reserve accommodations, and arrange airport transfers, all in one place.
Data-Driven Insights: By aggregating user data across services, superapps provide businesses with deep insights into customer behaviour. This enables hyper-personalized offerings.
Efficiency for Businesses: Partnering with superapps allows companies to access a vast user base without building infrastructure from scratch. For smaller brands, this means rapid scalability.
The challenges of collaboration
While the benefits are clear, working with superapps also comes with its hurdles:
Competitive Environment: Businesses must compete with other brands for visibility on the app.
Revenue Sharing: Partnerships often require sharing a percentage of earnings, which can impact margins.
Technical and Operational Complexity: Integrating a range of travel services into a single platform presents technical and operational challenges
The road ahead for Superapps in Travel & Hospitality
The influence of superapps is only expected to grow. With advancements in AI, these platforms will become even more adept at predicting user needs and personalizing experiences. With it have long been a dominant force in Asia, the concept is rapidly gaining momentum in the West, who are extending their reach into the travel space.
For businesses in the Travel & Hospitality sector, entering 2025 by embracing superapps is no longer optional, it will be essential. Companies that integrate with these platforms will not only improve their customer experience but also stay ahead in an increasingly competitive market.
By embracing the superapp ecosystem, businesses can transform challenges into opportunities and provide customers with unforgettable experiences. As the industry evolves, so too will the partnerships between these platforms and the visionary companies that leverage them.