New Apps Put Personal Touch Back In Travel Booking

The latest wave of apps weaves the convenience of on-the-go mobile technology with personalized service.

Automation is now par for the course across the travel industry, but a host of new apps are actively seeking to bring the human touch back into the fold, synthesizing the convenience of on-the-go tech with a deeply personalized service.

Bloomberg has given a run-down of some of these new-generation apps, many of which are targeting specific types of travelers and most of which charge some sort of annual membership fee.

First and foremost is Skylark, which is aimed at time-poor, cash-rich luxury travelers. This members-only app and website costs $400 for a year’s subscription and for this, members can browse a pre-vetted list of discounted airfare and hotel packages. Skylark members also get the perks of 24/7 customer service assistance via a human agent.

Jack Ezon, co-founder of the service, said that, “We merge online and offline. Every digital transaction is paired with a live travel specialist who you can contact by phone, IM, e-mail.”

Next up is Marchay, a “private travel collective” aimed at business travelers, and the brainchild of venture capitalists Jon Ein and Karl Backlund. A yearly Marchay membership costs $2,000, but this will buy travelers local expertise along with the deep discount that comes with using corporate booking programs. In addition to buying travelers designated membership-directors who help to create a one-of-a-kind experience, this fee also enables Marchay to give its members considerable discounts.

Third up is yet-to-be-launched Essentialist, which is free for the first year and then $1,400 thereafter. For this, Essentialist allows users to curate exclusive content from location-based writers and locals alike to offer a bespoke experience.

Finally, there’s Lola. Currently free, Lola was recently incorporated by Paul English, the co-creator of Kayak. It allows users to text their needs to specialists who then research and present their results through Lola’s in-house messaging system.

A happy blend of app-based tech and personalized service, this new generation technology has the potential to take the heavy-lifting out of travel booking while putting the personal touch back into the heart of the industry.

[Photo: Getty]