JetSetter targets tech-savvy consumers with iPad experience

Gilt Groupe-owned travel Web site JetSetter has expanded its vacation and travel deals onto the iPad with an application in an attempt to make a smoother, more relaxing travel experience.

JetSetter’s app allows consumers to book reservations, explore 360-degree angles of properties and read customer reviews. It is available for free in Apple’s App Store.

“The iPad experience is even better than our Web site,” said Kellie Pelletier, director of communications at JetSetter, New York. “We have developed this app inspired by original iPad promotions, where people are sitting with their feet up and just relaxing while browsing.

“That’s what we think booking a vacation can be, fun and relaxing” she said. “We envisioned people sitting around on a Saturday wanting to book a vacation, and instead of having to get up and go to their desktop, they can just sit back and have an incredibly easy experience with amazing, clear pictures and information.”

JetSetter also has an iPhone app to complement its iPad and Web site experiences.

The app launched quietly last week and is being promoted via social media and email blasts.

JetSetter is a separate entity, but is funded by Gilt Groupe.

Taking off
When users open the app, they are shown a 360-degree fluid, rotating picture of an outside destination or the inside of a luxury hotel.

Similar to Gilt sales, JetSetter offers flash-sale hotel packages. It has longer time limits on other packages in which to book vacations.

Consumers can look at vacations in different themed sections, such as Summer Vacations or Destination Weddings.

There is also the option to browse through the packages or type in keywords in the search bar.

When customers tap on a destination, they are shown large images of the property such as beaches, guest rooms or the hotel lobby that users can swipe through. There is a small blurb underneath the picture with some details about the location.

Screen grab from the iPad app

There are also tags under the image that offer traits about the destination such as “beaches & islands,” “skiing,” “golf” or “family-friendly.”

Consumers can scroll down to a section that shows “What we love,” or good things about the property and “What to know,” which are some details that hotels do not usually tell consumers such as crowded pools or high-end bar prices.

There are also JetSetter reviews from company correspondents that have been to the property and can offer tips and suggestions.

At the bottom, there are prices, booking options, nearby attractions, details on how to get to the location and comments from other users.

Itinerary

TrendSetter
Ecommerce and mobile conglomerate Gilt Groupe has built quite a reputation for itself.

The retailer especially has a handle on mobile, reporting that 15 percent of weekly revenue comes from mobile, and that consumers spend more time on the company’s app, Gilt for iPad, than on its Web site (see story).

JetSetter has developed its app experience to the point where its photography exceeds iPad resolution technology. Even as new models of the iPad come out, the pictures inside of JetSetter’s application will still be clearer than other images, per Ms. Pelletier said.

The iPad app is more advanced than its iPhone counterpart, which only includes the flash-sale packages. Just like JetSetter.com, the mobile application offers both flash sales and non-limited packages.

JetSetter is also planning on building an app for the Android platform.

“The iPad app experience is even better than it is on a computer, so it was an obvious next-step for us,” Ms. Pelletier said.

“Gilt has been an amazing example for us,” she said. “[Its experience] really let us define what works and what doesn’t to make our app truly amazing.”

Final Take
Rachel Lamb, editorial assistant on Luxury Daily, New York

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Tags: app, Gilt Groupe, iPad, Jetsetter, Kellie Pelletier, luxury, luxury marketing, mobile