Launching a travel app is easy. With tools like Travelpayouts’ White Label App, even your cat can do it, just by walking across your keyboard.
But making your app stand out in a crowded marketplace? That’s a lot harder, and it takes more than a great idea.
Here’s where app store optimization (ASO) comes in. In this article, we’ll discuss strategies to help your app reach the right audience and drive downloads.
What is app store optimization, and why does it matter?
ASO improves a mobile app’s visibility in app store search results to boost organic downloads and user engagement. It’s similar to SEO, except you’re boosting your ranking in an app store, not a search engine.
ASO vs. SEO
Let’s take a closer look at these two types of optimization.
Similarities:
- Keyword optimization: Both rely on identifying and using relevant search terms.
- Content strategy: Titles and descriptions play critical roles in ranking.
- Performance metrics: Metrics like downloads (ASO) and clicks (SEO) measure success.
Differences:
- Platforms: ASO targets app stores (e.g., Google Play, Apple App Store), while SEO focuses on websites.
- Ranking factors: ASO emphasizes app installs, ratings, and keywords, while SEO focuses on backlinks and site structure.
- Goals: ASO boosts app downloads, while SEO drives web traffic.
Note that if you’re promoting an app, SEO is going to be as important as ASO. SEO will help you drive traffic to your app landing page, boost your brand visibility, and support content marketing efforts that direct users to download your app.
ASO and SEO are thus two components of a cohesive strategy for reaching users.
Relevance in 2025
Ranking algorithms now prioritize personalization and engagement metrics like retention, session duration, and uninstall rates, so it’s crucial that travel apps focus on creating an enjoyable user experience.
Concretely, this means snazzy visuals, smooth app navigation, and well-written custom product pages (CPPs) that catch the eye of the target audience. A quality user experience also means regular updates based on user feedback.
Implications for travel apps
The above applies to all apps, regardless of industry. If we look at travel in particular, we see users becoming more demanding: they want tools that give them personalized, hassle-free travel experiences.
That’s a big ask, but it’s also an opportunity. Apps that embrace technological advancements, such as AI-compiled itineraries and real-time assistance, can drive user satisfaction and retention.
Additionally, with sustainability gaining traction in the industry, apps promoting eco-friendly options can win the loyalty of environmentally conscious travelers.
Basic ASO strategies for travel apps
Now let’s get specific. What are key elements of an ASO strategy for your travel app?
1. Keyword research
Apps should focus on short, high-impact keywords in titles and subtitles, where space is limited. Additional long-tail keywords can be used in the app description to support discoverability.
In most cases, travel apps should focus on action-oriented, broadly relevant keywords that capture user intent and signal a clear action, such as “book hotels” or “find flights.”
Tools like Sensor Tower can help identify terms that align with user search behaviors and market trends.
In 2025, creators should also be optimizing for AI-driven and voice-based search patterns, which means more conversational, question-based queries. See our advanced tips below.
Regularly updating keywords to reflect seasonal trends also promotes continued visibility in a competitive market.
2. App title and subtitle
The app title is your primary identifier in the app store. It should be concise and memorable while including your most important keyword. The subtitle offers a secondary space to highlight additional keywords and describe your app’s core value or unique features in more detail. Together, they boost discoverability and convey your app’s purpose at a glance.
Here are some tips.
- Keep it short: Titles should be concise and include primary keywords without sounding cluttered. Aim for clarity over cleverness.
- Highlight value: Use the subtitle to showcase the app’s key benefits, such as “Plan Trips Effortlessly” or “Find Hidden Gems.”
- Regular updates: Tailor your titles and subtitles to reflect seasonal or trending searches, like “Winter Travel Deals” during the holidays.
Here are some examples of app titles that we like.
- WanderMap: Discover, Plan, and Map Your Perfect Trip – Combines a unique name with a subtitle that communicates the app’s purpose.
- WalkMe: Walking in Madeira – Makes it crystal-clear what the purpose of the app is.
- Packpoint: Travel Packing List – Clearly combines a unique brand name (“Packpoint”) with a straightforward description of its core functionality.
3. App description
Your description is where you connect with potential users and show them why your travel app is worth downloading.
A great description combines clear, engaging language with keywords to boost discoverability. Instead of focusing solely on features, highlight your app’s benefits – how it saves time, simplifies planning, or offers insider travel tips that users can’t find elsewhere.
Keep it skimmable, using short paragraphs and bullet points to break up the text. Start with a strong opener that quickly communicates what makes your app unique. Follow with concise bullet points showcasing its key benefits, and end with a compelling call to action encouraging users to download it.
Remember, the description isn’t just for search visibility – it’s your pitch to convince users that this app is the travel companion they’ve been looking for.
4. Visual assets
A user’s first impression of your app will come from visuals rather than text, so how good it looks can determine whether they click “install” or scroll past. A well-designed icon, attractive screenshots, and punchy videos help communicate your app’s value in seconds.
- Icon design: Keep your icon bold and clean to stand out in crowded app store listings. Use symbols that represent your app’s purpose at a glance.
- Screenshots: Use annotated screenshots to highlight features and show how they solve user problems (e.g., planning trips or booking hotels).
- Videos: Create short videos to showcase the user experience, focusing on benefits like simplicity and time-saving features.
- A/B testing: Test different icons, screenshots, and videos to identify what drives downloads. Use tools like SplitMetrics or StoreMaven to analyze the data and refine your visuals.
Clear, engaging visuals don’t just attract attention. They build trust, explain your app’s value quickly, and can significantly improve conversion rates.
5. Ratings and reviews
Use in-app prompts to encourage positive feedback at moments of satisfaction, like after a booking or using a special feature. Keep prompts subtle to avoid frustrating users.
Responding to negative reviews is just as important. Address concerns quickly, acknowledge issues, and offer solutions, such as timelines for bug fixes, to improve user perceptions and earn updated reviews.
Since app store algorithms prioritize review volume and recency, aim for a steady flow of new feedback. Offer perks like access to exclusive features to encourage reviews (just make sure you’re adhering to app store policies).
6. Localization
Localization goes beyond translation – it’s about tailoring your app’s entire experience, including content and visuals, to connect with users in different regions. Customize metadata, descriptions, and keywords to reflect local travel preferences and search behaviors.
Optimizing for multi-language app stores requires understanding regional nuances. To ensure your text is culturally relevant, use local SEO tools or consult native speakers. Visuals should also align with regional expectations, such as showcasing ski resorts in colder regions or beaches in tropical ones.
Again, testing is crucial – run A/B tests to determine which localized elements drive the most engagement.
Advanced ASO strategies for travel apps
1. AI tools for ASO
AI tools can provide insights into both your and your competitors’ ASO performance, helping you refine your approach. Here’s how:
- Keyword optimization: Use AI-powered tools like AppTweak or ASO Desk to identify high-performing keywords based on user trends and competitor analysis. AI can uncover long-tail keywords or regional search patterns that manual research might miss.
- Personalized recommendations: AI can help you tailor app store listings to specific user segments, optimizing content like screenshots and descriptions for different audiences.
- Dynamic A/B testing: Use AI to run and analyze multiple A/B tests simultaneously, pinpointing which titles, visuals, or descriptions drive the most conversions.
- Performance monitoring: AI tools track real-time metrics like downloads, ratings, and engagement, giving you insights into your visibility and user retention.
- Competitor insights: AI tools analyze competitors’ keywords, rankings, and app store strategies, helping you identify gaps and opportunities to improve your visibility.
2. Optimizing for voice search
Optimizing your travel app for voice search involves incorporating natural, conversational keywords that match how users speak their queries. For example, instead of focusing on “cheap flights,” consider phrases like “find cheap flights near me” or “book last-minute flights to Europe.”
Ensure these phrases are reflected in your app’s metadata, descriptions, and subtitles. Voice search optimization also benefits from localized long-tail keywords that address specific user intents, such as “family-friendly hotels in Orlando.”
3. Seasonality and trends
Updating your app’s metadata, descriptions, and visuals to reflect current trends is important for maintaining visibility. During summer, keywords like “beach vacations” or “road trip planner” might be more relevant, while “ski resorts” and “Christmas getaways” are better for winter. Keeping the images seasonal is another way to make your app feel fresh.
Staying on top of trends is equally important. If you notice spikes in the popularity of, say, eco-friendly travel or last-minute bookings, you can incorporate them into your content to keep your app relevant.
4. App Store ad integration
Apple Search Ads and Google Play Ads allow you to bid on specific keywords to help your app appear at the top of search results.
Focus on keywords that align with user intent, such as booking, planning, or discovering new destinations, and allocate your budget toward these terms for maximum impact.
To effectively integrate app store ads:
- A/B test ad creatives: Test different visuals, headlines, and calls to action to determine what resonates best with users.
- Monitor campaign metrics: Use analytics tools to measure ROI, refine your targeting, and optimize performance over time.
- Budget strategically: Invest in keywords and placements specific to the travel niche, such as seasonal trends or high-demand destinations.
- Perfect your listing: Ads will bring traffic, but you’ll need a visually attractive, well-written listing to get visitors to download the app.
Common ASO mistakes and how to avoid them
- Too many keywords in your app’s metadata can make it look unprofessional and hurt readability. Keep only the most relevant and natural ones.
- Stale visuals can make your app seem outdated. Regularly refresh icons, screenshots, and videos to align with trends, improve user engagement, and showcase new features.
- Neglecting reviews can damage your app’s reputation and reduce user trust.
- Ignoring paid strategies like app store ads can limit your app’s reach. A combined organic and paid approach boosts visibility in competitive markets.
- A one-size-fits-all approach to metadata can limit your app’s global reach. Localize descriptions, keywords, and visuals to resonate with particular regions and languages for better discoverability in international app stores.
- Poor onboarding or lack of engagement tools post-download can lead to higher uninstall rates, hurting rankings. Focus on creating a seamless user journey to retain new users.
- Focusing only on downloads without considering retention can waste resources. Metrics like uninstall rates and session duration can influence app store rankings, so optimize for long-term user engagement.
Measuring and improving your ASO performance
Effective ASO isn’t a one-time effort – it requires consistent tracking and refinement. So, how do you analyze your app’s performance?
Key metrics to track
- Impressions, downloads, and conversion: Impressions show how often your app appears in searches, while downloads and conversion rates measure how effectively your listing turns views into installs. High impressions but low conversions often indicate the need to improve visuals or descriptions.
- Retention and uninstalls: Retention indicates how well your app keeps users engaged, while uninstalls can point to issues with user experience. Both factors affect app store rankings and visibility.
- Click-through rate (CTR): Tracks how often users click on your listing after seeing it in search results. A low CTR suggests that your title, subtitle, or visuals may need optimization.
- App Store ratings and reviews: High ratings and positive reviews improve user trust and influence app store rankings. Monitoring your reviews helps identify issues with user satisfaction or recent updates.
- Keyword rankings: Illustrate your app’s performance for targeted keywords over time. Drops in rankings may indicate the need to update metadata or refine your keyword strategy.
ASO tools for tracking and analysis
- AppTweak: AI-driven keyword research, competitor analysis, and performance tracking to optimize app visibility and drive organic growth.
- AppFollow: ASO and app management features such as keyword research, app store intelligence, and review management.
- MobileAction: Keyword tracking, competitor analysis, and app store optimization tools to enhance app discoverability and performance.
- ASOTools: Keyword research, competitor analysis, and position monitoring to improve app visibility and store performance.
- SplitMetrics: A/B testing for app store creatives like icons, screenshots, and videos to optimize conversion rates and improve ad performance.
Iterative optimization
Iterative optimization involves regularly testing, analyzing, and updating your app store strategy based on performance data and market trends.
- Conduct regular A/B tests: They aren’t just for the initial stages of launching an app. Do A/B testing when you want to add new elements or change existing ones.
- Stay up to date with algorithm changes: App store algorithms constantly evolve, impacting how apps are ranked and discovered.
- Adapt to trends and seasonality: Regularly refresh your metadata, visuals, and keywords to reflect seasonal travel trends or emerging user behavior.
Ready to launch your travel app?
Travelpayouts’ White Label App is a low-code solution that makes creating a branded app for flight and hotel searches easy. With your customized, branded app, your audience will be able to explore real-time travel deals from top brands and use features like filters and bookmarks.
You’ll earn rewards for every booking made through your app, and you can personalize it with custom backgrounds, images, and unique content in two WebView tabs. White Label App helps you bring your travel ideas to life!