HomeExchange.com counters digital wisdom to skip the mobile app

This event report provides an insight into why HomeExchange.com, the home-swapping service for travelers, has made developing an app a lower priority than many other digital initiatives.

HomeExchange.com counters digital wisdom to skip the mobile app

Sonia Paul

Jim Pickell, president of HomeExchange.com – a home-swapping service for travellers – spouted what seemed to be new-media heresy: apps, he insisted, don't have to be an integral part of a digital brand's strategy.

HomeExchange.com, in fact, doesn't have an app. But the absence isn't for lack of trying. Three-and-a-half years ago, when Pickell joined the company, such a tool had been in existence for two years. "But no one knows what happened to it," he admitted at EyeforTravel's Social Media & Content Strategies for Travel 2016 conference in...

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