FlySafair Now Taking Mobile Bookings

In: Places to go
flysafair mobisite 2016

The newly launched mobisite has allowed the low-cost carrier to tap into South Africa’s growing mobile market, resulting in increased traffic and higher conversion rates

 Johannesburg, South Africa – 5 April 2016 – Low-cost carrier FlySafair has announced the launch of its mobisite, accessible at, which issues mobile-optimised boarding passes to save travellers time and money when flying.

The airline opted for a responsive site, which adapts to fit the device the site is being accessed from, rather than a separate mobile platform or application, to keep costs low. These savings will continue to be passed on to passengers through affordable air fares.

According to a recent Ipsos survey, 50% of online shoppers in South Africa who own a mobile or feature phone have used it to shop online, while an additional 21% expect to do so in future.

“South Africa’s m-commerce market has grown significantly over the past year – from 23.1% in 2013 to 46.5% in 2014 – so it was crucial that we were able to provide a better solution on mobile. Mobile already accounts for a third of FlySafair’s traffic and desktop over half. Since launching the mobisite, mobile conversion rates have doubled while desktop conversion rates have increased by more than 150%. Based on our traffic patterns, this supports the trend of online shoppers researching products on their mobiles and then switching to desktop to make the purchase, and  there is a demand for this type of functionality among our customers,” says Kirby Gordon, vice president of marketing for FlySafair.

The airline decided against the creation of a dedicated mobile application because the maintenance of a separate platform would have added to its costs. It also did not believe that an app would have given customers a better experience than its mobisite.

“Travellers can do anything they would normally do on the desktop site – such as search for and book flights, check in and confirm flight status – on the mobisite. The added benefit is the mobile-optimised boarding pass, which means they don’t need to print their boarding passes or visit a kiosk at the airport – they simply scan their phones when boarding. We did not compromise on functionality but streamlined the mobisite in that there are fewer banners and a simpler interface, which cuts down on data usage,” says Gordon.

“We would love an app but our philosophy is that an app should provide additional benefits to the customer over and above what they get when they visit the desktop or mobile sites – much like the FNB app – otherwise it’s just a glorified booking tool that costs money to maintain. We also did not want to exclude the feature phone market, which makes up more than 50% of the South African mobile space. But once we figure out how an app can make our flights even cheaper or improve the travel experience for customers, we’ll definitely consider it,” says Gordon.

CONTACT: For additional information, please contact WE Communications on +27 (0)11 550 5400 or


FlySafair is the low cost carrier of Africa’s foremost leading aviation service providers, Safair, who boast an established history of enabling airlines and operators to successfully navigate their business in an ever-changing business climate. The company’s dedication to excellence has been fostered by their years of expertise and experience in providing aircraft leasing, maintenance, special operations, chartering and training services. For further information, please visit

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