Thanks to companies such as Uber and Starbucks, today's consumers expect smartphone apps that simplify their lives and anticipate their needs. Standing out in this crowded field is difficult for any company. But it has been particularly hard for travel brands. Flyers often complain about how difficult it is to change reservations. Hotel guests are sometimes kicked off the app, requiring repeated logins. And some apps are simply limited in functionality, with reviewers urging fellow travelers to go to the company’s Web site instead. Behind many of these problems is the mistaken notion that a mobile app should simply recreate the desktop experience. This ignores the fact that mobile devices are not just a complement to desktop computers – they are an alternative. Get the full story at the Mobile Marketer