On the Beach hit the one million download milestone last weekend for its iOS holiday booking app.
The company now plans to develop its app suite in the coming months.
An integrated messaging service will embrace AI technology to streamline the in-app experience by allowing users to ask and receive real-time responses to questions regarding their booking.
New in-app payment options, which will allow users to book via Apple Pay and PayPal, are also under development.
A native Android app is due to be introduced later in the year to provide feature parity across operating systems.
The app enables users to plan and book holidays create s ‘scrapbook’ where they can store and share their favourite holidays.
A comparison tool allows users to view shortlisted holidays side-by-side, to directly compare holidays saved to their scrapbook.
Once booked, the app also allows users to view and manage their booking and add extras such as in-resort transfers.
A new ‘holiday countdown’ feature released at the end of March counts down in real time to show holidaymakers how long remains before their holiday departure, and allows them to share this through their social channels.
Early usage figures have shown that the tool is proving popular with bookers, having surpassed expected interaction figures in its first week, according to the OTA.
Product innovation director Chris Dalrymple said: “We are absolutely delighted to reach the one million downloads milestone.
“Continuing to improve On the Beach’s app offering is a core focus for the business and the next few months will see us strengthen and broaden our app proposition, across both iOS and Android, to enhance the in-app experience for all of our customers.”