Mind the gap – what consumers want and get from travel sites
Some interesting findings in this research from reservation and ecommerce system supplier Atcore which looks at customer satisfaction when booking a package holiday with an online travel site.
The research dispenses with the widely held belief that price is the single most important factor revealing that for 63% it is not.
In fact for most, what’s important is a combination of elements including price, selection, ability to specify detail, ease of use and ability to book multiple parts of a holiday in none place.
The study, which surveyed 1,500 consumers in the UK, Germany and Sweden, also reveals that less than half the sites used to book the consumers last holiday delivered what they actually wanted.
Features and functionality such as recommendations, the ability to share and ‘lifecycle communication’ such as text messages during a trip with tours suggestions were only ranked as important by 7%.
For 47% of consumers, ‘must-haves’ on travel sites are elements such as, more control in the search process through advanced searches, filtering and information on options and the ability to easily book more parts of the trip in one place.
However, almost a third say the last site they used had none of their top features with German travel sites offering them about 25% of the time and UK sites about 14% of the time.
The full research, which can be downloaded here, is the first in an ebook series highlighting consumer behaviour from Atcore.
Linda Fox is deputy editor for Tnooz. For the past eight years she has worked as a freelance journalist across a range of B2B titles including Travolution, ABTA Magazine, Travelmole and the Business Travel Magazine.
In this time she has also undertaken corporate projects for a number of high profile travel technology, travel management and research companies.
Prior to her freelance career she covered hotels and technology news for Travel Trade Gazette for seven years. Linda joined TTG from Caterer & Hotelkeeper where she worked on the features desk for more than five years.