3 years ago
 

Why people abandon a travel booking online [INFOGRAPHIC]

It varies between sectors and types of users, but conversion rates for those making a travel booking are generally low – often in the single digit percentage range.

But why do so many consumers who have actively decided to buy a product still abandon their travel booking during those final phases online?

SaleCycle surveyed 1,000 consumes last summer to try and find out why.

One of the most commonly cited reasons is that despite being “in the booking path” they are still not ready to complete their travel booking.

Obviously price is a major factor – a cheaper deal is found elsewhere or they might have second thoughts.

The results, displayed here in an infographic, are worth examining to see if your own brand is taking enough steps to lower these abandonment rates…

salecycle FULL 550

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Kevin May

About the Writer :: Kevin May

Kevin May was a co-founder and member of the editorial team from September 2009 to June 2017.

 

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  1. Krish Krishnan

    One of the issues here is the display algorithm. Each portal displays it different. Web sites using GDS availability will show the connecting flights, whereas, some others show as a single flight without mentioning the transit stop and time. As a result, customer is confused and feels there might be a better option if he/she continues to shop, therefore the hit ration looks to books will go higher and higher.

     
  2. Timothy O'Neil-Dunne

    Yes Kev.. great graphic and it once again shows how little these “experts” understand the consumer. Stupid deductions from these folks.

    There are obvious answers here that seems to be overlooked. The real reasons are twofold.

    Reason 1 – I am fact checking and positioning. I do this all the time. It has nothing to do with what I will buy.
    Reason 2 – I am not ready yet but want to be assured that the information is correct, I am still shopping and I dont trust the results because every time I see the results they change. Secretly I know full well that the “general results” are a load of bovine output. To get real results I have to get into the purchase path. Of course I am going to tell you I am coming back. What do you think I would do tell you I am never coming back! Do you REALLY think I am THAT stupid.

    As long as vendors (both intermediaries and direct) continue to try and fool the customer – the sheer numbers of looks to book will always be high.

    This is about 2 things.

    1. I always want to check the price and I do this … because its information on the web and I want to know – whether I choose to use it or not is entirely up to me.
    2. I dont trust your results

    Interestingly if you look a the TOTAL number of searches and then rank them by destination – then compare them with results of actual sales you will see that there is a completely different picture. Search ranks NEVER equal Sales ranks.

    So there is such a load of crap about this that I just wonder where people get their ideas from.

    Cheers

     
  3. Paul Byrne

    I think there is also a human psychology issue at play here also. It is a human condition to believe they can get the price cheaper somewhere else, so dropping off and price comparing elsewhere will always happen.
    This is where the (brand) trust aspect arise and dropoffs should fall.

     
  4. Sarah Hughes

    The problem with the research side of the equation is the sheer number of different sources the user will go to in order to find the destination/location/sightseeing/leisure content they seek to inspire, reassure or convince them to book. The greater this number (anything from 5 websites/channels to 20) the less likely they are to return to your website specifically, so your lead may be converted by someone else. Fiz addresses this problem by aggregating the best, real-time, dynamic information on locations and places and supplying it to the travel, leisure and hospitality websites that are trying to reduce the reasons people leave their site (app/channel/email). Up until recently we supplied content via an API, but excitingly, at the end of last year we implemented a presentation layer to make deployment super fast and (virtually) tech free. We supply a simple code snippet to embed in the client’s website or app. We have a few hotels trialling this now and are happily seeking more trial users as we complete and refine so please get in touch via sarah@fiz.com.

     
  5. Ken Schmidt

    Hi Kevin, great graphic. What I see missing is the data on how to get the people to return. We use a combination of re-marketing and emailing the guest with a follow up in the case you logged into the site.

     
 
 

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