The first of its kind, the survey polled 1,000 consumers across 12 countries to find out the reasons why 81 percent of people abandon their online booking part way through the process.
39 percent of the respondents cited that they were at the stage of ‘just looking’ and in need of doing more research before committing to the purchase, with 37 percent citing price and price comparison as the key reason they would abandon a booking.
The travel industry has long been trying to improve the online booking experience for consumers; however, the evidence would suggest the need for people to make sure they are getting a good deal is even more important. 53 percent of people said they typically abandon a booking at the point they are presented with the total price. “It’s by no means surprising,” said Matthew Cox, Chief Revenue Officer for the Americas at SaleCycle. “In a market that is extremely price sensitive, people are constantly on the lookout for the best deal. And with the vast number of comparison websites now available to consumers, it’s easier than ever to compare prices online.”
The results show it’s not all bad news for travel brands though, as abandonment is seen by most consumers as a natural part of the buying journey with 87 percent responding that they are likely to search for the booking again, and 46 percent saying they would do so within 24 hours of abandoning.
“We’re never going to completely eliminate online abandonment, but the key take-away for travel brands must be to make sure that they are ‘top of mind’ with consumers when they are ready to complete their booking,” added Cox.
To view the full survey results, please visit: http://www.salecycle.com/the-reasons-for-booking-abandonment/
Founded in 2010, SaleCycle is committed to helping the world’s leading brands recover lost sales online.
SaleCycle’s signature On-Site Remarketing and Email Remarketing solutions enable clients to reconnect with consumers who abandon their shopping cart, booking or application form with dynamic, personalized messages in real-time.
SaleCycle serves over 500 clients globally and has offices in Washington DC, London, Paris, Singapore and Sydney.
Find out why the world’s leading brands including Sony, Ralph Lauren and Hertz work with SaleCycle at www.SaleCycle.com