The global travel booking abandonment rate averages 90.74% for 2019 up until now, with voyage and ferry websites encountering the most elevated levels of deserting, as indicated by new research figures from Sale Cycle.
The information covers Jan to Oct 2019, and sees at abandonment rates across 5 distinctive travel types, and abandonment trends during the time to date.
Individuals take some time & effort to explore travel buys, which is the reason travel abandonment rates are higher than the retail average of 84%. Inside the various kinds of travel sites, there are varieties. For instance, Cruise and Ferry sites have high deserting rates (97%) while the rate for Hotel sites is 84.63%. Variations in abandonment rates are often because of the kind of the type of travel product booked, the price, and the time and effort needed to book.
For example, a cruise can be an expensive purchase so buyers will take their time to assess their options before finally booking. They may even take a month or two, and visit several sites during this research phase. People may begin and abandon the booking process several times as they check out different destinations, options and extras.
Years ago, Darren Huston CEO of Priceline capture revenue in hotel search and the company made its largest purchase ever to branch out in restaurant bookings.
By contrast, hotel bookings can be much simpler. Many don't require payment in advance, which simplifies the procedure, while it's a purchase that is bound to be reserved near the date, for quick weekend trips or business for example.
Graham Charlton, editor in chief at Salecycle, said: "Even though much abandonment is inevitable because people take time to research, there’s still a lot that travel sites can do to minimize the problem. Great user experience always helps, as it makes it easier for travel shoppers to find the information they need, and to complete bookings with a minimum of friction."
The new research also looked at booking abandonment trends across the year, which reveals some interesting patterns.
Article Source: https://www.thedrum.com/news/2019/11/29/online-travel-booking-abandonment-rates-reach-90
The information covers Jan to Oct 2019, and sees at abandonment rates across 5 distinctive travel types, and abandonment trends during the time to date.
Individuals take some time & effort to explore travel buys, which is the reason travel abandonment rates are higher than the retail average of 84%. Inside the various kinds of travel sites, there are varieties. For instance, Cruise and Ferry sites have high deserting rates (97%) while the rate for Hotel sites is 84.63%. Variations in abandonment rates are often because of the kind of the type of travel product booked, the price, and the time and effort needed to book.
For example, a cruise can be an expensive purchase so buyers will take their time to assess their options before finally booking. They may even take a month or two, and visit several sites during this research phase. People may begin and abandon the booking process several times as they check out different destinations, options and extras.
Years ago, Darren Huston CEO of Priceline capture revenue in hotel search and the company made its largest purchase ever to branch out in restaurant bookings.
By contrast, hotel bookings can be much simpler. Many don't require payment in advance, which simplifies the procedure, while it's a purchase that is bound to be reserved near the date, for quick weekend trips or business for example.
Graham Charlton, editor in chief at Salecycle, said: "Even though much abandonment is inevitable because people take time to research, there’s still a lot that travel sites can do to minimize the problem. Great user experience always helps, as it makes it easier for travel shoppers to find the information they need, and to complete bookings with a minimum of friction."
The new research also looked at booking abandonment trends across the year, which reveals some interesting patterns.
Article Source: https://www.thedrum.com/news/2019/11/29/online-travel-booking-abandonment-rates-reach-90
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