travel websites

Why do people abandon online travel bookings?

According to a recent survey, 81% of people abandon online travel bookings, with ‘just looking’ the biggest reason for this. 

53% abandon when they see the full price, though 87% said they would consider returning to the booking. 

So what, if anything, can travel websites do about this? 

What do customers want from travel websites?

53% of UK consumers research and buy holidays online, though many could be deterred by unclear pricing, according to a survey commissioned by Econsultancy. 

The Toluna survey of 2,004 UK consumers found that 29% of respondents don’t find travel websites easy to use, and that unclear pricing is the most likely reason for abandoning purchases online. 

Some highlights from the survey after the jump… 

Q&A: Leah Russell on the new website recently launched a new version of its website in the UK and France, with new sites for the rest of Europe to follow.

I’ve been talking to’s head of customer experience Leah Russell about the thinking behind the new site, and the challenges of providing a usable website for different markets across Europe. homepage