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…