Out of 100 visitors, 40 just look, 35 are not satisfied with the results, 15 experience technical problems, eight give up during payment and only two become customers. These numbers leave OTAs with a major issue: for all of these visits, not a great deal is being converted into bookings.,PhoCusWright
When it comes to traveling, we’re all turning to the internet to choose either the perfect destination, an unusual hotel or the cheapest flight and all of us want to make holidays or city-breaks adventurous and unforgettable.
Online travel bookings are constantly rising, reflecting the increasing number of tech-savvy, well-informed and demanding travelers out there. Successful travel agents, especially ones offering personalized services, know how to make and keep customers satisfied, but still the majority of consumers visit a number of different travel websites before completing their trip purchase. Research suggests that consumers will visit online travel agency websites for research and to get inspired early in the decision making process and a long way before the time comes to make a final purchase. So why then do some spend weeks, even months on searching but go elsewhere to book?
According to Phocuswright, the travel industry research authority, “out of 100 visitors, 40 just look, 35 are not satisfied with the results, 15 experience technical problems, eight give up during payment and only two become customers”. These numbers leave OTAs with a major issue: for all of these visits, not a great deal is being converted into bookings.
It is believed that the reason lies in disappointing customer experiences and difficulties in searching for multiple destinations at once. To win those customers who are shopping online, OTAs who are looking to influence the undecided traveler need to differentiate their websites by offering innovative multi-destination search solutions. In addition, they need to merchandise better, clearly showing customers the different types of fares on offer from global, regional or low carriers, or the additional ancillary services available to book. These are the sorts of services that enhance travelers’ experience and lead to greater conversion rates.