5 reasons for reservation abandonment and optimizing check-out
Posted: Sat Dec 07, 2024 9:11 am
Andres Romero
CEO and Project Manager
August 23, 2016
The travel industry spends billions of dollars each year on digital marketing, yet 81% of online travel bookings are abandoned according to a study by SalesCycle. In 2014, Boxever estimated that number to be around $1.78 trillion. That’s a huge number, and a lot of lost potential revenue. And for hotel marketers, that’s a problem!
In this article, we outline 5 list of germany consumer email common reasons why online travel bookings are abandoned, and some potential solutions to help boost your website conversions.
Table of Contents [ Hide ]
1 Checkout optimization
2 Problem #1: Just looking
3 Solution
4 Problem #2: Low perceived value
5 Solution
6 Problem #3: Total rate
7 Solution
8 Problem #4: Forms and personal information
9 Solution
10 Problem #5: Slow loading times
11 Solution
Checkout optimization
First things first. If you want website visitors to convert, you need to make the booking process on your website quick, easy, and convenient . This process is called “ Checkout Optimization .”
Below are some of the common problems travel shoppers experience when booking accommodation online. Is your hotel contributing to the problem, or helping to solve it?
Problem #1: Just looking
According to Boxever, more than 50% of travelers don’t have a clear destination in mind when planning a trip. They browse, research prices, wait for the right deal or the right location to jump in. This results in the time to conversion being twice as long as in brick-and-mortar stores. Sale Cycle also suggests that consumers often use the shopping cart page as a way to create a “wish list” and get an idea of what their dream vacation would look like.
Solution
While it may seem like there's little you can do in this scenario, there are ways to persuade travel shoppers to set their travel plans. First, impress with imagery. If a travel shopper can't decide on a location, and your property is located in a great one, then showcase that on your homepage. This applies to hotels on highways or airports, just as it does to hotels on great beaches. A good location is subjective to the traveler. Know who your ideal customer is and tailor your content accordingly.
Hotel stories also play a big role. Paint a picture of the hotel experience your guests can expect at your property. Include information about local events and nearby attractions to convince them that the time to travel is NOW. For example, maybe your hotel is steps away from a white sand beach in Jamaica, or an hour's drive from a great vineyard. Don't just talk about your property on your website, convey the value of traveling to your region .
Problem #2: Low perceived value
Between 37% and 43% of buyers abandon bookings because the price is too high. This means they feel they are not getting good value for money, or they are not getting a deal at all. The obvious answer is to lower your rates, right? But no one really wants to do that.
CEO and Project Manager
August 23, 2016
The travel industry spends billions of dollars each year on digital marketing, yet 81% of online travel bookings are abandoned according to a study by SalesCycle. In 2014, Boxever estimated that number to be around $1.78 trillion. That’s a huge number, and a lot of lost potential revenue. And for hotel marketers, that’s a problem!
In this article, we outline 5 list of germany consumer email common reasons why online travel bookings are abandoned, and some potential solutions to help boost your website conversions.
Table of Contents [ Hide ]
1 Checkout optimization
2 Problem #1: Just looking
3 Solution
4 Problem #2: Low perceived value
5 Solution
6 Problem #3: Total rate
7 Solution
8 Problem #4: Forms and personal information
9 Solution
10 Problem #5: Slow loading times
11 Solution
Checkout optimization
First things first. If you want website visitors to convert, you need to make the booking process on your website quick, easy, and convenient . This process is called “ Checkout Optimization .”
Below are some of the common problems travel shoppers experience when booking accommodation online. Is your hotel contributing to the problem, or helping to solve it?
Problem #1: Just looking
According to Boxever, more than 50% of travelers don’t have a clear destination in mind when planning a trip. They browse, research prices, wait for the right deal or the right location to jump in. This results in the time to conversion being twice as long as in brick-and-mortar stores. Sale Cycle also suggests that consumers often use the shopping cart page as a way to create a “wish list” and get an idea of what their dream vacation would look like.
Solution
While it may seem like there's little you can do in this scenario, there are ways to persuade travel shoppers to set their travel plans. First, impress with imagery. If a travel shopper can't decide on a location, and your property is located in a great one, then showcase that on your homepage. This applies to hotels on highways or airports, just as it does to hotels on great beaches. A good location is subjective to the traveler. Know who your ideal customer is and tailor your content accordingly.
Hotel stories also play a big role. Paint a picture of the hotel experience your guests can expect at your property. Include information about local events and nearby attractions to convince them that the time to travel is NOW. For example, maybe your hotel is steps away from a white sand beach in Jamaica, or an hour's drive from a great vineyard. Don't just talk about your property on your website, convey the value of traveling to your region .
Problem #2: Low perceived value
Between 37% and 43% of buyers abandon bookings because the price is too high. This means they feel they are not getting good value for money, or they are not getting a deal at all. The obvious answer is to lower your rates, right? But no one really wants to do that.