What do customers want from travel websites?
February 09, 2011 |
For most people, a holiday will be one of the major purchases of the year, so it's understandable that consumers will take time considering their options. While just under 10% take less than a day to research their purchase, the majority (64%) take two weeks or more, while 26% take a week or less.
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 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.
15% said that holiday research and purchase all takes place offline, while 14% research offline before booking online.
To put it another way, the internet is involved in almost 85% of holiday purchases, which highlights the importance of the web for travel firms.
Get the full story at Econsultancy
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