The travel industry spends billions of dollars every year driving traffic to their websites, yet 81% of visitors leave before completing their booking. SaleCycle decided to find out why.
As consumers, we’re all familiar with the idea of ‘shopping around’ for our dream holiday, or indeed just wanting to find a good deal on the next trip to visit family, friends or colleagues.
For marketers working in online travel – whether at an airline, hotel, OTA, cruise or car rental brand – booking abandonment can be a real headache, particularly if those abandoning consumers don’t return to complete their booking.
In September 2014, SaleCycle embarked on the first survey of its kind to ask why we abandon our bookings.
The World’s First Booking Abandonment Survey
Why did we conduct this survey? Well, fundamentally we felt we had to! While there are loads of studies exploring why people abandon their shopping carts, nothing has been done to research the online booking behavior of consumers on travel sites.
