It’s becoming more common for travelers to shop and book trips online, especially via mobile, but the process is still a cause of frustration for many.
NEW YORK—Many travelers go online, via desktop or mobile, to shop and book trips, but the process isn’t always seamless. In fact, it can be quite frustrating.
During a recent Phocuswright webinar titled “The perfect path: What travelers want—and don’t want—in their digital journey,” Mark Blutstein, research analyst at Phocuswright, discussed some of the digital pain points that travelers around the globe face.
Here are three takeaways from the webinar.
1. Travelers around the world are booking online
Online booking has become a regular method for travelers, but it’s nothing new.
“Over 80% of European and U.S. travelers shop online,” Blutstein said. “Not only are they shopping online, they’ve been doing so since about 2012 or 2014, according to our survey.”
He added that almost 80% of travelers booked their last leisure trip online.
2. Online frustrations
“Even with so many travelers going online to answer their questions and to plan vacations, there’s still some who are not finding it an easy task for them,” Blutstein said. “There are still some frustrations within the process that they’re seeing.”
According to Phocuswright’s research, 23% of U.S. travelers are frustrated with their online planning. That frustration is shared by 18% of U.K. travelers, 16% of French travelers and 10% of German travelers.
Some of the pain points for travelers in the U.S. are:
- too much information;
- too time-consuming;
- price changes; and
- a lack of visuals that are useful.
3. Trip personalization
Additionally, Phocuswright’s data showed that about 45% of U.S. travelers are willing to give companies personal information to receive personalized offers when traveling.
When planning trips, travelers want to get personalized information related to their destination, and the content they want to see online is visuals of that destination or where they’re staying, Blutstein said.
He added that online travel reviews have a large influence on travel decisions, and in Europe especially, travelers are more likely to be influenced by reviews the older they get.