Abandonment rates for online travel bookings reach 90%
The global travel booking abandonment rate is averaging 90.74% for 2019 so far, with cruise and ferry websites experiencing the highest levels of abandonment, according to new research figures from SaleCycle.
The data covers the period from January to October 2019 and examines abandonment rates on five different types of trips, as well as abandonment trends throughout the year to date.
People generally take the time to research travel purchases, which is why travel abandonment rates are above the average of 84%. Within the different types of travel websites, there are variations. For example, cruise and ferry sites have high abandonment rates (97%) while the rate for hotel sites is 84.63%. Variations in abandonment rates are often due to the type of travel product booked, price, and the time and effort required to book.
For example, a cruise can be an expensive purchase, so buyers will take time to evaluate their options before finally booking. They may even take a month or two and visit several sites during this research phase. People can start and abandon the booking process multiple times when viewing different destinations, options and extras.
On the other hand, hotel reservations can be much simpler. Many don’t require payment up front, which simplifies the process, while it’s a purchase that’s more likely to be booked closer in time, for quick weekend trips. or for business for example.
Graham Charlton, editor of Salecycle, said: “While a lot of dropouts are inevitable because people take time to research, travel sites can still do a lot to minimize the problem. A great user experience always helps because it makes it easier for travel buyers to find the information they need and make reservations with minimal friction.”
The new study also looked at booking abandonment trends throughout the year, which reveals some interesting trends.
For example, we see drop-off rates drop in January, which is a traditional time for people to book summer vacations, while rates also peak in August towards the end of the summer vacation season. .
Templates vary for different types of travel websites. Airline and car rental abandonment rates drop around May, possibly due to people booking last-minute vacations.
For more travel data and trends, check out our 2019 Travel Ecommerce Remarketing report.
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Founded in 2010, SaleCycle is committed to helping the world’s biggest brands recover lost online sales.