Why Consumers Abandon Online Travel Bookings Before Purchasing329 views
The top reason for abandoning online travel carts is feeling the need to do more research before committing to a purchase (39% of respondents). The second most cited reason is price, with 37% of respondents saying they exit because the cost is too high/they want to compare more.
Other commonly cited reasons for abandoning online travel carts include the need to check with other travelers (21% of respondents); the booking process is too long/complicated (13%); technical issues/lost connections (9%); and payment issues/lack of options (7%).
More than half (53%) of the consumers surveyed say they typically abandon a travel booking at the point at which they are presented with the total price.
The data isn’t all bad news for online travel brands, since 87% of respondents say they are likely to return to a site and search for a booking again after abandoning it.