{"id":976,"date":"2016-11-17T08:19:33","date_gmt":"2016-11-17T07:19:33","guid":{"rendered":"http:\/\/twissen.com\/?p=976"},"modified":"2022-02-10T12:08:20","modified_gmt":"2022-02-10T11:08:20","slug":"booking-abandonment-rates-are-actually-a-profitable-opportunity-a-study-describes-the-british-scenario","status":"publish","type":"post","link":"https:\/\/twissen.com\/en\/trends-en\/tech-en\/booking-abandonment-rates-are-actually-a-profitable-opportunity-a-study-describes-the-british-scenario\/","title":{"rendered":"Booking abandonment rates: a profitable opportunity. The British scenario."},"content":{"rendered":"

According to a SaleCycle<\/a>\u00a0survey, 86%<\/b> of people travelling typically decide to research and book online. Notwithstanding, the Travel & Tourism industry loses billions worth of bookings due to customer abandonment, even though some customers state they are opened to book later.\u00a0 The Travel & Tourism industry players spend effort and money to drive their customers on their websites in order to book, and may lose a incredible potential in bookings leaks.<\/p>\n

In the “Abandonment & Re-engagement Benchmark Report”, Ve Interactive<\/a>, a Tech & Data company based in London (UK), analyses the Travel UK market \u2013 travel agents, airlines, experience events, ferries and hotels – during 2015, looking at the customers’ behaviour when they decide to book online but then they abandon the process, providing strategies to re-engage them. According to the study, a re-engagement strategy is the key to take advantage of the profitable potential represented by abandoned<\/b> booking<\/b> processes.<\/p>\n

In 2015, the abandonment rate was 81%<\/b>, which means that 81 people out of 100 did not complete their online booking even if they were interested in it at the beginning. According to the SaleCycle survey, 39% of people abandon a company website mid-booking because they were actually just looking for information. A further 37% because they want to do more research. Other relevant reasons are complex booking processes (13%) or online payment issues (7%). However, the interesting data is that 87% of potential customers would consider returning to the abandoned booking, 43% within one week and 33% on the same day of the abandonment. The moments when people abandon their booking are when they see the final price (53%), or when they are asked to provide personal details (26%) or payment details (21%).<\/p>\n

According to 4Hotliers<\/a>, in the hotel field one concrete option to recover abandoned bookings is email <\/b>retargeting<\/b>. Email retargeting consists in sending the customers an email to ask them if they are ready to complete their booking. According to Net Affinity<\/a>, an hotel booking engine provider, the average conversion rate is 16%. In order to achieve that, a company needs to capture their email address as soon as possible in the booking process.<\/p>\n

Ve Interactive report states that successful re-engagements can happen onsite in the exact abandonment moment, if the right tools are used.<\/p>\n

At Twissen<\/b> we observed that planning a right re-engagement strategy and using the right tech tools can be very useful in order to exploit the abandonment booking rates and enhance conversion.<\/p>\n","protected":false},"excerpt":{"rendered":"

According to a SaleCycle\u00a0survey, 86% of people travelling typically decide to research and book online. Notwithstanding, the Travel & Tourism industry loses billions worth of bookings due to customer abandonment, even though some customers state they are opened to book later.\u00a0 The Travel & Tourism industry players spend effort and money to drive their customers<\/p>\n","protected":false},"author":3,"featured_media":6906,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":[],"categories":[148],"tags":[],"yoast_head":"\nBooking abandonment rates: a profitable opportunity. 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