A research report, based on real-time feedback from more than 123,000 visitors on hundreds of hospitality sites, has found that hospitality sites are struggling to convert on booking intent, as 4 in 10 would-be bookers click away without completing a transaction.
According to iPerceptions' Hospitality Industry Report Q2 2009, only 60% of would-be bookers actually completed a reservation during the course of their visits.
While cost sensitivity plays a role in this drop-off, the report data suggests that the barriers to conversion have more to do with usability and technical hurdles. Over 40 percent of would-be bookers reported that they abandoned the booking process because of a usability problem with the booking engine or because of a technical or navigation issue in another section of the website.
(Eye for Travel, August 2009)
