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Why do people abandon online bookings?

Around 81 per cent of people abandon their online booking part-way through the process, even as travel brands spend billions of dollars annually to drive traffic to their website.

A survey by SaleCycle shows that 81 per cent of people prefer to make their travel bookings online, but the majority cited price comparison and research as reasons for not completing their booking at the first attempt.

SaleCycle surveyed 1,000 people across the globe to find out the reasons why they abandon their booking.

39 per cent of the respondents cited that they were at the stage of ‘just looking’ and in the need of doing more research before committing to the purchase, with 37 per cent citing price and price comparison as the key reason they would abandon a booking.

About 53 per cent of people say they abandon a booking at the point they are presented with the total price, highlighting the importance of getting a good deal.


“Consumers are constantly on the lookout to get the best value for money. Technology and the rise of comparison websites have made it even more competitive, particularly in travel where it’s easier than ever for consumers to compare prices online,” SaleCycle APJ Chief Revenue Officer, Charles Tidswell says.

However the study also highlights that abandonment is seen by most consumers as a natural part of the buying journey with 87 per cent responding that they are likely to search for the booking again.

“Abandonment is the online equivalent of walking into a store without buying anything. It’s a completely natural habit born of our psyche to enjoy shopping around and the process of buying. The key for travel brands is to make sure that they are at the ‘front of mind’ with consumers when they are ready to make their booking,” Mr Tidswell added.

Shubhi Tandon

Shubhi Tandon is the Assistant Editor at Digital Market Asia. Fascinated by the evolving digital media industry, she has focussed on tracking developments in the Asia Pacific market since 2014.