According to a January 2010 PhoCusWright survey of
website usability was a major criterion for successful online booking. The "Hospitality & Tourism Industry Report, Q4 2009" confirms that convenient, hassle-free websites with high measures of responsiveness led to the most completed online bookings.
The reasons that US online travel bookers do not complete online transactions were:
- Final product price and/or fees were high: 43%
- Did not want to register with the website: 11%
- Not enough inventory: 11%
- Website was too slow/took too long: 11%
- Website was asking for too much information: 9%
- Website was frustrating/confusing to use: 9%
- Checkout process was too long or confusing: 6%
- Unwilling/unable to give credit card information online: 6%
- Website crashed/Webpage froze/received error page: 5%
- Others: 3%
- Have never abandoned site from which purchase was intended: 30%
Business travellers, who face problems from a site would immediately turn to a competing travel site (23%) and tell friends, family and co-workers about their bad experience (14%).
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