Excessively complex and overly technological booking processes are causing 40% of Australian travellers to delay or abandon online purchases, a new study has uncovered.
An analysis of consumer interactions with technology by News Corp’s The Growth Distillery and market research brand Verve found travel brands can improve conversions by offering a range of booking pathways in line with differing levels of tech aptitude.
The Technographics: Travel study found 80% of Australians find travel highly important but do not like the booking process.
A key finding in the report was that tech prowess is not reserved for younger generations, and that human travel agent can be preferred by travellers of all ages.
One-third of respondents said they delay the booking process due to technological confusion, while more than half say they are likely to abandon the process.
Complexity in booking is also likely to lead more than half of respondents to shy away from a brand, potentially costing revenue.
“As technology continues to increase its sway over not just what, but how and where we shop, it is essential for brands to understand the nuanced relationship between where tech…enables, but more importantly inhibits, purchase behaviour,” said The Growth Distillery Director, Dan Krigstein.
The study recommended brands invest in booking processes that cater to both tech-savvy users and those seeking human input.
