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Why consumers don’t book online travel
Travelers booking online continue to resist the Web as their main resource for making reservations, threatening future fast growth, according to Forrester Research.
The research firm polled about 5,330 North American consumers in the last quarter of 2006 to determine what prevents them from putting their faith in online travel sites. The top three reasons for those who do research and hesitate to continue with an online booking:
ü Concern over credit-card security.
ü Web-site performance issues and limits on the actions that can be taken online.
ü Frustration with Web site performance.
“(Those) three reasons have shown noticeable growth in one year,” said the report.
Specifically, the number of consumers concerned with submitting their credit-card information online has doubled. About 9% cited this reason in Forrester’s 2005 poll, and in 2006, 16% said:
“I didn’t want to submit my credit-card/payment information over the Internet.”
Forrester views this reason as a “red flag for all travel sellers”
“The growing fear of online identity theft presents a real and serious obstacle to continued online booking growth, as even travelers who have booked online in the past are now afraid to do so,” the report reads.
Report by David Wilkening
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