It’s that time of year again when your friends and colleagues are talking about going on holiday but you haven’t booked anything… What is the first thing you do? Well other than despair and wonder if the UK will be hot enough this year not to go abroad (probably not), I usually get online and start looking at pictures of gorgeous lapping shores, colourful market towns, and a certain theme park in Florida – but then what, should I just go for it and book it online? What is holding me back?
According to our latest travel poll results, most people that look at holidays online are most influenced to ‘book now’ if they are being shown cheap deals. This is what we, as the consumer, have come to expect. The second thing that would help us to part with our credit card details and book that dream holiday is a review, feedback from other people.
I have to agree with the 1000+ people in the poll, these things are definitely what I look for. The ideal website would be one that might show a price comparison, because then I don’t even have to do any research elsewhere to check I was getting the cheapest deal, and then show me reassuringly honest comments so I feel a level of trust that this great deal won’t have unexpected catches once I get there.
But is that really enough? I still haven’t clicked on ‘book now’, I wonder why…
Have you booked your holiday for this year? What are the top things a travel website would need to make you book online? Leave your comments below… (Also, if anyone has any suggestions on where I should go on holiday this year it would be greatly appreciated!)
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Jennie says
Personally whilst I would look at things like cheap deals. I would always feel there was a catch if the price was low. If I was looking on the web for a holiday I would expect to shop around and get a comparison but what would make me pick one site over another would be a completely honest breakdown of the costs and whats included for the price paid and even what’s not included so then its easy to decide if you want to click the “book now” button. Plus feedback from other people is always a key factor but even that wouldn’t necessarily make me book now if they were all positive. Honesty works best for me.
8 June 2011 at 12:09 pm
Laura says
Hi Gemma
Clear pricing – with no sneaky additions added at the last minute makes a big difference. And an easy to search and navigate site – nothing more frustrating than a site I can’t easily use.
If you fancy a “staycation” this year check out VisitBritain’s website (http://www.visitbritain.com/en/GB/) for inspiration on events, accommodation (all quality assessed) and things to do all across Britain.
8 June 2011 at 1:48 pm
Antony says
We booked our holiday to Mexico (Playa del Carmen) yesterday.
I agree that a price comparison would be great, but I haven’t seen anything out there.
Major influences are:
Reputation of agent
Discount if you book online
Trip Advisor rating and unbiased snapshot of reviews alongside the holiday details
I also noticed some cheeky travel agents using price optimisation tactics. After searching and viewing a holiday, I viewed a different holiday (on the same site), then went back and did the original search again to find the price went up by 10%. Perhaps this is to give you the idea that the holiday is popular and being snapped up, hence the price increase. No, I don’t think so, clear your cache and do the search again and the holiday resets to the original price. Keep a look out for that!
Happy holidays!
8 June 2011 at 2:29 pm
Gemma Maidment says
Excellent comments for improving online travel booking, thanks!
Jennie and Laura, thanks for the great points around costs. I agree that presenting an honest breakdown of costs so you really know what you are paying for, or not, as the case may be with no surprises at the end is very important. I think this may also help to bridge the gap between the traditional booking with a travel agent where you can ask questions to check all the details, and booking online where you can’t check things in the same manner.
Antony, thanks for the observation of price optimisation tactics! I will definitely remember that and clear my cache or jump onto my laptop to keep an eye on it!
I would love a holiday to Mexico but I may take Laura’s advice and check out somewhere new in the UK this year… or maybe a city break to New York. Too many places, so little time!
13 June 2011 at 11:01 am
Michele says
I always get cross that most travel companies ask you to give a precise date of travel. I want the option to ask what deals are available at any time, and then I’ll book the time off work.
It goes without saying that holiday companies who don’t charge 300% more during school holidays are more likely to get my custom, especially as the extra profit doesn’t seem to filter back to the hotel owners.
1 July 2011 at 12:57 pm
Richard Sparks says
I booked my holiday this year, after some serious searching around, with a holiday company I knew I could trust. Ecommerce is growing in all industry areas and holidays is definitely one of them. The problem with people searching for the cheapest deals now is that they are then often disappointed when they arrive at their hotel and it does not match the picture. Sites like travelzoo are great for a last minute escape however…
5 September 2011 at 10:08 am