Cornwall

Britons reveal turn offs when booking a holiday online.

  • Dawn Whittle
  • May 18, 2021
  • research

We all know that Britons are eager to return to normality and start booking holidays and travel again.

In our recent research of over 2,000 UK consumers, we discovered that almost half of people plan on taking a Staycation in 2021, while more than a third (36%) of people intend to go abroad. 45% would be willing to visit a ‘green’ category country in order to go abroad, while almost one in five would travel to a ‘yellow’ category destination. These statistics signify that consumer confidence is flying high, which is fantastic news for hoteliers.

However, there’s no denying that the industry has seen huge challenges over the past year and consumer habits have shifted massively. So, we wanted to delve into the biggest turn-ons and turn-offs for people when booking holidays online to empower hoteliers with the knowledge they need to bounce back this summer.

What annoys consumers when booking online

With the market picking up pace and travel bosses warning that costs are set to jump this summer, our research found that 42% of the British public say their biggest turn off when booking a holiday online is hidden costs, while 33% are worried about prices increasing before having the chance to book.

The research also found that although the survey of 2,000 UK consumers shows that holiday sales are set to soar, over one in four respondents are put off booking online by a lack of COVID cover options and 21% are worried about restricted availability dates for hotels. The survey also revealed some easy fixes for hoteliers, as 17% of consumers are turned off by lots of personal information being collected during the online booking process and one in five are put off by confusing websites.

Stats

What appeals to consumers when booking online

The same research also looked into the biggest turn-ons for holidaymakers booking online and found that 45% said that an easy-to-use website would have the most positive impact, and 33% were more likely to book if the website used good/clear photography and local attractions/maps were cited on the website.While the majority of people use online search engines as their primary research method when booking a trip, it’s also interesting to note the huge impact social media and pop culture is having on younger people, with 45% of 16–24-year-olds using Facebook and Instagram as their main research method and 14% of holiday-makers selecting their destination based on locations they have seen on TV or Netflix, according to our survey.

With this in mind, hoteliers that are keen to attract a younger audience must increase awareness of their brand via social media, as well as enhancing their digital presence to increase bookings.If you’re interested in hearing more about the stats we’ve covered in this blog, we’ve developed our research into a report that provides hoteliers with valuable data and tips to help them bounce back better this year.

The report provides useful insights into the importance of your digital front door, the UK’s top destinations, consumer confidence, and what Britons are looking for, to give businesses the green light for a successful summer.

Find out more and download the full report here.

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