Choice of airline, options, seat, class, luggage size, user reviews, prices, promotions, discounts, restrictions, exchange and refund policy… Nowadays, booking a plane ticket, directly or indirectly, is like an obstacle course, a source of stress for the consumer.
It must be said that the parameters to be considered and compared are becoming “overwhelming”, underlines a study* carried out in four countries for the technology provider Travelport. Too much choice kills choice, one could summarise.
“It is unrealistic to imagine that travelers would be willing to sacrifice their time and attention trying to compare multiple versions of ‘Premium Economy’ class, endless combinations of schedules and prices, and more than 10,000 branded products offered by the world’s 250 largest airlines,” we read.
Overwhelmed consumers
In fact, consumers are tearing their hair out. The proof, according to the study, is that travellers now visit up to 277 websites before booking a trip, compared to just 38 in 2013.
As a result, 58% of respondents say the amount of choice is overwhelming. “According to our research, today’s travelers feel overwhelmed.”
80% say it takes too long to compare prices between airlines and 56% believe airline products have become more difficult to understand. Especially since all the information related to the purchase is often scattered or difficult to access.
The nightmare of hidden fees
88% of travellers would prefer to see all flight options and prices on one screen. Because most of the time, the prices displayed do not include certain costs that are added at the end of the purchase process. Thus, 66% of those surveyed think there are too many hidden costs when booking and, ultimately, 71% often doubt whether they have benefited from the best offer after booking.
“Travel is a big purchase. Buying travel should be a pleasure at best and a breeze at the very least. Yes, even business travel. That means being transparent about cancellation fees, seat reservation policies, or the ability to get a free toothbrush at a hotel. Travelers are afraid of making booking mistakes and being penalized. They want resellers to make it easier to rebook,” Travelport recommends.
*This study was conducted by Travelport using the Toluna Research platform. The research sample consisted of 1,659 consumers from Germany, South Africa, the United Kingdom and the United States who had taken at least one or more flights for business or leisure in the previous 12 months.
Source: BFM TV
