A recent SideStep survey of 1744 UK adults, found that 50% of people consider booking travel online to be ‘stressful’. The biggest contributing factors were; too many options, anxiety over sourcing the best deal, researching destinations and finding the time to do the research.
Take heed global travel suppliers hurrying to drive customers to online portals, and aspiring to cut out the middle man. Presumably the percentage experiencing ‘booking stress’ will only grow, as more suppliers opt for the direct sales model and push their online offerings.
Could booking stress play a key role in re-establishing the traditional high street travel retailer as a preferred booking method, rather than online direct?
Across Europe companies are investing massive amounts in online marketing, hoping to capture some of the estimated €46.8 billion spent in Europe purchasing travel online this year (EyeforTravel Research). But the stress element could cause the pendulum to swing back in favour of traditional travel agencies, rendering increasingly cluttered and competitive online sales channels redundant.
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