March 16, 2007

Top Five Reasons Why Web Travelers Abandon Booking Online

Concern About Credit Card Security Is A Rising Threat

by Henry H. Harteveldt, Sarah Rotman Epps

with Brian Tesch

Executive Summary (This is a document excerpt)

With online purchase conversion rates increasing, travel eCommerce execs are doing a lot of things right. But Forrester's Consumer Technographics® data shows that there are some nagging issues that keep Web travelers from booking online. Of Web travelers' top five reasons for abandoning booking online, three reasons — concern about credit card security, inability to make specific requests online, and frustration with site performance — have shown noticeable growth in one year. These obstacles are not insurmountable but will require commitment to: 1) implementing best-in-class security practices; 2) updating legacy reservations, property management, and operations systems to give travelers a greater level of control online; and 3) conducting usability tests and expert reviews to audit Web site failures in the booking process.

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