Travel companies risk losing a festive boost to revenues due to consumers being frustrated by complex processes, a new survey claims.
Almost half of more than 6,000 people surveyed in a global poll, including 500 from the UK, plan to make travel gifts this Christmas.
But for many the process involved in gifting travel and experiences such as holiday packages or weekend breaks is putting them off, according to a new study by professional services firm Accenture.
The issues they face include:
- The need having to confirm the exact date and time of travel (34%)
- Needing to book without knowing specific details of the traveller (29%)
- Difficulty in making changes to the itinerary (21%)
- Administrative issues from being the booker and not the traveller (17%)
The survey also found that almost two thirds (63%) consumers don’t know where to start when it comes to holiday shopping and almost seven in 10 (69%) are worried they will make the wrong purchasing decision and regret it.
Travel businesses can differentiate and drive revenue through inspiring and guiding consumers at each stage of their shopping journey, with the poll finding that 82% of shoppers wish they could make decisions on what to buy more quickly, easily and confidently, and almost three quarters (74%) saying they would welcome inspiration.
Ahead of the peak festive shopping season, a large group of consumers (71%) could face ‘buyers’ block’ – the effect of feeling overwhelmed by number of options to choose from.
The majority (82%) say they will abandon their shopping carts due to frustration or indecision, and three in 10 (29%) will shop elsewhere as a result.
Consumers feel particularly overwhelmed when it comes to choosing accommodation, Accenture found in a separate study earlier this year.
The firm’s global travel industry lead Emily Weiss said: “The holiday shopping season shouldn’t be overlooked by travel companies who could benefit from a festive boost to profits from the five in 10 who plan to gift travel and experiences for friends and loved ones.
“However, the complexity that can come with purchasing a vacation package or hotel stay on behalf of someone else is putting people off and risks losing the opportunity to attract new and lifelong travellers.
“Successful travel companies will be those creating a seamless, inspiring journey by integrating every consumer touchpoint – from advertising and digital marketing to the travelling experience itself.”