Survey also highlighted how travel firms can improve payment process
Global payment orchestration platform FitMont has published a new survey about European consumers’ online travel booking habits, expectations, and frustrations.
The findings spotlight missed opportunities in the travel industry due to lengthy and complex payment processes, lack of transparency, and limited payment options.
The survey showed millions have struggled to get a refund on a holiday or travel booking with 1 in 10 travellers admitting they have had problems when they have needed to cancel a holiday.
The results also highlighted how few people check policies before booking holidays and travel with the vast majority (67%) admitting they have never reviewed this important information.
The survey also highlighted how the travel industry can improve the payment process.
A third (33%) of travellers said hidden fees being added late in the booking cycle annoyed them and would put them off finishing booking and using provider again while 14% stick with the same travel providers for their reward schemes.
20% find travel booking more complicated than retail shopping and 25% prefer rebooking with companies that are upfront about costs, avoiding sneaky upsells.
In an increasingly competitive market, failing to streamline bookings, clarify costs, and offer preferred payment methods is impacting travel companies.
Embracing seamless, transparent, and flexible payment options like Apple Pay and Klarna can give travel firms a competitive edge, especially in attracting younger travellers.
Suby Valluri, CEO of FinMont, said: ‘As a global travel payment orchestration platform we help our clients provide a more customer-centric payment solution for travellers and this survey gives us the insights we need to ensure we offer the right solution for those looking to book their travel online.
“As consumer expectations for online bookings increase travel merchants must offer a seamless solution that delivers a similar experience to other sectors.”
