Why consumers don’t book online travel
Travelers booking online continue to resist the Web as their main resource for making reservations, threatening future fast growth, according to Forrester Research.
The research firm polled about 5,330 North American consumers in the last quarter of 2006 to determine what prevents them from putting their faith in online travel sites. The top three reasons for those who do research and hesitate to continue with an online booking:
ü Concern over credit-card security.
ü Web-site performance issues and limits on the actions that can be taken online.
ü Frustration with Web site performance.
“(Those) three reasons have shown noticeable growth in one year,” said the report.
Specifically, the number of consumers concerned with submitting their credit-card information online has doubled. About 9% cited this reason in Forrester’s 2005 poll, and in 2006, 16% said:
“I didn’t want to submit my credit-card/payment information over the Internet.”
Forrester views this reason as a “red flag for all travel sellers”
“The growing fear of online identity theft presents a real and serious obstacle to continued online booking growth, as even travelers who have booked online in the past are now afraid to do so,” the report reads.
Report by David Wilkening
David
Vegas’s Billion-Dollar Secrets – What They Don’t Want Tourists to Know
Visit Florida’s New CEO Bryan Griffin Shares His Vision for State Tourism with Graham
Chicago’s Tourism Renaissance: Graham Interviews Kristin Reynolds of Choose Chicago
Graham Talks with Cassandra McCauley of MMGY NextFactor About the Latest Industry Research
Destination International’s Andreas Weissenborn: Research, Advocacy, and Destination Impact
Graham and Don Welsh Discuss the Success of Destinations International’s Annual Conference
Graham and CEO Andre Kiwitz on Ventura Travel’s UK Move and Recruitment for the Role
Brett Laiken and Graham Discuss Florida’s Tourism Momentum and Global Appeal
Graham and Elliot Ferguson on Positioning DC as a Cultural and Inclusive Global Destination
Graham Talks to Fraser Last About His England-to-Ireland Trek for Mental Health Awareness
Kathy Nelson Tells Graham About the Honour of Hosting the World Cup and Kansas City’s Future
Graham McKenzie on Sir Richie Richardson’s Dual Passion for Golf and His Homeland, Antigua
ADS PRO 
TAP Air Portugal to operate 29 flights due to strike on December 11
Qatar Airways offers flexible payment options for European travellers
Airbnb eyes a loyalty program but details remain under wraps
Air Mauritius reduces frequencies to Europe and Asia for the holiday season
Major rail disruptions around and in Berlin until early 2026