More than four in five travelers booking hotel rooms online abandon their reservations. While it’s conceivable that many of those users are just browsing casually to check availability for their preferred dates, 13% cite the extended booking process as the reason for their frustration – suggesting that hotels could benefit from streamlining the reservation procedure.
L2’s Digital IQ Index: Luxury Hotels confirms that finding. While almost every Index brand features a booking box on its landing page, the study finds that making reservations can often be time-consuming. Nearly 40% of Index brands require four or more clicks from the room results page in order to complete a reservation, and over 60% require the user to load multiple pages. Moreover, for almost half of brands, finding assistance through customer support involves navigating away from the booking process.
Relais & Châteaux attempts to combat booking abandonment by allowing guests to add rooms to their shopping cart, in the same way that they would add items to their cart on a retailer’s site. They can also favorite and share properties and access the last set of properties they viewed—reducing navigation time and making it more likely that travelers will complete their reservations.
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