Spring is here! And with it, many people start thinking about their next getaway destination, looking for options that fit their budget. For this occasion, we have recovered the study carried out by the Internet Users Association on online purchases of air travel, which allows us to understand consumer behaviour when purchasing online .
As you know, the trend towards online shopping is growing in practically all consumer sectors, and even more so in the case of tourism, where more than 60% hire the service through an online purchase.
Buy trips online
Buy trips online
What drives online travel purchases ? What are the reasons for abandonment in online shopping processes ?
One, two, three… here comes the middleman!
To the advantage of some and disadvantage of others, for some time now consumers have not hesitated to jump over the barriers of intermediaries in the distribution chain and go directly to manufacturers. The purchasing process has evolved towards shorter and more direct channels, where the presence of the intermediary is rejected as a lack of trust, clarity and an increase in the final price for the consumer. This change brings with it a change in the consumer's search habits, who assumes their role as negotiator and goes to different sources to compare prices and service conditions.
The study on online purchases shows that consumers who want to buy a trip on the Internet use intermediaries to compare prices and service conditions comfortably, and finally end up buying directly from the travel agency . There are several reasons why people prefer to make their online purchase directly with the agency or the manufacturer. In addition to the influence of price , as you can imagine, trust and clarity of information are added values that encourage them to close the purchase directly with the travel agency.
Another aspect to take into account is the concern about the service guarantee in case of requesting changes or having an incident. In this case, the study carried out reveals that most of the incidents are resolved satisfactorily without too many problems, showing a clear commitment in favour of the travel agency or the manufacturer.
They click faster
It is worth mentioning that the purchasing behaviour of men and women is not exactly the same . Men believe that airlines offer cheaper prices, while women tend to believe that agencies offer better prices. Since price is one of the decisive factors, it is logical that almost all buyers make comparisons between several offers. However, it is worth mentioning that in general, women make a more thoughtful purchase by consulting several comparisons before deciding, compared to men who can be somewhat more direct.
The perception of both sexes is not the same either. In the bosnia and herzegovina telegram lead of women, price is more important as a decisive factor , while men give almost the same importance to price and transparency of information. Likewise, the meaning of trust associated with the manufacturer or travel agency is slightly different for both groups. Women associate trust with security in case of changes or possible incidents, while men associate trust with price.
Teaching the critical side
One of the areas for improvement, because it is a fairly frequent reason for abandonment, is the fact that the price is increased in the last step . This total sum that cannot be seen until the end is a strong source of frustration in the purchasing process , generating discomfort and a high probability of abandoning the purchase in more than half of the cases. In this case, women are also slightly more understanding and are more likely to continue with the purchase, although there is also a high degree of abandonment .