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Published on : Tuesday, May 10, 2016
However, seven out of every 100 respondents surveyed ended up with plans not in line with their expectations, underscoring a definite need for increased awareness regarding online bookings.
The research, conducted by a leading market research company Opinium, analysed the online behaviour of consumers booking travel online, including bargain hunting for seasonal goods and attitudes towards piracy. Opinium surveyed 3,257 consumers across eight countries, namely the U.K., U.S., Germany, France, Italy, Denmark, Spain and the Netherlands.
The survey results also reveal that out of the consumers who booked a holiday that fell short of their expectations, posting a negative review was their first reaction (42%), above trying to get a refund (40%) and complaining to a licensing body (35%) — demonstrating the power of online “word of mouth.” Alarmingly, following this bad experience, 37% of respondents report their debit or credit card details were misused or stolen, showing the requirement for increased vigilance when shopping or booking online.
With one of the main reasons for using the Internet to book travel being that it’s cheaper, 75% of consumers also go on to search for discounted goods online prior to their holidays, including sunglasses, clothing and shoes, event tickets, guide books and luggage. But looking for bargains doesn’t mean buying cheap counterfeit goods or knock-offs as, overwhelmingly, the desire for genuine goods remains with 83% saying they wouldn’t willingly buy fake products to keep up with seasonal trends.
Tags: online booking