More than four in five travellers 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.

Obviously hotels could benefit from streamlining the reservation procedure.

Making reservations can often be time-consuming. In a recent study, nearly 40% of brands required four or more clicks from the room results page in order to complete a reservation, and over 60% required the user to load multiple pages.

Finding assistance through customer support involved navigating away from the booking process for 50% of the brands in the study.

Luxe hotel and restaurant chain Relais & Châteaux tries to combat this problem by allowing guests to add rooms to their shopping cart, in the same way they would add items to their cart on a retailer’s site.

Guests can also favourite and share properties and access the last set of properties they viewed—reducing navigation time and making it more likely that travellers will complete their reservations.

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Posted in: Digital Training, Hints and Tips, Infographic of the day