The report was based on data from a survey of 1,000 global consumers who were asked questions about why they exit travel websites before completing air, hotel, cruise, package, and car reservations.
The top reason for abandoning online travel carts is feeling the need to do more research before committing to a purchase (39% of respondents). The second most cited reason is price, with 37% of respondents saying they exit because the cost is too high/they want to compare more.
Other commonly cited reasons for abandoning online travel carts include the need to check with other travelers (21% of respondents); the booking process is too long/complicated (13%); technical issues/lost connections (9%); and payment issues/lack of options (7%).
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