Abandonment rates in online travel in a couple of slides

Travel execs often bemoan the low conversion rates in online travel – figures often bandied about show average industry conversion rates of around 3%.

SaleCycle has just released quarterly figures on abandonment rates in travel revealing that 76.8% is the average across all sectors while for travel it’s 81.6% – the highest after utilities and non-profit.

It doesn’t seem as if the needle has moved since 2014 when SaleCycle looked at travel in a little more depth including reasons for not completing a purchase.

As per the slides below, online travel agents are seeing the highest abandonment rates at 86.4% while car rental fares best at 75.3%.

The company has also looked at the impact of remarketing for the same quarter with on-site remarketing seemingly working best at converting those who have previously walked, or clicked, away.

salescycle abandonment rates

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