Holiday 2016, 68% book online. But seven out of ten times something is wrong
The MarkMonitor report describes a now permanently migrated sector on the internet, even for the pre-start shopping. But data security remains a problem, and 37% report problems with the cards
Now the travel experience was created and developed exclusively online. He tells the MarkMonitor Barometer, carried out by Opinium, presented today in Milan, which indicates that 68% of consumers on an international scale (eight survey countries involved, United Kingdom, United States, Germany, France, Denmark, Spain and Netherlands over Italy) book travel and holidays only on the Internet. Too bad that one in three, ie 37%, experience negative signals. In other words: the channel is almost final, but the mechanisms can and should improve still much to create the right security situation of online shopping.
If the 64% reported having addressed directly to the sites of the airline, hotel or rental car, 50% have used instead of booking sites, comparison and aggregators, TripAdvisor to Trivago. Where obviously the main lever is the price. Among the users of the countries involved are just Italians (76%) prefer this type of platforms to find the deal for the holidays.
The overall balance sheet, however, is more serious: seven journeys out of ten – for one reason or another – do not meet expectations once in place. In these cases the users as they defend themselves? Posting negative reviews (42%), try to get a refund (40%) or are intended for consumer protection associations (35%). Although, in hindsight, the bulk of the problems is related in fact to the payment stage: the 37% who said earlier in fact reported the theft or misuse of the data of their own belief or debit card.
“With the growth of social media and a culture where consumers have the power to make widely known their displeasure through social networks – said Mark Frost, CEO of MarkMonitor – protecting brands online has never been so important. This is particularly evident when they are asked how to ensure the reliability of a travel website with nearly half (47%) of consumers say they read the reviews “.
In Italy and Spain, in addition to MarkMonitor, to book online are mostly young people, which are more sensitive to the price, while the more widespread use of e-commerce in Northern Europe and the United States, even among a more mature segment of the public and wealthy sensitized to digital, prefers the reliability and “reputation” to a purely economic advantage.
Not just travel. 75% of consumers who book online shopping network also continues to prepare for departure. Clothing and shoes (55%), event tickets and shows can be enjoyed at destination (53%), travel guides (33%), cases (25%) and glasses (21%) the most affected sectors. Also in this case the perceived safety, however, is low: 64% is in fact he says he is concerned by the transactions.
“When purchasing consumer goods as well as travel packages or hotel rooms – added Jerome Sicard, regional manager for South Europe MarkMonitor – is very important to pay attention to all the purchase process. It can happen that we start from a very attractive discount but in the various steps of the transaction the price increases until it becomes little or no competitive because in the supply chain will add excessive burdens, even if legal, or you may end, without realizing it, even illegal sites “.
Meanwhile, another report, this time signed by PhoCusWright, stresses that continue to travel so much. Despite terrorism fears. The European market should in fact close 2015 with a turnover deriving from the field of more than EUR 264 billion, surpassing a 2014 from a height of 251 billion records, with a 5% year over year. Even in 2016 and 2017, despite the tensions, continue on the same road with an annual growth of 3%. The online segment, meanwhile, flies: in 2015 grew by 13%.