Four Important Criteria for UK Online Travel Buyers
86% of UK online travel marketers are failing to do one simple thing that over half of all UK online travel buyers want, according to a report from Worldpay, one of the world’s leading credit card processors. Travel marketers are also losing potential customers in other ways. This article will talk a little about some of the ways that you can tailor your website and the shopping and checkout experience for this market.
UK online travel buyers represent one of the largest markets for many destination marketers, tour operators, outdoor recreation and adventure travel companies. It is also fiercely competitive so to make sure that your business has a better chance here are some things you should know about UK shoppers.
- UK shoppers like to buy online. They are savvy and are keen bargain hunters. Price is the most important factor in selecting a product but security of the website is the second most important factor in completing a sale. Therefore it is very important for this market that you show how you protect customer data on the home page, and landing page. 53% of UK travel buyers are more likely to complete a purchase from a site that openly displays what security measures are in place. Show payment authentication and digital certificate logos prominently. The really important thing for you to know is that 86% of your competitors are probably not doing this, according to the Worldpay report.
Image From Worldpay report - Another influencing factor is showing prices in local currency. This factor can potentially increase the size of your market by 30%, as that many people say they would walk away from a sale not shown in pounds sterling. Once again, 73% of your competitors are not doing this.
- Saved user profiles are only used by about 24% of UK shoppers, however 50% would be comfortable entering an saving profiles, if they were assured that their information was secure and what the information will be used for.
- Validate payment in real time and send an immediate confirmation email. 98% of shoppers stated that this was “quite” to “very” important.
UK online travel buyers like to plan trips online, and many actually prefer to plan their own tours.
They also want to have all the information upfront, like any surcharges and a clear explanation of all fees. Overall, their main concern is around security and what your website shows about this can be a deciding factor in a buying decision.
If you’d like a full copy of the Worldpay Report for UK Online Travel Buyers, please use the form below to request.