Most buyers are satisfied with the quality of current online booking tools
User-friendliness and compatibility with travel policy are the top two deciding factors for buyers when choosing an online booking tool (OBT), with cost ranking fourth among the most important considerations.
That was one of the key findings from a survey of 150 travel buyers, which is part of BTN Europe’s Essential Guide to Online Booking Tools 2022.
When asked why they chose their current OBT, 65% of shoppers said it was user-friendly, ahead of being compatible with travel policy (55%) and the ability to customize the tool with their own brand and message (52%). ). Cost was fourth at 45%.
The survey revealed that most shoppers were satisfied or very satisfied with their current OBT (74%), while only 8.5% were dissatisfied or completely dissatisfied.
When it comes to travel content, most buyers say their OBT provides comprehensive or very comprehensive content for air travel (79%) and accommodations (76%).
But this figure drops to just over 50% of buyers for rail, indicating the current fragmentation of European rail, both across national borders and even within the same country.
There’s also a mixed picture when it comes to NDC content, with 54% saying it’s comprehensive or very comprehensive on their OBT, while nearly a third (31%) say it’s limited or very comprehensive. limit.
Just over half of buyers (53%) said they didn’t pay any setup costs when implementing their chosen OBT, while 43% said there were ongoing fixed costs associated with the use of their tool, such as maintenance costs or training costs.
When it comes to booking cost, the majority of buyers (68%) paid a flat fee per transaction, with the rest facing some other form of booking fee and only 7% having no booking fee.
A significant proportion of buyers also said improvements were needed in areas such as their OBT being more responsive to change requests and providing better training.
Read BTN Europe’s 2022 essential guide to online booking tools