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The shocking cost of not taking bookings online

24th November 2015
Home | Latest News | The shocking cost of not taking bookings online
 

We ask guests who book their holiday online through SuperControl to complete a survey. Their feedback helps us continue to build and develop SuperControl to ensure that the guest’s user journey goes as smoothly as possible, right from the very off. By asking specific questions we are able to discover exactly what it could be costing you if you don’t have the facility to book online yet.

Let’s talk money

Here is the feedback we got from guests who completed the survey from August to October 2015 (click on image to enlarge).

funnel4

Therefore, if your business is typical, by not providing the option to book online it is likely you are only converting 8% of your opportunity with guests who favour booking online … wow!

Times are changing

The last time we wrote about these findings was in March 2014. The biggest change in those 20 months is the number of people who would continue to look for alternative accommodation whilst they were waiting for a reply to an email or an answerphone message. When we looked at the figures back in March 2014 it was half of the respondents, BUT between August and October 2015 that number jumped to a staggering 84%.

Bearing in mind that our statistics show that the majority of bookings are made between 7pm and 9pm, you would need to dedicate your evenings to answering phone calls and emails to be certain that you don’t lose out.

This is a clear marker of how consumer activity is evolving. If we want to buy a book or some music we can download it instantly; similarly people looking to book a holiday want to do so there and then. If guests can’t book your property online straight away, it’s highly likely they will book somewhere else where they can.

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