October 12, 2018

Online conversion is lagging say tour operators

Online conversion rates lag face-to-face and phone bookings despite the vast increase in online travel search, say industry leaders.

Saga Travel chief executive Robin Shaw noted more than two-thirds of customers across all age groups now visited the tour operator online, but he said: “What is not changing rapidly is online conversion.”

Shaw told the Travel Convention in Seville: “We’re not seeing the jump change in conversion that we see in browsing. People are less trustful of entering data [online].”

Specialist Leisure Group chief executive Richard Calvert said: “We see exactly the same. The older generation seem to be more trusting of a voice than to put their card details into a phone.”

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