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The Travel Bookers Omnibus, conducted by Loudhouse and commissioned by CRM software specialist RightNow Technologies, surveyed 1,000 UK adults.

In priority order, frustration ‘hot-spots’ contributing to negative online experiences and likely to prevent consumers from making a booking are:

• Not easily being able to find information on hidden costs (53%),
• Not finding specific information about holidays (47%),
• Not being able to ask questions about the holiday (45%), and
• Finding the actual buying process to be too complicated (35%)

Priority areas for improvement are:

• Transparency about all travel costs (60%)
• Better provision of destination and flight details (44%)
• Easier website search capabilities to find information (43%)
• Easier and clearer booking processes (43%), and better real-time access to agents.