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British Travelers Prefer Online Booking But Face Challenges

Excerpt from The Drum

May 15, 2014 2:00 pm

Skift Take

Every travel brand can learn from Airbnb’s design sense and user experience.

— Jason Clampet

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Airbnb was the top rated travel site in the UK for usability. Skift


Over three quarters (85 per cent) of Brits prefer to book their holidays online, but 79 per cent have given up and switched to a different travel provider due to challenges in the user journey, new research claims

The survey of over 500 British travel buyers by Webcredible also discovered that 60 per cent have eventually given up and abandoned their purchase.

… Airbnb topped the research, with Webcredible putting this down to its “exceptional website usability, simple booking processes and research options”.

Thomas Cook ranked last, having “delivered the worst booking process, a poor iOS app and a number of inconsistencies across the site”.

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