Skift Take

Travel providers who want to provide customers with a seamless travel experience should no longer think of the payment process as an afterthought.

This sponsored content was created in collaboration with a Skift partner.

Online payments have advanced significantly in recent years, making it easier than ever for consumers to buy online. The travel industry has lagged behind other industries when it comes to making the online payment experience as seamless as possible––but this shortcoming can also be seen as an opportunity for travel companies that are ready to put payments at the heart of their customer strategy.

Worldpay recently examined how travel companies can set themselves apart from the competition using a frictionless payment process in its report, “The Seamless Travel Experience.” Here are some solutions Worldpay offers:

Optimize the online payment journey: Companies often assume that the payment page is the only time when a customer considers how they’ll pay for their trip––but this is far from the truth. It’s vital to reassure customers that their preferred payment will be accepted from the moment they land on a website, in addition to optimizing shopping basket recovery methods if something goes wrong, providing stellar customer service, and ensuring customers that payments are secure. A browser only becomes a customer when they make a payment, which means travel companies need to avoid neglecting this step of the booking process.

Take a mobile-first approach: Many travel companies are behind when it comes to the mobile experience they offer their consumers. With mobile bookings making up an increasing part of overall travel bookings each year worldwide, travel companies can no longer afford to ignore the role mobile plays throughout the travel journey. Payment pages should be designed with mobile user experience in mind, should allow for easy input of personal information, and avoid redirections to third-party providers.

Work with a payment provider that’s specialized in the travel sector: Travel companies face unique challenges when it comes to online payments compared to other industries. By working with a provider that’s well-versed in the travel space, companies will have more control of the payment process and, in-turn, be able to better connect with their customers and increase sales.

Provide more additional services directly, without redirecting to third parties: Offering customers ancillary services throughout their travel journey via a seamless payment process has become a major revenue driver for many travel providers. In 2016, ancillary services contributed more than $50 billion in revenue for the global airline industry, according to a report from L.E.K. Consulting.

At the same time, many providers still fall behind when it comes to making these additional offerings as easy to purchase as possible. Airlines and hotels are especially suited to take advantage of this opportunity––for example, allowing customers to store their payment and personal information for in-flight purchases or offering spa services for purchase while checking into a hotel via smartphone.

To learn more about why a frictionless payment process is so important to the travel journey, download Worldpay’s report, “The Seamless Travel Experience.”

This content was created collaboratively by Worldpay and Skift’s branded content studio SkiftX.

© Worldpay 2017 and © Skift 2017. All rights reserved. This document and its content are proprietary to Worldpay and Skift and may not be reproduced, published or resold. The information is provided on an “AS IS” basis for information purposes only and neither Worldpay nor Skift makes any warranties of any kind including in relation to the content or sustainability. Terms and Conditions apply to all Worldplay services. Worldpay (UK) Limited (Company No. 07316500 / FCA No. 530923), Worldpay Limited (Company No. 03424752 / FCA No. 504504), Worldpay AP Limited (Company No. 5593466 / FCA No. 502597). Registered Office: The Walbrook Building, 25 Walbrook, London EC4N 8AF and authorised by the Financial Conduct Authority under the Payment Service Regulations 2009 for the provision of payment services. Worldpay (UK) Limited is authorised and regulated by the Financial Conduct Authority for consumer credit activities Worldpay, the logo and any associated brand names are all trade marks of the Worldpay group of companies.

Have a confidential tip for Skift? Get in touch

Tags: ancillary services, payments, Worldpay

Up Next

Loading next stories