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The Web presents a double-edged sword for travel and hospitality vendors. It presents potential travelers with easy access to one company's products and services, but it also gives them the incentive to look elsewhere for a better deal.
For online travelers, brand loyalty is rare, and Web site abandonment common. According to Forrester Research, 47 percent of those who research travel plans online don't end up purchasing through the Web. The challenge for vendors is to accelerate the sales cycle by reaching out to prospects during their research and offering them an easy and personal guide through the online purchasing experience.
Online travelers generally abandon Web sites when faced with pricing or technical support issues. In the past, online travel and hospitality companies felt they could address these concerns by providing prospective customers with self-service tools, such as FAQs. However, due to the complex nature of the transaction, whether purchasing airline tickets, making hotel reservations or booking travel packages, companies are recognizing that they need to be more effective at securing, supporting, and retaining their online customers.
ATG e-Commerce Optimization Services such as eStara Click to Call and Click to Chat have the travel industry talking. By giving consumers the opportunity to directly connect with an agent through the click of a button embedded on a Web site, e-mail, banner ad, search engine or online directory listing, issues are immediately resolved, and customers gain the insight, information, or confidence they need to complete their booking.
For the complexity involved in booking travel reservations, eStara Click to Call is the ideal solution to increase online revenue, reduce Web site abandonment, and improve customer loyalty and contact center efficiency. A recent report from Forrester Research finds that firms that are successful in implementing interactive help, including online chat and Click to Call, are quick to move consumers from the Web to the phone.
Red Lion Hotels
With customers occasionally reaching a point in the online booking with questions which could prevent them from completing their reservation, Red Lion Hotels sought to implement a solution to assist the customer. With eStara Click to Call, Red Lion now offers customers the opportunity to directly connect with a representative when they require personal assistance.
