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Old Habits Die Hard: Why Travelers Resist Online Booking and Trust Factors
Research Objectives
To understand consumers travel booking behavior
Barriers towards booking online with OTAs
Usability testing to evaluate consumer UX & UI experience and understand consumer experience and possible pain points.
Arrive at what will it take for offline users to start booking online.
Approach and Methodology
One-on-One Interview
Lasting up to 60 minutes
At a central location
Sample Size: 54 IDIs
Market: Delhi, Bangalore, Meerut, Vizag, Coimbatore, Ranchi, Vadodara, Kolkata & Nashik
Target Group
Male
NCCS A & B
21-37 years
Student/ Early Jobber/Working/Traders
Usership
Users who book only with travel agents – are aware of OTAs but never used it.
Users who explore the OTA sites but still booking with a travel agent
Users who have booked in the past with OTA, still come to the OTA website but don’t book anymore online.
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