Postcode Anywhere used survey technology provider Toluna to conduct the survey, which gathered answers from 500 members of the public. The research focused on which areas of websites helped customers make purchasing decisions, which devices people were most likely to vote from, what annoyed customers when trying to book online, and which hotels had the easiest to use websites.
Booking friendly websites
The research showed that certain website features really appeal to customers when booking hotels online, including photos, clear pricing, and reviews. In contrast to this, many voted that they did not find videos, blogs or live chats particularly helpful. However, 18 to 34 years olds were more likely to use live chats than older customers, while twice as many men as women would watch videos.
The data also showed that 38 per cent of customers are using tablets and smartphones to research hotels, but when it comes to booking many turn back to using desktops or laptops, with only 26 per cent using a smart device to book. Families with children are also far more likely to use a smart device to research holidays.
It was not only features of websites that customers liked which were voted on, things that frustrated the voters most were surveyed as well. More than half of customers surveyed (55 per cent) rated hidden charges as the most frustrating thing they came up against when trying to book a hotel online.
Two other key areas of annoyance were complicated booking forms, and a lengthy registration process to join the website in the first place. These two complaints were close in numbers of votes as well as their nature, suggesting customers are usually strapped for time and don’t want to have to spend longer on something than they feel is necessary.
Top ten easiest hotels to book online with
The survey listed these as topping the customer’s poll as easiest hotel chains to book online with. Premier Inn scraped the top spot, closely followed by Travelodge.
- Premier Inn
- The Hilton
- Best Western
- Guoman Hotels