New Data Reveals the Top Three Friction Points in Digital Customer Journeys When Booking Travel
Aug 10, 2021 | Research

NEW YORK, Aug. 10, 2021 — Glassbox, the leading analytics platform used to optimize user experiences on web and mobile applications, today released survey data that reveals the viewpoints and behaviors of consumers using digital platforms within the travel and hospitality industry.
Glassbox sought to explore the importance of effective digital journeys for airline, hotel and travel companies as travel increases with borders opening to tourism. The survey of over 1,000 Americans found:
“As interest in resuming travel continues to grow, it is increasingly important to ensure that customers experience a seamless digital journey in order to maintain a positive reputation,” said Mark Flaharty, Chief Growth Officer at Glassbox. “According to respondents, along with addressing a convoluted customer navigation path, companies will benefit by identifying which points in the digital journey are accustomed to technical glitches or misleading price-points. Given that many Americans have become accustomed to browsing digitally during pandemic lockdowns, addressing these friction points should be a top priority.”