How Shopping Cart Abandonment Hurts Resorts & Tourism

With the immediacy of today’s consumers, being unable to provide them exactly what they are looking for quickly, results in abandonment and high consumer bounce rates. Shopping cart abandonment in the hotels & lodging sector was 67.6% in 2013. With such high abandonment rates, resorts can struggle to gain the bookings they need to keep their doors open, even during their busy season. If there is a decrease in resort bookings, the area’s tourism can see a drop as well.

In this article, we’ll be covering some primary areas of shopping cart abandonment in the resort & tourism segment and what you can do to decrease the trend.


We cannot emphasize this section enough. Consumers read reviews! Travelers want to hear from other people that have visited your area and had a good experience. Think with Google reported that searches with the word “reviews” in it have grown by 35% in the last two years. Not only are these reviews where we are constantly telling you to receive them (Facebook, Google Business Listing, Yelp), they are starting to grow with video as well!

A customer review is becoming more tangible than ever before. Do you have a few raving customers that would be willing to give you a video testimonial? You can have them linked to your website. You can post them to your Youtube channel with your resort name and the word “review” in the title.

Mobile Design

Consumers now expect to be able to get everything they need to know and make a decision with their smart phone. With 84% of smartphone users wanting something in the absolute moment, mobile friendly design & navigation is absolutely necessary.

Think with Google found that “smartphone users are 50% more likely to expect to purchase something immediately while using their smartphone compared to a year ago.” From the image presentation of your cabins & lodges to the load time of your website pages, consumers want the information now and have a high probability of booking a stay if they have a positive mobile navigation experience.

Create Open Navigation

Your checkout process should allow users to be able to navigate out of the checkout process at any time. Shopping carts that do not allow for this type of navigation can appear claustrophobic and make the user lose interest. This can be especially true when using mobile devices, if a button was hit by accident, there should be an easy way to find the menu to navigate into a new, desired area of the website.

Don’t Surprise Them With The Road Ahead

Shopping carts that do not give an overarching view of where a user is located in the checkout process can be very aggravating. They almost trick the user into thinking the checkout will be a few simple steps, but then surprise them with more forms they need to complete. Have a customer journey timeline at the top of your page to show them where they are in the completion process.

Unexpected Costs

Booking fees, tourism taxes, security deposits– Whatever the fee, when line items are added at the checkout, users can abandon their plans altogether and look for a less expensive area to vacation. It is important to try to be open about any additional fee information as much as possible on your website. If the sticker shock hits them, the back button usually comes next.

Too Many Forms

We know you need certain information in order to allow a resort room booking, but try to think about how to get this information in the most efficient way possible. In a research study, Baymard found, “an ideal checkout flow can be as short as 12-14 form elements (7-8 if only counting the form fields).” If you need to know the number of people in their party, what time they will arrive, etc. make it as simple as possible! ONLY request the information that is absolutely necessary.

The Website Seems Insecure

This is going to start happening more and more with older websites as browsers increase their protection for users. SSL has been discussed as a necessary move for websites for some time, and October 2017 notes the Google Chrome crackdown of all non-secure socket layer (SSL) websites. If you aren’t encrypting user data, you will be flagged as an unsecure website to users and they will feel unsafe entering information on your website and leave.

Baymard found that “the average site has 39 potential areas for checkout improvements.” So, you are not alone in seeking to reduce your shopping cart abandonment rate. There are many changes to address that can dramatically improve your booking rates.

We are here to help! If you need consultation regarding the best place to start with your website, let us know! We’d love to meet with you free of charge to map out your game plan.

Read: 5 Great Blog Ideas for Tourism Websites