Booking decisions fuelled by convenience before price

Research has revealed that customers are increasingly looking for convenience ahead of price when they book online.
According to a PhoCusWright survey, 28% said they buy a combination of air tickets and a hotel from the same site to save trawling through separate websites. Slightly fewer – 27% - said discounts were their motive.
Of those loyal to one particular site, 37% said it was convenient to book flight and hotel while only 25% said cost was the driving force.
Other findings show 71% are now booking hotels online, compared to 60% in 2003, while 50% of combination packages were for air and hotel, 24% air, hotel and car, 23% air and car and just 4% hotel and car.