{"id":13238,"date":"2026-11-06T12:16:09","date_gmt":"2026-11-06T11:16:09","guid":{"rendered":"https:\/\/tragento.com\/?p=13238"},"modified":"2026-11-06T12:16:11","modified_gmt":"2026-11-06T11:16:11","slug":"online-travel-bookings-digital-barriers","status":"publish","type":"post","link":"https:\/\/tragento.com\/en\/online-rezervacije-putovanja-digitalne-prepreke\/","title":{"rendered":"Online bookings: more than half abandon due to digital barriers"},"content":{"rendered":"<p class=\"wp-block-paragraph\" id=\"h-istrazivanje-koje-je-za-accessiway-proveo-civey-pokazuje-da-tehnicki-problemi-nepregledne-stranice-i-komplicirani-procesi-kupnje-i-dalje-ozbiljno-koce-online-prodaju-putovanja\">Research conducted by Civey for Accessiway shows that technical problems, unsearchable websites and complicated purchasing processes continue to seriously hamper online travel sales.<\/p>\n\n\n\n<div style=\"margin:28px 0;padding:24px;border-radius:18px;background:linear-gradient(135deg,#3AD0E6 0%,#21b8cf 100%);color:#111;\">\n  <div style=\"display:flex;flex-wrap:wrap;gap:18px;align-items:stretch;\">\n    <div style=\"flex:1 1 220px;min-width:220px;background:#ffffff;padding:22px;border-radius:14px;box-sizing:border-box;\">\n      <div style=\"font-size:14px;letter-spacing:.04em;text-transform:uppercase;color:#0e8a8a;margin-bottom:8px;\">Main finding<\/div>\n      <div style=\"font-size:48px;font-weight:700;line-height:1;margin-bottom:10px;\">52 %<\/div>\n      <div style=\"font-size:18px;line-height:1.45;\">At least one respondent in Germany has cancelled an online travel booking due to digital barriers.<\/div>\n    <\/div>\n    <div style=\"flex:2 1 320px;min-width:260px;background:rgba(255,255,255,.18);padding:22px;border-radius:14px;box-sizing:border-box;color:#fff;\">\n      <div style=\"font-size:15px;font-weight:700;margin-bottom:10px;\">Why is this important?<\/div>\n      <div style=\"font-size:18px;line-height:1.6;\">When a user abandons the purchase at the final stage, the travel company has often already incurred the acquisition cost but has no revenue. The problem is therefore not just technical; it directly affects conversion, distribution costs and the profitability of direct sales.<\/div>\n    <\/div>\n  <\/div>\n<\/div>\n\n\n\n<p class=\"wp-block-paragraph\">According to the research findings, the problem is more pronounced than many would expect. It concerns the booking of flights, train tickets and accommodation, and users cite failed payments, unreadable pages and complicated elements of the booking process as the main obstacles.<\/p>\n\n\n\n<h2 id=\"h-najcesci-razlozi-odustajanja-od-rezervacije\" class=\"wp-block-heading\">The most common reasons for cancelling a booking<\/h2>\n\n\n\n<div style=\"margin:22px 0;padding:24px;background:#f5f7f8;border:1px solid #dde6ea;border-radius:18px;\">\n  <div style=\"margin-bottom:18px;font-size:15px;color:#555;\">Proportion of respondents who cited a specific problem as the reason for cancelling their reservation<\/div>\n\n  <div style=\"margin-bottom:18px;\">\n    <div style=\"display:flex;justify-content:space-between;gap:10px;font-weight:600;margin-bottom:6px;\"><span>Failed or incorrect payment<\/span><span>48,1 %<\/span><\/div>\n    <div style=\"height:14px;background:#dfeaec;border-radius:999px;overflow:hidden;\"><div style=\"width:48.1%;height:100%;background:#3AD0E6;\"><\/div><\/div>\n  <\/div>\n\n  <div style=\"margin-bottom:18px;\">\n    <div style=\"display:flex;justify-content:space-between;gap:10px;font-weight:600;margin-bottom:6px;\"><span>Infinite website structure<\/span><span>46,2 %<\/span><\/div>\n    <div style=\"height:14px;background:#dfeaec;border-radius:999px;overflow:hidden;\"><div style=\"width:46.2%;height:100%;background:#3AD0E6;\"><\/div><\/div>\n  <\/div>\n\n  <div style=\"margin-bottom:18px;\">\n    <div style=\"display:flex;justify-content:space-between;gap:10px;font-weight:600;margin-bottom:6px;\"><span>Complex calendars, forms and option selection<\/span><span>36,5 %<\/span><\/div>\n    <div style=\"height:14px;background:#dfeaec;border-radius:999px;overflow:hidden;\"><div style=\"width:36.5%;height:100%;background:#3AD0E6;\"><\/div><\/div>\n  <\/div>\n\n  <div style=\"margin-bottom:18px;\">\n    <div style=\"display:flex;justify-content:space-between;gap:10px;font-weight:600;margin-bottom:6px;\"><span>Aggressive adverts and hard-to-close pop-up windows<\/span><span>34,6 %<\/span><\/div>\n    <div style=\"height:14px;background:#dfeaec;border-radius:999px;overflow:hidden;\"><div style=\"width:34.6%;height:100%;background:#3AD0E6;\"><\/div><\/div>\n  <\/div>\n\n  <div>\n    <div style=\"display:flex;justify-content:space-between;gap:10px;font-weight:600;margin-bottom:6px;\"><span>Problems with security checks such as CAPTCHA<\/span><span>26,9 %<\/span><\/div>\n    <div style=\"height:14px;background:#dfeaec;border-radius:999px;overflow:hidden;\"><div style=\"width:26.9%;height:100%;background:#3AD0E6;\"><\/div><\/div>\n  <\/div>\n<\/div>\n\n\n\n<p class=\"wp-block-paragraph\">The biggest single problem in this case is not the price, <a href=\"https:\/\/tragento.com\/en\/passenger-payment-preferences-croatia-slovenia-and-serbia\/\" data-type=\"post\" data-id=\"3980\">but payment<\/a>. This is an important signal for all service providers investing in their own booking engine systems, direct bookings and digital marketing. If the purchase process falls apart at the very end, the entire sales pipeline becomes less efficient.<\/p>\n\n\n\n<h2 id=\"h-mladi-korisnici-jos-su-manje-tolerantni-na-digitalne-prepreke\" class=\"wp-block-heading\">Young users are even less tolerant of digital barriers.<\/h2>\n\n\n\n<div style=\"display:flex;flex-wrap:wrap;gap:20px;margin:24px 0;\">\n  <div style=\"flex:1 1 220px;min-width:220px;padding:24px;border-radius:18px;background:#ffffff;border:1px solid #d9e6eb;box-sizing:border-box;\">\n    <div style=\"font-size:14px;text-transform:uppercase;letter-spacing:.04em;color:#0e8a8a;margin-bottom:8px;\">All respondents<\/div>\n    <div style=\"font-size:42px;font-weight:700;line-height:1;margin-bottom:10px;color:#111;\">52 %<\/div>\n    <div style=\"font-size:17px;line-height:1.5;\">reported that they had already cancelled their booking due to digital barriers.<\/div>\n  <\/div>\n  <div style=\"flex:1 1 220px;min-width:220px;padding:24px;border-radius:18px;background:#111;color:#fff;box-sizing:border-box;\">\n    <div style=\"font-size:14px;text-transform:uppercase;letter-spacing:.04em;color:#7ee4f1;margin-bottom:8px;\">Age 18\u201329<\/div>\n    <div style=\"font-size:42px;font-weight:700;line-height:1;margin-bottom:10px;\">69 %<\/div>\n    <div style=\"font-size:17px;line-height:1.5;\">Young users report the same experience, which is significantly above the overall average.<\/div>\n  <\/div>\n  <div style=\"flex:1 1 220px;min-width:220px;padding:24px;border-radius:18px;background:#f5f7f8;border:1px solid #d9e6eb;box-sizing:border-box;\">\n    <div style=\"font-size:14px;text-transform:uppercase;letter-spacing:.04em;color:#0e8a8a;margin-bottom:8px;\">Mobile problem<\/div>\n    <div style=\"font-size:42px;font-weight:700;line-height:1;margin-bottom:10px;color:#111;\">36,2 %<\/div>\n    <div style=\"font-size:17px;line-height:1.5;\">Younger respondents cite poor website performance on a smartphone as a reason.<\/div>\n  <\/div>\n<\/div>\n\n\n\n<p class=\"wp-block-paragraph\">This is an important counterpoint to the common assumption that digital barriers are primarily a problem for older users. Research suggests that younger, digitally savvy groups simply have less patience for poorly designed or technically unreliable booking processes.<\/p>\n\n\n\n<h2 id=\"h-sto-to-znaci-za-turisticku-distribuciju\" class=\"wp-block-heading\">What does that mean for tourist distribution?<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">For hotels, airlines, rail carriers, tour operators and travel agencies, these data carry a very practical message. It is not enough to bring the user to the site. It is equally important that the booking process be clear, fast, responsive and reliable at every step, especially on mobile devices.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Companies investing in direct sales should regularly test the entire booking flow, from date and rate selection to payment and reservation confirmation. Otherwise, they risk <a href=\"https:\/\/tragento.com\/en\/from-commission-to-service-fee-how-travel-agencies-actually-make-money-today\/\" data-type=\"post\" data-id=\"12455\">increase in marketing costs<\/a> without adequate conversion growth.<\/p>\n\n\n\n<h2 id=\"h-digitalna-pristupacnost-ima-vaznu-ulogu\" class=\"wp-block-heading\">Digital accessibility plays an important role.<\/h2>\n\n\n\n<div style=\"margin:24px 0;padding:24px;background:#f8fcfd;border-left:6px solid #3AD0E6;border-radius:14px;\">\n  <div style=\"font-size:15px;font-weight:700;color:#0e8a8a;margin-bottom:10px;\">BFSG in brief<\/div>\n  <div style=\"font-size:17px;line-height:1.7;color:#222;\">\n    In Germany, it applies from 28 June 2025. <em>Act on the strengthening of accessibility<\/em> (BFSG), a law that requires certain products and services in electronic commerce to be made accessible. This includes e-commerce and certain digital services related to passenger transport. Micro-enterprises with fewer than ten employees and an annual turnover of up to two million euros are exempt from the obligation when it comes to services.\n  <\/div>\n<\/div>\n\n\n\n<p class=\"wp-block-paragraph\">For the tourism sector, this means that accessibility is no longer just part of the user experience or conversion optimisation. It is increasingly a regulatory issue, especially in markets where rules are enforced more strictly.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Germany is no exception. Directive (EU) 2019\/882, known as <em>European Accessibility Act<\/em>, From 28 June 2025, it sets accessibility requirements for certain products and services in the EU, including e-commerce and specific passenger transport services. For the tourism sector, this means that certain online booking systems must also be accessible to users with disabilities.<\/p>\n\n\n\n<div style=\"margin:24px 0;padding:24px;border-radius:16px;background:#f5f3ee;border:1px solid #dce5e5;\">\n  <div style=\"font-size:15px;letter-spacing:.03em;text-transform:uppercase;font-weight:700;color:#0e8a8a;margin-bottom:16px;\">Regulatory review of the region<\/div>\n  <div style=\"display:flex;flex-wrap:wrap;gap:12px;\">\n    <div style=\"flex:1 1 260px;min-width:220px;background:#fff;border-left:5px solid #3AD0E6;border-radius:10px;padding:16px;box-sizing:border-box;\">\n      <div style=\"font-weight:700;font-size:18px;margin-bottom:7px;\">Croatia<\/div>\n      <div style=\"line-height:1.55;\">Act on the requirements for the accessibility of products and services (Official Gazette 89\/2025, as amended by Official Gazette 114\/2026). It also applies to the e-commerce services covered thereby and to certain digital transport services.<\/div>\n    <\/div>\n    <div style=\"flex:1 1 260px;min-width:220px;background:#fff;border-left:5px solid #3AD0E6;border-radius:10px;padding:16px;box-sizing:border-box;\">\n      <div style=\"font-weight:700;font-size:18px;margin-bottom:7px;\">Slovenia<\/div>\n      <div style=\"line-height:1.55;\">The Act on the Accessibility of Products and Services for Persons with Disabilities (ZDPSI), coming into force on 28 June 2025 with amendments from 2026, also covers certain commercial digital services.<\/div>\n    <\/div>\n    <div style=\"flex:1 1 260px;min-width:220px;background:#fff;border-left:5px solid #111;border-radius:10px;padding:16px;box-sizing:border-box;\">\n      <div style=\"font-weight:700;font-size:18px;margin-bottom:7px;\">Countries outside the EU<\/div>\n      <div style=\"line-height:1.55;\">Serbia and Montenegro have rules on the accessibility of digital public administration services; North Macedonia has adopted a regulation for public sector websites and applications for 2025. The obligations of private booking platforms must be determined separately under local regulations.<\/div>\n    <\/div>\n  <\/div>\n  <div style=\"font-size:14px;line-height:1.55;color:#444;margin-top:14px;\">Note: national regulations do not all have the same scope; for Bosnia and Herzegovina and Albania, a comparable general obligation for private booking platforms is not confirmed here.<\/div>\n<\/div>\n\n\n\n<p class=\"wp-block-paragraph\">Cross-border sales are also important. A company headquartered outside the EU that provides services to consumers in the Union market covered by accessibility rules may be subject to the relevant national requirements. For hotels, agencies and travel-tech providers, this is an additional reason to check readability, keyboard control, support for assistive technologies and ease of payment when developing booking engine systems. The regulations also provide for exceptions, for example for certain micro-enterprises, as well as transitional rules.<\/p>\n\n\n\n<h2 id=\"h-na-sto-bi-kompanije-trebale-obratiti-pozornost\" class=\"wp-block-heading\">What should companies pay attention to?<\/h2>\n\n\n\n<div style=\"display:grid;grid-template-columns:repeat(auto-fit,minmax(220px,1fr));gap:16px;margin:22px 0;\">\n  <div style=\"padding:18px;border-radius:14px;background:#f5f7f8;border:1px solid #dde6ea;\"><strong>Payment<\/strong><br>Check that payment works reliably on all devices and card methods.<\/div>\n  <div style=\"padding:18px;border-radius:14px;background:#f5f7f8;border:1px solid #dde6ea;\"><strong>2. Mobile UX<\/strong><br>Test how the booking process looks and functions on smartphones.<\/div>\n  <div style=\"padding:18px;border-radius:14px;background:#f5f7f8;border:1px solid #dde6ea;\"><strong>3. Simplicity<\/strong><br>Reduce the number of steps, simplify the forms and avoid unnecessary distractions.<\/div>\n  <div style=\"padding:18px;border-radius:14px;background:#f5f7f8;border:1px solid #dde6ea;\"><strong>4. Accessibility<\/strong><br>Check readability, keyboard navigation and compatibility with screen readers.<\/div>\n<\/div>\n\n\n\n<p class=\"wp-block-paragraph\">The research relates to the German market and cannot be automatically applied to Croatia or the rest of the region. Nevertheless, the message is clear: digital barriers are not a minor detail but a real source of lost bookings and additional costs in online distribution.<\/p>\n\n\n\n<hr class=\"wp-block-separator has-css-opacity\"\/>\n\n\n\n<p class=\"has-small-font-size wp-block-paragraph\"><strong>Methodology note:<\/strong> The survey was conducted by Civey for Accessiway among 2,500 adults in Germany. The 52.1 per cent figure refers to respondents who said they had already given up on online travel bookings because of digital barriers, rather than to the total share of all online bookings that fail.<\/p>\n\n\n\n<p class=\"has-small-font-size wp-block-paragraph\"><strong>Sources<\/strong> <a href=\"https:\/\/www.pressebox.de\/inaktiv\/accessiway-germany-gmbh\/Reise-Websites-unter-Druck-Jede-zweite-Online-Buchung-scheitert-an-digitalen-Hrden\/boxid\/1317242\">Accessiway \/ Civey;<\/a> <\/p>","protected":false},"excerpt":{"rendered":"<p>Istra\u017eivanje koje je za Accessiway proveo Civey pokazuje da tehni\u010dki problemi, nepregledne stranice i komplicirani procesi kupnje i dalje ozbiljno ko\u010de online prodaju putovanja. Glavni nalaz 52 % ispitanika u Njema\u010dkoj barem je jednom prekinulo online rezervaciju putovanja zbog digitalnih prepreka. Za\u0161to je ovo va\u017eno?&#8230;<\/p>","protected":false},"author":2,"featured_media":7864,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_tragento_display_category":82,"footnotes":"","rank_math_title":"","rank_math_description":"","rank_math_focus_keyword":"","_aioseop_title":"","_aioseop_description":""},"categories":[82,105,143],"tags":[],"class_list":["post-13238","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-traveltech","category-online","category-turistickaindustrija"],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v28.8 (Yoast SEO v28.8) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Online rezervacije putovanja i problemi kupovine<\/title>\n<meta name=\"description\" content=\"Saznajte vi\u0161e o izazovima online rezervacije putovanja i kako tehni\u010dki problemi utje\u010du na korisni\u010dko iskustvo.\" 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