Knowing they can get a full refund for their tip is the leading factor that builds travelers' confidence when booking in today's anxious climate.
That's according to Phocuswright’s Global Booking Anxiety: The U.S., Europe and Asia Pacific research commissioned by The Protect Group, which polled travelers in 10 markets on what would most increase their confidence to book an international trip or event ticket.
Trailing the peace of mind of a full refund is a flexible change or cancellation policy included by default, followed by experience having booked with the provider previously.
Interestingly, AI-powered instant claims processing ranks last among the confidence factors examined, finishing below the ability to access human support if needed and a trusted recommendation from someone the traveler knows.
While the degree of confidence varies by market, the factors fall into line pretty consistently across markets.
"A guaranteed full refund wins nearly everywhere. Flexible cancellation built into the booking comes next in most markets," according to Phocuswright. "Past experience with the same provider and a recommendation from someone they know also outrank AI."
"So does a person. Access to human support beats instant AI claims in every market surveyed. In Japan, it ranks as the second-strongest confidence driver."
Another big takeaway is that outcome beats speed.
According to Phocuswright, "the same pattern shows up in what makes travelers buy refund protection. Getting all their money back matters far more than how fast the refund arrives."
"A simple claims process also ranks ahead of speed in most markets. Travelers care whether they’ll be made whole, not whether an algorithm handles it in seconds."
Ultimately, AI is better suited for trip research and has ways to go to inspire booking confidence in travelers, who are drawn to a guaranteed refund and accessible human assistance in the event that something goes wrong.
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