Travelers rank special offers and promotions as the top area travel providers need to put more focus on, according to research from Expedia Partner Solutions.
The study, which quizzed 25,000 travelers, asked what one thing they would like travel providers to pay more attention to, with 28% saying offers compared to 26% who say customer service.
Travel options that are more relevant to their needs comes third in the rankings at 14%.
The Global Traveler Expectations study also delved into areas such as customer service, the booking experience and payments to gauge sentiment on each part of the experience.
In terms of customer service, the study revealed that the ability to solve any problem during a trip is the top priority for travelers at 36%, followed by speed of response to queries for a third of travelers and the ability to change the booking themselves for 30%.
However, when it comes to frequent travelers, those taking 10 or more trips a year, the top priority is speed of response, according to 40%.
The survey also asked frequent travelers what the most important factors are for a positive booking experience, with 35% saying easily contactable and responsive customer service.
This is followed by easy-to-navigate websites and quality of content available on each accommodation, both at 34%.
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Overall, the study revealed easy navigation as one of the top factors in a positive booking experience, with 35% of respondents from Africa, 30% of respondents from the Middle East and 27% of those from the APAC region ranking it second in importance.
The study also provided insight into payments, with clear pricing rated as most important by 48% of participants globally.
Business travelers, meanwhile, rank flexible payment options as more important than city-break travelers or those taking a beach vacation. For example, 27% of regular travelers find the ability to pay via a mobile application as very important compared to 19% of those on a city break or beach trip.
Overall, 71% say they are likely to abandon a purchase if their preferred payment option is not available.