WorldPay report highlights gap between consumer wants and airline perception

Hidden surcharges from airlines and a lack of clear pricing are driving consumers to abandon online shopping baskets according to research.

The WorldPay study shows 23% of consumers have pulled out of the final purchase despite having selected the flight with 36% of these blaming surcharges.

Despite the finding, only 6% of airlines think consumers abandon a purchase because of charges with most carriers believing it's more likely because of declined payment or changed plans.

The research shows general frustration with surcharges with 28% saying they have experienced them at some time or other and 58% saying they're not made clear enough.

Clear pricing is most important for 88% of consumers, second only to finding the right flight, 89%,  in the Perfect Passenger Payment report study which shows 36% abandoned the purchase because they found a better price elsewhere.

The perception gap between airline and customer is also highlighted in after-sales support with only 18% of airlines saying its important compared to about 75% of customers.

Survey findings also reveal customers are happy to trade a speedy purchase process for a more secure but slower one and 46% understand that security checks may be responsible for holding up the online booking process.

Further findings include:

• Only 10% of airlines offer mobile payment but 39% of online flight purchasers are comfortable buying goods via mobile
• 58% want to use mobile or tablets to pay in the future and 50% would do so now if they could
• 38% would store personal details with airlines if it meant easier payment
• 43% of airlines are not seeking customer feedback on the purchasing process although 30% of improvements come from customer input
• 29% fail to track shopping basket abandonment at the payment stage and airlines believe 80% of customers complete the transaction eventhough more than a quarter leave without paying