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How travel websites bully us into
booking online by suggesting deals might soon sell out • Study shows sites using psychological
tricks in sales • Messages like ‘Hurry, only 3 seats
left’ led to a 4.7 per cent increase in bookings • An average 9.5 rating from
2,000 reviewers bumped chances
by 36.3 per cent
Travel websites are boosting profits by
using psychological tricks to sell expensive hotels, flights and insurance, academics have revealed. Their mind games include bombarding
customers with messages such as ‘Hurry only nine seats left’,
‘12 other people
are looking at this’ or ‘ 40 people have
already booked this’. Experiments carried out at University
College London (UCL) found such phrases significantly
increase bookings and profits.
They also allow the websites to sell
deals that might be more expensive than
direct bookings with hotels, airlines or insurers. Hurry, only a few seats left: Such messages on a site led to a 4.7 per cent increase in bookings compared to no message at all The phrases pressure potential
customers by suggesting a deal might soon be sold out, or exploit so-called ‘herd mentality’ by saying that others have already booked. Reviews were found to be particularly
powerful in encouraging bookings and were even more effective than a promise
of a price cut. UCL’s research involved online
experiments with 1,251 volunteers. Tests measured their reactions to
website deals on flights, hotels and travel insurance. The message ‘Hurry only 3 seats left’
on a site led to a 4.7 per cent increase in bookings compared to no message at all. There was a 9.4 per
cent rise in bookings after the prompt ‘12 other people are looking at this’. The increase was higher still at 13.8
per cent when volunteers were told that ‘40 people have already booked this’. An average rating of 9.5 from more than 2,000 reviewers led to a 36.3 per cent increase in bookings compared to when no reviews were offered. The UCL team also measured the impact
of discounts. Bookings were 8.9 per cent lower when the price listed did not have a ‘20 per cent discount’ sign. Positive reviews for a hotel also
notably boosted reservations. An average rating of 9.5 from more than
2,000 reviewers led to a 36.3 per cent increase in bookings compared to when no reviews were offered. Almost half of those surveyed said they
were persuaded to book after reading the positive reviews. Dr Gladstone, who specialises in
consumer behaviour, said the human instinct to follow the herd is understandable. But he warned that customers can end up paying more than if they shop around. He said: ‘Our brains have evolved to
respond in these ways for good reasons: copying the herd helps us make quick decisions and can be a very sensible thing to do if we do not have time to make an independent decision under pressure. ‘But these ways of thinking can
sometimes lead us astray – or allow us to be led astray. Consumers are
bombarded with these kinds of marketing tactics every time we go online and the study clearly shows that they work – when unsure, we simply follow the person ahead of us, even if it’s not a good deal.’ Apurva Pratap said: ‘Persuasive tactics
often mean travellers are stretching their purse strings more than they have to.’ Daily Mail 29 July 2017 If you missed it: (These are not tactics, just facts!)
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