Cart abandonment can be minimised if travel companies invest in updating their websites. Credit: fizkes via Shutterstock.

According to new data from booking engine platform Profitroom, the average hotel booking window for UK travellers has reached a three-year high of 41.5 days.

This data was analysed across Profitroom’s entire portfolio of over 3,500 hotels across the globe.

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The booking window is the time between a customer booking a room and that customer arriving at the property for their stay.

It marks a continued recovery for the sector as it targets a return to the confidence of the pre-Covid era when average booking windows exceeded two months.

Further analysis, however, highlights the growing obstacle of cart abandonment. The average cart abandonment rate for online transactions has reportedly reached 5% of all bookings – depriving hoteliers of valuable income at the last moment.

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Cart abandonment can be minimised if travel companies invest in updating their websites and building travel apps through which travel brands can expand their digital presence and offer various features and discounts, thereby enhancing the customer booking experience.

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Profitroom regional director Patryk Luszcz commented: “Even in the midst of the cost-of-living crisis, these booking windows highlight the resilience of this growth and the increasing confidence of UK holidaymakers who are ready to book with far less hesitation.”

In August, Profitroom announced a collaboration with travel marketing platform Sojern to equip hotels across the globe with a mix of advanced booking technology and data-driven marketing solutions.