Online Travel Agency (OTA) Booking Journey Survey
Understand how leisure and business travellers discover, compare, choose, and complete bookings across online travel agencies, so you can sharpen acquisition, optimise pricing, improve conversion, strengthen retention, and refine channel strategy.
CONTEXT & RELEVANCE
Why run this survey now
Most travellers don't abandon OTA bookings purely on price. They disengage due to confusing comparisons, hidden fees, weak trust signals, payment friction, and support uncertainty, none of which fully show up in web analytics or booking reports.
If you are...
- OTA growth leaders
- Digital product managers
- Revenue management teams
- Customer experience owners
RESEARCH THEMES
What This Survey Investigates
Eight interconnected research themes that map the complete OTA booking journey from trip inspiration to post-booking support.
Trip Intent
- Travel purpose signals
- Timing and flexibility
OTA Discovery
- Search engine entry points
- App and referral routes
Comparison & Choice
- Fare and feature comparisons
- Brand consideration set
Price & Promotions
- Fee transparency expectations
- Discount credibility cues
Trust & Confidence
- Review and rating reliance
- Payment security signals
Checkout Experience
- Form and payment friction
- Abandonment trigger moments
Confirmation & Changes
- Booking confirmation clarity
- Modification and cancellation needs
Support & Loyalty
- Issue resolution expectations
- Repeat booking and advocacy
SAMPLING STRATEGY
Tell us about your ideal sample
Help us understand your target respondent profile. Select what applies, we'll design the optimal sample plan based on your inputs.
METHODOLOGY
Survey approach
For Online Travel Agency (OTA) Booking Journey Survey, we recommend a digital-first quantitative approach with flexible data-collection modes to balance reach, depth, and verification across traveller segments.
EXECUTION PROCESS
How we execute
A proven 9-step process from scoping to delivery, designed to ensure quality, speed, and actionable insights.
Define the decision frame
Confirm objectives, target cohorts, geographies, and reporting cuts
Define the decision frame
Design the instrument
Build workstream modules mapped to outputs (drivers, friction, pricing, retention, trust)
Design the instrument
Lock the questionnaire
Review wording, sequencing, LOI, and competitive context; approve final version
Lock the questionnaire
Pilot and calibrate
Test comprehension and ease quality; refine quotas and remove friction where needed
Pilot and calibrate
Run fieldwork
Execute collection with active quota management and feasibility controls
Run fieldwork
Assure quality
Dedupe, attention checks, speed/consistency rules, removals with audit trail
Assure quality
Prepare the dataset
Clean data and deliver codebook/variable definitions
Prepare the dataset
Analyse and synthesise
Driver ranking, leakage diagnostics, pricing bands, segment insights
Analyse and synthesise
Deliver and align
Executive deck (optional dashboard) and leadership readout with recommendations
Deliver and align
COMMERCIAL TERMS
Request a Commercial Proposal
Pricing depends on cohort, geography, sample size, approach, LOI, and deliverables. Configure below for an indicative estimate.
Select Sample Size
Geography
Select Mode of Survey
Length of the Interview
$0.00
+ applicable taxes
Cost Breakdown
Note: Estimate is indicative only. Final pricing is subject to scope finalization after discovery call.
REFERENCE CASELETS
Reference
Real-world examples of survey work in the online travel marketplace space.
Travel App Brand Positioning Among Young Travellers (India)
OBJECTIVE
WHAT WE DID
DELIVERED
Travel App Brand Positioning Among Young Travellers (India)
Cancellation Protection Bundle Design for Frequent Travellers (Metro India)
Travel App Brand Positioning Among Young Travellers (India)
OBJECTIVE
A pan-India travel platform wanted to understand how students , young professionals , and family planners perceived competing travel apps, including spontaneous trip discovery, deal checking, app preference, and brand consideration across domestic leisure categories.
WHAT WE DID
We conducted a quantitative online survey with recent domestic travellers, balanced by age, city tier, and booking frequency, capturing unaided awareness , consideration , deal credibility , app associations, media recall, and preferred planning channels.
DELIVERED
The study produced a brand preference map , message territories , a traveller-level consideration funnel, segment-specific positioning cues, and channel levers showing where discovery media, app familiarity, and promotional proof shaped brand choice.
FREQUENTLY ASKED QUESTIONS
Common Questions
Answers to frequently asked questions about this survey mandate.
What decisions will this survey enable?
Who is the buyer vs who are the respondents?
Can we see differences between leisure travellers, business travellers and international travellers?
How will you measure OTA preference beyond simple ratings?
Will the survey map the full OTA booking journey and drop-offs?
Can this survey inform product and pricing strategy?
How will findings improve our booking conversion and retention strategy?
Still have questions?
Schedule a discovery call to discuss your specific needs and get a custom quote.