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June 22, 2010 The Alternative Payment Methods Landscape For Travel eBusinessThe Payment Methods That Appeal Most And Least To Leisure Travel Bookersby Henry H. Harteveldt, Elizabeth Stark with Zia Daniell Wigder, Peter Wannemacher, Brendan McGowan |
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Executive Summary
Since 2007, US travelers' usage and interest in alternative payment methods (APMs) for online travel purchases has been slowly, but steadily, increasing. Fifteen percent of US online leisure travel Bookers used APMs to buy travel online in the past 12 months, and 31% are interested in using APMs in the next 12 months to book travel online. Are APMs mandatory for online travel sellers? No — but they may offer several substantial benefits for both travel sellers and buyers. Travel eBusiness professionals who currently offer APMs or are considering doing so must ensure that they prominently promote and provide context around payment options, integrate them fluidly into their channel mix, and incent travelers to use them to shift usage from higher-cost traditional payment methods like credit cards.
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