Over the past two decades, online travel booking has emerged and totally changed the way travelers plan and book their flights and accommodation. I am an active user of this travel booking platform especially when I worked as a cabin crew a few years ago. I booked all my accommodations on this platform. Overall speaking, the features are very user-friendly and fit the travel trend nowadays. Let me illustrate them one by one:
User-friendly Features
Free Cancellation
Most of the listings offer free cancellation in which you could cancel the booking without paying any penalty. The policy may slightly vary according to the hotel policies. However, the deadline for a free cancellation is always clearly shown with the exact time stated in your time zone. In this sense, travelers are welcome to make last minute decision on the booking. They may make several bookings for the same travel date and have more time to decide before picking the best choice.
Number of Guest reviews
In my observation, young travelers reply to genuine reviews and will do research before making any decision. The review system of booking.com is very active and there is no need to search other sites in order to make the right decision.
Clear pricing with all price shown
The prices displayed on each listing are the prices you will actually pay. There are no hidden charges or fees, or else, it will clearly be stated next to the price without clicking on any buttons. it is transparent and users will know if they will pay at the property or pay now via credit card.
Membership Program-Genius
The membership system offers discounts and perks after the users made several bookings on the platform. It is automatic and there is no need to register which means no friction for the users. The discounts are applied to the base rate automatically when users view the listing. This will increase the return rate.
Recent search record
One feature that I like is the recent search record and I believe it is extremely useful for busy or easy-to-forget people. The recent search history not only shows you the destination but also the dates and number of travelers. Whenever I want to review my previous search, I could just make one single click and go.
Interactive elements
Dominant CTA buttons
The CTA buttons are well designed which is dominant and easy to follow. The user journey that the app desires travelers to make is “Search”, “Select Rooms”, “Reserve” and “Confirm”. The actual use matches the desired use perfectly.
Clear User Flow
Sometimes, users are afraid that they will click the wrong button especially when their credit card is being charged without being noticed. They might not be ready yet for this action to take place. However, booking.com handles this carefully and reassured the users which step are they exactly in. They will be directed to the final step and confirm the payment while they clearly know they won’t be charged until so.
Grouping and Proximity
The listing is always presented in standard and logical blocks with the same type of information displayed to the users. This is easy for the users to follow and consistency is the key.
Good rather than Great
All in all, booking.com solves the existing hassle and bustle of travel booking by offering flexibility and transparency. They have a thorough understanding of users’ travel booking habits and created a seamless booking experience for different styles of travelers with a clear and comfortable booking process.
