Turned away at checkout: Why even young travelers struggle with booking websites

The biggest problems arise during the booking process itself: payment failures, confusing websites, and difficult-to-use forms make it harder to complete a reservation. Issues with mobile displays, pop-ups, CAPTCHA challenges, and hard-to-understand text also prompt users to abandon the process. Hidden fees may also play a role, particularly when unexpected charges are added as customers proceed through the booking process, as is the case with some airlines.

Younger travelers are more likely to experience problems with mobile usability, while people aged 40 to 49 are particularly likely to encounter payment failures. Women report difficulties with forms, website structure, and text that is too small more often than men do.

For travel providers, these barriers pose a substantial financial risk. Abandoned bookings can mean lost revenue. Accessiway therefore considers digital accessibility a key factor in conversion rates, customer satisfaction, and the commercial success of digital booking platforms — including for users without disabilities.

However, the findings should be interpreted with some caution. After all, Accessiway commissioned the study and has a commercial interest in persuading other companies to hire its services to improve the accessibility of their websites and booking systems.