Online holiday bookings at a record high. According to the latest ITB World Travel Trends Report, 65% of all holidays are now booked online, compared to just 24% that are booked via travel agencies.

Mobile travel bookings are also on the rise, with one in five UK holiday-makers now booking holidays using a mobile device, according to a recent survey by Tradedoubler Insight Unit.

As competition moves from the high street to digital channels, its now more important than ever for online travel operators to ensure customers have the best possible experience across all channels.

Broken links, payment problems, poor navigation and a lack of information can force customers to competitors sites, ultimately losing business. To avoid this, online travel operators need to take action fast.

The smallest technical glitch or poor process design could adversely affect the online experience for customers, resulting in site abandonment, impeded bookings, and damage to the companys brand.

As a result, travel operators must consider implementing customer experience management software to help them better manage the digital customer experience.

This can enable them to collect and analyse information on a number of different variables such as how customers came across their website, why they have abandoned a transaction, what types of content make customers buy or convert, and how visitors behave on different devices amongst other things.

By analysing this data, travel operators can begin to understand customer behaviour and take the necessary steps to improve the quality of customer experience and maximise sales.

This type of technology can also help travel companies record each customer session at the browser level and view problems at the source.

This means they can identify complex issues that customers have a tough time describing, apply the necessary precision in investigations and eliminate educated guesses to ultimately reduce customer struggle.

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How can travel operators provide a first-class digital customer experience?