One of the many challenges the holiday industry is faced with is the inability to display holiday break prices to customers before they decide to enter their booking details. Prices always vary, as they are all determined by the user’s personal selection (such as dates, duration of stay, party size, etc). However, online customers will always expect to get a price estimation before entering their own details.
Aware of these concerns, Butlin’s has created a ‘Get A Quote’ page, where the holiday costs are presented as an average price per person. Knowing this was an inaccurate figure, Butlin’s was keen to investigate other ways to be more transparent and realistic about break prices, with
the aim of decreasing drop-offs in the funnel potentially caused by price confusion.