Company Spotlight: The Psychology of Booking: Why Anxiety Is Costing the Travel Industry Millions with Protect Group
The most dangerous moment in travel isn’t a storm, a strike, or a missed connection. It’s the moment a traveler reaches the payment page... and decides not to book.
We call it booking anxiety, and new research sponsored by Protect Group, in partnership with Phocuswright and Web in Travel, puts hard data behind a challenge the industry has long underestimated.
In this episode, Dan sits down with Stephen Joyce, Global Strategy Lead – Travel, Tours & OTAs at Protect Group, to explore why traveler confidence often disappears at checkout. They unpack why today's travelers worry just as much about losing valuable vacation time as they do about losing money, why disruption risk feels more real than ever, and why flexibility has become one of the biggest drivers of conversion. The research shows many travelers would rather pay a little more for peace of mind than choose the cheapest non-refundable fare, and that knowing a full refund is possible if plans change is one of the strongest motivators to complete a booking.
The conversation then turns to practical solutions. Stephen shares how flexible fare options, refund protection, deposits, and pay-over-time plans can reduce friction, increase conversion rates, and build trust long before the checkout page. They also explore the role of AI in the booking journey, why trust and accountability will become even more important as AI adoption grows, and what every travel brand can do today to turn hesitation into confidence.
Whether you're an airline, OTA, tour operator, destination, or travel advisor, this episode offers valuable insights into one of the biggest—and most overlooked—opportunities to increase bookings: removing the fear that stops customers from clicking "Book Now."
Learn more at protect.group.
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