Airlines might not have the worst rate in the industry for web visitors scrapping a booking before completion, but at 73%, its rate is still extremely poor.

For comparison purposes, travel agency websites come in at 85%, events/experiences 79%, ferries 79%, and hotels 77%.

So, as a new component of its airline system and website-hosting platform, Amadeus is to start offering a way for carriers to keep potential passengers on their websites and re-engage them if they decide to leave a booking mid-flow.

The service is part of a suite of tools made available through a partnership deal with UK-based VE Interactive, giving airlines the ability to use digital marketing and advertising applications to help claw back ex-web visitors.

Of particular note is the use of email messaging to re-engage with customers, with automatic, data-driven content to lure customers to the site after they’ve left.

Abandonment-related emails for airlines typically have a 56% open rate and 31% chance of getting the customer to click back and complete their booking.

The travel industry has an average 61% open rate and 31% click-to-booking from such emails (hotels have 61% and 42%, respectively).

Amadeus e-Retail currently powers more than 260 websites for over 100 airlines around the world.

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