Why Do Customers Ask “How Much?” but Never Book?
Understanding the Trust Gap in Myanmar’s Travel Industry
Many travel agencies in Myanmar are facing the same frustrating challenge:
a high number of inquiries, but very few actual bookings.
Most agencies assume the problem is price.
However, Magnify Plus Research’s market insights reveal a different truth: the real issue is a Trust Gap.
Customers are not walking away because packages are expensive.
They walk away because they don’t feel confident enough to commit.
The 5-Stage Travel Decision Journey
Based on consumer behavior research, a traveler goes through five critical stages before making a booking decision:
1. Awareness – “I want to travel.”
This is the emotional stage.
The desire to travel is triggered by holidays, stress, or the need for a break.
Emotion-driven, not price-driven.
2. Consideration – “Where should I go, and with whom?”
Travelers start comparing destinations, agencies, and packages.
When there are too many options, decision fatigue sets in, leading customers to delay or abandon decisions entirely.
3. Trust – “Is this agency reliable?” (Highest Drop-Off Point)
This is where most potential customers disappear.
Common concerns include:
- Are these hotel photos real?
- Will the transport be as promised?
- What happens after I transfer the money?
- What if I get scammed?
If trust is not established, discounts won’t work.
No matter how low the price is, customers will not proceed without confidence.
4. Booking – “Is now the right time?”
Even after trust is built, customers may still delay due to:
- Leave approvals
- Family discussions
- Budget timing
This stage requires gentle follow-ups and reassurance, not pressure.
5. Post-Trip – “Would I recommend this agency?”
After the trip, customers decide whether to:
- Recommend your agency
- Leave reviews
- Book again
This stage fuels word-of-mouth marketing, the most powerful and cost-effective form of promotion.
Research-Backed Insights for Travel Agencies in Myanmar
Our consumer research shows that customers value Confidence and Clarity more than Price.
Here’s what agencies should focus on:
✔ Show reality, not just beauty
Use real hotel photos, actual vehicles, and past trip documentation instead of overly polished images.
✔ Make itineraries easy to understand
Clearly explain where customers will go, at what time, and what is included, preferably in a simple table format.
✔ Respond fast and professionally
Quick, clear replies on Messenger or Viber are often the first trust-building moment.
✔ Be transparent about refunds and cancellations
Clear policies reduce fear and hesitation around payments.
✔ Take feedback seriously
Customer reviews are not just opinions; they are trust signals for future travelers.
Key Takeaway: Trust Converts Better Than Promotions
Running promotions and boosting ads alone is not enough.
If you want higher booking rates, you must first close the Trust Gap in your customer journey.
When trust is strong, bookings increase naturally even without heavy discounts.
At which stage do your customers drop off the most?
Let’s discuss and turn insights into action.