{"id":1394,"date":"2023-03-14T11:25:22","date_gmt":"2023-03-14T11:25:22","guid":{"rendered":"https:\/\/letskipp.com\/blog\/false-card-declines-particularly-painful-for-the-travel-industry\/"},"modified":"2024-12-05T14:01:23","modified_gmt":"2024-12-05T14:01:23","slug":"false-card-declines-particularly-painful-for-the-travel-industry","status":"publish","type":"post","link":"https:\/\/letskipp.com\/blog\/false-card-declines-particularly-painful-for-the-travel-industry\/","title":{"rendered":"False Card Declines: Particularly Painful for the Travel Industry"},"content":{"rendered":"<p>False card declines are especially painful for travel industry merchants \u2014 hotels, car rentals, airlines, cruise lines, travel agencies, and others \u2014 as well as the credit card issuers that process their customers\u2019 payments. Travelers suffer frustration as well, which directly and immediately impacts their spending decisions. Let\u2019s explore this triple pain point and the path to reducing it for all three parties simultaneously.<br \/>\nFirst, the scope of the problem: The ongoing metrics for the travel industry present a consistent trend:<\/p>\n<ul>\n<li>Only 80% of transactions are approved.<\/li>\n<li>Roughly 10% are lost to declined transactions by merchants or their fraud prevention providers.<\/li>\n<li>More than 10% are lost to declines by issuers.<\/li>\n<\/ul>\n<p>How expensive is the problem? In the UK, for example, <a href=\"https:\/\/travelweekly.co.uk\/news\/air\/failed-travel-payments-could-total-5-45bn-in-2022\" target=\"_blank\" rel=\"noopener\">recent research<\/a> indicates that travel operators stand to lose \u00a35.45 billion in 2022 as a result of failed payments alone, with a staggering 13.4% of all transactions being declined.<\/p>\n<p>To be clear, we are discussing a legitimate transaction, in which the card issuer rejects it due to several understandable \u2014 yet regrettably vague\u2014 data points. Does the customer care to explore those reasons? Rarely. In an industry where customer loyalty is critical, steadily losing customers due to false declines can devastate a company\u2019s reputation and bottom line.<\/p>\n<p>&nbsp;<\/p>\n<h2>The Biggest Losers: Merchants<\/h2>\n<p>First and foremost, false card declines result in lost revenue \u2014 often substantial \u2014 for travel industry merchants. When a card transaction is declined, it is often without a clear explanation as to the reason, and customers rarely understand whether it&#8217;s their bank or merchant, who is responsible.<\/p>\n<p>In the travel industry, where the average ticket value (ATV) is usually high \u2014 imagine a family of five booking a flight overseas, or a week\u2019s stay at a hotel \u2014 and the transactions can be complex, a false decline can result in a significant loss of revenue. This is particularly true for merchants who operate in an intense competition environment or during peak travel seasons when demand is high and operational costs rise. And if the customer leaves a negative online review saying it\u2019s hard to book a flight or reserve a car? The impact can trickle down for months or years.<\/p>\n<p>The most painful reality is this \u2014 even after all the investment in branding, marketing, and support, this sale is suddenly in the hands of a third party, one that can unilaterally decline the sale and its revenue. So let\u2019s talk about those banks.<\/p>\n<p>&nbsp;<\/p>\n<h2>The Decision-Makers: Card Issuers<\/h2>\n<p>A brief overview of the source of the problem, which is, indeed, in the hands of the bank issuing a card. In their conservative, risk-averse industry, issuers are entirely justified in using a collection of tools to prevent financial loss \u2014 from either fraud or attempted charges by customers with insufficient funds to cover them. Their software algorithms typically use a fairly limited data set to make an instant assessment, as the bank only tracks data about the use of its specific card. The issuer doesn\u2019t know about other cards, purchase patterns, or any of the dozens of data points that might paint a clearer picture (who does know? More on that in a moment).<br \/>\nThe result: a very common, unfortunately broad \u201cgray area\u201d in which there is not necessarily conclusive evidence that a transaction comes with too high a risk, but enough \u201chints\u201d to push the dial over to \u201cdecline\u201d \u2014 just to be safe.<\/p>\n<p><strong>Our travel industry clients report that customers who experience an initial decline will either switch to another card (placing the declined card on bottom of wallet) or waive the purchase. Either way, the bank might lose their customer.<\/strong><\/p>\n<p>&nbsp;<\/p>\n<h2>Don\u2019t Forget the Customer!<\/h2>\n<p>A traveler typically invests a lot in a trip, whether business or pleasure. Travelers sink substantial time to research and compare costs, locations, and descriptions of services \u2014 both because costs are significant, but also because of the inherent value of both the vacation and business trip. In vacation cases this is a once a year event with high ticket value, as such, a customer is ready to spend a significant amount of time and money on booking expecting to be treated with the respect due to someone choosing to commit to this particular merchant, over all others.<\/p>\n<p>This makes a decline all the more frustrating; it can easily lead the traveler to jump to a competitor \u2014 for the booking, for the credit card, or both \u2014 and not return. As mentioned, without knowing the cause of the decline, the most straightforward route is to choose a different hotel or airline and pay with a different card.<\/p>\n<p>Remember, an indication of \u201cinsufficient funds\u201d is often a false positive as it\u2019s a limited snapshot of a bank account balance; the customer may have other bank accounts, be in the process of transferring money from a savings account or a brokerage account, may be receiving a gift to cover the expense, or even being re-reimbursed by work. All these scenarios are not always invisible to the bank on the time of the authorization decision, and few customers take the time to call Customer Service to try to explain the situation. It\u2019s simpler to pull out another card.<\/p>\n<p>And yet, can the bank ignore the risk? No, but it can certainly mitigate it.<\/p>\n<p>&nbsp;<\/p>\n<h2>Solving an \u201cEveryone Loses\u201d Scenario<\/h2>\n<p>The key to solving this revenue drain? It\u2019s all about shrinking risk by improving on that limited data set.<br \/>\nUnlike banks, merchants do have a rich collection of information to provide a clearer customer purcahse profile. For instance, most travel companies maintain a membership club offering discounts, which clearly identifies customers as steady and trusted.<\/p>\n<p>This data now has a new, additional function in driving profits.<\/p>\n<p><a href=\"https:\/\/www.letskipp.com\/technology-platform\/\">Platforms like Kipp<\/a> offer two solutions. First is a bid\/ask system in which the bank can request of the merchant a specific amount as a \u201cpremium\u201d (usually a few percentage points) that splits the risk between the two parties. If the merchant is willing to pay that amount, the sale goes through, and both profit. Naturally, with thousands of transactions occurring per day or even per hour, this process is handled by automated algorithms on both sides for instant, AI-driven collaborative communications.<\/p>\n<p>A second intriguing option is for the merchant to gather all this information, sharing it with Kipp to convert it into a \u201creliability\u201d score it provides to the bank. This assurance can reduce or even eliminate the premium required to grant the bank the peace of mind needed to accept the transaction.<\/p>\n<p>In conclusion, false credit card declines can be particularly painful for travelers, travel industry merchants, and credit card issuers alike. The impact of lost revenue, damaged reputation, and lost customers can have significant consequences for all parties involved. To minimize the impact of false declines, it is critical that merchants and issuers collaborate to leverage existing data and reduce risk.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>False card declines are especially painful for travel industry merchants \u2014 hotels, car rentals, airlines, cruise lines, travel agencies, and others \u2014 as well as the credit card issuers that process their customers\u2019 payments. Travelers suffer frustration as well, which directly and immediately impacts their spending decisions. Let\u2019s explore this triple pain point and the &#8230; <a title=\"False Card Declines: Particularly Painful for the Travel Industry\" class=\"read-more\" href=\"https:\/\/letskipp.com\/blog\/false-card-declines-particularly-painful-for-the-travel-industry\/\" aria-label=\"Read more about False Card Declines: Particularly Painful for the Travel Industry\">Read more<\/a><\/p>\n","protected":false},"author":4,"featured_media":1396,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"footnotes":""},"categories":[1],"tags":[],"class_list":["post-1394","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-uncategorized"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v24.6 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>False Card Declines: Particularly Painful for the Travel Industry | Kipp<\/title>\n<meta name=\"description\" content=\"False card declines in travel industry - 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