This. This is why travel is an insanely hard business. I've been an engineer in the travel business for almost 6 years now and this is a behavior I see constant

This. This is why travel is an insanely hard business. I've been an engineer in the travel business for almost 6 years now and this is a behavior I see constantly (and I am not saying it's bad, don't get me wrong). Often people think that if you create just the right product you will win both the usage and the booking funnels but it's almost impossible to change the behavior of people and the psychology behind the booking. What you see is two completely separate funnels (with different users), one will use your product and one will come for 3 minutes, book and never come back again.