Lost – or abandoned travel bookings refer to online travel customers who visit a website, put travel products into a shopping cart then leave the site without confirming and completing the transaction. There’s an abundance of articles written on the issue of abandonment in the travel industry, perhaps because the high incident rate makes the potential for large revenue gains from even slight improvements very attractive. Can a travel agency, tour operator or other travel business take measures to address this issue and improve outcomes? Of course they can. But they should consider whether the best, first step is breathing life back into lost travel bookings - before trying to prevent them in the first place.