04 Jan '12, 6am

Looking at online travel through fresh eyes

Looking at online travel through fresh eyes

On this point, it’s hard to decide where to begin. Should I talk first about the clunky, slow interfaces? Or should I discuss the undifferentiated data sets? How about the confusing information architecture and the disconnect between flights, hotels and destination information? Regardless of which of those issues you find to be the most compelling, the point remains: Booking travel online is, almost without exception, a chore. Even worse, online travel sites don’t make it easy to find the optimal choice for your needs. Many times, at the end of an online booking experience, the customer is left with the feeling “well, that’s OK, I guess…” That’s not a buying experience people treasure. People want to feel like they have found a great fit for their needs and that they got it at a fair price. Taking this further, a great travel site should help customers discover new things ...

Full article: http://e27.sg/2012/01/04/looking-at-online-travel-through...

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