Forrester

Why Read This Report

The typical buying process begins with intention and moves through information search, evaluation, purchase decision, and purchase. The current economy is wedging obstacles into this buying path, fundamentally changing what and when travelers buy. Forty-seven percent of online leisure travelers intend to reduce their overall spending for leisure or personal travel, and 44% will take fewer leisure or personal trips in the coming year. At the same time, 66% of online travelers expect travel companies to try harder to make them feel valued. A successful eBusiness strategy will employ tactics to influence travelers through each step in their buying process.