February 25, 2005

The Web Site Content That Matters To Travelers

by Henry H. Harteveldt

with Sharyn Leaver, Sean Meyer

Executive Summary (This is a document excerpt)

Descriptive travel content is important to nearly all US online travelers. What matters most? Information that helps provide clarity to their trip, such as insight into pricing rules, destination activities, and options, and affiliation with organizations like VeriSign that communicate site security and instill user confidence. Travel agencies and suppliers, as well as portals that have travel content, must follow five rules to manage descriptive content and ensure that it's accessible and usable by travelers.

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