March 22, 2006

Over The Edge: When The Web Fails Travelers

What Leisure Travelers Research Online But Purchase Offline — And Why

by Henry H. Harteveldt

with Carrie Johnson, Sarah Rotman Epps, Brian Tesch

Executive Summary (This is a document excerpt)

The Web isn't perfect: Even Bookers buy 43% of their travel offline. Bookers and Lookers tend to buy more complex products offline, but three reasons will send even the most die-hard of Bookers from the Web to the phones: 1) distrust and confusion; 2) an inability to accomplish their goals; and 3) purchase and payment insecurities. Travel companies can address these Web shortcomings by using booking tools that provide more user control, real-time online assistance, and consumer comments on community sites to guide Web site and other technology improvements.

Buy Risk-Free

Download and print PDF immediately. Price: US $199

Our Money-Back Guarantee: If you are not completely satisfied, return it for a full refund within three weeks of your online purchase.

Already a Forrester Client?
Log in to read this document.