October 23, 2007

What Travel Sellers Should Know About Desktop Widgets

by Sarah Rotman Epps

with Henry H. Harteveldt, Brendan McGowan

Executive Summary (This is a document excerpt)

Desktop widgets hold potential benefits for travelers and travel sellers, but only if they are executed well. The best widgets can drive revenue for travel sellers through sellers' preferred channels, as well as deepen relationships with brand-loyal customers. Travel-related widgets give users benefits like exclusive deals, engaging functionality, and convenient links to their commonly used Web sites. To convince travelers that the effort to download and use desktop widgets is worthwhile, travel sellers must provide as much value with as little annoyance as possible — or don't bother with widgets at all.

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