July 8, 2008

Retaining Online Leisure Travelers Who Want To Use Offline Travel Agents

by Henry H. Harteveldt

with Carrie Johnson, Elizabeth Stark, Kate van Geldern

Executive Summary (This is a document excerpt)

Twenty-three percent of US online leisure travelers express interest in using a good offline travel agency — if they could find one. A young, demographically attractive audience of travelers — 20% are ages 18 to 28 — these offline-agent-focused travelers are using the Web but are frustrated with its numerous digital shortcomings. Creative travel eBusiness and channel strategy professionals can follow five steps, including creating more flexible shopping sessions and providing more context, to narrow the gap with offline agents and convince offline-agent-focused travelers to book online instead.

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