October 21, 2009

The Online Travel Brands That Win With US Leisure Travelers

Expedia, Priceline, And Hotels.com Stand Out As Favorites

by Henry H. Harteveldt, Elizabeth Stark

with Kate van Geldern

Executive Summary (This is a document excerpt)

Forrester data shows that 56% of US online leisure travelers research travel using online travel agencies (OTAs), 34% use discount travel sites like Hotwire, and 18% use metasearch sites like Kayak.com. When we asked leisure travelers what sets online travel brands apart from one another, most travelers answered with a resounding "I don't know." As more companies chase fewer customers with less disposable cash, this becomes a big problem. Just three online travel brands stood out from the others as providing somewhat differentiating services, including Expedia's selection of destinations and customer service, priceline.com's prices and value, and Hotels.com's content. eBusiness professionals at online travel intermediaries need to do a better job of distinguishing their online experiences by offering distinct online planning experiences, providing contextual information, and effectively utilizing the mobile channel.

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