For Customer Experience Professionals

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	February 26, 2008 Building Spanish Consumers' Trust In Travel Sites Forrester's Web Site Review Methodology Uncovers Usability Flaws That Undermine Trust by Marta Baigorri with Henry H. Harteveldt, Tim van Tongeren, Alice Bresciani

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Executive Summary

An evaluation of four leading Spanish travel sites — Vueling, Expedia, eDreams, and Atrapalo — shows a consistent failure to provide effective contextual help and information about security concerns to create adequate confidence among travelers to book online. To build trust with travelers, sites must take steps to reach out to the travelers, anticipating their questions — proactively, where possible — along the entire online travel planning and buying journey.

TABLE OF CONTENTS

• Spanish Travel Web Sites Leave Consumer Trust On The Runway
• Ultimately, Spanish Travel Sites Fail To Build Enough Trust And Confidence

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