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	March 3, 2008 Creating Humanized Digital Travel Experiences With Contextual Information InsideTrip.com Makes Online Travel Shopping Compelling by Henry H. Harteveldt with Carrie Johnson, Kate van Geldern

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Executive Summary

Few travel companies have meaningfully advanced online travel shopping, contributing to online travelers' frustration with the Web. It's so bad that 30% of US online leisure travelers are interested in using offline travel agencies. Depriving online travelers of richer information about their travel options increases their reliance on price as the primary decision-making criteria. Start-up travel shopping site InsideTrip.com improves the travel shopping experience by providing air travelers with a commodity sorely lacking in most travel sites: context. Using a "quality score" based on speed, comfort, and ease, InsideTrip helps overwhelmed and disengaged travelers make better-informed travel purchases. The end result: a site that offers a humanized digital travel experience by being useful, usable, and desirable.

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