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	October 1, 2008 Online Vacation Packages Identifying Competitive Opportunities on Providers' Web Sites by Diane Clarkson with Patti Freeman Evans, Richard Gans

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Executive Summary

With travel researchers demanding convenience and cost savings in online vacation packages, providers of these products must evaluate the competitiveness of their offerings.

Key Questions

• How do the vacation package offerings on online travel agencies' and airlines' Web sites compare in terms of home page, navigation, visual cues, content, and process flow?
• Which online vacation package retailers offer the communication and tools to most effectively motivate customers seeking cost savings and convenience?
• How do online vacation providers compare in the areas of customer service and Web site ease of use?

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