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March 22, 2006 Over The Edge: When The Web Fails TravelersWhat Leisure Travelers Research Online But Purchase Offline — And Whyby Henry H. Harteveldt with Carrie Johnson, Sarah Rotman Epps, Brian Tesch |
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Executive Summary
The Web isn't perfect: Even Bookers buy 43% of their travel offline. Bookers and Lookers tend to buy more complex products offline, but three reasons will send even the most die-hard of Bookers from the Web to the phones: 1) distrust and confusion; 2) an inability to accomplish their goals; and 3) purchase and payment insecurities. Travel companies can address these Web shortcomings by using booking tools that provide more user control, real-time online assistance, and consumer comments on community sites to guide Web site and other technology improvements.
This is an excerpt
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