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For eBusiness & Channel Strategy Professionals
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June 4, 2009 Why Web Site Customization Is Crucial For Travel eBusinessby Henry H. Harteveldt, Elizabeth Stark with Kate van Geldern |
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Executive Summary
Web site customization — allowing site visitors to select displayed content and rearrange page layouts — is more than a decade old, but only a handful of travel Web sites offer it. One-third of US online leisure travelers use personalized portal or content sites like iGoogle and My Yahoo! What's more, leisure travelers — especially Gen Y and Gen X — are interested in seeing customization capabilities on travel sites. Travel metasearch site Mobissimo uses customization strategically, creating a more relevant experience for its users — plus revenue for the company — as a result. Travel eBusiness professionals should use customization to enhance their relationships with travelers by boosting engagement, building loyalty, and gathering insight into what travelers value.
TABLE OF CONTENTS
- Web Site Customization Is A Mature Technology
RECOMMENDATIONS
- Use Customization To Enhance Relationships With Travelers
- Supplemental Material
- Related Research Documents
This is an excerpt
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