2007 US Airline Web Site Rankings

Forrester evaluated the Web sites of the 10 largest US-based network and low-cost carriers — AirTran Airways, Alaska Airlines, American Airlines, Continental Airlines, Delta Air Lines, JetBlue Airways, Northwest Airlines, Southwest Airlines, United Air Lines, and US Airways — using its Competitive Site Assessment (CSA) methodology. As the industry moves into a new era where airlines must become retailers, Forrester's CSA methodology provides a benchmark to measure how well airlines' Web sites are optimized for selling. American Airlines topped this year's rankings by excelling in many of the key assessment areas, with Northwest and United following closely behind for a second-place tie. Forrester's assessment found that while all sites fulfill users' basic goals, they can further optimize sales and service by: 1) using rich Internet applications (RIAs) to streamline tasks; 2) expanding personalization efforts on the home page and throughout the booking process; 3) improving merchandising of up- and cross-sell offers; and 4) supporting creative flight and package search by destination type and persona.