Trends Report

Building Spanish Consumers' Trust In Travel Sites

Forrester's Web Site Review Methodology Uncovers Usability Flaws That Undermine Trust

February 26th, 2008
MB
Marta Baigorri
With contributors:
Henry Harteveldt , Tim van Tongeren , Alice Bresciani

Summary

An evaluation of four leading Spanish travel sites — Vueling, Expedia, eDreams, and Atrapalo — shows a consistent failure to provide effective contextual help and information about security concerns to create adequate confidence among travelers to book online. To build trust with travelers, sites must take steps to reach out to the travelers, anticipating their questions — proactively, where possible — along the entire online travel planning and buying journey.

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