Save or Share this Report

For Customer Experience Professionals

Online Travel Agencies' Cross-Channel Experience, 2009

An Industry Look At This Year's Best And Worst Of Cross-Channel Design

May 22, 2009

Primary author headshot


  • By Adele Sage
  • with Rachel Zinser,
  • Andrew McInnes,
  • Bruce D. Temkin

Why Read This Report

As part of a larger analysis of 16 firms, Forrester evaluated the cross-channel experiences of four large online travel agencies — Expedia, Orbitz,, and Travelocity. Overall, the travel agencies ended up with the highest average score compared with other industries, but the only two passing scores came from Orbitz and in their phone interactions. While each of the online travel agencies suffered from a different set of problems, our analysis also uncovered a number of good practices, such as Orbitz's streamlined access to itinerary information in its IVR, Travelocity's hotel comparison tool, and Expedia's clear email-to-phone transitions. To improve cross-channel experiences, customer experience professionals should evaluate their firms' own experiences and then chart a path on the customer experience journey.

Get Access

Already a Client?

Log in to read this document.

Become a Forrester Client

Customers are the new market-makers, reshaping industries and changing how businesses compete and win. Success depends on how well and how fast you respond. Forrester Research gives you insights and frameworks aligned to your role to shorten the time between a great idea and a great outcome, helping your teams win in the age of the customer. Contact us to learn more.

Purchase Report

This report is available for individual purchase ($499 USD).


Table of Contents

  • Examining The State Of Multichannel Online Travel Agency Experiences

  • Improve Your Firm's Multichannel Experiences
  • Supplemental Material
  • Related Research Documents