Trends Report

Pleasing Online Travel's Technology Pessimists Can Lead To Greater eBusiness Success

September 28th, 2010
Henry Harteveldt, null
Henry Harteveldt
With contributors:
Patti Freeman Evans , Benjamin Zeidler , Elizabeth Stark , Amelia Martland

Summary

Forty-four million US online leisure travelers do not see a role for technology in their lives. These travel technology pessimists use technology, including the Web, because they have to, not necessarily because they want to. A mainstream group, travel technology pessimists tend to be family focused, modest travel spenders, and traditional media consumers. Though 66% are leisure travel Bookers, technology pessimists book much less of their travel online than technology optimists, suppressing your online sales success. To change that, design your Web site to factor in the needs of this more casual group of travelers versus just your power users, and make sure your site has the types of customer support technology pessimists want, such as an easily accessible help section.

Want to read the full report?

Contact us to become a client

This report is available for individual purchase ($1495).

Forrester helps business and technology leaders use customer obsession to accelerate growth. That means empowering you to put the customer at the center of everything you do: your leadership strategy, and operations. Becoming a customer-obsessed organization requires change — it requires being bold. We give business and technology leaders the confidence to put bold into action, shaping and guiding how to navigate today's unprecedented change in order to succeed.