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For eBusiness & Channel Strategy Professionals

Undecided Travelers Offer A New Opportunity For Travel eBusiness

June 5, 2009

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  • By Diane Clarkson
  • with Carrie Johnson,
  • Elizabeth Stark,
  • Kate van Geldern

Why Read This Report

Planning a leisure trip online without a specific destination in mind can be tantamount to fitting a square peg into a round hole. The standard destination-based navigation offered by most travel Web sites does not meet the needs of the 20% of leisure travelers who have begun their research online without a specific destination in mind. These destination-undecided travelers are notably less likely than their destination-decided counterparts to believe that planning and buying travel on the Internet is easy or enjoyable. Travel eBusiness professionals must rethink their content and navigation strategies to inspire and assist these travelers.

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