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Website Functionality Benchmark, 2011: Online Travel Agencies

Forrester Applies Its Website Functionality Benchmark Methodology To The Sites Of Four Online Travel Agencies

December 5, 2011

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  • By Patti Freeman Evans
  • with Diane Clarkson,
  • Benjamin Zeidler,
  • Amelia Martland,
  • Douglas Roberge,
  • Myriam Da Costa

Why Read This Report

In the highly competitive world of the four major online travel agencies (OTAs), Travelocity pulls ahead of the pack with its content and messaging functionality. Its site excelled in offering travelers a variety of useful booking information, including maps, photos, and videos. Still, all the OTAs tested still have bright spots in their own right, with each scoring positively on at least one section. Despite successes, new models of booking (Groupon, bloomspot) combined with a challenging economy and decline in online booking make a strong case for elevating the variety of content through the introduction of more robust functionalities.

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Tools And Templates

Best Practice Assessments

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  • Forrester's Website Functionality Benchmark Criteria: Online Travel Agencies

Table of Contents

  • Forrester's Website Functionality Benchmark Methodology

  • Online Travel Agencies Should Look Toward Overall Site Innovation
  • Supplemental Material
  • Related Research Documents