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For eBusiness & Channel Strategy Professionals

Why Travel eBusiness Misses The Mark By Only Emphasizing Price

Leisure Travelers Place As Much Emphasis On Value And Reliability As Price

May 19, 2010


  • By Henry H. Harteveldt,
  • Elizabeth Stark
  • with Carrie Johnson,
  • Brendan McGowan

Why Read This Report

Price, price, price. In today's Wal-Mart world, travel eBusiness professionals constantly say that price is the most important element that leisure travelers focus on. That perception illustrates an incomplete view of the customer. An equal percentage of US online leisure travelers say that value and reliability are just as important as price, and past experiences matter almost as much. It will be important for travel eBusiness professionals to focus on value rather than price by offering travel product comparison tools, reexamining written and visual content, and making promotions and deals easier for travelers to find — and in today's socially networked environment, sharing.

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