Trends Report

Undecided Travelers Offer A New Opportunity For Travel eBusiness

June 5th, 2009
DC
Diane Clarkson
With contributors:
Carrie Johnson , Kate van Geldern , Elizabeth Stark

Summary

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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