Consumers in the USA are becoming increasing frustrated with travel websites and are turning to conventional travel agents for help to make their reservations.
A new report from Forrester Research, an e-commerce analyst, says many shoppers are fed up with the complicated process of planning and booking travel online. Complaints include figuring out extra fees, wading through small print and difficulties understanding industry jargon such as the difference between a deluxe and a standard room. “Consumers see other web sites becoming easier to use – retail websites, banking websites, media websites. There are very few travel companies that are really looking to improve the planning and booking process,” said Henry Harteveldt, a travel industry analyst at Forrester.
ETOA will be covering this topic in more detail in its annual conference in November (http://www.etoa.org/GEM.aspx)