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April 23, 2010 The Booking-Baffled TravelerThe Problems US Online Leisure Travel Bookers Encounter When Booking Travel Online — And How Travelers Resolve These Booking Snafusby Henry H. Harteveldt, Elizabeth Stark with Carrie Johnson, Courtney Tincher, Brendan McGowan |
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Executive Summary
Stale planning and booking processes make it difficult for a critical mass of travelers to complete the simplest of tasks on travel sites. Nearly one in five US online leisure travel Bookers encounters problems when booking travel online. These people aren't denture-wearing seniors — they're youthful, tech-savvy, avid travelers. What are some of the most common roadblocks? Not being able redeem loyalty rewards, complete or modify a reservation, or find information regarding the terms or conditions of a fare or rate. These roadblocks cost money, either by driving people to shift to higher-cost offline channels or by causing them to switch to a competitor. To improve online success, travel eBusiness professionals should improve site functionality, provide interactive support, and improve content.
This is an excerpt
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