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For eBusiness & Channel Strategy Professionals
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May 19, 2010 Why Travel eBusiness Misses The Mark By Only Emphasizing PriceLeisure Travelers Place As Much Emphasis On Value And Reliability As Priceby Henry H. Harteveldt, Elizabeth Stark with Carrie Johnson, Brendan McGowan |
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Executive Summary
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.
This is an excerpt
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