European travel companies lagging behind in Web 2.0 adoption

Saturday, 02 Aug, 2007 0

Travel companies that streamline the usability of their websites will be the winners in the future.

That is the conclusion of a study of websites run by European travel businesses which found that many have been slow to fully embrace the internet.

The 12 companies are not named in the report by marketing services and IT strategy firm Sapient but TUI and lastminute.com were highlighted as starting to experiment with Web 2.0 while hotels and airlines could benefit from adopting the same best practice.

The report suggests that travel firms need to incorporate more Web 2.0 technologies into their websites, capitalise on mobile services, improve cross-selling opportunities, present information in different languages and improve and increase website search tools and help features for users.

The Reality of Online Innovation report says that many travel companies have been slow to fully embrace the internet.

Customer loyalty to a website increases if there are tools that consumers can use to personalise their access to the site, according to the report.

Sapient business consulting director Stefan Hirsch said: “The online travel market is highly competitive and the consumer is in charge for one simple reason – they have the ability to switch from one agency to the next in juts a few clicks if they do not like what they see.

“To win and retain customers, travel businesses must strive to get an edge over the competition, however slight – not just with the range of products they offer but also with their services.

“Those businesses that tap into the best new features and streamline the overall usability of their websites will ultimately prevail.”

by Phil Davies

below social share icons

Phil Davies

Celebrating its 30-year anniversary in 2022, Regent Seven Seas Cruises® offers guests An Unrivaled Experience® with every luxury included. Carrying...

At Visit California, our mission is to develop and maintain marketing programs – in partnership with the state’s travel industry...

AXA Assistance specializes in best-in-class cost containment, health and travel services. Over 60 years of experience combined with a US and...

A state like no other. A place known for togetherness, celebration and happiness. In Louisiana, we call it “joie de...

The State of Michigan is blessed with the riches of unspoiled nature: the nation’s longest freshwater coastline, lakes that feel like...

Ensuring our guests have an unforgettable experience while sailing with us is paramount; however, your health and safety remains our...

Take your clients’ vacation to the next level at Universal Orlando Resort™. With three amazing theme parks – Universal Studios...

The Oregon Tourism Commission, dba Travel Oregon, works to enhance visitors’ experiences by providing information, resources and trip planning tools...

We understand the importance of personal touch We do things a bit differently at Eventsquid. We know that we could...

City Cruises is a leading operator of sightseeing, dining and charter services operating in London, York and Poole. We offer...

Wonderful Indonesia Indonesia is a country blessed with countless wonders. What makes this country unique is its diverse culture and...

Centara Hotels & Resorts is Thailand’s leading hotel operator. Its 93 properties span all major Thai destinations plus the Maldives,...

Global Hotel Alliance brings together a unique collection of independent hospitality brands for GHA DISCOVERY, a multi-brand loyalty programme. GHA...