EyeForTravel Special Report: Online brands must build trust

Thursday, 06 Jun, 2006 0

EyeForTravel Special Report: Travel websites need to focus on building consumer confidence in their brands according to an online expert.

As part of a panel discussion on online customers Cheapflights.co.uk chief executive David Soskin grilled newer entrants including Yahoo, eBay and Google on how they planned to build up trust with consumers.

Expedia and hotels.com vice president for the Europe, Middle East and Africa David Roche claimed as people become more comfortable with online transactions they would be more trusting of online travel companies.

eBay senior manager for Travel, Karim Lankarany, said the online auction specialist planned to become travel experts.

Lankarany said eBay was investing in human resources and technology to enable travel to be bought and sold online.

eBay already sells a small volume of travel on its site but plans to become a more serious player in the sector.

“Travel is not generally associated with eBay and we are known for products not services like travel. With enhanced technology we will expand the product range.”

He added that eBay was developing a ‘buy now’ function for the travel section of the site, which would be linked to a calendar to enable consumers to choose their dates.

Lankarany said: “Auction will remain one of the most important drivers and is a really good way to track people and drive traffic. I don’t think we will become the most effective channel in travel but we will become one of them.”

Yahoo Travel Europe general manager Tim Frankcom said that price integrity was important to build trust.

“Customers have an expectation. They have to see the same fare on our site as when they deep link to the advertiser’s site. If that fails trust breaks down.”

By Linda Fox

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Linda Fox

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