Online travel consumers continue to show limited loyalty, on average using almost three Web sites and offline agents as they research the best deal, according to a new study.
“Best-rate guarantees, however, have begun to tip the scales toward supplier sites over other types of travel providers,” said JupiterResearch, a division of Jupitermedia Corporation.
Some findings:
—Best-rate guarantees would motivate the majority of online consumers to make purchases online.
—Consumers are very interested in the ability to fix mistakes without penalty, and cancel or change reservations on the Web site where travel was booked.
—About one in four respondents suggest they would be more inclined to purchase more travel online if Web sales offered clearer wording about penalties and fees.
—Unlike their European counterparts, US consumers are not as receptive to the idea of buying bundled products online. US consumers prefer to shop around, the study says.
“Best-rate guarantees have begun to benefit suppliers in increasing direct online bookings,” said Diane Clarkson, online travel analyst at JupiterResearch. “If airfare prices are equal, consumers are more likely to use an airline site than any other type of site to book their travel.”
Report by David Wilkening
