March 16, 2011

What do users do on travel websites?


According to a new UK user experience study, it may take some time for online travel agents to be able to match more real world travel situations more closely. Until then, traditional travel agents are the only option for poor online content or inflexible booking engines.

A few weeks ago, Econsultancy posted a survey on what customers say they want from travel websites.

As the survey outlined, 85% of respondents use the web to research or book holidays, which underlines the importance of the web to the travel sector.

However, there are a few areas where the online user experience on travel sites could be improve, so we decided to take a closer look at what users actually do when booking holidays.

Econsultancy asked several users to test two of the UK’s largest travel companies’ websites: Thomas Cook and Thomson, to look for a suitable family holiday, and we reviewed the videos of their tests and analysed the results.

The findings list behaviours that travel websites should not seek to mitigate but rather that their designs, back end databases and content should actively seek to support.

Get the full story at Econsultancy

Read also "What do customers want from travel websites?"