It is being highlighted that planning a trip online is actually very cumbersome and time-consuming process: a lot of jumping around from site to site, a lot of forms to fill out, a lot of waiting for results, and a lot of useless information. Quite often it is mentioned that the experience is infuriating—from the pop-up windows to the endless pages of search results. Assessing the current status of the online travel sector, Tom Mulders, Industry Manager Travel, Google, says, “When we look at the phases of the travel cycle - Dreaming, Researching, Booking, Experiencing and Sharing - we see potential for innovation, particularly in the early stages of Dreaming and Researching, and the final stage, Sharing.” The booking phase is traditionally an area in which the travel sector has placed most of its emphasis. Most sites are travel inventory and booking sites, focusing on shopping processes aimed at maximising RoI. “Consumers spend a lot of time online on the orientation process, and an interesting question is whether they find what they are looking for in the dreaming and researching stages. Do Travel websites provide a good consumer experience by showing inventory instead of providing inspiration? Also, during and after a holiday, consumers are in the market to purchase additional experiences, as well as wanting to share their experiences, which could potentially lead to free good (or bad) publicity and brand engagement,” says Mulders. Get the full story at EyeForTravel