Harteveldt says airlines' and hotels' own sites, such as United.com or Marriott.com, need to do more, including show the cost of a checked bag or give more information about specific rooms, for example.

"I'm so tired of going to hotel sites where all the pictures are the same," he says. "The park view room at the Hyatt doesn't show any view of the park. Travel is a retail industry and people, even in a recession, will pay more for premiums. If you're going to charge a premium show me what I'm paying for. A picture of the view could help sell the room."

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