Friction reduction occurs through the creation of extensive end-to-end user experience research, highly efficient coordinated processes, iterative product development, and obsession with customer and partner centricity.

The Online Travel Friction Index research identified key factors that reduce traveler friction through a 'friction reduction index;' a weighted average numerical score rating over 15 experience attributes that nearly 850 online travel users, ages 18-55, used to rate their experiences related to research, shopping and booking of travel products on various travel websites.

Related: Expedia sets as its “Everest” – a frictionless travel experience