Online Travel Websites
A recent article Online Travelers Bargin-Hunt on the Web detailed some interesting statistics on internet-using travelers and their behaviour online.
Even though the statistics are based on users in the US, the results should still be considered as a possible trend in Australia for travel websites.
The survey results revealed that for certain travel products, users were inclined to research online and make reservations offline. The survey completed by Burst Media found that 50.1% of users were likely to research hotels online and make reservation offline.
It was also found that as the travel product became more complex, users were more likely to research online and make reservations through an offline agent. This could be a result of the current limitations of travel websites to provide the personal experience and comfort of speaking with a live travel operator.
A very good example of a successful travel website designed by Wiliam, is Globus, the array of tools such as compare, save and print ensure that the user has the optimal research experience.
In the circumstance that a user decides to research online and then purchase offline, the experience and interactivity offered through the Globus website will have likely developed brand awareness and increased the likelihood of a user making their offline purchase with Globus.
