Frommer's releases latest Travel research survey

The results of a survey of global online travel consumers in May 2009 have shown that consumers are still primarily influenced by price when deciding on a holiday. However, they also have additional information needs that change at each stage of the booking cycle. At the planning stage images of the accommodation and a written description of the destination proved to be the most important factor in the process, closely followed by information on activities and events and maps.

When booking, three pieces of information ranked as almost equally crucial, with airport and transportation information on a par with pictures of the room and a guide to the city or resort. Finally, post-booking a map of the destination was the essential item of content, with travel, weather, events and activities information and local dining also ranked as important.

Half of all travelers have struggled with poorly constructed, confusing and inaccurate websites that don’t provide them with sufficient images and information. The survey also showed that consumers were frustrated by out-of-date information, hidden fees and misleading descriptions, as well as technology-related issues such as slow downloads and broken links.

The above information supplied by John Wiley Australia.

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