Content and User Experience in Online Travel 2009 For years now the web has resounded to the phrase ‘content is king’ and more recently there has been an emphasis on adding content to sites to not only inform and inspire customers but also to attract them through natural search. Content also plays an important role in the user’s experience on websites, which impacts on conversion rates and loyalty. Travel companies want to ensure that they provide their customers with the information they are looking for, easily accessible at the right time, to support the sale of travel products and services. But a big question has remained, what content do users want from online travel, and when? The purpose of our survey was to get a better understanding of what information customers are looking for from online travel companies, and to find out what they like and don’t like from the travel sites on offer today. Executive Summary The results of this survey of global online travel consumers reveals what sources influence travel consumers when deciding where to go and what factors inform that decision. This report offers detailed analysis of the preferences of over 1300 online travel users and identifies what content and information they require at each of the planning, booking and post-booking stages of the online journey. It also provides insight into what they thought were good and bad user experiences from travel sites. Who is it for? The survey hopes to provide valuable insight into online travel researchers’ and buyers’ views and requirements, in order to inform companies that wish to attract and engage with them. It hopes to enable e-Marketers, e-Commerce managers and website managers to make informed decisions about the content and functionality they should be providing to be in line with customers’ needs.
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