Abstract
Even just a few decades ago, the thought of arranging and booking a major holiday merely by making a couple of quick clicks on a mouse, would have been inconceivable. Now, it is increasingly common both to plan and to book a trip online.
But many travel firms are not making the most of these opportunities. Their websites make it difficult for users to find information quickly. These businesses could boost sales by following straightforward best practices regarding design and navigation. Travel companies must learn how to prevent potential customers from giving up on their website, or becoming frustrated at chaotic pre- or post-sales support.
The last year has seen a generally unsettled market, hit by terrorism, SARS and an overall economic turndown, resulting in a fiercely competitive arena. In this environment, providing exceptional online end-to-end user experience is not an added extra; it is vital. Failing this, surfing elsewhere online will ultimately lead online customers to ride the waves at someone else’s resort.
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