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OSS Travel

The Internet increasingly drives bookings for travel operators and consumer expectations suggest this trend is set to continue. While operators and aggregators have made great steps forward there are still many opportunities for improving the tools on offer and simplifying the booking process.

Overview

In this first OSS review of the online travel market we use our established ethnographic research method to examine the various factors shaping the customer experience and influencing online holiday bookings today.

We look at the use of search, the role of aggregators and affiliates and importantly the influence of consumer reviews and user generated content in determining consumer choice. We examine the market-wide context for travel products and promotions and tackle the detailed issues in the booking process that can win or lose the sale.

Our approach delivers qualitative insights at every step in the decision-making process and delivers a robust model of consumer decision-making to inform strategy and tactics for travel marketing online.

Our previous OSS studies in finance have helped financial marketers to achieve dramatic improvements in online sales, in this report we offer the same competitive advantage for marketers in the travel and leisure sector.

Key questions:

OSS Travel examines the way UK consumers use the web to find, evaluate and book holidays. In particular, we wanted to understand:

  • Does the behaviour of people seeking short breaks significantly differ from those looking for a longer holiday?
  • What are consumers’ expectations and pre-conceptions about how and where they will shop for a holiday?
  • What sites and tools do they use to acquaint themselves with the market?
  • What makes the experience of finding a suitable holiday successful and compelling?
  • How do consumers formulate a shortlist of holidays?
  • What steps are there between the initial online shopping session and booking?
  • What dissuades shoppers from booking online?
  • What influences cross sales during the booking?

To enquire about purchasing OSS Travel contact info@foolproof.co.uk