Online Shopping Survey: Travel

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.

Download 'OSS Travel' (pdf)

Authors: Natalie Machon, Chris Meeke, Julia Williams, Tom Wood

Published: 2008


OSS Travel Report 2008

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