What features and functions do travelers truly value in websites that promote the sale of travel services? The answers may surprise you. According to a new study, three of the five most desirable website features relate to the price/value of travel services.
According to the MMGY Global 2013 Portrait of American Travelers, three of the five most desirable website features relate to the price/value of travel services: “The ability to check the lowest available fares/rates” (83 percent), “a lowest price/rate guarantee”(80 percent), and “the ability to compare the fares/rates of multiple suppliers” (73 percent). Visual portrayals of the product/experience also make the top five: “Photos of the hotel and resort facilities” (78 percent). Convenience is also cited as a very desirable attribute: “Having an easy-to-use booking feature” (74 percent).
Other visual content attributes cluster in the second tier of preference, cited by roughly seven out of ten travelers who plan/book online. These include “photos of the area” (73 percent) and “the ability to preview room locations” (68 percent).
The “ability to check last minute air, hotel and car-rental availability” is valued by two thirds (62 percent) of leisure travelers who plan/book online, as is the “ability to download coupons for savings” (58 percent).
User-generated reviews that feature commentary from travelers who have had a personal experience with a specific travel service supplier are valued by just over half (51 percent) of all travelers.
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