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Online Travel Sites Losing Customers To Traditional, More Personalized Agents

Written by Evan Schuman
September 3rd, 2008

Site navigation problems and unpleasant booking engines are driving customers away from online travel sites and pushing them through the doors of traditional, more personable travel agencies. Even though sales for online travel sites are growing, fewer travelers are actually booking their trips online, this eMarketer report said.

This shift in trip booking bucks the trend for online travel sites, which have been more popular than offline agencies throughout the last decade. The reason for this about-face is that many customers are fed up with “unfriendly booking engines and navigation tools” and are seeking the personal touch of an offline agent. “Not so long ago, industry observers cast traditional travel agents as has-beens,” said Jeff Grau, senior analyst at eMarketer and author of the report. “Perhaps this has helped them to focus on what they do best: provide travel expertise and personalized service.”

Posted in E-Commerce, IT Strategy/Industry
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3 Comments | Read Online Travel Sites Losing Customers To Traditional, More Personalized Agents

  1. Russell Ri Says:
    September 4th, 2008 at 6:06 am

    Local travel agents do have an edge over international booking engines. Besides offering the same rates, they give offer clients a better understanding of the destination they will be traveling to.

  2. cESTMOi Says:
    September 4th, 2008 at 8:37 am

    I think the main push here is this: Baby boomers are getting older and this group appreciates the more personalized type of business that an online portal cannot bring – especially if they have poor eye sights and alot of online portals don’t have the flexibility that a real live being can bring to the table when ordering up a vacation destination.

  3. Linda Bustos Says:
    September 5th, 2008 at 12:58 am

    One thing i’d love to see is a search for hotels around a venue that integrates with Google Maps and streetview, or some equivalent. If I’m going to a conference, I want to be withing walking (or in my case, wheeling) distance to the show. I also want to know which hotels have free wireless (as it adds to my overall cost), which rooms have a fridge (very important) etc.

    I have found this to be a very tedious experience – so much room for improvement!

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