Metasearch, review and nontransactional is increasingly where the action is. – PhoCusWright Connect

The days of straight forward travel booking on either an OTA or supplier site are rapidly coming to an end. The latest PhoCusWright report on Online Traffic and Conversion deals in great detail with this ever more complex landscape of what is also called the pre-booking phase. While the booking focused sites still dominate the market in terms of visitor traffic, a growing number of their present customers are expecting to be better served in their search for the most suitable trip options. The resulting gap between higher customer expectations and service provider functionality offered, needs to be addressed. It already is the focus of attention by a number of new market entrants attempting to close that gap. These developments are a further sign of the steady evolution of the travel industry and the move to the Web for more complex tasks that in the past were handled offline.


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