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BizReport : Research archives : September 06, 2007

Five ways to improve your travel website

With the winter holidays just around the corner it’s time that businesses looked at optimizing their websites to minimize site abandonment. A recent e-consultancy report looked at how travel websites can better themselves.

by Helen Leggatt

The Travel Website Benchmark Report by e-consultancy recommends various ways in which online travel websites, in particular vehicle rental firms, hotel aggregators, travel agencies and airlines, can improve upon their online practices.

- Ensure that customers are restricted to selecting only those dates that are valid. Telling a consumer halfway through the booking process that the dates are invalid is likely to lead to abandonment.

- Give the consumer various ways in which to order their searches. While most will order results by price, some may wish to use star-rating, drive-times, departure times and so on.

- Provide an option whereby customers can select weekend-only departures, as well as the usual 3 days either side option. Many customers only want to travel during a weekend.

- Keep the booking forms intelligent. Allowing a consumer to make a mistake by not presenting the expected choices or dates may result in an incorrect booking.

- Don’t allow customers to enter dates in their own format. Keep date selectors to drop-down menus or calendar selection formats.

Tags: holidays, travel, usability, website

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