User experience in online travel

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How travel websites can improve the user experience and leverage content to aid conversions. I presented this at the 2009 Travolution Summit in London

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User experience in online travel

  1. 1. User Experience Joel Brandon-Bravo General Manager Previously
  2. 2. TV . Travel Agents. Magazines . Newspapers . Newsletters . Online Travel narrative Guidebooks . Websites (text, photos, videos, UGC, maps) . Travel agents . Booking sites Guidebooks . Maps GPS-based services . Itineraries . Audio walking tours . Concierge services . Airport guides Trip journals . Photo albums . Blogs . User reviews & ratings
  3. 3. Travel Agent vs. Web Agent Website Help recommend destinations ? X Find flights / packages √√√√ √√√√ See if it’s cheaper with different suppliers/dates/routes ???? ? Recommend accomodation ? ?Provide in depth info about accommodation X √√√√ Book easily/ quickly √√√√ ? Recommend things to see and do X ?
  4. 4. Deciding where to go How influential are the following when you are making decisions about booking a vacation/ holiday?
  5. 5. Make online more than a shop window C- could do better
  6. 6. Title
  7. 7. Destination research starts the process
  8. 8. Content drives search traffic
  9. 9. paid search needs to be managed page-by-page (often isn’t!) natural search results point at relevant content Content and Google do the pointing
  10. 10. Deciding where to go
  11. 11. Factors in deciding where to go
  12. 12. What content matters when planning?
  13. 13. Deciding how to get there
  14. 14. What if my outbound airport is flexible?
  15. 15. What if I’m flexible?
  16. 16. What content matters when booking
  17. 17. Deciding where to stay
  18. 18. Still to DO • Insert travel cycle graphic • Text Search Term Searches cheap hotels 1,000,000 beach hotel 1,000,000 luxury hotels 823,000 beach resort 673,000 airport hotels 246,000 5 star hotels 135,000 boutique hotels 110,000 hotels spa 110,000 luxury hotel 110,000
  19. 19. Ramada Jarvis
  20. 20. User generated content
  21. 21. What content matters after booking
  22. 22. Personalised PDF guides • Customers can tailor the destination and event information • Include your booking/ baggage / security information • Differentiate with added value services • Your brand in their hand
  23. 23. Content in your hand
  24. 24. Consumers bad user experiences
  25. 25. Worst user experiences Misleading descriptions and pictures of hotels Information not up to date. Slow to download No response to emails Hidden fees Broken links No one to talk to Lack of info about disabled access Insufficient informatio n
  26. 26. How you could do better More honest approach Someone to talk to Make prices easy to view and compare. Give information about the activities and events provide an instant chat Clearly state the complete price. More pictures Ability to book everything on one site Contact information to take en route
  27. 27. Joel Brandon-Bravo JBrandon@Wiley.com +44-(0)20-7770-6066 @joelbrandon Thank You

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