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

1. User Experience
Joel Brandon-Bravo
General Manager
Previously

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. 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. Deciding where to go
How influential are the following when you are making decisions
about booking a vacation/ holiday?

5. Make online more than a shop window
C- could do better

6. Title

7. Destination research starts the process

9. Content drives search traffic

10. 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

11. Deciding where to go

12. Factors in deciding where to go

13. What content matters when planning?

14. Deciding how to get there

15. What if my outbound airport is flexible?

16. What if I’m flexible?

17. What content matters when booking

18. Deciding where to stay

19. 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

21. Ramada Jarvis

22. User generated content

23. What content matters after booking

25. 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

26. Content in your hand

27. Consumers bad user experiences

28. 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

29. 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

30. Joel Brandon-Bravo
JBrandon@Wiley.com
+44-(0)20-7770-6066
@joelbrandon
Thank You