Travel Sites Not Taking Advantage Of Web 2.0 Technologies

Travel Agent websites are easier to use then those of airlines according to a report from Webcredible, the website experts. Webcredible conducted the study and gave each of the websites involved a percentage score based on how easy they are for customers to use.

On average, websites for airlines scored only 48% for usability compared to 55% for travel agent websites. Companies which came out with favourable scores include Opodo (67%), British Airways (65%) and Travelbag (62%), who were sites found to offer users the best online experience. At the other end of the scale, websites belonging to Monarch and Ryanair scored lowest for usability with only 38% and 40% respectively.

Webcredible director Ismail Ismail said: “Users need to have clear and accurate pricing displayed throughout their journey through a site. It’s not acceptable to add ‘hidden’ charges at the very end of a transaction process – this is something which a number of airline carriers are guilty of.”

“Many of the sites also suffered with inaccessible user information. For example, with the growing number of airlines flying to new and mysterious-sounding airports many of the sites aren’t being upfront about where they are based and how users will get there. 15 out of 20 travel sites scored 0 out of 5 on this guideline.”

Ismail added, “Booking a holiday is often a social experience and the ability to interact and share the booking process with friends and family is essential. Given the sector’s huge growth and potential, top travel sites must leverage every advantage available to them to be more effective in this highly competitive marketplace.

“Increasing the usability of a travel website will enhance the success users have in finding and booking flights – it’s as simple as that. Better usability will also lead to a rise in loyalty and return site visitors, and an improvement in the perception of the online and offline brand.”