Frustrated by online services

Customers go back offline. It is a complete turnaround of what has been happening in this business for the last decade, says eMarketer, an online research company.

And the business is… online leasure and business travel sales.

According to the new eMarketer report ”US Online Travel: Planning and Booking”,  even though online travel sales are growing, fewer travelers are booking their trips online. What’s up?

Jeff Grau, senior analyst at eMarketer, comments:

“The fact that fewer travelers are booking online is not due to economic concerns—online travel bookers are an affluent demographic — it is caused by frustrations related to the planning and booking capabilities of online travel agencies. This, in turn, is spurring a renewed appreciation for the expertise and personalized services offered by traditional travel agents.”

“Not so long ago industry observers cast traditional travel agents as has-beens. Perhaps this has helped them to focus on what they do best: provide travel expertise and personalized service.”

According to eMarketer, customer dissatisfaction with online travel agencies stems specifically from unfriendly booking engines and navigation tools.

With few points of differentiation, online travel agencies have a hard time building customer loyalty and have driven travelers right into the open arms of traditional travel agencies — and new online competitors: a new breed of matchmaking travel sites that connect clients with traditional local agencies who offer tailored services.

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