It was supposed to put traditional travel agencies out of business...but we're so frustrated with the inefficiencies of online travel choice that 26% of us would consider going back to travel agents.
That's just one of the findings in a recently released report from Forrester Research. Less than half of us enjoy our online experience and, most importantly, only 34% of us believe online travel sites present choices clearly and meaningfully.
Just another reason why DMOs must rethink their online personas. Because, if we're not giving the customer what they want, they'll find another channel.
Ummm, it's that pesky relevance thing...again.
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