FOOD FOR THOUGHT:

NOT GOOD ENOUGH -Looking for value
A new report says travellers are increasingly unhappy with online travel agents and supplier websites.     The reason for the dissatisfaction is that most OTAs (Online Travel Agencies) misread their customers, by concentrating primarily on price rather than value, The report, "Travel 2020: the Distribution Dilemma" reveals that fewer than half of leisure and business travellers believe they’re getting value for money when they book online.

Personalized service which is generally lacking in OTAs and at supplier sites is a major cause of the problem. A focus on these areas by traditional agents could tilt the scales in their favour - especially as travel spending continues to rebound. "While booking fees have declined over time, the disassembly of the travel agent model has also resulted in a decrease in customer services," wrote Steve Peterson, lead author of the report. The study says technology has hindered customer service at least as much as it has helped, because travel suppliers have turned increasingly to automation and away from human sales reps to fulfill travel orders. This is not the first report to suggest travellers are unhappy with OTAs.

Atmosphere Research Group's fourth-quarter 2011 survey of 5,058 online leisure travellers in the US found that 69% said they enjoyed online travel planning and booking, but just 54% believed that travel websites presented clear information.
 
Reprinted from Business First - YYZ Travel Group May Newsletter