I have good news and bad news. Lets start with the bad news, so this article can proceed in the positive manner readers will have become accustomed to: Travel bookings are down in the USA, both online and offline for 2007. Now, the flip side: travel expenditure is on the up. Usually one would expect these two figures to move in largely the same direction, but as there is a drop in the number of people buying, the larger revenues can only mean that people are willing to spend more for a holiday. This is good news but what does it mean?
In a recent article, Forrester analyst Henry Hartveldt states that Customers are tired of spending two or three hours trying to find the airline or hotel or vacation package that meets their needs. In the same article, Jeffery Grau, Emarketers senior analyst, states that Online travel distributors booking tools were made for mass consumption of uniform goods. They have yet to switch to an era of individual consumption of unique goods. Jeffrey goes on to say that holidays should not be designed through some kind of one-size-fits-all brief. Increasingly people want the personalisation that offline travel agencies are often better at...
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