Travel websites must embrace Web 2.0 if they are to improve online usability
According to a study by WebCredible,improvements in website usability are needed across the travel and airline industries, which must harness Web 2.0 technology.
The report examined the websites of 20 of the UK's online travel agents and airline carriers. Each website studied was evaluated against a set of 20 best practice guidelines and assigned a score of zero to five for each guideline, using a system that was developed by Webcredible specifically for travel websites.
Travel agents achieved just 55% usability and airline carriers only 48%. In an industry in which margins are slim, and self-service could give an operator a distinct business advantage, this could be an expensive failing, suggested the report.
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