Online travel companies are missing out on bookings and actively encouraging users to visit rival websites, new research claims to show. A study of more than 25 travel websites revealed that hidden charges, cumbersome search functions and booking forms that are hard to find are among the top mistakes made by some of the UK's biggest online travel agencies. According to web usability consultancy Webcredible the study provides "unique insights" into common errors made by online travel companies and reveals the main reasons why holidaymakers might click away from a travel website.  These include: *Hitting them with extra taxes and charges at the checkout *Not allowing them to be flexible with their dates *Not using 'print-friendly' page layouts *Not promoting competitive prices on the home page The report provides advice on changes travel companies can make to their websites to encourage repeat visits increase conversion rates.  Company director Trenton Moss said: "The travel sector experiences one of the highest levels of comparison shopping online, with a massive one in four visits to travel websites coming from another site in the same category. "Users are unlikely to hang around for long if they can't find what they're looking for, but by making a number of easy-to-implement changes online travel companies can significantly improve the satisfaction of their website visitors, ultimately leading to increased bookings." Webcredible compiled the Online Travel Sector Usability Report following user testing and expert reviews of more than 25 travel websites in June and July. The report is available to download from the Webcredible website: http://www.webcredible.co.uk/travel Report by Phil Davies

Categories:  Breaking News, Cruise/News, Travel Agent News, Hotel News, Tour Operator, Airline News, Business Travel News, Travel Technology News, Destination

USER COMMENTS

Eva McDiarmid 25 September 2006, 15:17:01 GMT Ticket at airport charge On a recent trip to Italy, I returned from Naples with thomsonfly but did not go out with them. They advertised a price but included in the final bill was a £15 collect at airport cost. There was no desk and the ticket at departure was my web print off!! So a nice wee earner for Thomsonfly (which by the way was an excellent flight) but I did feel duped.