Traveler dissatisfaction with OTAs creating new opportunities for personalized service
Travelers are growing more and more unhappy with OTAs and supplier websites, giving traditional agents and agencies a chance to pick up market share, according to a recent IBM report.
The report, "Travel 2020: the Distribution Dilemma" reveals that fewer than half of leisure and business travelers believe they’re getting value for money when they book online.
What’s behind the dissatisfaction?
Most online travel intermediaries misread their customers, focusing primarily on price rather than value, say authors of the report.
Personalized service generally lacking in OTAs and at supplier sites is a major answer to the problem, authors say. That’s particularly the case 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 also found that 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.
The report was hardly the first to identify growing unhappiness among online travel bookers.
Atmosphere Research Group's fourth-quarter 2011 survey of 5,058 online leisure travelers in the U.S. found that 69% said they enjoyed online travel planning and booking, but just 54% believed that travel websites presented clear information.
By David Wilkening
David
Vegas’s Billion-Dollar Secrets – What They Don’t Want Tourists to Know
Visit Florida’s New CEO Bryan Griffin Shares His Vision for State Tourism with Graham
Chicago’s Tourism Renaissance: Graham Interviews Kristin Reynolds of Choose Chicago
Graham Talks with Cassandra McCauley of MMGY NextFactor About the Latest Industry Research
Destination International’s Andreas Weissenborn: Research, Advocacy, and Destination Impact
Graham and Don Welsh Discuss the Success of Destinations International’s Annual Conference
Graham and CEO Andre Kiwitz on Ventura Travel’s UK Move and Recruitment for the Role
Brett Laiken and Graham Discuss Florida’s Tourism Momentum and Global Appeal
Graham and Elliot Ferguson on Positioning DC as a Cultural and Inclusive Global Destination
Graham Talks to Fraser Last About His England-to-Ireland Trek for Mental Health Awareness
Kathy Nelson Tells Graham About the Honour of Hosting the World Cup and Kansas City’s Future
Graham McKenzie on Sir Richie Richardson’s Dual Passion for Golf and His Homeland, Antigua
ADS PRO 
Phocuswright reveals the world's largest travel markets in volume in 2025
Higher departure tax and visa cost, e-arrival card: Japan unleashes the fiscal weapon against tourists
Cyclone in Sri Lanka had limited effect on tourism in contrary to media reports
Singapore to forbid entry to undesirable travelers with new no-boarding directive
Euromonitor International unveils world’s top 100 city destinations for 2025