Travellers have grown accustomed to booking flights on the internet. But the relative ease of online booking belies the fact that planning and organising a trip is often still an arduous, time-consuming process.
The enhancements mentioned in this article are all fine and helpful, but the real culprit why online travel is less than an easy and pleasant experience lies not in the research stage. In fact there is often too much information available on all kinds of sites. The main problem lies in the inability of websites to take the online traveler all the way through the travel process of "Dream – Learn – Plan and Go" on one site and with multi-destination and services booking options.
New technology will be needed to enable customers to complete the entire sequence outlined on a single site. Once that is possible, the user experience will become more pleasant.
For the providers of these capabilities the advantages will be many, including the possibility of re-claiming pricing power by offering bundling of multiple service components dynamically by the user. This will also prevent their services being exposed to the price comparison engines that are fast leading to margin erosion for single components.