In an MSN survey, consumers were asked what types of information they would consider most useful when researching and/or booking their vacation plans, and 71 percent chose "research/guides with information about what to do and see."
This is another clear indication that many destination websites still
are missing a great revenue generation opportunity by not fully
integrating a booking functionality, especially for airline tickets on
their comprehensive information websites.
Vaction research often starts on destination websites run by NTO, CVB and other DMO and they are in the perfect position to offer convenient one-stop shopping to online travelers without passing them off to all sorts of third party websites where they have no control over what the customer actually buys, or even ends up at another destination alltogether.
The web has opened these great opportunities to convert interest into actual visits and revenue.
Another great opportunity presents itself by building campaign specific micro-sites combining relevant information with third party products than can be booked right there, again at the first point of contact by motivated travel shoppers.
Any click-out to third party sites poses a risk of losing the customer. Despite this fact, that’s the situation in most cases where DMO stimulate demand and then don’t capitalize on it.