Travel firms ignoring poor web performance is the title of an article in Internet Travel News about a recent Gomez study testing travel sites. It calls the experience poor and inconsistent, which might well be the true for a large number of travel sites. On the other hand, it’s about much more than download speed in this phase of the web. My take is that a large number of travel site visitors are disappointed by the fact that they can’t find the suitable product and to wade through all the “specials” and “deals” is just becoming more and more tedious.
What’s true more and more is that travelers are not just looking for the cheapest fare any longer but for the perfect vacation and that is where the performance is still not up to the expectations of an increasingly web savvy and demanding audience. The total integration of the planning, shopping and buying experience is what’s required and that goes way beyond page download speed.