one stop shopping is about as far off as ever. Sure, you can go to Kayak or Mobissimo or FareChase to get referred to another site for either your air or hotel or car, then what? On one site you get the cheapest air but not the best hotel rate, so you go back to the meta search site and try for the hotel and go the another site for the hotel and so on. I just spent hours doing that for booking hotels in Tokyo and Shanghai, took hours…. Not one stop shopping at all. I’m using miles for the air, if not the whole excercise would be doubled to shop for the cheapest airfare.
I have to chuckle when I read the comment by this financial analyst about how meta-search erodes brand loyalty for the price concious shopper – of course it does, I’ve been saying that since day one, when these same analysts still considered meta-search site actual online travel agencies…!
With all the improvements online travel has brought to buying travel, the reality is still far from what should be an easy, and truly one-stop shopping experience on a trusted site that guarantees the lowest price. We’re still far away from that reality today.