This headline based on a new study of retail site conversion rates ForeSee makes me think how long it will take until this will hold true in the totally price focused online travel industry, dominated by meta search engine as the hot new development.
I can imagine a future when online travel sites will offer a truly compelling, customer focused shopping and buying experience, supported by intelligent user interface design and new technology that will allow mass customization of self-packaged vacations based on customer choices and preferences. This should lead the way away from purely price focus to value added focus.
It will be interesting to observe who will move in this direction quickest. A first attempt has been made by Travelocity in its recent advertising stressing their customer service making it right quickly and in favor of the customer, should anything go wrong.