eMarketer reports with the comment that as the product becomes more complex the picture changes and people refer to travel agents for advice.
Now, this is not surprising in view of the fact that the web 2.0 tools that make the whole integrated research, planning and buying experience somewhat more attractive are just now coming on stream. Personally, I doubt they will significantly improve this for what’s called complex travel or multi-destination trips with different modes of transport and local services all included, not on a pre-packaged basis, but self-selected by the user.
With all the talk of dynamic packaging, I’m still not aware of any site out there that easily allows that to happen on one site.
Most likely it will require the next generation of the internet, or web 3.0 and the reality of the semantic, or intelligent web to make this happen. More on that subject in a future post. Stay tuned.