Experience is King

Interesting article on the Travolution Blog - about user experience in online travel

• The travel industry is continually at some kind of ‘crossroads’. In the hyperbolic world of the business news media, this is often due to the mergers of major travel providers, a relaxation of regulatory rules or adhering to the demands of green lobbyists/political parties.
• Indeed, the fundamental shift in consumer online behaviour is a veritable spaghetti junction in the grand scheme of things – and one not of the industry’s making.
  
  There is evidence to illustrate this switch: four of the top 10 websites in the UK in October this year would be classed as experiential rather than solely providing information or a transactional element.
• Nevertheless, consumer behaviour is changing at an astonishing pace – a fact of life, unfortunately – and the travel industry needs to react accordingly.