If you dreaded sitting down at your computer the last time you made travel arrangements or felt frustrated by all the time and effort it took to sort through pages of results for flights and hotels, join the crowd.
A new report, to be released Tuesday by Forrester Research, found that far from embracing the do-it-yourself era, many consumers were fed up with the complicated process of planning and booking travel.
“What we’ve seen is growing frustration,” said Henry H. Harteveldt, a Forrester travel analyst. “Consumers see other Web sites becoming easier to use — retail Web sites, banking Web sites, media Web sites. But travel is treading water as a category. There are very few travel companies that are really looking to improve the planning and booking process.”
Instead, customers are forced to figure out extra fees, wade through fine print and understand industry terms like the difference between a deluxe and a standard room, in addition to educating themselves about destinations, flights and hotels, Mr. Harteveldt said.
“Travel companies expect the consumer to behave like a travel agent,” he explained. “The question I always ask these guys is, ‘Could your mother-in-law use your Web site without having to call you for help?’ The answer is always no.”
In fact, Mr. Harteveldt said a growing number of consumers appeared to be interested in using an offline travel agency, if they could find one.
“The fact that there are more people now who would consider using a good offline travel agent is telling me people are saying, ‘Enough already,’ ” he said.
As the industry faces what may be a prolonged passenger decline, analysts say companies are under greater pressure to address travelers’ concerns.
“Do you really want to run a business where you’re annoying one out of three of your customers?” Mr. Harteveldt said. “My concern is that this frustration could continue to grow.”
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