Think about the last time you researched hotels online. How satisfied were you with the visual and written content available?
For many travel shoppers, the visual experience is less than ideal.
In a study of American consumers, Forrester found that 38% of online bookers – 47.5 million people – avoid staying at hotels they can afford when they don’t find photos, videos, or written content that make them feel comfortable about their potential experience.4
Both leisure and business travelers are heavily relying on video and other rich visual content to support their purchases. The trouble comes when such material is not available.
1. Harteveldt, Henry and Elizabeth Stark, Forrester Research, Poor Content Could Cost Travel eBusiness Money, Sept. 8, 2009.