Think about the last time you researched hotels online. How satisfied were you with the visual and written content available?
According to a September 2009 Forrester Research report, Poor Content Could Cost Travel eBusiness Money, hotels are particularly vulnerable to losing money due to inadequate online content. Travelers have had enough of the generic, poorly organized, and confusing written and visual content on travel sites. “Just half of US online leisure [...]
According to Forrester Research, 38% of US online hotel guests — 47.5 million people — avoid staying at hotels that they can afford because they don’t see photos, video, or written content that would make them feel comfortable. These guests are considered ‘content-sensitive’ travelers. They are “young, quality-focused travelers who take [...]
Join Henry H. Harteveldt, Vice President and Principal Analyst, Forrester Research as he explores the topic of eBusiness for Hoteliers – Panacea or Pain? with a specific focus on the “content-sensitive” segment of online travelers.