Usability Study in the Travel Market

The conversion rate in travel portals is a question of usability.

For our analysis we invited a total of 80 people, each of whom had already booked holiday travel in internet on at least one occasion. With the aid of eye cameras, personal interviews and dummy tests, we gained an objective insight into the manner in which customers approach their holiday booking today – and how they would prefer to do so in the future.

One result of our research was that visitors to online portals almost always express their wishes with words different to those prescribed in the search categories. A query such as “Easter Sun 2 Children” is simply too demanding for customary search engines. At best, all they can deliver are results such as “Easter Islands” or “Sun Hotel”.

The new semantic search from FACT-Finder identifies what is most probably meant, in this case an Easter holiday at a warm location for two adults and two children. In most cases it is correct, but if not, the interpretation given can simply be more closely defined with a short, additional entry. The basis for this is semantic technology, which doesn’t only interpret the wording, but also the meaning of its contents. In no other branch is this as important as in the tourist industry!

Comparative Study of the Usability of Online Travel Agencies

Successful booking begins with an easy search. That is why this study focuses in particular on the search function and the search process provided by online travel portals.

• Study object: to study consumer behaviour in online travel portals
• E-travel market and its users demand advanced search capabilities
• Existing technologies are not able to keep up with the users‘ needs

Usability in online travel portals

The study focused on gaining an objective insight into the manner in which customers approach their holiday booking today – and how they would prefer to do so in the future.

• Study object: to get an insight into the ways of online travel booking
• Common search engines can’t cope with freely worded search queries
• Semantic technology is the future of the online travel market

• Download surveys here
• Here you can find out more about the functions and technology of FACT-Finder Travel