Travel Website Benchmarking Report
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Travel Website Benchmarking Report
Benchmarking Report:
Travel and Hospitality Website
February 20, 2001
Table of Contents
A. Report Purpose
.. 2
B. Executive Summary
1. Methodology
3
2. Findings
4
3. Advice
.. 5
C. Comparisons
1. Usefulness Defined
.. 7
2. Scoring Matrix
. 8
3. Description of Attributes
. 9
4. Weighting Scheme
11
5. Brief Description of Benchmarked Sites
.. 12
6. Design Insights
. 14
A. Report Purpose
The purpose of this report is to gain a better understanding of what comprises a well thought out travel and hospitality website. This benchmarking report will analyze four popular travel and hospitality websites based on certain evaluative attributes. These attributes will then be ranked in a manner explained further in the methodologies section (B1). Through analysis of the four websites chosen and our respective findings, various design insights (C6) will come to the forefront as more useful or less useful than others. The term usefulness will be elaborated on in section C1. This research will allow us, in building a travel and hospitality website, to employ the most useful designs and realize what attributes on which to focus. In the executive summary section we will offer advice (B3), having surveyed the leading sites as to what could be improved upon or developed further to enhance the overall experience at each particular website.
Executive Summary
B1. Methodology
The following section titled methodolosy will describe our approach to the benchmarking report including our testing criteria. The task presented to us was to benchmark travel related web sites. There were several possibilities in terms of which sites to use. Our group chose to benchmark the four most visited travel web sites: Travelocity.com, Expedia.com, Lowestfare.com, and Cheaptickets.com (source: Consumer Reports). Consumers have visited these four web sites the most, therefore they must have provided value for their consumer. We felt it would be beneficial for our group to benchmark them, in order to gain insight on how our web site will ultimately look, and what functions it will provide.
After we chose which travel web sites to benchmark, the next step was to choose the attributes upon which the comparisons would be made. We chose seven attributes, which we felt encompassed what the typical consumer would look for in a travel web site. They w...
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