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Web Sites Disappoint Tech-Savvy Travelers

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By TED JACKOVICS, The Tampa Tribune

Published: November 28, 2007

TAMPA - Customers are growing less satisfied with independent travel Web sites, J.D. Power and Associates said Tuesday in releasing its 2007 survey of 5,414 travelers.

Of the eight major travel Web sites used by survey participants, Hotwire .com ranked highest in overall satisfaction, ease of navigation, appearance and design, and ease of booking. Travelocity.com ranked second and Expedia.com third.

Hotwire set itself apart from other sites with a particularly strong performance in price competition, Sam Thanawalla, J.D. Power's director of travel and entertainment, said in a news release.

The study found that travel Web sites have been adversely affected by traveler dissatisfaction over increasing airfare prices and other problems.

"In addition, independent travel Web sites face challenges related to increased competition from airline- and hotel-branded Web sites, as well as changing expectations of increasingly Internet-savvy customers," Thanawalla wrote.

The study also found:

•Ninety-five percent of reservations were reported as error-free, compared with 94 percent in 2006.

•Forty-nine percent of all travel reservations in 2007 were booked on the Web, up from 46 percent in 2006.

•Generation X and Y travelers are more likely to book a reservation on price-focused Web sites, compared with baby boomers and preboomers.

•Independent travel Web sites receive their lowest marks for appearance and design.

Reporter Ted Jackovics can be reached at tjackovics@tampatrib.com or (813) 259-7817.

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