It is a curious irony that you end up needing a holiday after trying to book a holiday online.
I still feel that travel is an area that is lagging behind, when it comes to ecommerce and the user experience (which often leaves a lot to be desired). These sites need to work so much harder than their retail counterparts, for all kinds of reasons.
Booking a holiday is a leap of faith if you’re visiting somewhere for the first time, and the pre-customer experience is absolutely vital. Attention to detail is paramount.
But every year it’s the same: I brace myself before spending countless hours researching possible destinations, knowing fine well that I’m going to encounter all manner of frustration during the process.
Here are 13 UX issues that I’ve come across over the weekend, while trying to a) find a hotel / villa, and b) hand over a not inconsiderable sum of money in return for c) a fantastic experience. Many of them are easy to fix. Some may seem trivial, but putting any doubt in the mind of the prospective buyer is a dangerous move.