"Online comparison sites move beyond price"
reads the headline of Rob Lovitt's column on msnbc.com about the travel meta-search companies that some of us industry bloggers have written about for over a year now.
I can only say - welcome to the party! and the earlier the main stream media start writing about the fact that online travel is not just used to go looking for the cheapest price the better. This type of single issue media focus has been one of the main reasons travelers were trained to look only for bargains rather than value for money on online travel sites. The sooner this mindset is replaced by a different attitude the better. The industry players, on the other hand, will then have to deliver a shopping experience that exceeds those higher, no longer only price focused expectations. That's the challenge the industry needs to address while moving to the next level.
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