Research from Oban Multilingual, an international web marketing company, revealed that travel site preferences differed according to destination and cultural behaviors.

One of the examples sited was the following:

Nearly two-thirds of those planning a trip to France as their next holiday were looking for easy-to-use travel sites, while the same percentage of those planning a trip to Greece said they would prefer to see traveller reviews on their travel sites. Meanwhile, over half of those planning their holiday in the UK wanted easy-to-use sites, with traveller reviews coming in at a distant second (20 percent).

The report provides insight into a online market where homogeneity and cookie cutter replicas are dominant.

The report advocates a more finessed approach to different travel sectors, destinations and travelers themselves.

With the ongoing and rapid rise of online travel bookings it seems a natural evolution of the medium. From the beginning, a one-size-fits-all approach worked as the market was not yet as inclusive and far reaching as it is in today’s market. Now, shoppers have become accustomed to the platform, and seek targeted niche sites that can suit their specific needs.

A large opportunity seems to be available to those Hospitality and web development firms that can bring the most to the table in finding, analyzing, and providing a product to specific quarters where demand is high.

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