Consumers are keen to book travel online, but are frustrated by high error rates, unclear pricing and confusing fare rules. A study conducted by Web Mystery Shoppers International Inc. in April and
May of 2003 found that nearly 40% of the 486 mystery shoppers got error messages when trying to place their orders, a quarter of them did not know what the final price would be, and 41% were unsure if
they could cancel their flight bookings. "Consumers want to skip a trip to a travel agency," said Tema Frank, president of Web Mystery Shoppers International Inc., "but until airlines dramatically
simplify fare rules and online booking procedures they still need to let customers talk to real people."
