Analysis: Will OTA's service soon match the high street?
There’s a widely held assumption that holidaymakers are faced with a pretty stark choice. Either they opt to give their business to an online travel agency selling on price but offering little in the way of customer service. Or they go with a more local, probably smaller, brand they have heard of, pay more, but in return get great advice and reassuring after-sales support. It’s what some observers describe as the dichotomy between being transactional and relational. Although web retailing does not necessarily equate to a customer service-free zone, expectations of that human touch when dealing with a website are naturally lower.