Brand names resonate when it comes to online bookings

HALF of all travelers now buy travel online, according to a recent survey, and even more than that go online solely to research their travel plans. The study also found that those who book from a third-party online travel agency such as Hotwire.com and Expedia.com have a satisfying experience.

A Westlake Village-based J.D. Power and Associates report released Nov. 29 found that, on average, online travel agencies scored 810 out of 1,000 points on the satisfaction scale. If this were high school algebra, that would be a low B (coincidentally the same grade I got in algebra). Hotwire got top grades with 824 points, and Expedia came in second with 813. Hotels.com, rated at 788, came in last of the eight sites ranked.

Though consumers are generally happy with these sites, the study finds that they still prefer making trip arrangements from so-called supplier sites -- directly from the airlines and hotels.

Twice as many people book reservations directly with the airline, hotel or car rental agency website rather than the independent online agencies, according to the survey. Why?

“People go online to save time and to save money,” said Linda Hirneise, executive director of the travel practice for J.D. Power. “When we do look at the branded websites, the No. 1 reason consumers prefer them has to do with the convenience.”

Consumers also go directly to the source because they can earn bonus miles, said Henry Harteveldt, a travel industry analyst for Forrester Research, a Cambridge, Mass.-based technology and market research firm.

Harteveldt estimates that big airlines such as American, United and Delta get as much as 60% of their online bookings from their own websites, despite the fact that they are often years behind some online travel agencies in terms of functionality and design.

But now, as the airlines have emerged from bankruptcy, they have started to invest in their websites.

United last month unveiled its first major redesign in years, adding such functionality as a grid that displays fares for flexible dates of travel, a frequent-flier award calendar display that shows availability for free tickets and the ability to easily change seat assignments.

“What’s new on United.com is not what’s necessarily new on the Internet,” said Harteveldt, noting that Expedia and Orbitz have had flexible search capabilities for more than five years.

A United frequent traveler for most of my adult life, I have suffered through every iteration of the airline’s websites. This update is the best I have seen. I booked a trip from LAX to Norfolk, Va., and found the graphical representations of my options much easier to navigate.

The airline’s website gets about 500,000 visitors a day, said United spokeswoman Robin Urbanski. As of March, United.com was processing 400 visits, 10 bookings, 13 check-ins and 50 flight status checks per minute. The site accounts for a growing proportion of United’s sales -- 13.4% in 2005, up from 9.6% in 2003.

Some frequent fliers, including members of the FlyerTalk.com website, are impressed.

“I can change seat assignments!!!!!!!!!!!!!” one member wrote after trying the new United.com. “I need to buy a Lotto ticket today! My luck has turned!”

Others, however, think there is still room for improvement.

“It’s a step in the right direction,” said Harteveldt, acknowledging that plunking down millions on a major website design is impressive. “But it is one step rather than crossing the marathon finish line.”

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james.gilden@latimes.com