(Dive Travel Business News - April 9, 2012) -- Of the more than 2,000 business and leisure travelers surveyed by the IBM Institute for Business Value and its research partner, Frost & Sullivan in their report entitled "Travel 2020: The Distribution Dilemma," researchers said that while most travelers see value as most important in travel, less than half of leisure and business travelers believe they're getting a fair value for their travel dollar when they book online. The report's authors determined the underlying dissatisfaction with most online travel intermediaries - Online Travel Agencies and Online Supplier Booking Engines - is based on their focus on price instead of value. read more »
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