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AMERICAS
Expedia examines emotions to improve platforms
Expedia is looking beyond a comprehensive o ering and ease of use of its platforms, to improve user conversion. In an increasingly competitive market, Expedia has opened a number of Usability Labs to analyse people’s use of Expedia’s website. Sensors are attached to research subjects’ faces, giving an insight into their emotions.
The Labs record where subjects look on the screen, and through facial movement, how what they see makes them feel. Expedia hopes that this emotional recognition can help improve its platforms for di erent populations, while reducing stress and frustration when booking
a holiday on its platforms.
Global online travel bookings approached USD1 trillion in 2017, accounting for 42% of all travel bookings made; improving the booking process through emotion analysis can only be a good thing.
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