We Don’t Get Choice
I’m looking at travel options and I’m realizing a few things. The first is that travel websites are not getting better at presenting the information you’re looking for, they’re presenting the information they want you to see.
The first issue is website rendering. There are so many trackers and ads that seem to be competing for resources that pages can crawl to a halt. Sure, that background 1080p video looks nice but not if I’m trying to get things done.
Then there’s the input. If it’s for travel, I’d want to modify the dates but not the number of travellers or destinations. Or, let me modify each one on its own without needing to re-input every variable.
Then there’s the presentation and sorting of information. If you’re looking at a top ranking, the top ranked are usually a class of suggested items that are based on the websites classification and not yours. The good sites will make this clearer but the bad will make this nearly indistinguishable.
Combined, these factors are making for a more difficult experience rather than an easier one. Instead of transparency, we get a cloudy landscape of choices. Ultimately, this hurts us all.