Online Search Behavior in the Air Travel Market: Reconsidering the Consideration Set and Customer Journey Concepts

The online air travel market is a complex and dynamic multi-channel environment in which consumers use a range of decision criteria to search for their best flight options. Online Travel Agents and Price Comparison Engines have transformed the search process and enhanced market transparency. These Air Travel Intermediaries (ATIs) are sophisticated decision support tools that enable online search and booking across thousands of flight options for all users, regardless of user expertise. An experiment was conducted to explore the detailed search behavior and processes of 29 individuals. A revised model of the customer journey as search funnel and a different operationalization of the consideration set is described that are more realistic representations of actual search behavio