It’s really time you went on a vacation. Life has been so stressful lately with work, family, your duties, and expectations. You really need some time off, a well-deserved change of atmosphere, an exciting getaway, to recharge your mental batteries.
Twenty years ago, this was the point where you would have eagerly headed off to your travel agency. You would then share with your agent your where, when, with whom and how much and leafed through some glossy brochures while the agent looked up the costs in their price list. Eventually, you would leave, smiling, all sorted out, with a cardboard folder in your hand that included a stack of tickets with carbon paperbacks and a branded label holder to attach to your luggage, in case it got lost.
That is a far cry from how we go about purchasing our well-deserved, much desired, vacations today. Possibly more than any other commercial activity, every individual with an internet connection can make online arrangements for flights, accommodations, and activities.
At first, booking on the internet was exciting, it gave you a new sense of freedom and access to infinite possibilities… Navigating travel websites was a learning process, but once you figured it out, finding a creative route or a bargain ticket felt like a brilliant accomplishment.
But lately, things seem to be getting somewhat out of hand. Online booking has become complicated and time-consuming. There is an overwhelming and ever-increasing number of websites that sell tickets, accommodations, car hire, tours and, and, and… Just finding the right flight has become a nightmare. Comparing fares between destinations, low-cost and regular, luggage or no luggage, night flights and transfers, total flight time, alliances, airlines, and airports, can be a daunting task and to an extent, it turns your chances of making the right decision into a matter of luck.
After the initial liberating thrill of having the world at your fingertips, planning travel has become a huge time-suck, fraught with stress. The options are literally endless and so are the possibilities of getting it wrong.
In 1957, psychologist Leon Festinger developed his theory of “Cognitive Dissonance”, which centers around how people try to make decisions without being disappointed at having made the wrong choice. People, in general, want to believe that they make good choices. If they suspect that they have made a bad decision, they will often feel what Festinger called “Cognitive Dissonance”, a mental state that people want to avoid. So how do people avoid the uncomfortable possibility that their decisions have not been the best options available? A very effective way to avoid wrong or bad decisions is, as Festinger proved, to consult with others, whose opinions and experiences we value.
Translating these findings to our world of Online Travel means that making plans and purchases on the internet together with our traveling partners, using Joyned’s product, will not only significantly reduce our insecurity of having made the right decision or not, it will also speed up the decision-making process and significantly increase the chances of finalizing the purchase. Because the moment you feel most comfortable about your decision is the moment your need to continue searching for better options stops.
Here’s an interesting case study that proves this theory and the results the experience provided.