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Seniors at Risk When Booking Through Online Travel Agencies


Every 60 seconds, Americans book 500 hotel rooms online; this video takes a closer look at what exactly that means for consumers.

It is more important than ever for seniors to be informed about booking travel. In our recent nationwide poll, seniors were most likely to lose confidence booking online due to marketing practices endemic in the online travel agency industry, especially industry consolidation (70% less confident) and strikethrough pricing that isn’t based on all of the information the hotel has available (66% less confident).

Seniors already appear to be impacted by scams and misleading marketing practices, with 9% reporting booking with a site they believed was the hotel only to find out they had booked with an online travel agency instead.

Brenda Gianiny, founder and principal, Axis Research

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