On a Monday morning in mid-October, in a suburb of Seattle, a young woman named Megan went online to make some travel plans. She and her parents, along with her siblings and their spouses, wanted to go somewhere tropical in January, and in a flurry of texts and Facebook messages, Belize had emerged as the leading candidate. It had fallen to Megan, as it often did, to execute. So, a little after 9 a.m., she typed the name of the online travel agency Expedia into her browser bar and began to explore flights.
Her preference was for Alaska Airlines—she’d had good luck with the carrier—but when she couldn’t find anything, she started looking at American. She noticed there was only one ticket left for the least expensive flight, which caused her some concern. She grew more apprehensive as she noticed that the cheaper available flights had long layovers. Then she saw that some of the layovers were in Los Angeles, and she briefly considered a visit to Disneyland.
After eight minutes, without settling on a flight, Megan began to explore hotels. The photos from a “jungle spa” resort caught her eye—it looked adventurous but also pampering—so she was crestfallen when she noticed that it was booked up for the dates she wanted. “Oh, so sad,” she said softly. She looked through the reviews of another promising hotel and found it had no Wi-Fi, which wouldn’t be a problem, but also ants, which would. She stumbled onto a review someone had written about going to a resort to recover after “a surprising end to a marriage engagement.” That bummed Megan out a bit.
Then she found what looked like the one. This hotel wasn’t on the beach, but the reviews mentioned a spiral staircase, which sounded neat, and an on-site bakery. Megan loved bakeries. And it wasn’t too expensive. She’d have to confirm with her family, she reminded herself, but it was pretty close to ideal.
At that moment, a disembodied woman’s voice came over a speaker and told Megan she was finished. The voice belonged to an Expedia user-experience researcher named Susan Motte, who, with a team of programmers and designers from the company’s hotel-shopping and activities-booking teams, had been sitting in the next room watching Megan through a two-way mirror. Megan, who actually was planning a family trip to Belize (and whose full name Expedia asked not to be used, for privacy reasons), had been invited to the Usability Lab at Expedia headquarters in Bellevue, Wash., compensated with a gift card, and asked to use the site as she would at home. An eye tracker mounted on the bottom of the computer monitor logged where Megan was looking on the screen at any given moment. Sensors on one side of her face measured the electrical impulses in two muscles—the zygomaticus major, which tugs the corner of the mouth into a smile, and the corrugator supercilii, which furrows the brow. Megan’s emotions, manifested in infinitesimal changes in muscle fiber tone, had been playing out on a screen mounted on the wall in the adjoining room. A red waveform on a scrolling graph tracked her tension during the session, a green waveform below it, her delight.
All of her reactions, and her answers to the questions Motte asked as Megan used the site, went into a growing database. Expedia, the parent company of more than a dozen travel-oriented brands in addition to Expedia.com, is obsessed with figuring out how to make booking travel online more intuitive, more efficient, and more enjoyable. That means, among other things, understanding the psychodrama of trip planning: the shifting desires and paralyzing wealth of choices, the unsettling gyrations in room rates and ticket prices, the competing demands of family members and budgets and schedules, the need to balance the thirst for adventure against the fear of Zika virus in Latin America or Islamic State in Europe.
There’s a modest body of literature on the psychology of vacations, and one of its findings is that much of the pleasure comes from anticipation—a 1997 study found that people are happier thinking about a trip beforehand than when they’re actually taking it. The goal of Expedia’s usability researchers is not only to make Expedia’s various sites and mobile apps more efficient but also to make them an extension of the vacation fantasies that are always running in the back of our heads.
Her preference was for Alaska Airlines—she’d had good luck with the carrier—but when she couldn’t find anything, she started looking at American. She noticed there was only one ticket left for the least expensive flight, which caused her some concern. She grew more apprehensive as she noticed that the cheaper available flights had long layovers. Then she saw that some of the layovers were in Los Angeles, and she briefly considered a visit to Disneyland.After eight minutes, without settling on a flight, Megan began to explore hotels. The photos from a “jungle spa” resort caught her eye—it looked adventurous but also pampering—so she was crestfallen when she noticed that it was booked up for the dates she wanted. “Oh, so sad,” she said softly. She looked through the reviews of another promising hotel and found it had no Wi-Fi, which wouldn’t be a problem, but also ants, which would. She stumbled onto a review someone had written about going to a resort to recover after “a surprising end to a marriage engagement.” That bummed Megan out a bit.
Then she found what looked like the one. This hotel wasn’t on the beach, but the reviews mentioned a spiral staircase, which sounded neat, and an on-site bakery. Megan loved bakeries. And it wasn’t too expensive. She’d have to confirm with her family, she reminded herself, but it was pretty close to ideal.
At that moment, a disembodied woman’s voice came over a speaker and told Megan she was finished. The voice belonged to an Expedia user-experience researcher named Susan Motte, who, with a team of programmers and designers from the company’s hotel-shopping and activities-booking teams, had been sitting in the next room watching Megan through a two-way mirror. Megan, who actually was planning a family trip to Belize (and whose full name Expedia asked not to be used, for privacy reasons), had been invited to the Usability Lab at Expedia headquarters in Bellevue, Wash., compensated with a gift card, and asked to use the site as she would at home. An eye tracker mounted on the bottom of the computer monitor logged where Megan was looking on the screen at any given moment. Sensors on one side of her face measured the electrical impulses in two muscles—the zygomaticus major, which tugs the corner of the mouth into a smile, and the corrugator supercilii, which furrows the brow. Megan’s emotions, manifested in infinitesimal changes in muscle fiber tone, had been playing out on a screen mounted on the wall in the adjoining room. A red waveform on a scrolling graph tracked her tension during the session, a green waveform below it, her delight.
There’s a modest body of literature on the psychology of vacations, and one of its findings is that much of the pleasure comes from anticipation—a 1997 study found that people are happier thinking about a trip beforehand than when they’re actually taking it. The goal of Expedia’s usability researchers is not only to make Expedia’s various sites and mobile apps more efficient but also to make them an extension of the vacation fantasies that are always running in the back of our heads.
The basic act Megan performed under such close scrutiny plays out tens of millions of times a day—in homes, in offices, in line at the coffee shop on smartphones. In 2015 people performed 7.5 billion airfare searches and booked 203 million hotel room nights through Expedia and the other sites owned by the company—Hotels.com, the “meta-search” site Trivago, the business travel site Egencia, the discount site Hotwire, Australia’s Wotif, and others. Over the past decade revenue has more than tripled, from $2.1 billion in 2005 to $6.7 billion last year, and the stock price has risen fivefold. Along with Priceline, whose sites include Priceline.com, Kayak, and OpenTable, Expedia dominates the online travel business. (...)
Expedia sees its traveler-behavior data as a defense against superfluity. Despite its size and name recognition, Expedia doesn’t have its own hotel rooms or its own airplanes. It’s a middleman among other middlemen. Booking.com still has the bigger inventory of hotel listings; Google shows flight and hotel results right in the search page. Even TripAdvisor, spun out of Expedia in 2011, has become a major competitor by allowing visitors to book directly on its site. For Expedia to continue to justify its commissions and its existence, it has to be better than everyone else at divining vacationers’ desires. That draws on both the steady churn of testing and learning and the more open-ended qualitative work in the Usability Lab, where researchers use terms like “delight” and “fantasy” in a clinical manner.
“We’re doing more work to understand the dream state, the plan state,” says Scott Jones, who runs Expedia’s design and user-experience department. “People are always planning a trip. They may not be actively shopping for a trip, but they’ve always got this idea in mind.” The problem, as he sees it, is that purchasing the tickets and reserving the room breaks the spell. “Booking travel online has become so full of decisions and answering questions,” Jones says. “People are always daydreaming about trips, but as soon as they come to our site, it becomes more of a work thing.”
Expedia sees its traveler-behavior data as a defense against superfluity. Despite its size and name recognition, Expedia doesn’t have its own hotel rooms or its own airplanes. It’s a middleman among other middlemen. Booking.com still has the bigger inventory of hotel listings; Google shows flight and hotel results right in the search page. Even TripAdvisor, spun out of Expedia in 2011, has become a major competitor by allowing visitors to book directly on its site. For Expedia to continue to justify its commissions and its existence, it has to be better than everyone else at divining vacationers’ desires. That draws on both the steady churn of testing and learning and the more open-ended qualitative work in the Usability Lab, where researchers use terms like “delight” and “fantasy” in a clinical manner.
“We’re doing more work to understand the dream state, the plan state,” says Scott Jones, who runs Expedia’s design and user-experience department. “People are always planning a trip. They may not be actively shopping for a trip, but they’ve always got this idea in mind.” The problem, as he sees it, is that purchasing the tickets and reserving the room breaks the spell. “Booking travel online has become so full of decisions and answering questions,” Jones says. “People are always daydreaming about trips, but as soon as they come to our site, it becomes more of a work thing.”
by Drake Bennett, Bloomberg | Read more:
Image: Kyle Johnson 
