I like this approach
What’s more about emotion than travel, so it sounds only logical that this aspect is getting its due in the build of travel websites. Not having read the book I can’t comment on what it covers in detail but judging by the article they seem to be on the right track with this concept.
At a previous online travel start-up I was involved in this is exactly the approach we took in building the site. Unfortunately we were too early in a market that was – and in many respects still is – totally focused on price, price, price and user expectations that accordingly were focused on the booking aspect.
Today the landscape has changed and it is increasingly about the total vacation experience, in other words how it always was in the thought process of deciding on a vacation DREAM – LEARN – PLAN – GO
Successful websites today have to reflect that principle in their structure and design.