For the first time senior executives and bloggers stare into their crystal balls to second-guess the events which will shape the industry over the course of the next 12 months

Now before you delve right in, be aware: this is a very long post! There’s some interesting perspectives to be read and a few clashing views (always fun!), but it’s a good insight none-the-less. To save you a bit of time we’ve picked out the six most relevant points for our specific audience…

From Graham Donoghue, Travelsupermarket

“Customers will be more promiscuous. Whereas they may have looked at four websites before making a decision on their holiday in 2008, they will be looking at probably at least eight in 2009.”

Good news for any sites not appearing on the first page of Google!

From Francesca Ecsery, Cheapflights UK

“People will be more prepared to shop around for a good deal. Price will play a vital role in securing consumers in 2009. As the world’s economic position continues to dominate the news, people will think smarter about where their money goes and will be prepared to take the time to find a good deal. Consumers are expected to cut back spending on items such as clothing, new home furnishings and cares, however recent reports show holidays are the one thing consumers will resist giving up in a recession.”

Bookings may come later, but they’ll still come. At least, we hope so.

From Neil Mason, Foviance:

“The seamless integration of Web 2.0 content to provide a richer customer experience will also be key in 2009. The multi-channel silos that create the barriers between web, mobile, call centre and high street physical store (for those that are still around!) will no longer be tolerated by consumers and organisations that fail to deliver a consistent customer experience will begin to suffer the consequences.”

Experience, experience, experience! Note that word.

From Steve Evans, lastminute.com

“Usability – people are going to start to recognise the massive ROI to be had from making your site and particularly your booking flow usable. Given the economic climate I think we’ll see less ‘ground-breaking’ new functionality and more improvement of what exists to make conversion easier for customers.”

Hmmm, yes – improving what’s there already. Certainly seems more valuable right now, than splashing out the big bucks on, I quote, “ground-breaking new functionality”.

From Mel Carson, Microsoft AdCenter

“More brands will be getting into social media, and I don’t just mean Facebook and Twitter, but understanding and valuing online feedback from blogs and forums and acting on it will pay dividends.”

We agree. Low-cost online interactive marketing will become crucial this year.

From Justin Cooke, Fortune Cookie

“User experience budgets will double as companies realise that experience is everything.”

Ah, there it is again; Experience. Want to know our predictions for travel industry in 2009?

Providing your customers with the best possible experience (online and offline), giving a ‘money well spent’ feeling, will be the a-factor in this year’s game.

For the last three years they have produced these fantastic calendars; with each month humorously illustrating a usability faux pas to avoid.

The 2008 calendar has a focus on those ‘web 2.0 for the sake of it’ annoyances and is very good. 12 new examples of how not to build your site.

It’s available as a PDF in various sizes and languages and should be on the wall of every web design office. Enjoy…