Abstract:
With the major shift happening in the travel booking behavior of people, Online Travel Agencies (OTA) are thriving more than ever and offline sources of booking, though still existing, have taken a foot back. The reason behind this shift towards online booking seems to be convenience and customizablitity. Due to this shift, several OTAs are attempting to gain
user trust to improve their conversion rate. This project also aims to increase user trust on Hotel booking platform of Goibibo Travel Agency and the expected outcome is redesigned UGC (User Generated Content) consumption experience on hotel booking page. Qualitative interviews were done to study perception of trust and booking behavior of target user group.
