Open Evidence, in consortium with London School of Economics, BDI Research and Kantar TNS has been entrusted by the European Commission to conduct the study “Behavioural Study on Advertising and Marketing Practices in travel booking websites and apps”. The study will contribute to the understanding of the interaction of travel websites with consumers, and will specifically look at the potential consumer issues raised by their marketing and advertising practices, keeping in mind the overall policy goal of increasing consumer trust in the online environment.

In this study Open Evidence will identify the problematic drivers of consumer decision making and in particular problematic commercial practices, widely used or emerging in travel booking websites and apps, and the impact these practices have on consumer’s perceptions and economic behaviour, the identification of factors that can influence their impact, plus the potential remedies available. Open Evidence will use its extensive knowledge and expertise to conduct online desk research, web sweeps, expert consultations, qualitative consumer research and behavioural experiments.

The EUDigital Single Market (DSM) is one of the ten key priorities of the European Commission. With a fully functioning Digital Single Market, Europe can create up to €415 billion in additional growth, hundreds of thousands of new jobs, and a vibrant knowledge-based society. But if citizens do not trust online services, they will not benefit from all the opportunities presented by technology.

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