Open Evidence, in consortium with London School of Economics, BDI Research and Kantar TNS, will be leading a new project for the European Commission (CHAFEA) on Advertising and Marketing Practices in travel booking websites and apps. 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. 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 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. The EUDigital Single Market (DSM) is one of the ten key priorities of the European Commission. It is estimated that Europe can create up to €415 billion with a fully functioning Digital Single Market.
On 2017, Open Evidence already conducted a project on the Transparency of Online Platforms for CHAFEA, which studied the impact on consumer trust and behaviour of enhanced transparency of online platforms towards their private users (consumers) in three specific areas, namely; the criteria used by platform operators; the identity of contracting parties involved in the transactions enabled or facilitated by the platforms; and quality controls established by platform operators (or lack thereof) on the review, rating and endorsement systems.