AI

A Room with a View: Understanding Users' Stages in Picking a Hotel Online

Abstract

We describe how we built a model for user decision making during local search tasks, specifically hotels. We differentiate between affective and functional needs and identify the following stages and related information needs: 0: Lay of the land; 1: Generating options; 2: Scanning for attractors and detractors; 3: Due diligence. We contrast this framework with existing consumer decision-making models. We close by describing how this model influenced the development of the recently launched experiment, Google Hotel Finder