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With so many choices about where to stay, what kind of car to rent and which airline to fly, it's no wonder travelers are finding it less enjoyable to book trips on Internet travel sites.
About 46 percent of U.S. leisure travelers liked using the Internet to book travel this year, down from 53 percent in 2007, according to a recent study by Forrester Research in Cambridge, Mass.
That's not to say people aren't still using the Web to plan trips -- $87.6 billion in leisure and business travel will be booked online this year, up from $83.3 billion last year.
But the sites' lack of flexibility and the overwhelming number of options are sending confused visitors back to travel agencies, said Henry Harteveldt, a travel industry analyst at Forrester.
It's a "wake-up call" for online companies to reassess their sites and make them less complicated, he said.
Many of George Bourkoulas' clients, frustrated in their attempts to plan trips on the Internet, are coming back to his agency, Atlas Travel in Troy. He believes it's because an agent's personal touch is just as important to travelers as their expertise.
"Booking on the Internet is good until something goes wrong," Bourkoulas said. "Once we issue the ticket, we have full responsibility for the traveler."
The agency can offer better wholesale deals on everything from hotels to plane tickets to car rentals because it consolidates rates with various companies, Bourkoulas said.
Many people book domestic travel online, he noted, but agents are a better bet for others, such as older clients who don't know how to use a computer, customers who travel overseas and corporate travelers who have more demands than individuals.
Ryan Boicourt, 37, of Novi, went to an agent after trying to reserve a flight to the Middle East online. He had booked many flights and hotels online, but wanted to arrange the trip with someone who could work with his schedule and budget.
"If you don't have a lot of money, it's cheaper to do it yourself," Boicourt said. "But if you're going overseas or on a long trip, I would go through a travel agent."
The Internet can be a valuable aid when used with travel experts, said Bill Maloney, CEO of the American Society of Travel Agents.
"It helps consumers be better prepared when they go to a travel agent and that way the agent can better assist them," he said. "It also is an incredible tool for travel agents. With more information at their fingertips, they can help a wider range of clients with more requests."
Gerry Connolly of Connolly Travel Inc. in Grosse Pointe is not seeing more clients, but they are clearer about what they want.
"They do research on the Internet and come to me to ask for advice and bookings," she said. "They also want backup if something happens."
Still, Brian Hoyt said booking travel online is easier and more convenient than ever on his site, Orbitz.com. Hotel reviews have been added, and Google Street View, which offers video footage of destinations. Orbitz also has improved its customer service so travelers can talk to real people. Flight bookings rose 22 percent in the second quarter this year, compared to the first three months.
"We can offer service on a personal scale," Hoyt said, "and our prices are super-competitive."
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