Travelocity

The Travelocity homepage makes good use of colors, as the colors chosen show clear separation of tasks. The layout tends to favor people with a negative attitude, and that might be a good thing (i.e., attracts those not happy with their current situation), although a wider audience would be drawn by a centered page. This is also a male-oriented page. Contrast the image on this page with KarmaLoop: same position, radically different message.

Suggestions:

1. This page attracts people who "believe what they see," so using more images or larger images under the main image would be a plus.
2. This page will most likely attract people with poor planning ability who are unhappy where they are, so a "Get-Away Planner" would be a big plus.
3. The bottom left says, "We look out for you...even before you go." That's a powerful message to this audience, so make it more prominent.

Orbitz

Like XThreadz, all browsers blocked an Orbitz's popup-- not a good thing. Like Travelocity, Orbitz makes good use of colors to visually separate tasks, although the right-hand color combination will drive eyes to the left-hand block (perhaps intentional as the left-hand block is an obvious product path and is much cleaner on the screen). This page will attract a different demographic from Travelocity and Lonely Planet-- one that is much more social network savvy (and perhaps younger: college through late 20s). If this is the goal, use an image or two of a group engaged in an enjoyable, travel related activity (similar to PacSun).

Suggestions:

1. If the goal is to increase right-hand screen activities, either move the page to the center of the screen or use a different color scheme (a soft red comes to mind).
2. Should less screen space be given to the existing left-hand elements, place images of groups at destinations in the center and use these as jumps to quick and easy product paths.

Lonely Planet

Lonely Planet gets big kudos for homepage design. This site will attract visitors with a strong goal orientation (the destinations map) and are socially oriented with a "black or white" attitude to their travels (the top image). Color use is good and draws the eyes down the page so that all screen elements are recognized before navigation begins-- also excellent. There are strong social elements on the page (e.g., video competition, Thorn Tree, articles and photo features). These should be emphasized, possibly by placing links along the unused portion of the left hand menu and below the "About Us" item.

Suggestions:

1. The screen is a little cluttered. The layout will attract people who like a clear delineation between "heres" and "theres," so using more whitespace between action groups would make visitors more active on the site.

Travel Summary Table