Accommodation in Hampshire
Copyright © 2011 Hampshire Tourist Guide Limited
The Value of Comparison Sites
Price comparison sites have raised their public profile over the past few years, with television campaigns and marketing putting them directly in the public eye. Clever ploys like the Compare the Market meerkats have brought new life to these campaigns, and created a strange kind of celebrity for a service with such a financial bent. Shoppers turning to price comparison websites often do so without considering the extent of their value, and as a result place too high a price on the guidance of the sites.
The real value of price comparison sites lies in the provision of a general glimpse of the state of various markets. Taking travel insurance as an example, holidaymakers can use this resource to get an idea of the range available to them. The information provided is generally put in simple terms, making it easy to access for most people. The search can be easily limited by specific guidelines – by duration of journey, for example, or number of travellers. The key points of each plan are then summarised for the customer, with aspects such as medical expenses cover and zone clearly marked.
What the sites do not offer is a clear picture of every option available to the customer. Many companies are not listed on the sites – either because they have not paid a premium to be included in the search, or will not offer up a percentage of their profit to the site in question – so customers could easily be missing information on deals that are relevant to them. The simple format, whilst helpful as a general picture, is also not a clear picture of exactly what benefits and cover is available. This needn’t be an issue of course, but becomes one when customers rely too heavily on the limited information they are given.
Whilst valuable for a broad-spectrum view of the market, price comparison websites should serve as a first step only. Customers are advised to make use of individual company websites, which provide a more detailed view of cover and a specific (rather than a general) view of the service. Head to Direct Travel, for example, who provide both travel insurance quotes online and a detailed FAQ about their company and its services. For a decision based on facts and research, customers should use these kinds of resources as their finishing point: not price comparison sites.
Price comparison sites have raised their public profile over the past few years, with television campaigns and marketing putting them directly in the public eye. Clever ploys like the Compare the Market meerkats have brought new life to these campaigns, and created a strange kind of celebrity for a service with such a financial bent. Shoppers turning to price comparison websites often do so without considering the extent of their value, and as a result place too high a price on the guidance of the sites.
The real value of price comparison sites lies in the provision of a general glimpse of the state of various markets. Taking travel insurance as an example, holidaymakers can use this resource to get an idea of the range available to them. The information provided is generally put in simple terms, making it easy to access for most people. The search can be easily limited by specific guidelines – by duration of journey, for example, or number of travellers. The key points of each plan are then summarised for the customer, with aspects such as medical expenses cover and zone clearly marked.
What the sites do not offer is a clear picture of every option available to the customer. Many companies are not listed on the sites – either because they have not paid a premium to be included in the search, or will not offer up a percentage of their profit to the site in question – so customers could easily be missing information on deals that are relevant to them. The simple format, whilst helpful as a general picture, is also not a clear picture of exactly what benefits and cover is available. This needn’t be an issue of course, but becomes one when customers rely too heavily on the limited information they are given.
Whilst valuable for a broad-spectrum view of the market, price comparison websites should serve as a first step only. Customers are advised to make use of individual company websites, which provide a more detailed view of cover and a specific (rather than a general) view of the service. Head to Direct Travel, for example, who provide both travel insurance quotes online and a detailed FAQ about their company and its services. For a decision based on facts and research, customers should use these kinds of resources as their finishing point: not price comparison sites.
