One in six people viewing the Go site on NTL books a seat, and 2,000 households have signed up for Go mail to receive information on special offers. We did a lot of usability studies focused on booking with a remote rather than a keyboard,' says Taylor. Car rental through the site has tripled since Go added a pop-up screen that offers car hire choices after flights are booked. Customer details are transferred from the flight booking, so it is a simple two-click process. In June, customers will also be able to book insurance online thanks to an arrangement between Go and Mondiale Assistance.
Customers receive their itinerary and flight details by email.
This removes the need to despatch physical tickets across Europe and so reduces costs. Travel agents can use the site to book seats for business or leisure clients. They enter the site by typing in their ID number. At the moment, the travel agents' booking screen is the same as the public version. In future, Go plans to let agents pass directly to the types of ticket favoured by business travellers.