Distribution Strategies

The latest eTravel Benchmark study from eDigitalResearch reveals that online travel websites are still failing to deliver adequate customer service.

Published: 19 Jul 2010

The latest eTravel Benchmark study from eDigitalResearch reveals that online travel websites are still failing to deliver adequate customer service.

In its findings, the company shared that 43 out of the 47 websites reviewed have been affected by 'satisfactory', 'poor' or 'very poor' customer service scores, with the airlines sector failing to answer over 51 percent of all email queries.

Lloyd Viney, associate director of eDigitalResearch, pointed out that more online travel sites are looking to reduce traffic through their customer service departments by increasing the amount of information they put on their websites. However, as holidays are the single biggest annual purchase for many, people tend to rely on customer service contact to give them confidence in the booking process.

“A poor experience here will ultimately result in customers retracting their business,” said Viney. “In what is becoming known as an 'experience economy', where consumers purchase based on their own and other people’s experiences, it is vital that the travel sector addresses the online customer journey, as this is where they will win business.”

Score

Premier Inn beat Booking.com to claim the overall top spot, its second consecutive leading score. Scoring 82.8 percent (weighted average across all benchmark measures), Premier Inn was rated highly from good first impressions through to its easy to use search function, overall booking process and customer service.

However, its high score wasn't reflected across the hotel chains sector, with this sector being among the worst performers alongside online travel agents.

While the travel industry is marginally closing the gap with the retail sector, the best performer across multiple industry sectors, there is still a long way to go given the weaker customer service scores. There is more than 10 percent separating the retail and travel sectors overall with regards to customer service.

Viney said, “With more people now shopping online and a wealth of choice offered through the online medium, brands need to better engage with consumers in order to retain and attract business. Leading retailers are increasingly involving the customer more through online polls, forums, mini-communities and product ratings. Travel brands need to mirror this approach by developing more interactive websites.”