Social Media and Marketing

Results from a survey have indicated that when travel companies improve customers' online experience, they can see a significant increase in sales.

Published: 10 Dec 2008

Results from a survey have indicated that when travel companies improve customers' online experience, they can see a significant increase in sales.

In its recent survey, customer experience benchmarking company Global Reviews surveyed 1,000 people, creating a benchmark by asking consumers what they want from a travel website. It then looked at the best websites globally to create a benchmark of best practice with over 950 objective criteria, including the content and tools available online and the quality of the search and booking processes for flights, hotels and packages. Acknowledging that Customer Experience Benchmark correlates with conversion, the company said by improving their score on the Benchmark, reacting to the negative criteria discovered in the 950-point review, companies can see tangible returns.

Bertie Stevenson, director, Global Reviews, said, "These results indicate that the quality of the customers' online experience is directly related to the online conversion rate. Companies that accurately measure and improve their customers' online experience will see a significant increase in sales."

It shared that Expedia came top of the customer experience league table with a score of 59 percent. The study found that it also came top of the conversion rate league with more than half of the visitors to Expedia (52 percent) going on to buy. Lastminute came second in the league table with a score of 54 percent and its conversion rate was found to be 43 percent. Ebookers scored 52 percent in the benchmark and 37 percent of its visitors went on to buy. Opodo scored 49 percent and 30 percent of its customers went on to buy.