Priceline Is The Most Satisfying To Travelers, According to Study
Illustration courtesy of Thinkstock
Priceline, and Internet travel services in general, have left consumers coming away from their respective laptops and smartphones nice and satisfied.
Like a famished tourist waddling away from a Las Vegas buffet, travelers are increasingly pleased the minute they sign off from their search for hotel, airline or general holiday accommodations.
That is the latest findings from the American Customer Satisfaction Index (ACSI), which unveiled its Travel Report 2016 on Tuesday.
The report delves into overall satisfaction from consumers who have had the pleasure to fly, stay at a hotel or fiddle with one of myriad online travel agencies.
For our purposes, we will be concentrating on the latter, which showed an overall 1.3 percent bump in the satisfaction index.
If we are being specific, Priceline and its Captain Kirk Negotiator should take a bow, because it went from a score (based on a scale to 100) of 75 in 2015 to an 81 this year, which leads the pack.
Travelocity, Expedia and Orbitz received a 78, 77 and 77 respectively while Kayak.com, Hotels.com and Booking.com — grouped together as “All Others” — also scored a reputable 79.
ACSI founder and Chairman Claes Fornell explained that OTA’s good fortune means a transition for airlines and hotels that have had to manage losing commission money to the likes of Priceline.
Fornell states, via a press release: “The lack of differentiation among Internet travel companies means the real competition is with the websites of hotels and airlines. Consumers like the convenience of one-stop shopping for their travel needs, but online booking sites reduce revenue for airlines and hotels by charging them commission. Airlines and hotels have tried to lessen the appeal of Internet travel sites by eliminating loyalty perks for those who book through a third party and by providing a better online experience on their own sites.”
That heightened experience seems to be paying off and the sentiment is echoed by the numbers.
The report highlights each industry’s website satisfaction index, and Internet travel services, boasting a fine 79, is bested by the hotel industry and their brand specific website (82).
If you are looking at specific attributes OTAs might want to concentrate on in the future, loyalty programs, promotions and in-site recommendations all scored the lowest on the study.
But really, it’s relative because the lowest was 76 of the OTA’s cumulative score, and that went to consumers’ satisfaction with loyalty programs.
ACSI compiled the data and offered the following graphic that highlights some of the key points among all three industries.
Infographic courtesy of ACSI
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