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Survey: online travel sustainability no longer a question mark
Customer satisfaction with online travel in the US has jumped 1.3 percent to a new all-time high, according to The American Customer Satisfaction Index’s (ACSI) annual E-commerce Report.
Said the report:
“If the sustainability of online travel aggregator business was ever in question, we now can see that it is an industry that is here to stay. From 2005 to 2008, the industry was on a declining trend, but now, they have reversed that trend, which is remarkable considering the travel industry is one where lots of variables are out of the companies’ control.”
Expedia is joined at the top of the industry by the “all others” category with a score of 79.
Travelocity, which placed last in the industry last year, increases its score 1 percent to 77, beating Orbitz (-1 percent to 75) and Priceline (-4 percent to 73). With a three point drop,
Priceline saw the largest decline in the industry, according to the report.
Last year, Priceline jumped from a 72 to a 76, which was the largest gain in the group and put them just below the industry aggregate score of 77.
The report said:
“Priceline’s aggressive pricing has resulted in high revenues over the past year, but their drop in score tells us that the future is not as bright. Their pricing approach may not be as valuable to consumers as the economy stabilizes and customers turn back to sites to which they are more loyal.”
The report found that Priceline trails other sites when it comes to brand familiarity.
The airline industry, which is in some turmoil with American Airlines pulling its flights from Orbitz and Expedia to avoid fees there, is scoring lower than ever. It had a 66 rating, which ASI says “is one of the lowest scoring industries” in the survey.
By David Wilkening
David
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