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Travel companies failing to track online customers
Nearly half of travel companies don’t know if customers using their website achieve what they set out to do.
And according to a survey by digital market research specialists, eDigitalResearch, 33% don’t actively track the opinion of their online customers.
“For a sector hampered by rising fuel costs and with the economic slowdown increasing the demand for online bookings, these results show a lack of online customer knowledge,†said head of research Derek Eccleston.
“With more people turning to the internet to research and book their holidays, finding out how customers like to interact is the cornerstone in helping travel companies to achieve customer loyalty and sustain competitive advantage.â€
Companies should be using online polls, panel surveys and rating systems to better understand their online customers, he added.
By Bev Fearis
Bev
Editor in chief Bev Fearis has been a travel journalist for 25 years. She started her career at Travel Weekly, where she became deputy news editor, before joining Business Traveller as deputy editor and launching the magazine’s website. She has also written travel features, news and expert comment for the Guardian, Observer, Times, Telegraph, Boundless and other consumer titles and was named one of the top 50 UK travel journalists by the Press Gazette.
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