Travel companies failing to win trust of customers

Wednesday, 29 Jan, 2016 0

Travel companies are not doing enough to win the trust of customers, according to a recent survey.

A poll of 2000 Brits this month found 43% say they are afraid of getting scammed when booking a holiday.

The poll was conducted by One Poll on behalf of online review community Trustpilot.

James Westlake, VP Trustpilot UK, said the findings were ‘concerning’.

"Providers clearly need to up their game in order for prospective customers to be able to trust their services," he said.

"Addressing these top trust triggers will help customers feel more confident when making a booking."

He said companies need to ensure they have a solid website and an intuitive booking system, or customers will book elsewhere.

"Additionally, online reviews are important. Spending time reviewing feedback from customers and responding to reviews will enable providers to improve their services and instill trust in customers."

The poll found that 73% of Brits say they wouldn’t book a holiday from a website which looks unprofessional, and 65% say they specifically consider a company’s reviews before making a holiday booking with them.

Furthermore, 69% of respondents say they will book with a holiday provider that has better reviews, rather than a cheaper one with poor reviews.

Top of the list of ‘trust triggers’ was having no hidden fees, followed by ‘reasonable price’ and an ‘easy-to-use booking system’.

Here’s the full list:

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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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