United Kingdom
United States
Asia Pacific
Travel firms failing to track online customer opinion
Travel companies stand accused of showing a lack of online customer knowledge.
The accusation came from digital market research firm eDigitalResearch following research which revealed that a third of travel companies don’t actively track customer opinion.
And 46% stated that they have little idea whether people achieve what they set out to do on websites.
The survey demonstrated a need for better online research and evaluation.
Travel businesses can then gain more commercial insights into how their customers interact online, what they like about websites and the general online user experience, according to eDigitalResearch.
An integrated approach to research through the use of online polls, panel surveys and rating systems can help travel companies to better understand their online customers, the company claimed.
Head of research Derek Eccleston said: “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.
“A website is an extension of the brand, and the same care and attention to auditing customer perceptions should be given to this as to any other medium.â€
by Phil Davies
Phil Davies
Kittipong Prapattong’s Plan for Thailand’s Tourism Growth: Taxes, Visas, and Campaigns
James Jin: Didatravel’s Journey from China to Global Reach and the Impact of AI on Travel
Darien Schaefer on Pensacola’s Evolution: From Small Town to Global Destination
Florida Tourism’s Next Frontier: Dana Young on Expanding Beyond the Classics
Patrick Harrison on Tampa Bay Tourism’s Resilience and Marketing Strategy
Bubba O’Keefe on Clarksdale’s Vibrant Music Scene
Commemorating Elvis and Embracing Tupelo’s Culture with Jennie Bradford Curlee
Craig Ray and the Expansion of the Blues Trail
Presenting Mississippi’s Cultural Trails with Katie Coats
Robert Terrell: A Journey Through BB King’s Influence
Rochelle Hicks: Celebrating Mississippi’s Musical Legacy
Exploring Jacksonville with Katie Mitura: The Flip Side of Florida
Dozens fall ill in P&O Cruises ship outbreak
Boy falls to death on cruise ship
Turkish Airlines flight in emergency landing after pilot dies
Unexpected wave rocks cruise ship
Woman dies after going overboard in English Channel