The Travel Bookers Omnibus, commissioned by software specialist RightNow Technologies, found 65% of the 1,000 people surveyed cited past good experiences as a reason to give a travel company their repeat business.
Just over half cited ‘good reputation’ (53%) and ‘offers best prices’ (51%) as important factors.
The survey also found 21% of respondents plan to decrease the amount of holidays they book in 2009, as a result of the prevailing economic conditions.
Of those planning to reduce the number of holidays they take in 2009, 72% will do so because they are concerned about cost.
Not surprisingly for an online poll, the internet was cited as the preferred channel for making holiday bookings, with 88% saying they would book in this manner.
However, many find booking online frustrating, with not being easily able to find information on hidden costs (53%), not finding specific information about holidays (47%), not being able to ask questions about holidays (45%) and finding the actual buying process too complicated (35%) the most common complaints.
A lack of clarity is the main reason customers end up having to call or email the company, with 51% citing unclear pricing and details about costs and 50% unclear descriptions about holidays and flights.
When asked what could be improved, 60% said they would like more transparency on travel costs, 44% wanted better provision of destination and flight details, 43% wanted easier website search capabilities to find information, while the same percentage wanted easier and clearer booking processes.
In addition, the survey found that the impact of a negative experience may not just be contained to just one individual, as 72% of consumers have told others about a past negative online booking experience.
By contrast, just 54% of consumers have told others about a good online booking experience.
Joe Brown, general manager, RightNow EMEA, said: ‘The survey makes a clear association between delivering the level of customer care that consumers expect and customer loyalty.
‘Even though consumer spending is decreasing, previous good experiences drive consumers to be loyal to holiday companies, ahead of company reputation or good prices.’
See also:
Quality online experience ‘leads to more sales’ (09/12/08)
Sites sacrifice ease of navigation for content (28/11/08)
Travel websites ‘should replicate agency experience’ (22/09/08)
Holidaymakers frustrated by hidden fees (16/09/08)