Price continues to be a key driver of OTA customer satisfaction
While price continues to be an important factor driving customer satisfaction with OTAs, the highest-performing agencies excel by providing a superior website/online store experience, with clear layout and design, ease of navigation and useful information, according to the J.D. Power 2014 Online Travel Agency Satisfaction Report.
“In today’s competitive market, offering a low price is a necessity but does not automatically ensure customer satisfaction,” said Rick Garlick, global travel and hospitality practice lead at J.D. Power. “Online travel agencies need to provide a user-friendly Web experience to meet customer expectations. If the site does not function well or provide the kind of information customers expect, they will either move on to a competitor’s website or phone the agency’s call center, costing the agency time and money.”
The report measures overall customer satisfaction with the purchase experience when buying a vacation package, flight, hotel or rental car using an online travel website. Seven factors are examined in the report (listed in order of importance): competitiveness of pricing; usefulness of information; availability of booking/reservation options; website/online store; ease of booking/reserving; competitiveness of sales and promotions; and contact with customer service.
Overall customer satisfaction with online travel agencies is 788 (on a 1,000-point scale).