HOTELMARKETING.COM

Online travelers don’t value brand loyalty

November 29, 2010 |

The UK's online shoppers show very little brand loyalty when it comes to booking holidays online, with 90% using a different travel provider every time they book, according to a new report.

Tealeaf's 'The ebooker: understanding how travel customers use the web' report contains a survey of 2,000 UK consumers, looking into their habits and motivations when booking holidays online. It suggests that providing excellent customer experience online can be the key differentiator.

The internet is now a key part of the holiday research and booking process. 37% of British adults said they conduct all of their holiday research online, and 26% make their booking online.

Holiday research online can be a lengthy, and most start their search tow to four months in advance of purchase, visiting an average of four different travel sites during the process.

Online holiday bookers also require plenty of reassurance, as they revisit the website three to four more times before completing the transaction to double check details and build confidence in their choice. This suggests that travel websites need to make details clearer, and also provide clear contact details so they can answer any customer questions.

Get the full story at Econsultancy

Read also "Internet has killed customer loyalty, says research" at ComputerWeekly.com

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