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Main Consumer Goods & Retail Retailing 2006 US Internet Travel Customer Satisfaction Report
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2006 US Internet Travel Customer Satisfaction Report

DateJan, 2007
Pages47
Price / format€1118 / Hard Copy
€1118 / CD ROM
€1065 / Electronic
€2662 / Enterprisewide

€1 065 

Report Information | Custom-Tailored Research | Product Trade Lead


Abstract:
 This report is an invaluable tool-box of findings and insights that provides travel industry marketers and managers actionable practical and strategic information to both market and manage travel services on the Internet more effectively.

This report outlines original and proprietary research undertaken by us, which was conducted in order to better understand how travelers are adopting and adapting use of the Internet in making travel decisions and purchase. The research looks in-depth at Internet travel customer service aspects, with an indepth evaluation of the importance and performance of 23 individual features or aspects relating to customer satisfaction: Good deals / best rates; Special offers; Package holidays; Last minute offers; Best price guarantee; Ability to build your own itinerary (e.g. for multiple destination trips); Travel insurance offers; Detailed information in general; Detailed clear pricing; Traveler Opinions (e.g. ratings and comments); Current flight status; Detailed airport information; Ideas for travel destinations; Maps for locations of interest; Information about events, tours, activities; Website ease of use; Ease of booking; Quick email support; Toll free 24/7 telephone support; Periodic email alerts with relevant deals of interest; Site is a well known travel supplier; Trust supplier with my data / Privacy policy; and Assurance of secure online transaction. The quantitative research phase conducted in September 2006 presented these items to respondents in order to obtain systematic and quantifiable feedback. The survey obtained completions from 770 US adults randomly chosen from our consumer panel of US adults with Internet access. It was conducted in September 2006. Where necessary, survey data were weighted to match the age and gender breakdown of the US population with Internet access.







Table of contents:
 1 Introduction

2 US Adult Internet Population and Travel Behaviors

3 Internet Travel Service Criteria Importance, Performance Evaluation, and Satisfaction
3.1 Overall Importance of Internet Travel Service Items
3.2 Internet Travel Service Item Performance Evaluation of Internet Travel Industry
3.3 Performance Evaluation of Internet Travel Provider Last Purchased From
3.4 Overall Satisfaction

4 Service Gaps

5 Critical Incidents

6 Customer Loyalty
6.1 Loyalty and Importance of Service Criteria of Internet Travel Provision
6.2 Loyalty and Performance of the Internet Travel Provider of Last Purchase
6.3 Demographic Profile of Internet Supplier Loyal versus Internet Supplier Non-Loyal Customers

7 Customer Value
7.1 Customer Value and Importance of Service Criteria of Internet Travel Provision
7.2 Customer Value and Performance of the Internet Travel Provider of Last Purchase
7.3 Demographic Profile of Lower Versus Higher Value Internet Travel Customers

8 Email Alerts
8.1 Segment Sizing
8.2 Email Alert Circulation
8.2.1 Full Service Internet Travel Suppliers
8.2.2 Air Carrier Internet Travel Suppliers
8.3 Most Important Aspects of Email Alerts
8.4 Satisfaction with Email Alerts
8.4.1 Full Service Internet Travel Suppliers
8.4.2 Air Carrier Internet Travel Suppliers
8.5 Improving Email Alerts
8.6 Email Alert Recipient Demographic Profile

Figure Index
Figure 1: Percentage of US adults with Internet access having engaged in selected travel related behaviors in the past 12 months. Findings based on September 2006 survey of US adults with Internet access, n=770.
Figure 2: Important reason(s) for not seeking travel information or booking travel over the Internet. Findings based on customers who neither obtained information from travel websites nor booked travel services through travel websites, n=492. Multiple responses permitted.
Figure 3: Importance ratings of 23 features/aspects of travel websites. Findings based on customers who either obtained information from travel websites or booked travel services through websites in the last 12 months, n=276.
Figure 4: Perceptions of 23 features/aspects of Internet travel providers in general. Findings based on customers who either obtained information from travel websites or booked travel services through travel websites in the last 12 months, n=276.
Figure 5: Perceptions of 23 features/aspects of Internet travel services of the supplier that was used to book most recently. Findings based on customers who booked travel services through travel websites in the last 12 months, n=140.
Figure 6: Satisfaction with Internet travel providers in general. Findings based on customers who either obtained information from travel websites or booked travel services through travel websites in the last 12 months, n=276.
Figure 7: Satisfaction with Internet travel services of the supplier that was used to book most recently. Findings based on customers who booked travel services through travel websites in the last 12 months, n=140.
Figure 8: Aspects customers would like to be improved (i.e. felt are important, but not satisfied with). Coded verbatim responses are based on sample of customers who either obtained information from travel websites or booked travel services through travel websites in the last 12 months, n=272. Multiple responses permitted.
Figure 9: Service gaps between importance (mean of a 5 point importance scale) and performance evaluation with Internet travel suppliers in general (mean of a 5 point satisfaction scale) on 23 features/aspects ranked from greatest to least. Findings based on customers who either obtained information from travel websites or booked travel services through travel websites in the past 12 months, n=276.
Figure 10: Service gaps between importance (mean of a 5 point importance scale) and performance evaluation with the supplier that was used to book travel services through travel websites most recently (mean of a 5 point satisfaction scale) on 23 features/aspects ranked from greatest to least. Findings based on customers who booked travel services through travel websites in the last 12 months, n=140.
Figure 11: Critical incidents or experiences with travel websites in the past 12 months. Findings based on customers who either obtained information from travel websites or booked travel services through travel websites in the last 12 months, n=237.
Figure 12: Positive experiences with Internet travel services. Findings based on customers who had positive experiences with an travel website in the last 12 months and responded to this question, n=200. Open ended question. Multiple responses permitted.
Figure 13: Negative experiences with Internet travel services. Findings based on customers who had negative experiences with an travel website in the past 12 months and responded to this question, n=42. Open ended question. Multiple responses permitted.
Figure 14: Customer loyalty to a specific Internet travel service provider. Findings based on customers who booked travel services through travel websites in the past 12 months, n=165.
Figure 15: Internet travel supplier loyals versus Internet travel supplier non-loyals by age-group. Findings based on US adults purchasing travel services over the Internet in the past 12 months, n=164.
Figure 16: Internet travel supplier loyals versus Internet travel supplier non-loyals by number of people who normally reside in household. Findings based on US adults purchasing travel services over the Internet in the past 12 months, n=164.
Figure 17: Internet travel supplier loyals versus Internet travel supplier non-loyals by household's annual income before taxes. Findings based on US adults purchasing travel services over the Internet in the past 12 months, n=164.
Figure 18: Internet travel supplier loyals versus Internet travel supplier non-loyals by level of formal education. Findings based on US adults purchasing travel services over the Internet in the past 12 months, n=164.
Figure 19: Internet travel supplier loyals versus Internet travel supplier non-loyals by current employment status. Findings based on US adults purchasing travel services over the Internet in the past 12 months, n=164.
Figure 20: Internet travel supplier loyals versus Internet travel supplier non-loyals by gender. Findings based on US adults purchasing travel services over the Internet in the past 12 months, n=164.
Figure 21: Lower value versus higher value customers by age-group. Findings based on US adults purchasing personal travel services over the Internet in the past 12 months, n=172.
Figure 22: Lower value versus higher value customers by number of people who normally reside in household. Findings based on US adults purchasing personal travel services over the Internet in the past 12 months, n=172.
Figure 23: Lower value versus higher value customers by household's annual income before taxes. Findings based on US adults purchasing personal travel services over the Internet in the past 12 months, n=172.
Figure 24: Lower value versus higher value customers by level of formal education. Findings based on US adults purchasing personal travel services over the Internet in the past 12 months, n=172.
Figure 25: Lower value versus higher value customers by current employment status. Findings based on US adults purchasing personal travel services over the Internet in the past 12 months, n=172.
Figure 26: Lower value versus higher value customers by gender. Findings based on US adults purchasing personal travel services over the Internet in the past 12 months, n=172.
Figure 27: Email alert segment size. Findings based on September 2006 survey of US adult "past 12 months" travelers/Internet travel services lookers, n=469.
Figure 28: Email alert segment by individual Internet full service travel supplier. Findings based on September 2006 survey of US “past 12 months” travelers who receive email alerts, maximum of two suppliers mentioned per respondent, n=217. Figures rounded to the nearest percent.
Figure 29: Email alert segment by individual air carrier travel supplier. Findings based on September 2006 survey of US “past 12 months” travelers with Internet access who receive email alerts, maximum of two suppliers mentioned per respondent, n=217. Figures rounded to the nearest percent.
Figure 30: Most important aspect(s) in email alert to alert recipients. Findings based on September 2006 survey of US “past 12 months” travelers who receive email alerts, n=216. Multiple responses permitted.
Figure 31: Email alert satisfaction by full service Internet travel provider. Findings based on September 2006 survey of US “past 12 months” travelers who receive email alert of given supplier. Mean score based on 5 point satisfaction scale from 1 Not at all satisfied to 5 Extremely satisfied.
Figure 32: Email alert satisfaction by air carrier travel provider. Findings based on September 2006 survey of US “past 12 months” travelers who receive email alert of given supplier. Mean score based on 5 point satisfaction scale from 1 Not at all satisfied to 5 Extremely satisfied.
Figure 33: Areas for improvement in general for email alerts cited by email recipients . Findings based on September 2006 survey of US “past 12 months” travelers. Figures are based on total number of responses given, n=292. Multiple responses permitted.
Figure 34: Email alert recipient segment by age-group. Findings based on September 2006 survey of US “past 12 months” travelers/Internet travel services searchers, n=469.
Figure 35: Email alert recipient segment by number of people who normally reside in household. Findings based on September 2006 survey of US “past 12 months” travelers/Internet travel services searchers, n=469.
Figure 36: Email alert recipient segment by household's annual income before taxes. Findings based on September 2006 survey of US “past 12 months” travelers/Internet travel services searchers, n=469.
Figure 37: Email alert recipient segment by level of formal education. Findings based on September 2006 survey of US “past 12 months” travelers/Internet travel services searchers, n=469.
Figure 38: Email alert recipient segment by current employment status. Findings based on September 2006 survey of US “past 12 months” travelers/Internet travel services searchers, n=469.
Figure 39: Email alert recipient segment by gender. Findings based on September 2006 survey of US “past 12 months” travelers/Internet travel services searchers, n=469.




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