While travel consumers might naturally be more inclined to engage, this also means there is greater opportunity for brands to get it wrong. Delays and disruptions might mar a travel experience, but how a brand deals with it can make or break a customer relationship.
The DMA’s new report is based on a survey of over 2,000 UK consumers, with questions relating to the categories of travel accommodation, airlines, and price comparison sites.
The first major finding cited by the event’s chairman, Scott Logie, was that consumers are more demanding. This is hardly surprising (and certainly not specific to travel), but he went on to suggest that there is still a huge gap between customer expectation and delivery.
Essentially, travel brands are meeting customer demands to an extent, but with expectations of service and value rising so rapidly – it is difficult to keep up. Scott used the ‘razor blade’ metaphor to explain this, highlighting how consumers don’t necessarily need or expect multiple blades on a razor, but once one brand adds another, the only option for competitors is to beat it.
That being said, the DMA found that functional features are the most important to consumers when choosing travel brands – 59% want value for money, 58% want convenience, and 58% want good customer service.
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