Customer satisfaction in Tourism sector sees a slight fall

29th Aug 2018

Customer satisfaction for the Tourism sector has fallen slightly, but it remains above the UK average.

The Institute of Customer Service found the sector received a UK Customer Satisfaction Index score of 80.3 out of 100 in the latest index, which was released in July.

This is -0.4 less than July 2017, when the sector scored 80.7, although this figure is still 2.4 points higher than the UK all-sector average of 77.9. The average Net Promoter Score also rose by 1.4 points to 29.9.

The fall can be attributed to a slight level of decreased satisfaction in interactions with staff, whether that was in person, by phone or via email.

Weaknesses included handling of complaints, speed of resolving complaints, ease of getting through over the phone and complaint outcome.

Satisfaction with complaints handling and the final outcome of complaints has however risen since July 2017, and now stands at 6.3 and 6.6 (out of 10) respectively.

Satisfaction with website experiences remains unchanged, but 29.5% of customers identified better website navigation as a key priority for improvement in the sector.

The gap between the highest and lowest scoring organisations widened to 7.3 points.

Trivago topped the sector rankings with a score of 83.3, an increase of 5.2 compared to a July 2017 score of 78.1. Trivago was closely followed by, which, having topped last year’s July rankings, scored 83. brought up the rear with a score of 76, a decrease of 4 points since July 2017. 

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