Satisfaction with UK tourism is on the rise as UK heads towards Brexit

27th Mar 2017

As the UK’s tourism industry readies itself for Brexit, data released today by The Institute of Customer Service suggests that customer satisfaction with the sector continues to rise.

The latest figures from the UK Customer Satisfaction Index (UKCSI) are being published to coincide with English Tourism Week – Visit Britain’s annual focus on a sector worth £106bn a year that supports 2.6m jobs.

Key findings from the UKCSI data reveal that:

- tourism is the UK’s third highest ranking sector when it comes to customer satisfaction, scoring 80.2 in a 100-point Index

- tourism generates fewer problems for customers than any other sector in the UK.  Just 9% of customers had a problem in the three months to January 2017, compared to a national average of 13.1%

- customers suggest that the ‘helpfulness of staff’ is one of the key areas to see an improvement over the past 12 months, but ‘ease of doing business’ and ‘handling enquiries’ are two areas which have seen no improvement at the same time.

 Jo Causon, CEO of The Institute of Customer Service, says: “As we begin negotiations to create a post-Brexit economy, the way UK tourism responds to the challenges it faces could determine whether we will maintain our position as a popular destination in the future.  At the same time, the industry must also ensure it provides a seamless experience for domestic tourists because, with the pressure on the Pound increasing, we are likely to see greater interest in staycations.”

The UKCSI goes on to reveal that the proportion of customers who found that ‘everything was right, first time’ when they got in touch with an organisation has increased by 3% in the past 12 months, to 80.1%.  As a result 8.2 out of 10 are likely to repurchase.

When things did go wrong, employees in the tourism sector were also rated as more likely to ‘tell you what would happen next’ or ‘show sympathy’ than across other industry sectors, leading to 77% of customers suggesting that their satisfaction was maintained.

Causon concludes: “For organisations across the tourism sector – and those related to it - the importance of understanding the preferences and drivers of different customer groups cannot be overstated.  As we come to terms with the uncertain economic climate that Brexit negotiations may bring, how organisations respond to their customers and build sustainable relationships with them will be key to long-term business performance.”



Notes to editors

For further information please contact:
Ellie Scott, Bethan Davies or Rebecca Stevenson

E: [email protected]

T: 020 7010 0831 (Ellie Scott), 0207 010 851 (Bethan Davies), 020 7010 0810 (Rebecca Stevenson)

About The Institute of Customer Service

The Institute of Customer Service is the professional body for customer service delivering tangible benefit to organisations and individuals so that our customers can improve their customers’ experience and their own business performance.  The Institute is a membership body with a community of over 500 organisational members – from the private, public and third sectors – and over 4,000 individual memberships.  For more information about the Institute of Customer Service go to


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