‘Serious CX gaps’ still exist in travel industry, Feefo

Seven in ten UK holidaymakers believe travel firms like Thomas Cook provide a good experience for their customers, and 68% say the process of booking their last trip was a positive one, according to Feefo research involving 500 consumers. 

30% are, however, either unhappy or unimpressed with what they paid for. Moreover, 54% of 16-24s have a positive word to say about their most recent experience of booking a holiday. “There are still serious customer experience gaps in the travel industry, even though the research is broadly positive,” says Matt West, CEO at Feefo. 

“Consumers in today’s experience economy value consistent quality and uniqueness over mundane factors such as price. The relatively low level of satisfaction in the 16-24 age group, for example, indicates how too often, younger travellers don’t find the unusual or spectacular ‘Instragrammable’ experiences they demand. Or it may be the full integration of technology which they take for granted, was not available. Successful operators know they must use cutting-edge customer insight tools to understand demand and keep ahead of changes in sentiment or taste.”

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