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eTravel

Benchmark

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DEREK ECCLESTON

CHIEF DEVELOPMENT

OFFICER at

eDigitalResearch (edr)

At eDigitalResearch (edr), we’ve been

benchmarking the digital travel sector since

2009, taking some of the world’s leading

travel brands and comparing their digital

customer experiences.

In 2009, consumer confidence in online

channels was growing. Online retail sales

had reached an estimated £49.8 billion* as

digital basket values continued to rise – we

were increasingly content with buying big

ticket items online, including holidays.

With the challenges that travel brands face

online to inspire, provide confidence and

create an emotional connection with

consumers on what is often a high cost

purchase - along with the increasing

competition in the market - the digital

experience has never been so important.

The eTravel Benchmark was born out of the

desire to understand the wants and needs of

the growing number of online travel

consumers. With our sister report – the

eRetail Benchmark – in 2009, we’d already

provided over ten years of benchmarking

data to the UK’s retailers and helped shaped

digital retail experiences, yet there was no

guidance or insight specifically for travel

brands.

With the eRetail Benchmark, we’d

pioneered the notion of the online customer

journey with several key, yet distinct phases

– from homepage all the way through to

delivery and returns. With the eTravel

Benchmark, we sought to replicate and for

the past eight years, have been measuring

and tracking the entire end-to-end digital

customer experience of top travel brands.

With almost a decade worth of data, we

know what good looks like and have

witnessed a number of developments that

have shaped the online digital experience

that we know today.

Our latest eTravel Benchmark report shares

our most recent set of results and best

practice guidance, as well as an in-depth

look at the very latest emerging trends that

are set to shape the online travel industry in

the coming months.

*Retail Decisions (ReD)

THE ONLINE TRAVEL

EXPERIENCE

As a hands-on member of the

eDigitalReserarch (edr) board and

Market Research Society Professional

Services board member, Derek is

instrumental in guiding best practice

on Voice of the Customer programmes

for the travel industry.

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ROBERT KITCHEN TRAVEL SPECIALIST &

SENIOR RESEARCH

MANAGER at

eDigitalResearch (edr)

When it comes to the customer experience,

2016 is the year of emotion.

Creating an emotional connection is key to

succeeding in our increasingly consumer-

driven world – we base perception,

expectation and even loyalty on the

experience we have with brands and the

way they make us feel. Customers will seek

out not just a great price but also a great

experience.

But creating an emotional connection with

digital customers can be difficult. With

virtually no one-on-one interaction, online

teams can’t rely on fantastic frontline staff

to make a difference and create a lasting

impression. Instead, they need to focus on

creating a digital user experience that

caters for everyone yet tailors intelligently

to individual customers.

With more and more of us researching and

booking our travel online, a great digital

customer experience that delivers a

connection is crucial. With more pure-play

travel brands that ever before, traditional

high-street agents are having to fight more

than ever for our attention. The travel

market is becoming increasingly crowded

and standing out from the competition is

vital if brands are going to succeed.

Within the online travel industry, we’re

starting to see the increasing role that

personalisation has to play in the digital

customer journey. It’s why for the first time

we’ve measured the effect that strategies

can have on the overall customer

experience and the impact a tailored

experience can have on the bottom line.

BRINGING

PERSONALISATION TO THE

ONLINE TRAVEL MARKET

Rob lives and breathes online travel

having worked at eDigitalResearch

(edr) since 2011 leading some of the

world’s largest Voice of the Customer

programmes.

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INTRODUCTION &

METHODOLOGY

With a whopping $168 billion spent on digitally

booking travel* in 2015, the online travel

experience is more important than ever before.

With the number of users researching and

booking holidays online, a good user experience

is a key way to differentiate a brand from it’s

competitors.

From landing on a homepage to clicking ‘book’,

there are a number of decisions that travellers

need to make as they navigate through a site on

their path to purchase. The digital journey can

often be a complex one. Travel brands need to

ensure that they delight customers at every

single stage if they are going to turn browsers to

all-important buyers.

For the past seven years we have been tracking

the evolving digital travel market with the

eTravel Benchmark to seek out who is providing

an exceptional digital experience.

The following report contains the very latest

eTravel Benchmark results from 19 of the top

travel brands, as well as exploring what key

trends and technologies could influence the

digital travel customer experience in the coming

months and years.

*eMarketer 2015

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In order to truly understand how travel

brands are performing online,

eDigitalResearch (edr) utilised the unique

eMysterShopper tool. Taking a panel of

profiled shoppers, real users were asked

to complete a purchase in their own home

on selected sites and feedback their

findings on how easy the site was to use,

if they encountered any problems and

what improvements they feel could be

made.

Brands included within the benchmark

alternate regularly so that we have a

comprehensive view from a range of top

travel brands from hotel agents to

airlines. Brands included within the

eTravel Benchmark must offer the ability

to research and complete a booking on

app, mobile and web.

At each stage of the travel journey,

surveyors provide a detailed assessment

on how they found their experience – from

how well the site’s keyword search

worked to how easy it is to find booking

information. Surveyors provide ratings on

key areas of the customer journey

alongside verbatim comments to provide

an in-depth view of their experience.

Overall satisfaction with each stage of the

digital customer journey is calculated by

taking ratings from surveyors on key

aspects and features that make up each

stage – for example the look, feel, speed

of loading and ability to search on a

homepage.

Each brand is evaluated and given a

multichannel score for their entire

customer journey by combining an

average across app, mobile and web

journeys.

Fieldwork took place between January

and March 2016 by our UK wide network of

profiled eMysteryShoppers with analysis

and insight driven by our specialist travel

researchers. We asked 60 surveyors to

assess each brand across three digital

touch points.

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EXECUTIVE

SUMMARY

1Booking.com top the eTravel Benchmark for a record fifth consecutive time. The

online travel giant manages to deliver a consistently exceptional digital experience

across the entire end-to-end journey, but especially on their homepage where the

site tailored features to deliver a personalised experience.

2For the first time in the benchmark’s history, mobile experiences are now rated on a

par with desktop with both touchpoints achieving an overall average of 84%.

3Personalisation is a growing trend within the online travel industry and a key driver

behind leaders Booking.com’s high satisfaction rate. However, while many travel

brands now attempt some sort of personalisation on their site, not all techniques

and features are landing well with customers.

4Like in retail, search is the highest consistent scoring area of the end-to-end online

customer journey with just a few percentage points separating the highest and

lowest performing brands. It suggests that functionality is still absolutely

fundamental to a great customer experience – brands should not focus on other

areas until the basics are right.

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HOW HAS THE DIGITAL

TRAVEL EXPERIENCE

CHANGED?

Booking.com tops the multichannel ranking for a fifth

wave in a row, cementing the online travel giant as the

world’s number one booking site.

For the first time in the benchmark’s history, mobile

experiences are now on a par with desktop sites with a

number of travel brands – including Premier Inn, IHG,

Ebookers, Opodo, British Airways, First Choice and

Virgin Atlantic – all recording higher mobile

satisfaction compared to their desktop counterpart.

As with online retailers, top digital customer

experiences are becoming increasingly on a par with

one another – less than 0.5% separates the top two

brands overall.

# Brand Multichannel Desktop Mobile App

1 Booking.com 85.6% 87% 87% 84%

2 Thomson 85.2% 88% 86% 82%

3 Hotels.com 84.9% 88% 86% 81%

4 Premier Inn 83.6% 82% 87% 82%

5 Expedia 82.4% 86% 77% 85%

6 Marriott 82.1% 84% 84% 79%

7 IHG 82.0% 83% 84% 79%

8 Ebookers 82.0% 80% 81% 85%

9 Opodo 81.9% 80% 82% 84%

10 Hilton 81.7% 85% 78% 82%

11 British Airways 81.5% 81% 82% 81%

12 First Choice 81.2% 79% 81% 83%

13 Best Western 80.2% 85% 82% 74%

14 Virgin Atlantic 79.9% 78% 82% 79%

15 EasyJet 79.0% 85% 80% 72%

16 Lufthansa 78.5% 79% 77% 80%

17 KLM 78.1% 81% 83% 71%

18 Emirates 74.0% 83% 73% 66%

19 Monarch 73.6% 85% 64% 71%

81.5% 82% 82% 80%

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OVERALL RESULTS

As with retailers, search is the highest scoring section of

the customer journey leaving just ten percentage points

between the highest and lowest search experience. IHG

and Booking.com top the search league table thanks to

their range of filter options, search speed and seamless

multichannel experience. It suggests that functionality is

still a key part of any online customer journey.

Further correlation analysis - linked with overall

satisfaction – shows users rated initial research as the

most important part of the booking process for hotel

chains and booking agents – a feature which is rated

more important on mobile than web.

However, initial research is a key area where travel

brands can differentiate themselves from the

competition thanks to varied range of results. As it

stands, the range of information and destination guides

available across sites differs drastically – from interactive

maps to basic annual temperature guides.

86% 86%

90%88%

84%87%

75%

59%

80%77%

72%75%

FirstImpressions

InitialResearch

Search SearchResults

BookingProcess

Design &usability

Excellent

(>90%)

Good

(80-89.9%)

Average

(70-79.9%)

Poor

(50-69.9%)

Very

Poor

(<50%)

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“I was impressed at the

simplicity of the data input,

speed of the search and

extensive results given

offering much to consider

towards making a full

booking.”

Booking.com (mobile)

“The booking process was

easy to understand and a

clear summary of exactly

what was included was given

before payment is taken.”

Thomson (web)

Benchmark leaders Booking.com provide a consistently excellent

digital experience across their desktop and mobile touchpoints.

Users loved the sites search facility and destination information

and they score particularly high for their homepage with their

persuasive design and clarity.

Booking.com’s personalisation strategy is rated the highest

amongst users. Of those Booking.com users surveyed, 3 out of 5

were aware of content being personalised to them – an

impressive feat when compared to the benchmark average of

just 1 in 5.

Thomson, who closely followed in second place, top the initial

research and booking process with their interactive and engaging

destination guides and straightforward process.

Thomson also come out top for the booking stage of the

customer journey. Users loved the sites ability to add or change

details at any stage, clear pricing and indicators of how long the

process will take.

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EMERGING TRENDS

Personalisation

“The automatic saved searches were

good as I could see what I had looked

at in the past.”

(mobile)

“The search option was extremely

easy to use and provided easy to

understand information. I liked that it

saved previous searches to avoid

having to enter the information

again.”

(web)

“Lovely site, felt personal and

suitable for me.”

(web)

Creating an emotional connection with

customers is part of any good experience – but

creating that connection online can often be

difficult. Personalising content to visitors is a

simple way for brands to evoke an emotional

reaction and foster greater levels of loyalty.

Personalised content plays to one of our social

instincts in being made to feel special and loved

– in fact, where personalised content was

encountered across the benchmark, 90% of users

rated the tailored experience as good or

excellent.

However, awareness of personalisation amongst

travel sites is low, with only a small majority of

users aware that content they came across was

tailored around them – despite the majority of

travel brands deploying some sort of

personalisation strategy through account

features or saved searches.

It means the current efforts by travel

brands to create an emotional

connection with customers online is, on

average, failing.

But, there are some brands who are getting it

right. Benchmark front-runners Booking.com and

Hotels.com save pervious searches under the

clearly accessible ‘Your recent searches’ section

on the homepage. Interestingly, for both sites

save features scored higher on mobile

touchpoints than desktop, indicating that

tailored tools improve the experience for more

for users when on a smaller screen.

Results show that personalisation needs to be

integrated into a site in a way that benefits users

and improves the customer experience. For

several brands evaluated as part of the

benchmark, despite good personalisation

techniques, users became frustrated by poor

fundamental factors such as speed and

navigation, cementing the idea that functionality

and basic aspects must be right before defining

differentiators are added.

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EMERGING TRENDS

Mobile over desktop

“I like the neat and uncluttered

pages. The information is easy to find

and the pages load speedily. The

booking process is easy and

straightforward.”

(mobile)

“The site is well laid out, easy to read

and looks modern and attractive. I can

easily work out what I can do from the

main page.”

(mobile)

“Really big buttons make it easy to

see the navigation.”

(mobile)

“The mobile site fits in really well

with the brand and is optimized for

viewing on a small screen.”

(mobile)

The first three months of 2016 has already seen,

on average, mobile sales outstrip desktop –

according to the IMRG, 51% of purchases were

made on a mobile device in FQ4 2015/2016.

Analysts are already making similar predictions

for the travel industry, with an estimated 51.8%

of travellers who book trips digitally will do so

soon on a mobile*.

It all means that mobile has never been

more important for all brands,

regardless of industry.

Premier Inn’s mobile site scored top marks with

benchmark reviewers for their winning

combination of basic functionality with a great

look and feel – users particularly liked the hotel

brand’s bright homepage with quick and

seamless search features.

For the first time in the eTravel Benchmark’s

history, mobile sites are now on a par with their

more established desktop counterparts. And,

perhaps more importantly, a number of brand’s

mobile sites are rated higher by users than other

digital channels.

While it might appear that travel brands are

finally getting their mobile experiences right,

there is still room for improvement. Digital

travel experiences, on average, lag behind

experiences set by retail. It means that

consumer expectations are continually evolving

and why the online travel industry need to invest

in developments and new ideas in order to leave

digital customers on a high and entice all-

important repeat bookers.

*eMarketer report, November 2015

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EMERGING TRENDS

Video

“I liked the short YouTube video links

to explain the difference between

different ticket prices.”

(web)

“I liked that there was a video

showing you resorts and hotels. This is

a great tool. The images were also

great.”

(app)

“The information is a mixture of

words, images and videos and this

makes browsing interesting. The

information is detailed and interesting

and even holiday types, for example

all inclusive, are explained in simple

terms so you know you are exploring

the right type of holiday for your

needs.”

(web)

Video is a fantastic way of conveying emotion

and building a sense of excitement and

engagement. That’s why it’s no surprise that

we’re seeing more travel brands starting to

integrate video features into their digital

experiences.

With very little separating top digital

experiences these days, it’s important that

travel brands look to make their site stand out

from the competition. Extensive, inspirational

content is the one area of the online customer

journey where travel brands can really

differentiate themselves from the competition –

results currently range from ‘very good’ to

‘poor’.

But no longer is it simply acceptable to have

detailed content – it’s also becoming much more

about the presentation of this material.

Brands need to share destination guides

and content in an engaging and

interactive way – by doing so, they’ll

improve their digital experience, as

well as keep users browsing for longer.

Travel agent Thomson are rated higher than any

other travel brand for their engaging content.

They offer a range of images and customer

reviews, as well as video. The mixture of

information caters for everyone and enhances

their online customer experience.

Well-known for their high-street agents,

Thomson know that their resort and destination

knowledge is a key differentiator for their brand.

They’ve managed to export this expertise and

transform it for an online audience.

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EMERGING TRENDS

Search

“Very helpful with messaging popping

up about saved searches

and emailing.”

(web)

“It’s good that the site automatically

saves your current search so that if

you have to leave the site for

whatever reason and then come back

you don't have to start all over again.”

(mobile)

“I Liked that I can add hotels to a wish

list & also that the site saves recently

viewed hotels.”

(mobile)

“I liked how it was possible to use the

location services and how simple it

was to save and share search results.”

(mobile)

In an attempt to improve the digital experience,

a number of travel sites are offering customers

the ability to save searches.

Holiday and travel can be the biggest purchase

of the year for many consumers – it’s why so

many invest time researching and browsing for

the perfect trip. And why sites are keen to save

users searches and details in an attempt to coax

visitors back and reduce the amount of effort it

takes when it comes to the all-important booking

process.

There are two ways to approach saved searches –

active saves where users save details to their

account and automatic saves where sites use

cookies to store information.

Active saved searches were found by more than

half of shoppers on only four brands –

Booking.com, Best Western, Thomson and First

Choice – despite being available on a number of

travel sites. On the other hand, automatic

searches were found by more than than half of

shoppers on only three brands.

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# Brand Multichannel Desktop Mobile App

1 Booking.com 85.6% 87% 87% 84%

2 Premier Inn 85.3% 86% 87% 82%

3 Thomson 85.2% 86% 85% 85%

4 British Airways 82.8% 83% 83% 82%

5 Virgin Atlantic 82.5% 84% 82% 81%

6 IHG 82.4% 89% 84% 75%

7 Marriott 81.9% 83% 83% 81%

8 Hotels.com 81.7% 80% 84% 81%

9 Expedia 81.6% 86% 75% 84%

10 EasyJet 81.1% 85% 81% 78%

11 Lufthansa 81.0% 80% 81% 83%

12 Hilton 80.9% 83% 78% 82%

13 Ebookers 80.6% 79% 79% 83%

14 Opodo 79.7% 80% 80% 79%

15 First Choice 79.7% 81% 77% 82%

16 Best Western 79.5% 86% 80% 73%

17 Emirates 78.7% 86% 81% 69%

18 KLM 78.2% 82% 83% 69%

19 Monarch 74.9% 85% 68% 72%

81.2% 84% 81% 79%

HOMEPAGE

Booking.com topped the league table with

the highest multichannel score helped by

their excellent mobile offering.

IHG rated highest for their desktop

homepage, their multichannel score is

boosted by their high desktop and mobile

scores.

Premier Inn rated one of the highest for

their mobile site. Premier Inn surveyors

appreciated the search area being the most

prominent area on the homepage, great

functionality and easy navigation.

Brands who integrate inspiring images with

a professional looking design score well for

first impressions with users.

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# Brand Multichannel Desktop Mobile App

1 Thomson 85.5% 87% 85% 85%

2 Booking.com 84.6% 88% 85% 82%

3 First Choice 82.9% 81% 82% 85%

4 Hotels.com 82.7% 84% 85% 78%

5 Expedia 80.8% 85% 73% 85%

6 Ebookers 80.6% 80% 82% 80%

7 IHG 80.5% 89% 80% 73%

8 Marriott 80.0% 77% 83% 80%

9 British Airways 78.6% 80% 80% 76%

10 Opodo 78.3% 81% 73% 81%

11 Best Western 78.1% 85% 77% 72%

12 Premier Inn 77.3% 80% 77% 75%

13 Virgin Atlantic 75.7% 79% 81% 67%

14 Hilton 75.4% 85% 66% 75%

15 Lufthansa 73.6% 80% 68% 74%

16 KLM 71.0% 78% 82% 52%

17 EasyJet 69.9% 86% 70% 54%

18 Emirates 63.0% 86% 57% 46%

19 Monarch 58.5% 86% 35% 54%

77% 83% 75% 72%

INITIAL RESEARCH

Thomson rated highest overall for the

initial research stage of the journey.

Thomson score well across all three digital

channels with well presented destination

guides and excellent range of images,

videos and quality of information. Users

can research by destination, distance or

holiday type.

Booking.com rated highly for their desktop

site thanks to ease of navigation and a

great range of destination guides to help

encourage travellers.

Brands who integrate inspiring images,

videos and reviews – including TripAdvisor

integrations - score highly for initial

research with users.

Watch how Thomson

score so highly for their

research facility

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# Brand Multichannel Desktop Mobile App

1 IHG 89.9% 91% 90% 88%

2 Booking.com 89.4% 88% 91% 89%

3 Opodo 88.9% 86% 90% 90%

4 Premier Inn 88.5% 86% 92% 88%

5 Hotels.com 88.3% 87% 90% 89%

6 Expedia 88.0% 89% 84% 92%

7 Ebookers 87.2% 84% 86% 92%

8 Hilton 87.1% 88% 84% 89%

9 Marriott 86.2% 86% 86% 87%

10 British Airways 85.8% 83% 87% 87%

11 Best Western 85.8% 89% 87% 82%

12 Thomson 85.7% 89% 86% 81%

13 EasyJet 85.3% 89% 87% 81%

14 KLM 84.1% 82% 84% 86%

15 Lufthansa 82.8% 82% 82% 85%

16 Virgin Atlantic 82.6% 77% 84% 86%

17 First Choice 81.9% 79% 84% 83%

18 Monarch 81.7% 86% 82% 77%

19 Emirates 80.0% 83% 79% 78%

85.7% 86% 86.% 86%

SEARCH

Across all three platforms IHG score highest

for their search facility offering a

consistent experience across platforms.

Surveyors particularly liked their high

search success rate and a range of filtering

options enabling them to search by specific

criteria reflecting what may be important

to customers such as ratings, dining and

transfer options.

Premier Inn and Booking.com score well

for their mobile platform whilst Expedia

and Ebookers top the app search results –

higher than both desktop and mobile. Users

particularly rate the site’s predictive text

and search speed.

Eleven brands achieve a score on mobile

which is higher or equal to the desktop

experience.

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# Brand Multichannel Desktop Mobile App

1 Hotels.com 87.5% 88% 88% 87%

2 Booking.com 87.3% 88% 88% 85%

3 Thomson 85.9% 88% 88% 82%

4 Expedia 85.0% 88% 80% 87%

5 Opodo 84.9% 83% 86% 86%

6 Marriott 84.6% 86% 84% 84%

7 First Choice 84.4% 83% 85% 86%

8 IHG 84.3% 90% 83% 80%

9 Premier Inn 83.9% 80% 89% 83%

10 Ebookers 83.5% 81% 84% 86%

11 Best Western 82.7% 86% 86% 76%

12 Hilton 82.7% 88% 77% 83%

13 British Airways 82.4% 82% 84% 81%

14 Virgin Atlantic 81.3% 78% 83% 83%

15 KLM 79.0% 80% 82% 75%

16 Lufthansa 78.8% 78% 79% 79%

17 EasyJet 78.1% 84% 78% 72%

18 Monarch 77.7% 85% 69% 79%

19 Emirates 76.5% 83% 76% 71%

82.7% 84% 83% 81%

SEARCH RESULTS

Hotels.com consistently perform well

across the customer journey but top the

search results table with high scores on

desktop and mobile. Surveyors found the

site easy to use and particularly liked the

ability to share search results with friends

via email or social media.

Surveyors found Hotels.com extremely user

friendly and liked the ability to open results

in new tabs and save results for easy

comparison.

Providing the ability to save search results

and a wide range of filters help

Booking.com and Thomson rank highly in

the league table. Thomson users

particularly like the static filtering options

at the top of the results page and the

speed in which results could be filtered.

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# Brand Multichannel Desktop Mobile App

1 Thomson 83.6% 88% 84% 79%

2 Booking.com 81.5% 84% 82% 78%

3 Premier Inn 81.4% 80% 88% 76%

4 Hilton 80.7% 84% 80% 78%

5 First Choice 80.6% 81% 79% 82%

6 IHG 79.0% 79% 82% 76%

7 Ebookers 78.9% 81% 75% 81%

8 EasyJet 78.6% 82% 81% 73%

9 KLM 78.4% 84% 80% 72%

10 Opodo 78.4% 75% 78% 83%

11 Expedia 78.3% 85% 72% 78%

12 Lufthansa 77.5% 78% 76% 79%

13 Marriott 77.1% 86% 81% 65%

14 Virgin Atlantic 76.7% 72% 81% 77%

15 Hotels.com 76.6% 79% 83% 68%

16 British Airways 76.6% 82% 75% 74%

17 Monarch 76.1% 85% 68% 75%

18 Best Western 74.1% 79% 79% 65%

19 Emirates 72.3% 82% 66% 67%

78.2% 81% 79% 75%

BOOKING PROCESS

Thomson hold the multichannel top spot

for booking process thanks to clear

indication of prices, process indicators at

the top of the screen displaying steps in the

booking journey and the ability to add

extras or choose payment options.

Premier Inn have the highest score for

mobile booking process. Users liked the

ability to easily amend bookings with clear

explanations of what is included in the

price.

Watch how Thomson

score so highly for their

booking process

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# Brand Multichannel Desktop Mobile App

1 IHG 86.5% 89% 88% 83%

2 Booking.com 86.4% 87% 88% 84%

3 Premier Inn 86.2% 83% 91% 85%

4 Thomson 85.9% 86% 87% 83%

5 Marriott 84.1% 86% 85% 82%

6 Hotels.com 84.0% 84% 84% 85%

7 British Airways 83.6% 79% 84% 87%

8 Hilton 83.3% 84% 81% 86%

9 Expedia 82.3% 85% 76% 86%

10 EasyJet 82.2% 87% 83% 77%

11 Best Western 81.8% 86% 83% 76%

12 Ebookers 81.6% 78% 81% 86%

13 Opodo 78.9% 66% 85% 86%

14 Lufthansa 78.8% 77% 78% 81%

15 KLM 78.7% 79% 85% 72%

16 First Choice 78.0% 70% 83% 81%

17 Virgin Atlantic 75.7% 79% 83% 66%

18 Emirates 75.2% 83% 77% 66%

19 Monarch 74.9% 86% 66% 73%

81.5% 82% 82% 80%

DESIGN & USABILITY

IHG hold the top spot for multichannel

usability whilst Premier Inn have the

highest score for their mobile experience.

Booking.com perform well thanks to

intuitive website design, personalisation

and great filter options.

British Airways achieve a top score for

their app thanks to great usability, fast load

speed and high quality images.

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ABOUT US

At eDigitalResearch (edr), we empower business

decisions through customer insight. By

combining our proprietary SaaS technology with

focused insight and thought leadership, we’re

able to provide a truly unique solution – from

real-time closed-loop customer feedback to

Panels and Communities.

We’re world leaders in Voice of the Customer

programmes and a proud part of MARU Group – a

technology enabled professional services firm

delivering information and insight. As part of

MARU, we’re pioneering technology focused

feedback combined with deep thinking with an

emphasis on actionable outputs for

organisations.

Global MARU Group is the vision of renowned

market researcher Ged Parton - who is creating

a professional services firm with technology as

its DNA. We’re growing – and as maru/edr, we’re

delivering on our client promise of fast and

strategic customer feedback.

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OUR EXPERIENCE &

EXPERTISE

At eDigitalResearch (edr), we’ve been measuring

the digital travel customer experience for over

seven years. As a result we have wealth of

expertise and knowledge in the travel sector and

help some of the world’s top travel brands –

including British Airways and Expedia - to

improve their customer experience.

We work with a wide range of travel clients –

from airlines to travel agents – and employ a

dedicated team of travel specialists to help

deliver a range of Voice of the Customer

solutions from panels and communities to

Customer Experience Management.

With almost two decades worth of digital

experience data, we know what good looks like.

We’ve watched as technology has continuously

changed the expectations of consumers and

increasingly influenced offline experiences as

well.

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