Informe eTravel Benchmark Wave

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eTravelMultichannel Benchmark

Issue 17

September 2015

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The digital customer experience is an important one – and is growing in significance especially within the travel industry.

Independent insight from eDigitalResearch shows that a third of mobile consumers have used their mobile device in the past to make a travel related purchase – including flights, holidays and hotel reservations.

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 purchase 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 fifteen years at eDigitalResearch, we’ve been measuring the growing digital customer experience arena. Like the growth of eCommerce, we started with the retail industry and expanded into other sectors as the internet continued to boom. In 2009, we launched the first eTravel Benchmark, looking at the digital customer experience of the world’s most prominent travel brands. Since then, the world has changed and so has the study. With the advent of mCommerce and growing use of mobile apps, the eTravel Benchmark now measures the ever-changing digital customer experience across sites, mobile sites and apps. The following report contains the key findings and insight from the sixteenth edition of the eTravel Benchmark.

Introduction

Introduction & Methodology

©eDigitalResearch 2015

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At eDigitalResearch, we firmly believe that the digitalcustomer experience is a complex journey made up ofdistinct phases – from homepage, search to bookingand customer support.

In order to truly understand how travel brands areperforming online, eDigitalResearch utilised theirunique eMysterShopper tool. Taking profiled onlinetravellers, real users were asked to complete a travelbooking in their own home on selected sites andfeedback their findings.

By using real users (eMysteryShoppers) during realbooking processes, the eTravel Benchmark reportprovides a definitive view of how brands areperforming when it comes to the digital customerexperience.

Methodology

Methodology


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The eTravel Benchmark includes a variety of brandsfrom the travel sector.

Brands included in the eTravel Benchmark must offerall three digital channels – web, mobile and app – andthe ability to complete a booking via each individualtouch point.

Each digital channel is reviewed by our UK widenetwork of eMysteryShoppers. It allows us to assessnot only the digital customer experience as a whole,but also measure a brand’s website, mobile and appexperience independently from one another – andprovide a comprehensive view of how and where thedigital customer experience can be improved.

Methodology

What brands do we cover?


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• Developments to mobile first impressions and design and usability has led to an increase in mobile site satisfaction, in some cases bringing mobile touch points higher than traditional sites

• Booking.com have once again topped the multichannel overall league table thanks to their high mobile and app scores

• For the first time TUI Group brands Thomson and First Choice appear within the eTravel Benchmark and rank second and third respectively within the multichannel league table

• As personalisation becomes increasing important within the online travel market an increasing number of brands are offering a more personalised visit for returning visitors

• An array of information available to give rich and detailed views of potential trips gives travel brands exceptional scores

Key Findings

Key Findings


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Insight and Results


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Booking.com tops the multichannel ranking for a third wave in a row. In this wave some mobile sites are out-performing desktop sites such as Booking.com & Marriott.

Multichannel overall rankings

Insight and Results


# Brand Multichannel Score Desktop Mobile App

1 Booking.com 85.9% 85.1% 87.5% 85.1%2 Thomson 84.7% 87.4% 84.3% 82.4%3 First Choice 84.6% 85.1% 84.9% 83.8%4 Hotels.com 84.3% 86.5% 81.9% 84.6%5 Opodo 83.1% 84.7% 81.6% 83.1%6 LateRooms 83.1% 83.2% 83.1% 83.0%7 British Airways 82.9% 86.5% 79.1% 83.0%8 Ebookers 82.0% 83.6% 82.3% 80.2%9 Lufthansa 80.9% 82.3% 78.5% 81.9%

10 Expedia Hotels 79.9% 84.0% 74.8% 80.7%11 Marriott 79.3% 79.7% 82.9% 75.3%12 Premier Inn 78.1% 81.2% 79.0% 74.0%13 IHG 77.6% 76.9% 77.1% 78.9%14 EasyJet 77.5% 83.6% 76.0% 72.8%15 Qantas 77.0% 81.9% 76.8% 72.2%16 KLM 76.9% 81.3% 74.1% 75.4%17 Hilton 75.3% 83.2% 68.6% 74.1%18 Best Western 75.0% 77.9% 72.8% 74.3%19 Emirates 74.0% 84.3% 69.6% 68.1%20 Jet2 73.3% 82.1% 71.3% 66.4%21 Monarch 71.1% 81.3% 62.3% 69.6%

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This is the first time First Choice feature in the eTravel Benchmark topping both the Initial Research and Booking Process stages of the customer journey.

Multichannel range of results

Insight and Results


85% 86%91%

88%83%

89%

73%

60%

76%72% 72% 73%

First Impressions Initial Research Search Search Results Booking Process Design & usability

Excellent(>90%)

Good(80-89.9%)

Average(70-79.9%)

Poor(50-69.9%)

Very Poor(<50%)

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Comparisons with our eRetail benchmark show that satisfaction is higher in the retail industry. In particular retail brands provide a slightly better experience on mobile.

Industry comparison

Insight and Results


86%89% 87%

91%88% 90%

85%90%

71%

80%77%

85%

62%

76%

66%

74%

Excellent(>90%)

Good(80-89.9%)

Average(70-79.9%)

Poor(50-69.9%)

Very Poor(<50%)

AppApp

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Interestingly there is a large drop in satisfaction on mobile and app during the initial research part of their journey although both touch points score well for first impressions. It indicates that in some areas of the customer journey, on average, mobile channels are offering as good an experience as their established desktop counterparts.

Touch point comparison

Insight and Results

Good(80-89.9%)

Very Poor(<50%)

Average(70-79.9%)

Poor(50-69.9%)

Excellent(>90%)

0.6% increase wave on

wave

2.4% increase wave on

wave

First Impressions Search

Search Results

Booking Process

Design & Usability

Initial Research

App

App

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Booking.com achieved the highest multichannel score for the third wave in a row. If a customer’s search returns no results, they are able to offer alternative date suggestions. Wave on wave, Booking.com have vastly improved their mobile channels, leading to an almost three per cent increase in their overall multichannel score; in fact, their mobile scores have improved so much that they now score higher than Booking.com’s desktop site.

Insight and Results


Suggestions and prompts based on recent and similar searches on both

desktop and mobile

Well presented, organised site makes for easy navigation

Quick and accurate search function with plenty of filters

to narrow down results

Fast and simple search facility with intuitive predictive text and

large selection buttons for ease on a smaller screen

Clear information about each hotel with high quality photos, combined

with independent verified trip reviews to reassure customers

before booking

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Emerging Trends


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Booking.com topped the overall benchmark with their excellent multichannel experience and in some parts of the customer journey mobile is performing better than the desktop site. Search and search results scores were higher than any other brand within the study.

Multichannel Experience

Emerging Trends


Fast and extremely accurate search results. Alternatives found if search

comes back with no results

With updates to their app features in August, such as expanding images

and easy viewing policy pages booking.com makes planning trips

whilst on the go even easier

Across all stages of the customer journey mobile scored higher than

desktops with features such as geo-location search enhancing the mobile

experience

Room information, prices and ratings are clear across both platforms

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Both First Choice and Thomson perform well across all aspects of the customer journey. Their high score was largely helped by their initial research scores. Both sites within the TUI Group share highly informative destination guides, a wealth of information with an indication of prices taking the stress out of booking a holiday.

Multichannel Channel Experience

Emerging Trends


Inspiring images in destination guides (high quality even on mobile)

The TUI Group’s websites both feature a range of information and

destination ideas on a clear homepage with the same promotional message on both mobile and desktop

Easy and accurate search facility

Easy to locate information throughout the site, menu options remain the same on both mobile and desktop

Indication of prices

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Jet2’s overall multichannel scores is pulled down by lower scores on mobile due to certain parts of the customer journey not mirroringthe desktop site. Since Google’s algorithm update in April many brands are making sure their sites are optimised. However, not all websites are ensuring they are offering the same experience on both desktop and mobile.


Emerging Trends


Mobile site is not fully optimised missing key messages on the

homepage , not offering the same experience

Desktop offers range of features including charts to display cheapest

flights, which is not available on mobiles

However, easy to locate information keeps screen uncluttered and

reduces need to scroll on mobile and app

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Emirates score well for their desktop site however their multichannel score is brought down by their mobile site. The airline scored well for their booking process on desktop, everything including breakdown of fares and available features are clearly explained.


Insight and Results


Special offers, customer service and rewards programme clearly

displayed

Rated 5th for initial research Emirates offer inspiring

destination guides for users who are unsure where to book

Range of options allowing you to view cheapest flights and suitable flight

times

Clear mobile menu allowing to make bookings easily however no

intuitive search facility

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Personalisation of website content is a key trend within the travel industry. Using a mixture of user and cookie controlled personalisation allows travel brands to offer a dynamic viewing experience.

Personalisation

Insight and Results


Thomson’s shortlist feature lets users save hotels in multiple lists allowing them to check availability and prices

for multiple dates or destinations

Cookie driven search results enables KLM to personalise their website to

each visitor

Expedia’s ‘Scratchpad’ allows users to save their recently viewed hotels to

come back to at a later date

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Information and content has always been a key part of the online customer journey but those who are able to present information in a logical and engaging way are scoring higher with users.

Content

Insight and Results


Clean formatting keeps screen uncluttered allowing quick navigation

on Hotels.com

First Choice offer a range of features including charts and tabs to display

holiday information

British Airways keep key information all on one page. Easy to locate

information.

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Customer journey results


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Lufthansa rated highest for their homepage overall; their multichannel score is boosted by their high app score. British Airways rated highest for desktop site.

Homepage

Insights and Results



1 Lufthansa 84.6% 83.4% 83.6% 86.9%

2 Thomson 84.5% 87.0% 83.0% 83.4%

3 British Airways 83.9% 87.3% 82.5% 81.9%

4 First Choice 83.8% 83.3% 85.2% 82.8%

5 Hotels.com 83.6% 85.3% 81.6% 83.9%

6 Booking.com 83.3% 81.9% 86.1% 82.0%

7 Late Rooms 81.3% 82.8% 78.6% 82.5%

8 Ebookers 80.3% 83.3% 80.2% 77.3%

9 Opodo 80.3% 82.0% 77.5% 81.3%

10 Premier Inn 79.0% 81.6% 81.7% 73.6%

11 Expedia Hotels 78.5% 81.9% 71.9% 81.7%

12 EasyJet 78.0% 82.7% 76.7% 74.7%

13 Quantas 77.8% 80.0% 78.8% 74.7%

14 IHG 77.7% 75.8% 78.0% 79.2%

15 Emirates 77.5% 84.5% 80.0% 68.0%

16 Marriott 76.7% 78.4% 77.8% 73.9%

17 KLM 76.4% 78.9% 75.5% 74.8%

18 Best Western 75.6% 79.2% 70.5% 77.2%

19 Jet2 75.2% 78.9% 76.4% 70.2%

20 Hilton 73.9% 78.6% 68.1% 74.8%

21 Monarch 72.9% 80.0% 63.8% 74.8%

“I liked that the search box was clearly displayed on the home page. There was

also pictures circulating showing enticing holiday locations and also details of

deals/sale”– British Airways

“The ease of navigation, speed of loading and detailed information supplied were adequate for me to make an informed

decision”– Booking.com

It was easy to navigate from the home page and the graphics demonstrating the

features of the app were strong and informative”– Lufthansa

App

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Brands who integrate inspiring images with a professional looking overall brand design score well for first impressions with users.

Homepage



Offers and promotions clearly displayed on homepage with

images

Simple navigation.Easy to see where to begin a

search

Professional design with clarity of what the site offers

App

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First Choice top the overall league table for initial research. Thomson and Hotels.com come a close second and third respectively in the multichannel league.

Initial Research




1 First Choice 85.9% 84.7% 85.6% 85.4%

2 Thomson 85.2% 86.7% 85.0% 84.0%

3 Hotels.com 82.9% 85.8% 80.6% 82.2%

4 Booking.com 82.5% 83.5% 84.4% 79.6%

5 Expedia Hotels 80.2% 84.0% 75.7% 81.0%

6 British Airways 79.8% 86.3% 74.7% 78.3%

7 Opodo 79.7% 83.8% 76.5% 78.9%

8 Ebookers 79.5% 84.9% 79.3% 74.4%

9 LateRooms 79.4% 80.8% 81.9% 75.3%

10 Lufthansa 76.9% 78.3% 74.9% 77.4%

11 Marriott 74.6% 76.1% 81.0% 66.8%

12 IHG 74.1% 76.5% 73.1% 72.8%

13 Best Western 71.4% 77.5% 70.0% 66.7%

14 KLM 69.3% 78.6% 73.5% 55.7%

15 Premier Inn 69.1% 75.4% 68.3% 63.5%

16 Qantas 68.9% 77.8% 65.8% 63.1%

17 EasyJet 68.8% 82.4% 65.0% 58.9%

18 Hilton 66.3% 83.5% 54.3% 61.1%

“'Destinations' link is very helpful. Extensive information available about the

places on offer. Informative text and pictures. Great for inspiring customers who are unsure of where to travel too”.

– Thomson

“The use of imagery is very good on almost every page that I clicked into -there were lots of good pictures and videos that were easy to click on and

enhanced the excitement of researching locations and checking out prices”.

– First Choice

“The app provided detailed information on holiday hotels and resorts and also

suggested interesting ideas for inspiration”

– First ChoiceApp


1 First Choice 85.9% 84.7% 85.6% 85.4%

2 Thomson 85.2% 86.7% 85.0% 84.0%

3 Hotels.com 82.9% 85.8% 80.6% 82.2%

4 Booking.com 82.5% 83.5% 84.4% 79.6%

5 Expedia Hotels 80.2% 84.0% 75.7% 81.0%

6 British Airways 79.8% 86.3% 74.7% 78.3%

7 Opodo 79.7% 83.8% 76.5% 78.9%

8 Ebookers 79.5% 84.9% 79.3% 74.4%

9 LateRooms 79.4% 80.8% 81.9% 75.3%

10 Lufthansa 76.9% 78.3% 74.9% 77.4%

11 Marriott 74.6% 76.1% 81.0% 66.8%

12 IHG 74.1% 76.5% 73.1% 72.8%

13 Best Western 71.4% 77.5% 70.0% 66.7%

14 KLM 69.3% 78.6% 73.5% 55.7%

15 Premier Inn 69.1% 75.4% 68.3% 63.5%

16 Qantas 68.9% 77.8% 65.8% 63.1%

17 EasyJet 68.8% 82.4% 65.0% 58.9%

18 Hilton 66.3% 83.5% 54.3% 61.1%

19 Jet2 65.1% 84.0% 58.6% 52.8%

20 Emirates 62.7% 85.1% 55.3% 47.6%

21 Monarch 60.4% 81.7% 40.1% 59.4%

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Initial Research



Wide range of information available including

indications of prices

Key information, tips and recommendations

Extremely detailed destination guides with labelled tabs and clear

navigation

Brands who offer a wealth of information in a clearly laid out page score well for initial research. Offering helpful information such as reviews, destination guides and local tips makes research easy to digest and gives customers the confidence to book.

App

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Late Rooms and Hotels.com score well for web, mobile and app respectively. Accurate search combined with intuitive text predictions make brands such as Booking.com score high especially on smaller screens.

Search



“I like the fact that there are a wide range of filters to narrow the search down by once the initial search has been made”

– Booking.com

“Very quick results - lots to choose from -laid out well with location, pictures, rating

and price”– Booking.com

“I like that you are able to refine the search easily with a number of different

options and sort easily”– Booking.com

App


1 Booking.com 90.7% 90.8% 91.3% 90.0%

2 Late Rooms 87.8% 88.1% 88.4% 86.8%

3 Hotels.com 87.7% 90.2% 87.0% 86.0%

4 Opodo 87.7% 89.4% 88.3% 85.5%

5 British Airways 86.5% 88.3% 84.2% 87.0%

6 Ebookers Package 86.1% 88.1% 85.4% 84.8%

7 EasyJet 84.5% 89.2% 82.6% 81.8%

8 Marriott 84.0% 84.2% 87.2% 80.5%

9 First Choice 83.9% 86.5% 82.6% 82.5%

10 Premier Inn 83.4% 85.4% 84.7% 80.3%

11 Qantas 83.2% 85.8% 82.1% 81.8%

12 Hilton 83.1% 87.7% 79.2% 82.5%

13 Lufthansa 82.8% 84.2% 82.8% 81.5%

14 Expedia Hotels 82.2% 89.0% 76.9% 80.8%

15 Thomson 82.0% 86.3% 82.4% 77.3%

16 IHG 80.8% 80.0% 81.5% 80.8%

17 KLM 79.4% 81.3% 74.7% 82.3%

18 Monarch 78.2% 85.8% 73.5% 75.3%

19 Best Western 77.6% 81.0% 74.4% 77.3%

20 Jet 2 76.4% 82.3% 73.9% 73.0%

21 Emirates 75.8% 83.8% 65.3% 78.3%

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Search



Prominent search facility on home page

Immediate and accurate search results

Easy to complete form and filter options to show most

Across all three platforms Booking.com score highest for their search facility. Offering the same experience on mobile and app to mirror their main site.

Ability to search around current location on mobile

App

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Booking.com consistently perform well, especially across mobile and app. Hotels.com perform well on their main site.

Search Results




1 Booking.com 88.3% 86.6% 89.4% 89.0%

2 Hotels.com 87.9% 90.1% 85.8% 87.8%

3 Thomson 87.0% 89.4% 87.5% 84.3%

4 First Choice 87.0% 86.5% 87.5% 87.0%

5 LateRooms 86.7% 84.9% 86.9% 88.3%

6 Opodo 86.4% 88.3% 84.7% 86.4%

7 Ebookers 83.7% 85.3% 82.5% 83.4%

8 Expedia Hotels 83.0% 86.5% 78.9% 83.5%

9 British Airways 81.8% 84.8% 78.3% 82.3%

10 Lufthansa 81.3% 82.3% 78.6% 83.0%

11 Premier Inn 79.0% 80.1% 78.3% 78.5%

12 Marriott 78.6% 78.4% 83.0% 74.5%

13 KLM 78.6% 82.5% 73.3% 80.0%

14 EasyJet 78.2% 82.5% 78.6% 73.4%

15 IHG 78.1% 78.5% 75.9% 80.0%

16 Emirates 77.9% 82.0% 77.8% 73.9%

17 Qantas 77.1% 82.8% 76.9% 71.7%

18 Hilton 76.9% 85.5% 74.1% 71.3%

“The information on the search results is excellent and the website provides good

overview of the options available. It clearly displays the prices, dates, distances, features and reviews. The images are

clear and sharp”– Hotels.com

“I liked that details of searches were automatically saved and could be accessed on the left hand menu”

– Booking.com

“I liked that reviews were easy to locate and were displayed in an easy to read

manner”– Booking.com

App


1 Booking.com 88.3% 86.6% 89.4% 89.0%

2 Hotels.com 87.9% 90.1% 85.8% 87.8%

3 Thomson 87.0% 89.4% 87.5% 84.3%

4 First Choice 87.0% 86.5% 87.5% 87.0%

5 LateRooms 86.7% 84.9% 86.9% 88.3%

6 Opodo 86.4% 88.3% 84.7% 86.4%

7 Ebookers 83.7% 85.3% 82.5% 83.4%

8 Expedia Hotels 83.0% 86.5% 78.9% 83.5%

9 British Airways 81.8% 84.8% 78.3% 82.3%

10 Lufthansa 81.3% 82.3% 78.6% 83.0%

11 Premier Inn 79.0% 80.1% 78.3% 78.5%

12 Marriott 78.6% 78.4% 83.0% 74.5%

13 KLM 78.6% 82.5% 73.3% 80.0%

14 EasyJet 78.2% 82.5% 78.6% 73.4%

15 IHG 78.1% 78.5% 75.9% 80.0%

16 Emirates 77.9% 82.0% 77.8% 73.9%

17 Qantas 77.1% 82.8% 76.9% 71.7%

18 Hilton 76.9% 85.5% 74.1% 71.3%

19 Best Western 76.7% 79.9% 76.3% 73.9%

20 Jet2 74.7% 81.9% 73.0% 69.4%

21 Monarch 71.7% 78.3% 67.3% 69.4%

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Search Results



Detailed information and clear indication of prices, distance from

attractions and availability

High quality images and reviews

Detailed range of filters to refine search results

Searches automatically saved for future reference

Providing the ability to save search results and a wide range of filters help Hotels.com and Booking.com top the search results table.

App

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Multichannel scores for booking process are lower than other areas throughout the benchmark suggesting that improvements could be made to this area of the customer journey.

Booking Process




1 First Choice 83.3% 86.3% 83.8% 79.9%

2 Thomson 83.1% 87.5% 82.8% 79.0%

3 Booking.com 82.1% 82.1% 82.6% 81.6%

4 Ebookers 81.3% 82.5% 85.0% 76.3%

5 British Airways 80.3% 85.0% 74.0% 81.8%

6 Marriott 80.2% 80.4% 84.3% 76.0%

7 Opodo 79.6% 80.7% 79.6% 78.6%

8 Lufthansa 78.4% 84.4% 72.6% 78.0%

9 Hotels.com 78.4% 81.8% 73.9% 79.4%

10 KLM 78.3% 83.2% 72.5% 79.3%

11 Late Rooms 78.1% 78.1% 77.1% 79.3%

12 Premier Inn 77.5% 83.3% 77.3% 71.9%

13 EasyJet 77.0% 82.4% 75.5% 73.3%

14 Qantas 76.7% 82.6% 79.3% 68.1%

15 IHG 76.4% 75.4% 75.9% 77.9%

16 Hilton 75.7% 83.2% 68.3% 75.8%

17 Emirates 75.4% 86.8% 69.1% 70.3%

18 Expedia Hotels 73.7% 78.3% 72.6% 70.1%

“It worked very well allowing you to customise your holiday options without

the actual commitment to purchase until you are entirely satisfied”

– Thomson

“I liked being able to see a full summary of my whole booking, including dates,

room type, and all the hotel information, without having to click back to the hotel

screen”– Ebookers

“Everything was very straightforward. I could book easily and make the necessary adjustments. I liked the summary page, it

was clear and precise”– British Airways

App


1 First Choice 83.3% 86.3% 83.8% 79.9%

2 Thomson 83.1% 87.5% 82.8% 79.0%

3 Booking.com 82.1% 82.1% 82.6% 81.6%

4 Ebookers Package 81.3% 82.5% 85.0% 76.3%

5 British Airways 80.3% 85.0% 74.0% 81.8%

6 Marriott 80.2% 80.4% 84.3% 76.0%

7 Opodo 79.6% 80.7% 79.6% 78.6%

8 Lufthansa 78.4% 84.4% 72.6% 78.0%

9 Hotels.com 78.4% 81.8% 73.9% 79.4%

10 KLM 78.3% 83.2% 72.5% 79.3%

11 Late Rooms 78.1% 78.1% 77.1% 79.3%

12 Premier Inn 77.5% 83.3% 77.3% 71.9%

13 EasyJet 77.0% 82.4% 75.5% 73.3%

14 Qantas 76.7% 82.6% 79.3% 68.1%

15 IHG 76.4% 75.4% 75.9% 77.9%

16 Hilton 75.7% 83.2% 68.3% 75.8%

17 Emirates 75.4% 86.8% 69.1% 70.3%

18 Expedia Hotels 73.7% 78.3% 72.6% 70.1%

19 Jet 2 73.4% 82.5% 71.0% 66.8%

20 Monarch 72.0% 80.6% 68.4% 67.0%

21 Best Western 71.6% 70.8% 72.3% 71.8%

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Booking Process



Thomson have a clear summary of booking and

costs when making payment

British Airways offer a straightforward clear process with the ability to skip back to

make amends to booking

eBookers have the possibility to add extras and alter details during their booking process

on their secure site

eBookers hold top spot for mobile whilst British Airways have the highest score for their app. Thomson achieve a top score on desktop.

App

30

Booking.com top the league table for their excellent design and usability on mobile and app.

Design and Usability




1 Booking.com 88.9% 87.9% 91.4% 87.3%

2 Thomson 86.4% 87.7% 85.6% 85.9%

3 Hotels.com 86.0% 87.5% 83.8% 86.7%

4 LateRooms 86.0% 86.3% 87.0% 84.7%

5 First Choice 85.7% 85.0% 85.5% 86.7%

6 Opodo 85.4% 85.6% 83.6% 87.0%

7 British Airways 85.2% 88.3% 81.3% 86.1%

8 Lufthansa 82.5% 84.2% 79.7% 83.8%

9 Marriott 82.3% 81.7% 84.5% 80.6%

10 Ebookers 82.1% 79.6% 82.5% 84.2%

11 Expedia Hotels 81.2% 85.0% 73.4% 85.2%

12 Premier Inn 80.8% 81.9% 84.8% 75.6%

13 EasyJet 79.9% 84.4% 79.1% 76.4%

14 KLM 79.1% 83.5% 74.8% 78.9%

15 IHG 79.1% 76.5% 79.2% 81.6%

16 Qantas 78.2% 82.7% 78.3% 73.8%

17 Hilton 77.2% 82.1% 69.7% 79.7%

18 Best Western 76.9% 79.2% 74.1% 77.5%

“The website was stylish and professional. Information was excellent and there were

inspiring images. I found the search facility easy to use and accurate. Booking

was simple and straightforward”– British Airways

“The site was well thought out and appeared to have the same information and quality photos as the main website.

The ease of navigation and relevant results returned made the booking

process very easy and quick”– Booking.com

“There's a lot of information, mostly presented in a logical fashion. It's easy to

search and compare hotels”– Booking.com

App


1 Booking.com 88.9% 87.9% 91.4% 87.3%

2 Thomson 86.4% 87.7% 85.6% 85.9%

3 Hotels.com 86.0% 87.5% 83.8% 86.7%

4 LateRooms 86.0% 86.3% 87.0% 84.7%

5 First Choice 85.7% 85.0% 85.5% 86.7%

6 Opodo 85.4% 85.6% 83.6% 87.0%

7 British Airways 85.2% 88.3% 81.3% 86.1%

8 Lufthansa 82.5% 84.2% 79.7% 83.8%

9 Marriott 82.3% 81.7% 84.5% 80.6%

10 Ebookers 82.1% 79.6% 82.5% 84.2%

11 Expedia Hotels 81.2% 85.0% 73.4% 85.2%

12 Premier Inn 80.8% 81.9% 84.8% 75.6%

13 EasyJet 79.9% 84.4% 79.1% 76.4%

14 KLM 79.1% 83.5% 74.8% 78.9%

15 IHG 79.1% 76.5% 79.2% 81.6%

16 Qantas 78.2% 82.7% 78.3% 73.8%

17 Hilton 77.2% 82.1% 69.7% 79.7%

18 Best Western 76.9% 79.2% 74.1% 77.5%

19 Jet2 76.5% 84.8% 76.3% 68.4%

20 Emirates 75.3% 85.2% 71.4% 69.4%

21 Monarch 73.0% 82.1% 62.7% 87.3%

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Design and Usability



Fees, upgrade costs and extras clearly indicated in prices. No nasty surprises

Uncluttered easy to navigate site

High quality, fast loading images with the ability to

enlarge

Easy to compare hotels and prices

British Airways achieve a top score for design and usability of their desktop site. Booking.com score highest in mobile and app.

App

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About eDigitalResearch


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eMysteryShopperThe background of eMysteryShopper


eDigitalResearch have been benchmarking the top 50 UK Internet retail sites since 2000

In 2005 we commenced benchmarking the UK car industry and in 2008 we added UK financial sites. In 2011 we released our first App benchmark.

In June 2009 we commenced our eMysteryShopper eTravel Benchmark. This is our sixteenth report

eMysteryShopper provides an in-depth and structured study of website usability, functionality, supporting logistics and customer service through our unique panel of profiled UK Internet users.

Working under strict Non Disclosure Agreements these profiled individuals are paid to complete ‘end-to-end’ surveys on selected websites.

We currently work with our UK-wide network of eMysteryShoppers (surveyors) carrying out end to end usability studies on over 60 sites at any one time

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Real-time, closed loop customer feedback programmeBritish Airways’ story; BA Pulse



Dashboard reporting with real-time data fusion including live flight details and loyalty membership; results shared with the right people at the right time to allow for action

High staff and stakeholder engagement

Used daily to make incremental changes to the business; drives better customer experiences

More than 5,000 responses per week globally; currently collecting feedback on more than 80% of British Airways routes

edigitalresearch.com/ba

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Why are we different?Empowering business decisions through customer insight


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Our PhilosophyOnly by listening to customers and correctly interpreting their feedback can you continue to delightthem and win their loyalty

to customers anywhere, any

time and on any device using

our range of our products and

service

LISTEN…

what customers are saying

using our superior SaaS

technology platform

INTERPRET…

by turning insight and

results into action

DELIGHT…



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eDigitalResearch

Vanbrugh House

Southampton

OUR EMAIL.

OUR PHONE

+44(0)1489 772920

OUR WEBSITE

[email protected]

Kat Hounsell, Sales and Marketing Director

http://www.edigitalresearch.com/

mailto:[email protected]

Informe eTravel Benchmark Wave

Technology

Transcript of Informe eTravel Benchmark Wave