Travel companies rarely inspire trust or loyalty, survey shows

In a survey of over 1,100 British adults, travelers say brand loyalty is not a factor when booking holidays.

Brand technology agency Great State carried out the research to determine where loyalties lie. It found that 52% of people do not consistently book with the same travel providers. That becomes exacerbated to almost 75% when looking specifically at the over 55 age bracket. In that same age group, 15% say they wouldn’t trust any travel provider to offer a complete experience, compared to a 9% average across the whole population.


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But it’s not all bad news for travel companies. Brands that offer end-to-end experiences – the likes of Thomas Cook, Expedia and Trivago – see more loyalty than those that only cater for one part of the experience. And for four brands, it may have been a good Christmas. Thomas Cook, TUI, Expedia and Booking.com were all named both the most trusted and most loyalty-inspiring brands.

Get the full story at Transform Magazine


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