According to new data from brand loyalty research specialist BrandKeys, the post-Sept. 11 upswing in the travel industry is being driven partly by online travel sites. And convenience is the key
factor in consumer loyalty to a particular site.
BrandKeys publishes a Customer Loyalty Index in several categories. Its most recent online travel data rates Expedia as the brand loyalty leader,
followed by Travelocity and Priceline. Consumers listed “ability to book virtually all travel arrangements” as the most important brand loyalty element. “This is understandably the most important
driver,” says BrandKeys CEO Robert Passikoff. “It's fine to score a low-bucks ticket, but what happens when you get where you're going? The main concern of most travelers (especially abroad) isn't
price; it's security. Nobody wants surprises. Surprises away from home are usually ugly ones."
Pricing was the second most important driver, and Priceline scored the highest in that category.
“Useful and Relevant Content” rated third and “easy-to-use site with trip planning capabilities” scored fourth. However, all travel sites did not score well for user friendliness. “If this view is
strongly held by consumers, their webmasters might consider tidying up their résumés,” says Passikoff. “Losing customers via technical frustration is a serious no-no. It suggests that they came
planning even ready to buy, but were chased away by the site's overcomplicated or tedious purchase process."