According to the newly released J.D. Power "2019 U.S. Travel App Satisfaction Study" and the J.D. Power "2019 U.S. Travel Website Satisfaction Study," all travel industry websites—even those operated by digital natives—score substantially lower in customer satisfaction than high-scoring websites in other industries, such as credit cards.
"Travel apps and websites have become primary conduits through which consumers experience travel, such as searching for a hotel, booking a rental car and getting real-time flight status updates," Michael Taylor, Travel Intelligence Lead at J.D. Power, said in a statement. "Given the crucial role they play, many travel apps and websites are still too complex for consumers to navigate and do not offer the most helpful information at the right time. One hotel website, for example, requires 29 separate actions across five different pages to make a reservation. That’s not good enough when customers are experiencing simple, elegant, seamless experiences in their banking and credit card apps and websites."
Travel apps especially lag far behind customer financial apps in satisfaction, according to the study. Airline, online travel agency, hotel and rental car apps all trail the highest-scoring credit card apps when it comes to overall customer satisfaction. Overall satisfaction with travel apps is lowest for airline apps, which score 854 (on a 1,000-point scale). This compares with an average score of 872 for overall credit card customer satisfaction, the study showed.
Similar to satisfaction with mobile apps, overall satisfaction with hotel, airline, rental car and online travel agency websites is substantially lower than those of credit card, banking and insurance industry websites. As an example, the average overall satisfaction score for rental car websites is 827, the lowest of all travel industry categories. This compares with a score of 863 for credit card websites.
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