Survey: Booking online up, satisfaction down
Laptop Battery New competitive intelligence shows Expedia leading and
Travelocity gaining ground in the competition for online
bookings,
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Thinkpad While at the same time consumers are less satisfied generally
with the experience provided by hotel and lodging sites.
13%-16% of all used books are sold online, compared to 2.5% 3% 63% of booksellers in the survey opened their business within the last five years
Microsoft In its fourth annual examination of the online travel and
lodging industry, Keynote noted significant backsliding in overall
customer satisfaction levels in the online travel and hotel
industry.
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Laptop Computers The Keynote Rankings for Lodging Web Sites study is an
examination of the customer experience and service levels on
leading online travel agency and hotel Web sites. The study is
based on an examination of the online experience of 2,000
prospective customers as they interacted with leading online travel
and hotel Web sites; and an examination of the technical
performance on these sites
including overall site responsiveness and reliability.
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Laptop Computer The studies were conducted during late January and early
February 2006.
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Desktop Computer The Expedia, Hilton, Hotels.com, Hyatt, Lodging.com, Marriott,
Orbitz, Priceline, Sheraton, Travelocity, and Wyndham, Web sites
were evaluated for the studies.
Notebooks Consumers Grumpy, Wary of Some Recent Site Changes
Lenovo In its annual examination of the online lodging industry,
Keynote reports that customer satisfaction rates are down sharply
-- and frustration levels are climbing -- across the online travel
and hotel industry. Keynote notes that satisfaction levels dropped
during a period when many leading online travel agency and hotel
sites completed site makeovers. One leading travel agency site saw
its customer satisfaction rates drop from 73% last year to just 62%
this year. Another leading hotel site saw site saw its high
satisfaction rate drop from 66% down to 55% over the same
period.
Hard Drive "Consumers appear to be a bit grumpy with the online travel
agencies and hotel sites," said Dr. Bonny Brown, Director of
Research and Public Services with Keynote Systems. "It appears the
changes and makeovers many leading sites made to their Web sites,
and specifically to their homepages, may have negatively affected
customer satisfaction. The questions we are examining are whether
these are short term down swings caused by general consumer
aversion to change, or whether there is clear dissatisfaction with
specific site changes."
Travelstar Expedia, Travelocity and Hotels.com Provide the Best Online
Experience
Gateway Expedia edged out Travelocity in the Keynote Customer Experience
Rankings, an overall measure of customer experience and site
success across the more than 250+ metrics measured during the
study. Expedia outpaced the competition based on its continued
strong performance across all areas of site performance and its
clear leadership in consumer perceptions about the quality and
value of the available hotel
accommodations on its site.
Laptop Parts However, Travelocity, bucked the industry-wide trend in falling
customer satisfaction ratings and actually registered improvements
in its overall customer satisfaction and customer experience rates,
placing second overall in the Keynote Customer Experience Rankings.
Travelocity was boosted by its customer support and travel
guarantees which resonated well with consumers. The site also was
rated as having the best online booking process.
Software Keynote Customer Experience Rankings Lodging Web
Sites
Hard Drives (Overall customer satisfaction and
experience)
Electronics 1 Expedia
Canon 2 Travelocity
Desktop Pc 3 Hotels.com
Desktop Computers Hotels.com was one of the only sites to actually see
improvements in customer experience ratings based on changes made
to its site. Hotels.com streamlined its online booking reducing the
process to a simpler three-step format. The site climbed from the
cellar of the online travel industry in terms of booking process
satisfaction to the second-ranked site in the category after
Travelocity. In 2005, just slightly more than half of visitors to
Hotels.com said the site's booking process was easy to use, as
compared to 78% who stated that in the most recent study.
Think Pad Online Agencies Continue to Best Hotel Sites
Repair The online travel agencies continue to best hotel sites in terms
of convincing consumers to book lodging online through their sites
with approximately 46% of prospective customer visiting the
Expedia, Orbitz and Travelocity sites indicating they were very
likely or extremely likely to book a hotel accommodation on the
site in the future as compared to just 31% of the visitors to the
three leading hotel sites. Keynote also noted that it continues to
see a direct correlation between success in providing a superior
online customer experience and success in converting prospects into
customers.
Data Recovery Keynote Customer Acquisition Rankings Lodging
Sites
Cisco (Indicator of success in attracting
customers)
Keyboard 1 Expedia
Monitor 2 Orbitz
Desktop 3 Travelocity
Infosys Marriott, Sheraton Register Industry's Best Service
Levels
Refurbished Laptops The Keynote Service Level Rankings for Lodging Web Sites found
the Marriott, Priceline and Sheraton sites have the industry's best
reliability, indicating those sites were highly available and
experienced little or no downtime. Marriott and Sheraton, joined by
Expedia, were also the industry's best in terms of site
responsiveness, an indication of how fast the sites were in
downloading pages and executing transactions.
Wipro Keynote Service Level Rankings -- Site
Reliability
Lap Top (Indicator of being highly available, low
downtime)
Refurbished 1 Marriott
Memory 2 Priceline
Intel 3 Sheraton
As400 Keynote Service Level Rankings -- Site
Responsiveness
Averatec (How quickly pages loaded, transactions
completed)
Hardware 1 Marriott
Dual Xeon 2 Sheraton
Storage 3 Expedia
Seagate Overall, the online travel and lodging industry had one of the
lowest reliability ratings on the Web as compared to the other
industries Keynote studies. Only 2 of the 10 sites studied were
available better than 99% of the time, which is the threshold
reliability rate recommended by Keynote for most industries.
Computer Sales The online travel industry had an average closer to 97%
reliability, meaning that an average of 3 out of 100 visitors
experience significant site problems or failure.
Computer Hardware Overall, the hotel sites had greater reliability and
responsiveness than did the online travel agency sites, and some
leading online travel agency sites were the slowest of all hotel
and online travel sites.
Printers "The online travel and lodging industry clearly needs to improve
its reliability. Simply put, when your site is unavailable to
consumers you lose
business," said Ben Rushlo,
manager of service level management (SLM) professional services
with Keynote. "Marriott sets the standard for site reliability
and responsiveness in the lodging industry. It is very rare for
one site to top our rankings in both these areas, so clearly
Marriott is the site to model after from a technical
standpoint."
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