J.D. Power and Associates Ranks Independent Travel Websites

Booking.com ranked first in J.D. Power and Associates 2012 Independent Travel Website Satisfaction Report, released on Nov. 30.

The J.D. Power report ranked independent travel websites based on a 1,000 point scale. The average overall satisfaction was 798. Five websites, including Booking.com, Hotwire.com, Priceline.com, Orbitz.com and Hotels.com, received above average scores of 816, 813, 808, 799 and 798, respectively.

Expedia.com, Travelocity.com, CheapOair.com, CheapTickets.com and Travel.Yahoo.com were also featured on the list with below average scores.

“While other factors certainly affect overall satisfaction, 75% of online travel website consumers indicate price as a primary purchase reason, so there is no denying price greatly impacts the overall website experience,” said Sara Wong Hilton, director at J.D. Power and Associates.

The report finds that consumers visiting independent travel websites most often book flight reservations (61%), followed by hotels (57%), rental cars (28%) and vacation packages (16%). Among these options, satisfaction is highest among consumers who booked a vacation package (831).

Satisfaction is second highest among consumers who book a rental car, who are also the second most-active group of shoppers, visiting their primary travel website an average of 32 times and completing a purchase an average of six times annually. The first most-active group of shoppers visits a primary travel website an average of 43 times annually, completing seven purchases a year on average.

The report measures overall consumer satisfaction on the purchase experience on an independent travel website of a plane ticket, hotel room, rental car or vacation package purchased in the last 12 months. A total of 2,009 consumers participated in the survey.

The report examines seven factors (listed in order of importance):  

  • competitiveness of pricing
  • usefulness of information
  • availability of booking/reservation options
  • website/online store
  • ease of booking/reserving
  • competitiveness of sales and promotions
  • contact with customer service

The relative importance of customer service in driving overall satisfaction is low, as only 29% of online consumers indicate that they contacted customer service; however, among those who contacted customer service, this becomes the most important factor.

Related news: Enterprise Ranks Highest in J.D. Power’s 2012 Customer Satisfaction Study

Comment On This Story

Comment: (Max. 10000 characters)  
Please leave blank:
* Please note that every comment is moderated.


Newsletter: Sign up to receive latest news, articles, and much more.

Read the latest

Auto Focus Blog: A blog covering fleets, auto rental and the business of cars

Trends Moving the Truck Market

Storylines that emerged from the 2018 Work Truck Show include the increasing need for on-site productivity, inclusion of active safety systems in trucks, DPF frustrations affecting product decisions, data management, and the growing link between fleet management and company revenue.

MIT Study Reinforces the Newfound Importance of Fleet

Uber and Lyft drivers make far less when factoring vehicle expenses, though the actual numbers are now in dispute. A proper lifecycle cost analysis would’ve helped, and shows the benefit of collaboration with fleet professionals.

What a Connected Fleet Means to Avis (and Car Rental)

Counter bypass is just the beginning. The promise of a “data-driven ecosystem” that connects renters with the rental agency, retail services, and even the city is a better managed fleet, an improved user experience, and new revenue opportunities during the rental itself.

Job Finder: Access Top Talent. Fill Key Positions.