Travel companies ‘exceed consumer expectations’
Travel is one of only five industries to exceed customers expectations in the area of innovation, according to a new global study.
Global communications company FleishmanHillard and partner Lepere Analytics looked at 160 brands across 20 industries and found a significant gap between customers expectations of leading brands and their experiences with them.
It said the gap, observed most acutely in the area of innovation, undermined customer confidence and business performance.
However, in the UK, hoteliers ‘ and tour operators’ use of innovation exceeded consumer expectations. Hotels were ranked second after the energy industry for matching customers’ experience to expectation. Tour operators came fifth.
Innovation was considered by consumers to be the most critical driver of a company’s reputation in 75% of industries analysed, yet experience fell short in 65% of cases, said the study.
"Businesses and brands can say what they like about themselves, but there is no hiding place if the experience is out of step with the promise," said FleishmanHillard London MD Richard Kanareck.
"In a world where customers are able to share their actual experiences with greater speed, visibility and impact than ever before, measuring and managing reputation – what those customers are saying about you, in relation to what you’re saying about yourself – becomes a business imperative.
"A gap between expectation and experience is, at best, an opportunity to enhance reputation and confidence and, at worst, can bring a business to its knees."
Linsey McNeill
Editor Linsey McNeill has been writing about travel for more than three decades. Bylines include The Times, Telegraph, Observer, Guardian and Which? plus the South China Morning Post. She also shares insider tips on thetraveljournalist.co.uk
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