Prices drive consumer satisfaction when it comes to independent travel… (Reuben Munoz / Los Angeles…)
This will come as no surprise to those who book travel online: Consumers like using independent travel websites to make travel plans because of the good prices they receive.
The 2012 Independent Travel Website Satisfaction Report by J.D. Power and Associates released Friday found that overall satisfaction with travel websites is high and indelibly linked to prices. Their favorite site? Booking.com, according to the survey.
On average, consumers visit travel websites about 20 times and make four purchases a year. Online consumers most often book airfares (61%), then hotels (57%), rental cars (28%) and vacation packages (16%). Those who buy vacation packages were among the most satisfied and the most active in terms of the time they spend on their travel website, the survey showed.
There's an interesting age divide too when it comes to why people choose the websites they do. The 18-to-24-year-old crowd weighs recommendations on brands in selecting a travel website, whereas those 45 to 54 years old go strictly by price.
The survey also ranked customer satisfaction with specific travel websites. After Booking.com, Hotwire, Priceline and Orbitz received top scores, and Yahoo! Travel came in last.
J.D. Powers gauges consumer satisfaction with a variety of travel services. In July, the company polled customer satisfaction with car rental experiences (you're happy!) and hotel experiences (you're grumpy!).
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