Key takeaways:
- Most customers shop on price. 62% lean toward or always choose the lowest airfare, and 52% do the same for hotels. Interestingly, only 20% or fewer customers will pay more for a better experience.
- Service is the one premium worth charging for. A reputation for exceptional customer service was the only driver to rank in the top three across every industry measured: second for hotel guests, third for flyers and diners.
- Free amenities are now expectations, not extras. 64% expect a free carry-on bag and 50% would book a different airline if charged for it. Two-thirds expect free hotel breakfast, and charging for breakfast, Wi-Fi, or parking would each move 45% of guests.
- More than a third of unhappy customers never tell the business. 57% raise a poor experience with the business first, but 20% post a public review before saying anything to anyone, and 30% have posted a negative review without ever telling the business at all.
- The customers least likely to complain in person are the most likely to post. 70% of business travelers have posted a negative review without telling the business first, against 22% of leisure travelers.
