August 19, 2009

How To Make Travel Customers Feel Valued Online

by Diane Clarkson

with Carrie Johnson, Elizabeth Stark, Kate van Geldern

Executive Summary (This is a document excerpt)

Making leisure travelers feel valued is more than a "warm and fuzzy" objective. There are significant business benefits to making leisure travelers feel valued — namely, these travelers are more likely to be loyal brand advocates. However, most travel companies are failing to make their customers feel valued online. Only 29% of online US leisure travelers believe travel companies are making strong efforts to make them feel like valued customers. Travel eBusiness professionals must turn making travelers feel valued into an organizationwide goal by focusing on conveying to customers a respect for their time and money and by engaging in relevant and authentic communication.

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