Last month we released research, covered on Econsultancy, which found that 90% of British consumers use a different travel provider every time they book a holiday, and that only 12% of respondents said they book with the same operator every time.
The results show that when it comes to booking holidays online, British consumers have little or no loyalty to travel operators. Is this diminishing brand loyalty just a natural result of a more open web or is it because brands are less adept at building relationships with web savvy visitors?
At a recent customer in London our keynote
speaker Eric Peterson spoke about the importance of ‘people, process and
technology’ when it comes to web analytics and optimisation.