Research reveals consumers’ brand trust traits

Consumers favour established brands, local travel agents and online travel booking sites, new research reveals.

When asked to name their favourite travel brand, Thomson was most mentioned, followed by and Thomas Cook.
However, consumers also mentioned over 70 different brands, highlighting the wide range of travel brands engaging UK consumers.
What consumers want more from travel brands is value for money (59%), convenience (58%) and good customer service (58%), according to the research, conducted by marketing industry association the DMA and Foresight Factory, with partners Emarsys, Epsilon, Feefo and Wiraya.
The top reasons consumers remained loyal to brands in the sector repeat similar themes of good service experience (53%) and good deals (40%), with the addition of a good loyalty or a rewards scheme (40%) to the top three.
Within the travel sector hotel and accommodation brands are most trusted (65%) followed by airlines (55%) and online travel booking/price comparison sites (54%).
However, this compares to 73% of consumers saying they trust supermarkets to do business fairly.
This was further highlighted, with 37% saying it is important they feel airlines are “not lying to them”, but only half that proportion (18%) say airlines actually deliver on this.
Scott Logie, chairman of the DMA customer engagement committee, said: “It’s particularly interesting to see the range of options favoured by customers.
“When people were asked to name their favourite companies to use for travel, the sheer volume of travel brands mentioned was somewhat surprising.
“From household names to local travel agents, as well as the new online intermediaries. As individuals we want choice, but we also want to ensure our holidays are hassle free, so we go with companies we trust – even if that is the small local travel agent.”
More than half of consumers (52%) are willing to use a chatbot to help with pre-travel or booking questions, such as asking an airline for flight details, the study found.
Once in the airport, 51% would also be open to sharing their data in order to receive mobile alerts about boarding directions and timings when in an airport.
Augmented and virtual reality presents also a new potential channel for travel brands to engage customers, with more than half (53%) interested in using a virtual reality headset to see a hotel room they are considering staying in.
In addition, 44% would like to use augmented reality to get information about the sites or attractions they visit.
DMA managing director Rachel Aldighieri said: “Holiday travel is both an exciting and stressful experience, with the chance for distrust and caution to arise in the customer’s mind.
“Brands that can empathise with customers’ needs at whatever stage of their holiday journey and create communications that reflect their needs will have the potential to build stronger relationships in the long run.”
Feefo chief marketing officer Matt West said: “Trust is so critical to the travel business that successful companies such as realise they must offer a platform that verifies reviews and presents them in a readily accessible but unvarnished format. It is no longer acceptable to plaster your website with phoney reviews praising your business.
“As the industry evolves further, authenticated reviews are going to be the touchstone for trust and transparency in the minds of increasing numbers of potential customers who can smell a rat when it comes to reviews that are fake or filtered.”


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