Ce diaporama a bien été signalé.
Nous utilisons votre profil LinkedIn et vos données d’activité pour vous proposer des publicités personnalisées et pertinentes. Vous pouvez changer vos préférences de publicités à tout moment.

Informe eTravel Benchmark Wave

2 126 vues

Publié le

Para tener un dato interesante sobre experiencia de usuario es interesante analizar el informe eTravel Benchmark Wave realizado en Reino Unido por eDigital Research en Septiembre pasado. Según este informe Booking.com obtiene la mejor puntuación, un 85,9% en conjunto en cuanto a accesibilidad, búsquedas, diseño y reservas como web multicanal, para ordenadores, móviles y apps. Los 4 primeros puestos fueron dominados por websites relacionados con reservas hoteleras, pues además de Booking.com, se encuentran en ellos por este orden Thomsom, First Choise y Hotels.com.

Publié dans : Technologie
  • Soyez le premier à commenter

Informe eTravel Benchmark Wave

  1. 1. 1 eTravel Multichannel Benchmark Issue 17 September 2015
  2. 2. 2 The digital customer experience is an important one – and is growing in significance especially within the travel industry. Independent insight from eDigitalResearch shows that a third of mobile consumers have used their mobile device in the past to make a travel related purchase – including flights, holidays and hotel reservations. From landing on a homepage to clicking ‘book’, there are a number of decisions that travellers need to make as they navigate through a site on their path to purchase. The digital purchase journey can often be a complex one. Travel brands need to ensure that they delight customers at every single stage if they are going to turn browsers to all- important buyers. For the past fifteen years at eDigitalResearch, we’ve been measuring the growing digital customer experience arena. Like the growth of eCommerce, we started with the retail industry and expanded into other sectors as the internet continued to boom. In 2009, we launched the first eTravel Benchmark, looking at the digital customer experience of the world’s most prominent travel brands. Since then, the world has changed and so has the study. With the advent of mCommerce and growing use of mobile apps, the eTravel Benchmark now measures the ever-changing digital customer experience across sites, mobile sites and apps. The following report contains the key findings and insight from the sixteenth edition of the eTravel Benchmark. Introduction Introduction & Methodology ©eDigitalResearch 2015
  3. 3. 3 At eDigitalResearch, we firmly believe that the digital customer experience is a complex journey made up of distinct phases – from homepage, search to booking and customer support. In order to truly understand how travel brands are performing online, eDigitalResearch utilised their unique eMysterShopper tool. Taking profiled online travellers, real users were asked to complete a travel booking in their own home on selected sites and feedback their findings. By using real users (eMysteryShoppers) during real booking processes, the eTravel Benchmark report provides a definitive view of how brands are performing when it comes to the digital customer experience. Methodology Methodology ©eDigitalResearch 2015
  4. 4. 4 The eTravel Benchmark includes a variety of brands from the travel sector. Brands included in the eTravel Benchmark must offer all three digital channels – web, mobile and app – and the ability to complete a booking via each individual touch point. Each digital channel is reviewed by our UK wide network of eMysteryShoppers. It allows us to assess not only the digital customer experience as a whole, but also measure a brand’s website, mobile and app experience independently from one another – and provide a comprehensive view of how and where the digital customer experience can be improved. Methodology What brands do we cover? ©eDigitalResearch 2015
  5. 5. 5 • Developments to mobile first impressions and design and usability has led to an increase in mobile site satisfaction, in some cases bringing mobile touch points higher than traditional sites • Booking.com have once again topped the multichannel overall league table thanks to their high mobile and app scores • For the first time TUI Group brands Thomson and First Choice appear within the eTravel Benchmark and rank second and third respectively within the multichannel league table • As personalisation becomes increasing important within the online travel market an increasing number of brands are offering a more personalised visit for returning visitors • An array of information available to give rich and detailed views of potential trips gives travel brands exceptional scores Key Findings Key Findings ©eDigitalResearch 2015
  6. 6. 6 Insight and Results ©eDigitalResearch 2015
  7. 7. 7 Booking.com tops the multichannel ranking for a third wave in a row. In this wave some mobile sites are out- performing desktop sites such as Booking.com & Marriott. Multichannel overall rankings Insight and Results ©eDigitalResearch 2015 # Brand Multichannel Score Desktop Mobile App 1 Booking.com 85.9% 85.1% 87.5% 85.1% 2 Thomson 84.7% 87.4% 84.3% 82.4% 3 First Choice 84.6% 85.1% 84.9% 83.8% 4 Hotels.com 84.3% 86.5% 81.9% 84.6% 5 Opodo 83.1% 84.7% 81.6% 83.1% 6 LateRooms 83.1% 83.2% 83.1% 83.0% 7 British Airways 82.9% 86.5% 79.1% 83.0% 8 Ebookers 82.0% 83.6% 82.3% 80.2% 9 Lufthansa 80.9% 82.3% 78.5% 81.9% 10 Expedia Hotels 79.9% 84.0% 74.8% 80.7% 11 Marriott 79.3% 79.7% 82.9% 75.3% 12 Premier Inn 78.1% 81.2% 79.0% 74.0% 13 IHG 77.6% 76.9% 77.1% 78.9% 14 EasyJet 77.5% 83.6% 76.0% 72.8% 15 Qantas 77.0% 81.9% 76.8% 72.2% 16 KLM 76.9% 81.3% 74.1% 75.4% 17 Hilton 75.3% 83.2% 68.6% 74.1% 18 Best Western 75.0% 77.9% 72.8% 74.3% 19 Emirates 74.0% 84.3% 69.6% 68.1% 20 Jet2 73.3% 82.1% 71.3% 66.4% 21 Monarch 71.1% 81.3% 62.3% 69.6%
  8. 8. 8 This is the first time First Choice feature in the eTravel Benchmark topping both the Initial Research and Booking Process stages of the customer journey. Multichannel range of results Insight and Results ©eDigitalResearch 2015 85% 86% 91% 88% 83% 89% 73% 60% 76% 72% 72% 73% First Impressions Initial Research Search Search Results Booking Process Design & usability Excellent (>90%) Good (80-89.9%) Average (70-79.9%) Poor (50-69.9%) Very Poor (<50%)
  9. 9. 9 Comparisons with our eRetail benchmark show that satisfaction is higher in the retail industry. In particular retail brands provide a slightly better experience on mobile. Industry comparison Insight and Results ©eDigitalResearch 2015 86% 89% 87% 91% 88% 90% 85% 90% 71% 80% 77% 85% 62% 76% 66% 74% Excellent (>90%) Good (80-89.9%) Average (70-79.9%) Poor (50-69.9%) Very Poor (<50%) App App
  10. 10. 10 Interestingly there is a large drop in satisfaction on mobile and app during the initial research part of their journey although both touch points score well for first impressions. It indicates that in some areas of the customer journey, on average, mobile channels are offering as good an experience as their established desktop counterparts. Touch point comparison Insight and Results Good (80-89.9%) Very Poor (<50%) Average (70-79.9%) Poor (50-69.9%) Excellent (>90%) 0.6% increase wave on wave 2.4% increase wave on wave First Impressions Search Search Results Booking Process Design & Usability Initial Research App App
  11. 11. 11 Booking.com achieved the highest multichannel score for the third wave in a row. If a customer’s search returns no results, they are able to offer alternative date suggestions. Wave on wave, Booking.com have vastly improved their mobile channels, leading to an almost three per cent increase in their overall multichannel score; in fact, their mobile scores have improved so much that they now score higher than Booking.com’s desktop site. Insight and Results ©eDigitalResearch 2015 Suggestions and prompts based on recent and similar searches on both desktop and mobile Well presented, organised site makes for easy navigation Quick and accurate search function with plenty of filters to narrow down results Fast and simple search facility with intuitive predictive text and large selection buttons for ease on a smaller screen Clear information about each hotel with high quality photos, combined with independent verified trip reviews to reassure customers before booking
  12. 12. 12 Emerging Trends ©eDigitalResearch 2015
  13. 13. 13 Booking.com topped the overall benchmark with their excellent multichannel experience and in some parts of the customer journey mobile is performing better than the desktop site. Search and search results scores were higher than any other brand within the study. Multichannel Experience Emerging Trends ©eDigitalResearch 2015 Fast and extremely accurate search results. Alternatives found if search comes back with no results With updates to their app features in August, such as expanding images and easy viewing policy pages booking.com makes planning trips whilst on the go even easier Across all stages of the customer journey mobile scored higher than desktops with features such as geo- location search enhancing the mobile experience Room information, prices and ratings are clear across both platforms
  14. 14. 14 Both First Choice and Thomson perform well across all aspects of the customer journey. Their high score was largely helped by their initial research scores. Both sites within the TUI Group share highly informative destination guides, a wealth of information with an indication of prices taking the stress out of booking a holiday. Multichannel Channel Experience Emerging Trends ©eDigitalResearch 2015 Inspiring images in destination guides (high quality even on mobile) The TUI Group’s websites both feature a range of information and destination ideas on a clear homepage with the same promotional message on both mobile and desktop Easy and accurate search facility Easy to locate information throughout the site, menu options remain the same on both mobile and desktop Indication of prices
  15. 15. 15 Jet2’s overall multichannel scores is pulled down by lower scores on mobile due to certain parts of the customer journey not mirroring the desktop site. Since Google’s algorithm update in April many brands are making sure their sites are optimised. However, not all websites are ensuring they are offering the same experience on both desktop and mobile. Multichannel Channel Experience Emerging Trends ©eDigitalResearch 2015 Mobile site is not fully optimised missing key messages on the homepage , not offering the same experience Desktop offers range of features including charts to display cheapest flights, which is not available on mobiles However, easy to locate information keeps screen uncluttered and reduces need to scroll on mobile and app
  16. 16. 16 Emirates score well for their desktop site however their multichannel score is brought down by their mobile site. The airline scored well for their booking process on desktop, everything including breakdown of fares and available features are clearly explained. Multichannel Channel Experience Insight and Results ©eDigitalResearch 2015 Special offers, customer service and rewards programme clearly displayed Rated 5th for initial research Emirates offer inspiring destination guides for users who are unsure where to book Range of options allowing you to view cheapest flights and suitable flight times Clear mobile menu allowing to make bookings easily however no intuitive search facility
  17. 17. 17 Personalisation of website content is a key trend within the travel industry. Using a mixture of user and cookie controlled personalisation allows travel brands to offer a dynamic viewing experience. Personalisation Insight and Results ©eDigitalResearch 2015 Thomson’s shortlist feature lets users save hotels in multiple lists allowing them to check availability and prices for multiple dates or destinations Cookie driven search results enables KLM to personalise their website to each visitor Expedia’s ‘Scratchpad’ allows users to save their recently viewed hotels to come back to at a later date
  18. 18. 18 Information and content has always been a key part of the online customer journey but those who are able to present information in a logical and engaging way are scoring higher with users. Content Insight and Results ©eDigitalResearch 2015 Clean formatting keeps screen uncluttered allowing quick navigation on Hotels.com First Choice offer a range of features including charts and tabs to display holiday information British Airways keep key information all on one page. Easy to locate information.
  19. 19. 19 Customer journey results ©eDigitalResearch 2015
  20. 20. 20 Lufthansa rated highest for their homepage overall; their multichannel score is boosted by their high app score. British Airways rated highest for desktop site. Homepage Insights and Results ©eDigitalResearch 2015 # Brand Multichannel Score Desktop Mobile App 1 Lufthansa 84.6% 83.4% 83.6% 86.9% 2 Thomson 84.5% 87.0% 83.0% 83.4% 3 British Airways 83.9% 87.3% 82.5% 81.9% 4 First Choice 83.8% 83.3% 85.2% 82.8% 5 Hotels.com 83.6% 85.3% 81.6% 83.9% 6 Booking.com 83.3% 81.9% 86.1% 82.0% 7 Late Rooms 81.3% 82.8% 78.6% 82.5% 8 Ebookers 80.3% 83.3% 80.2% 77.3% 9 Opodo 80.3% 82.0% 77.5% 81.3% 10 Premier Inn 79.0% 81.6% 81.7% 73.6% 11 Expedia Hotels 78.5% 81.9% 71.9% 81.7% 12 EasyJet 78.0% 82.7% 76.7% 74.7% 13 Quantas 77.8% 80.0% 78.8% 74.7% 14 IHG 77.7% 75.8% 78.0% 79.2% 15 Emirates 77.5% 84.5% 80.0% 68.0% 16 Marriott 76.7% 78.4% 77.8% 73.9% 17 KLM 76.4% 78.9% 75.5% 74.8% 18 Best Western 75.6% 79.2% 70.5% 77.2% 19 Jet2 75.2% 78.9% 76.4% 70.2% 20 Hilton 73.9% 78.6% 68.1% 74.8% 21 Monarch 72.9% 80.0% 63.8% 74.8% “I liked that the search box was clearly displayed on the home page. There was also pictures circulating showing enticing holiday locations and also details of deals/sale” – British Airways “The ease of navigation, speed of loading and detailed information supplied were adequate for me to make an informed decision” – Booking.com It was easy to navigate from the home page and the graphics demonstrating the features of the app were strong and informative” – Lufthansa App
  21. 21. 21 Brands who integrate inspiring images with a professional looking overall brand design score well for first impressions with users. Homepage Insights and Results ©eDigitalResearch 2015 Offers and promotions clearly displayed on homepage with images Simple navigation. Easy to see where to begin a search Professional design with clarity of what the site offers App
  22. 22. 22 First Choice top the overall league table for initial research. Thomson and Hotels.com come a close second and third respectively in the multichannel league. Initial Research Insights and Results ©eDigitalResearch 2015 # Brand Multichannel Score Desktop Mobile App 1 First Choice 85.9% 84.7% 85.6% 85.4% 2 Thomson 85.2% 86.7% 85.0% 84.0% 3 Hotels.com 82.9% 85.8% 80.6% 82.2% 4 Booking.com 82.5% 83.5% 84.4% 79.6% 5 Expedia Hotels 80.2% 84.0% 75.7% 81.0% 6 British Airways 79.8% 86.3% 74.7% 78.3% 7 Opodo 79.7% 83.8% 76.5% 78.9% 8 Ebookers 79.5% 84.9% 79.3% 74.4% 9 LateRooms 79.4% 80.8% 81.9% 75.3% 10 Lufthansa 76.9% 78.3% 74.9% 77.4% 11 Marriott 74.6% 76.1% 81.0% 66.8% 12 IHG 74.1% 76.5% 73.1% 72.8% 13 Best Western 71.4% 77.5% 70.0% 66.7% 14 KLM 69.3% 78.6% 73.5% 55.7% 15 Premier Inn 69.1% 75.4% 68.3% 63.5% 16 Qantas 68.9% 77.8% 65.8% 63.1% 17 EasyJet 68.8% 82.4% 65.0% 58.9% 18 Hilton 66.3% 83.5% 54.3% 61.1% “'Destinations' link is very helpful. Extensive information available about the places on offer. Informative text and pictures. Great for inspiring customers who are unsure of where to travel too”. – Thomson “The use of imagery is very good on almost every page that I clicked into - there were lots of good pictures and videos that were easy to click on and enhanced the excitement of researching locations and checking out prices”. – First Choice “The app provided detailed information on holiday hotels and resorts and also suggested interesting ideas for inspiration” – First Choice App # Brand Multichannel Score Desktop Mobile App 1 First Choice 85.9% 84.7% 85.6% 85.4% 2 Thomson 85.2% 86.7% 85.0% 84.0% 3 Hotels.com 82.9% 85.8% 80.6% 82.2% 4 Booking.com 82.5% 83.5% 84.4% 79.6% 5 Expedia Hotels 80.2% 84.0% 75.7% 81.0% 6 British Airways 79.8% 86.3% 74.7% 78.3% 7 Opodo 79.7% 83.8% 76.5% 78.9% 8 Ebookers 79.5% 84.9% 79.3% 74.4% 9 LateRooms 79.4% 80.8% 81.9% 75.3% 10 Lufthansa 76.9% 78.3% 74.9% 77.4% 11 Marriott 74.6% 76.1% 81.0% 66.8% 12 IHG 74.1% 76.5% 73.1% 72.8% 13 Best Western 71.4% 77.5% 70.0% 66.7% 14 KLM 69.3% 78.6% 73.5% 55.7% 15 Premier Inn 69.1% 75.4% 68.3% 63.5% 16 Qantas 68.9% 77.8% 65.8% 63.1% 17 EasyJet 68.8% 82.4% 65.0% 58.9% 18 Hilton 66.3% 83.5% 54.3% 61.1% 19 Jet2 65.1% 84.0% 58.6% 52.8% 20 Emirates 62.7% 85.1% 55.3% 47.6% 21 Monarch 60.4% 81.7% 40.1% 59.4%
  23. 23. 23 Initial Research Insights and Results ©eDigitalResearch 2015 Wide range of information available including indications of prices Key information, tips and recommendations Extremely detailed destination guides with labelled tabs and clear navigation Brands who offer a wealth of information in a clearly laid out page score well for initial research. Offering helpful information such as reviews, destination guides and local tips makes research easy to digest and gives customers the confidence to book. App
  24. 24. 24 Late Rooms and Hotels.com score well for web, mobile and app respectively. Accurate search combined with intuitive text predictions make brands such as Booking.com score high especially on smaller screens. Search Insights and Results ©eDigitalResearch 2015 “I like the fact that there are a wide range of filters to narrow the search down by once the initial search has been made” – Booking.com “Very quick results - lots to choose from - laid out well with location, pictures, rating and price” – Booking.com “I like that you are able to refine the search easily with a number of different options and sort easily” – Booking.com App # Brand Multichannel Score Desktop Mobile App 1 Booking.com 90.7% 90.8% 91.3% 90.0% 2 Late Rooms 87.8% 88.1% 88.4% 86.8% 3 Hotels.com 87.7% 90.2% 87.0% 86.0% 4 Opodo 87.7% 89.4% 88.3% 85.5% 5 British Airways 86.5% 88.3% 84.2% 87.0% 6 Ebookers Package 86.1% 88.1% 85.4% 84.8% 7 EasyJet 84.5% 89.2% 82.6% 81.8% 8 Marriott 84.0% 84.2% 87.2% 80.5% 9 First Choice 83.9% 86.5% 82.6% 82.5% 10 Premier Inn 83.4% 85.4% 84.7% 80.3% 11 Qantas 83.2% 85.8% 82.1% 81.8% 12 Hilton 83.1% 87.7% 79.2% 82.5% 13 Lufthansa 82.8% 84.2% 82.8% 81.5% 14 Expedia Hotels 82.2% 89.0% 76.9% 80.8% 15 Thomson 82.0% 86.3% 82.4% 77.3% 16 IHG 80.8% 80.0% 81.5% 80.8% 17 KLM 79.4% 81.3% 74.7% 82.3% 18 Monarch 78.2% 85.8% 73.5% 75.3% 19 Best Western 77.6% 81.0% 74.4% 77.3% 20 Jet 2 76.4% 82.3% 73.9% 73.0% 21 Emirates 75.8% 83.8% 65.3% 78.3%
  25. 25. 25 Search Insights and Results ©eDigitalResearch 2015 Prominent search facility on home page Immediate and accurate search results Easy to complete form and filter options to show most Across all three platforms Booking.com score highest for their search facility. Offering the same experience on mobile and app to mirror their main site. Ability to search around current location on mobile App
  26. 26. 26 Booking.com consistently perform well, especially across mobile and app. Hotels.com perform well on their main site. Search Results Insights and Results ©eDigitalResearch 2015 # Brand Multichannel Score Desktop Mobile App 1 Booking.com 88.3% 86.6% 89.4% 89.0% 2 Hotels.com 87.9% 90.1% 85.8% 87.8% 3 Thomson 87.0% 89.4% 87.5% 84.3% 4 First Choice 87.0% 86.5% 87.5% 87.0% 5 LateRooms 86.7% 84.9% 86.9% 88.3% 6 Opodo 86.4% 88.3% 84.7% 86.4% 7 Ebookers 83.7% 85.3% 82.5% 83.4% 8 Expedia Hotels 83.0% 86.5% 78.9% 83.5% 9 British Airways 81.8% 84.8% 78.3% 82.3% 10 Lufthansa 81.3% 82.3% 78.6% 83.0% 11 Premier Inn 79.0% 80.1% 78.3% 78.5% 12 Marriott 78.6% 78.4% 83.0% 74.5% 13 KLM 78.6% 82.5% 73.3% 80.0% 14 EasyJet 78.2% 82.5% 78.6% 73.4% 15 IHG 78.1% 78.5% 75.9% 80.0% 16 Emirates 77.9% 82.0% 77.8% 73.9% 17 Qantas 77.1% 82.8% 76.9% 71.7% 18 Hilton 76.9% 85.5% 74.1% 71.3% “The information on the search results is excellent and the website provides good overview of the options available. It clearly displays the prices, dates, distances, features and reviews. The images are clear and sharp” – Hotels.com “I liked that details of searches were automatically saved and could be accessed on the left hand menu” – Booking.com “I liked that reviews were easy to locate and were displayed in an easy to read manner” – Booking.com App # Brand Multichannel Score Desktop Mobile App 1 Booking.com 88.3% 86.6% 89.4% 89.0% 2 Hotels.com 87.9% 90.1% 85.8% 87.8% 3 Thomson 87.0% 89.4% 87.5% 84.3% 4 First Choice 87.0% 86.5% 87.5% 87.0% 5 LateRooms 86.7% 84.9% 86.9% 88.3% 6 Opodo 86.4% 88.3% 84.7% 86.4% 7 Ebookers 83.7% 85.3% 82.5% 83.4% 8 Expedia Hotels 83.0% 86.5% 78.9% 83.5% 9 British Airways 81.8% 84.8% 78.3% 82.3% 10 Lufthansa 81.3% 82.3% 78.6% 83.0% 11 Premier Inn 79.0% 80.1% 78.3% 78.5% 12 Marriott 78.6% 78.4% 83.0% 74.5% 13 KLM 78.6% 82.5% 73.3% 80.0% 14 EasyJet 78.2% 82.5% 78.6% 73.4% 15 IHG 78.1% 78.5% 75.9% 80.0% 16 Emirates 77.9% 82.0% 77.8% 73.9% 17 Qantas 77.1% 82.8% 76.9% 71.7% 18 Hilton 76.9% 85.5% 74.1% 71.3% 19 Best Western 76.7% 79.9% 76.3% 73.9% 20 Jet2 74.7% 81.9% 73.0% 69.4% 21 Monarch 71.7% 78.3% 67.3% 69.4%
  27. 27. 27 Search Results Insights and Results ©eDigitalResearch 2015 Detailed information and clear indication of prices, distance from attractions and availability High quality images and reviews Detailed range of filters to refine search results Searches automatically saved for future reference Providing the ability to save search results and a wide range of filters help Hotels.com and Booking.com top the search results table. App
  28. 28. 28 Multichannel scores for booking process are lower than other areas throughout the benchmark suggesting that improvements could be made to this area of the customer journey. Booking Process Insights and Results ©eDigitalResearch 2015 # Brand Multichannel Score Desktop Mobile App 1 First Choice 83.3% 86.3% 83.8% 79.9% 2 Thomson 83.1% 87.5% 82.8% 79.0% 3 Booking.com 82.1% 82.1% 82.6% 81.6% 4 Ebookers 81.3% 82.5% 85.0% 76.3% 5 British Airways 80.3% 85.0% 74.0% 81.8% 6 Marriott 80.2% 80.4% 84.3% 76.0% 7 Opodo 79.6% 80.7% 79.6% 78.6% 8 Lufthansa 78.4% 84.4% 72.6% 78.0% 9 Hotels.com 78.4% 81.8% 73.9% 79.4% 10 KLM 78.3% 83.2% 72.5% 79.3% 11 Late Rooms 78.1% 78.1% 77.1% 79.3% 12 Premier Inn 77.5% 83.3% 77.3% 71.9% 13 EasyJet 77.0% 82.4% 75.5% 73.3% 14 Qantas 76.7% 82.6% 79.3% 68.1% 15 IHG 76.4% 75.4% 75.9% 77.9% 16 Hilton 75.7% 83.2% 68.3% 75.8% 17 Emirates 75.4% 86.8% 69.1% 70.3% 18 Expedia Hotels 73.7% 78.3% 72.6% 70.1% “It worked very well allowing you to customise your holiday options without the actual commitment to purchase until you are entirely satisfied” – Thomson “I liked being able to see a full summary of my whole booking, including dates, room type, and all the hotel information, without having to click back to the hotel screen” – Ebookers “Everything was very straightforward. I could book easily and make the necessary adjustments. I liked the summary page, it was clear and precise” – British Airways App # Brand Multichannel Score Desktop Mobile App 1 First Choice 83.3% 86.3% 83.8% 79.9% 2 Thomson 83.1% 87.5% 82.8% 79.0% 3 Booking.com 82.1% 82.1% 82.6% 81.6% 4 Ebookers Package 81.3% 82.5% 85.0% 76.3% 5 British Airways 80.3% 85.0% 74.0% 81.8% 6 Marriott 80.2% 80.4% 84.3% 76.0% 7 Opodo 79.6% 80.7% 79.6% 78.6% 8 Lufthansa 78.4% 84.4% 72.6% 78.0% 9 Hotels.com 78.4% 81.8% 73.9% 79.4% 10 KLM 78.3% 83.2% 72.5% 79.3% 11 Late Rooms 78.1% 78.1% 77.1% 79.3% 12 Premier Inn 77.5% 83.3% 77.3% 71.9% 13 EasyJet 77.0% 82.4% 75.5% 73.3% 14 Qantas 76.7% 82.6% 79.3% 68.1% 15 IHG 76.4% 75.4% 75.9% 77.9% 16 Hilton 75.7% 83.2% 68.3% 75.8% 17 Emirates 75.4% 86.8% 69.1% 70.3% 18 Expedia Hotels 73.7% 78.3% 72.6% 70.1% 19 Jet 2 73.4% 82.5% 71.0% 66.8% 20 Monarch 72.0% 80.6% 68.4% 67.0% 21 Best Western 71.6% 70.8% 72.3% 71.8%
  29. 29. 29 Booking Process Insights and Results ©eDigitalResearch 2015 Thomson have a clear summary of booking and costs when making payment British Airways offer a straightforward clear process with the ability to skip back to make amends to booking eBookers have the possibility to add extras and alter details during their booking process on their secure site eBookers hold top spot for mobile whilst British Airways have the highest score for their app. Thomson achieve a top score on desktop. App
  30. 30. 30 Booking.com top the league table for their excellent design and usability on mobile and app. Design and Usability Insights and Results ©eDigitalResearch 2015 # Brand Multichannel Score Desktop Mobile App 1 Booking.com 88.9% 87.9% 91.4% 87.3% 2 Thomson 86.4% 87.7% 85.6% 85.9% 3 Hotels.com 86.0% 87.5% 83.8% 86.7% 4 LateRooms 86.0% 86.3% 87.0% 84.7% 5 First Choice 85.7% 85.0% 85.5% 86.7% 6 Opodo 85.4% 85.6% 83.6% 87.0% 7 British Airways 85.2% 88.3% 81.3% 86.1% 8 Lufthansa 82.5% 84.2% 79.7% 83.8% 9 Marriott 82.3% 81.7% 84.5% 80.6% 10 Ebookers 82.1% 79.6% 82.5% 84.2% 11 Expedia Hotels 81.2% 85.0% 73.4% 85.2% 12 Premier Inn 80.8% 81.9% 84.8% 75.6% 13 EasyJet 79.9% 84.4% 79.1% 76.4% 14 KLM 79.1% 83.5% 74.8% 78.9% 15 IHG 79.1% 76.5% 79.2% 81.6% 16 Qantas 78.2% 82.7% 78.3% 73.8% 17 Hilton 77.2% 82.1% 69.7% 79.7% 18 Best Western 76.9% 79.2% 74.1% 77.5% “The website was stylish and professional. Information was excellent and there were inspiring images. I found the search facility easy to use and accurate. Booking was simple and straightforward” – British Airways “The site was well thought out and appeared to have the same information and quality photos as the main website. The ease of navigation and relevant results returned made the booking process very easy and quick” – Booking.com “There's a lot of information, mostly presented in a logical fashion. It's easy to search and compare hotels” – Booking.com App # Brand Multichannel Score Desktop Mobile App 1 Booking.com 88.9% 87.9% 91.4% 87.3% 2 Thomson 86.4% 87.7% 85.6% 85.9% 3 Hotels.com 86.0% 87.5% 83.8% 86.7% 4 LateRooms 86.0% 86.3% 87.0% 84.7% 5 First Choice 85.7% 85.0% 85.5% 86.7% 6 Opodo 85.4% 85.6% 83.6% 87.0% 7 British Airways 85.2% 88.3% 81.3% 86.1% 8 Lufthansa 82.5% 84.2% 79.7% 83.8% 9 Marriott 82.3% 81.7% 84.5% 80.6% 10 Ebookers 82.1% 79.6% 82.5% 84.2% 11 Expedia Hotels 81.2% 85.0% 73.4% 85.2% 12 Premier Inn 80.8% 81.9% 84.8% 75.6% 13 EasyJet 79.9% 84.4% 79.1% 76.4% 14 KLM 79.1% 83.5% 74.8% 78.9% 15 IHG 79.1% 76.5% 79.2% 81.6% 16 Qantas 78.2% 82.7% 78.3% 73.8% 17 Hilton 77.2% 82.1% 69.7% 79.7% 18 Best Western 76.9% 79.2% 74.1% 77.5% 19 Jet2 76.5% 84.8% 76.3% 68.4% 20 Emirates 75.3% 85.2% 71.4% 69.4% 21 Monarch 73.0% 82.1% 62.7% 87.3%
  31. 31. 31 Design and Usability Insights and Results ©eDigitalResearch 2015 Fees, upgrade costs and extras clearly indicated in prices. No nasty surprises Uncluttered easy to navigate site High quality, fast loading images with the ability to enlarge Easy to compare hotels and prices British Airways achieve a top score for design and usability of their desktop site. Booking.com score highest in mobile and app. App
  32. 32. 32 About eDigitalResearch ©eDigitalResearch 2015
  33. 33. 33 eMysteryShopper The background of eMysteryShopper About eDigitalResearch eDigitalResearch have been benchmarking the top 50 UK Internet retail sites since 2000 In 2005 we commenced benchmarking the UK car industry and in 2008 we added UK financial sites. In 2011 we released our first App benchmark. In June 2009 we commenced our eMysteryShopper eTravel Benchmark. This is our sixteenth report eMysteryShopper provides an in-depth and structured study of website usability, functionality, supporting logistics and customer service through our unique panel of profiled UK Internet users. Working under strict Non Disclosure Agreements these profiled individuals are paid to complete ‘end-to-end’ surveys on selected websites. We currently work with our UK-wide network of eMysteryShoppers (surveyors) carrying out end to end usability studies on over 60 sites at any one time
  34. 34. 34 Real-time, closed loop customer feedback programme British Airways’ story; BA Pulse About eDigitalResearch ©eDigitalResearch 2015 Dashboard reporting with real-time data fusion including live flight details and loyalty membership; results shared with the right people at the right time to allow for action High staff and stakeholder engagement Used daily to make incremental changes to the business; drives better customer experiences More than 5,000 responses per week globally; currently collecting feedback on more than 80% of British Airways routes edigitalresearch.com/ba
  35. 35. 35 Why are we different? Empowering business decisions through customer insight About eDigitalResearch
  36. 36. 36 Our Philosophy Only by listening to customers and correctly interpreting their feedback can you continue to delight them and win their loyalty to customers anywhere, any time and on any device using our range of our products and service LISTEN… what customers are saying using our superior SaaS technology platform INTERPRET… by turning insight and results into action DELIGHT… About eDigitalResearch ©eDigitalResearch 2015
  37. 37. 37 ©eDigitalResearch 2015 eDigitalResearch Vanbrugh House Southampton OUR EMAIL . OUR PHONE +44(0)1489 772920 OUR WEBSITE www.edigitalresearch.cominfo@edigitalresearch.com Kat Hounsell, Sales and Marketing Director

×