Informe eTravel Benchmark Wave

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eTravel
Multichannel
Benchmark
Issue 17
September 2015

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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

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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

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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?

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• 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

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Insight and Results

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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
# 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%

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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
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%)

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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
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

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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

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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
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

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Emerging Trends

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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
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

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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
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

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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.
Emerging Trends
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

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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.
Insight and Results
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

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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
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

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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
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.

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Customer journey results

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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
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

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Brands who integrate inspiring images with a professional looking overall brand design score well for first
impressions with users.
Homepage
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

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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
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
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%

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Initial Research
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

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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
“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
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%

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Search
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

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Booking.com consistently perform well, especially across mobile and app. Hotels.com perform well on their main
site.
Search Results
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
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%

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Search Results
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

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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
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
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%

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Booking Process
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

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Booking.com top the league table for their excellent design and usability on mobile and app.
Design and Usability
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
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
Design and Usability
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
About eDigitalResearch

33
eMysteryShopper
The background of eMysteryShopper
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
Real-time, closed loop customer
feedback programme
British Airways’ story; BA Pulse
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
Why are we different?
Empowering business decisions through customer insight

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…

37
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

Informe eTravel Benchmark Wave

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