Booking.com tops digital experience benchmark
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Booking.com is providing the best customer experience taking into account all digital platforms, according to a new benchmark report.
The hotel booking website has been rated top for offering a consistent customer experience across the desktop, mobile and app touch points compared to other sites in the eDigitalResearch’s eTravel Multichannel Benchmark. The conclusion was drawn from analysis that included the first impressions of mobile apps; search stages on websites and general usability and design of all platforms.
Booking engines specialising in hotel bookings were ranked the highest, with Hotels.com a close second and Expedia, ebookers, Premier Inn and LateRooms making up the top six.
The benchmark also showed that while more customers are choosing to book through mobile apps, the tools are often disliked during the search phase due to the lack of images and having to use a small screen to enter lots of information.
eDigitalResearch’s commercial director Derek Eccleston said the report had flagged how businesses should have digital strategies that ensure an integrated experience across all customer touch points.
“Multichannel strategies, especially digital initiatives, are becoming increasingly important for all brands, no matter what sector they operate in,” said Eccleston.
“Some of our recent consumer insight shows that over 10% of smartphone owners have already purchased travel related products through their smartphone and that a significant proportion (56%) is also booking their holidays online. These results show that consumers want to be able to do all that they can on a website on their mobile without feeling like that have had to compromise on key features or the overall experience that they have come to expect from their favourite travel brands.”
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