90% of Americans would choose not to fly with an airline or stay in a hotel again after a negative customer support experienceSurvey findings from Mitto reveal how the airline and hospitality industries can develop quality customer support that Americans now expect Zurich, Switzerland – August 29, 2022 – Mitto, a […]
Survey findings from Mitto reveal how the airline and hospitality industries can develop quality customer support that Americans now expect Zurich, Switzerland – August 29, 2022 – Mitto, a leading provider of global omnichannel communications solutions, today announced new research into customer experience in the travel and hospitality industry, finding a strong correlation between the standard of customer support and consumers’ attitudes toward those brands. Poor customer support has the potential to drastically affect an airline or hotel brand’s bottom line as 90% of consumers who experienced a negative interaction would choose not to give business to that specific airline or hotel in the future unless there was no alternative. Further, 30% and 42% said they would never fly with that airline or stay in that hotel again.
Amid travel disruptions, brands should prioritize quality CXThe travel industry has been in flux over the past year with flight delays and disruptions at a high after emerging from the pandemic restrictions, coupled with soaring fares. 64% of Americans have experienced a delay with their recent flights, and more than half (55%) of travelers expect delays during the Labor Day weekend. But the speed and method of how these delays are communicated play a key role in consumers’ overall experience. Travelers indicated the following preferences for customer support interactions by airlines:
- Communications and solutions must be fast: Around two-thirds (64%) desired quick fixes, followed by 50% prioritizing fast communication and short wait times. The majority (54%) of people do not want to wait on hold for more than 10 minutes.
- SMS tops the communications channels: The need for fast brand interactions can be supported by the fact that 40% of consumers preferred to communicate with an airline via SMS during peak travel times. In the past year, the majority of brand conversations were conducted in-person or over email, with only 15% saying airlines offered SMS as an option.
CX lessons airlines can learn from hotelsWhile airlines have opportunities to build their customer support experiences, hotels are reporting immensely positive incidences. In fact, 95% of Americans had a positive or neutral experience with a hotel in the past year. The biggest proponents of a positive experience with a hotel are:
- Helpful representatives (66%): in particular, almost half (46%) are still prioritizing contactless hotel interactions.
- Fast interactions (61%): notably, 77% prefer fast, self-service options including messaging a hotel on an app or via SMS compared to having to call or walk to the front desk.