The Travel and Hotels sector improved only slightly when compared with last year, most of all in the Expectations pillar. The Empathy pillar is bringing it down: this pillar recorded the second worst score among all sectors. On the other hand, this sector excels in the price-performance ratio, where it stands above all others in the study.
A key factor in negative customer experience in travel is employee attitude and communication. If a customer does not feel that staff are being helpful and finds them unwilling and arrogant, this is reflected in the evaluation. In many cases, such an issue mars an otherwise admirable service.
Clients appreciate the wide choice of travel agency products and functional and practical applications. They also value quick and practical solutions to problems, such as when a passenger is forced to transfer because of a breakdown or cancellation. A common denominator of good customer experience is also a comprehensive provision of information, from regular updates on special offers based on customer interest to updates about a purchase, or information about problem resolution.
This year, the newcomer Booking.com ranked first in the sector (and in the top 20 in the overall rankings). It is an online platform for booking short-term accommodation ranging from hotels to pensions and small private landlords. Because of the uncomplicated system of partnership with hotels, Booking.com was able to link up with a large number of them from the very start, allowing it to offer customers a wider range of accommodation than its competitors. The website strives to offer the most localized service and so is available in 40 language versions. In June 2019, it started collaborating with the Mapy.cz service. Now, up to 1.6 million accommodation establishments can be found in the application, including photographs and reviews of them.
The most successful travel agency this year was CK Fischer (3rd place in the sector, overall a leap of 10 places to the top 50). The company prides itself on the accessibility of its branches and its “children’s clubs”, i.e. all-day activities with Czech entertainment coordinator in the most popular destinations. It carefully selects coordinator, and the clubs are adapted to the children’s needs (plenty of space, swimming pools, slides, hotel right beside the sea). Customer comments mention friendly and helpful staff and speedy interactions with them. Often, Fischer is called a “stable company”, “safe option”, etc.
The Czech Airlines brand has also flourished. In the overall rankings, it jumped 30 places and reached 47 the Top 100. The greatest progress was made in the Resolution, Expectations and Empathy pillars. This is confirmed by comments from customers, who most often praised the kind and helpful staff (on board, at a branch, or on the telephone), and secondly, simplicity and speed of service.
sector one or more levels lower than those given by the other age groups. The sector receives the best score from the postwar generation. But this trend is also reflected in all other sectors. In general, Generation Z shows a move away from some services: it uses the Airbnb portal much more, does not arrange holidays with traditional travel agents, and does not evaluate them well. Likewise, it is also by far the most dissatisfied with České dráhy.
At the individual brand level, universally popular are Booking.com (score above 7.5), Leo Express (average of 7.5) and Student Agency (RegioJet). Generation Z is an exception, as it rates Student Agency at a level lower than that given by the other age groups. Airbnb is very popular with all generations. And although the Older Generation uses the company little, it is very satisfied with Airbnb.
“I had a positive experience travelling with a small child and can recommend it. Buying tickets was quick, checking in via the internet. I only had to check the buggy in. The stewardesses were nice.” (ČSA, Generation Y)
“I flew to the Spanish island of Tenerife. […] They were checking and testing their meals in the dining rooms, which was a pleasant surprise, and a sign of thoroughness on their part. They’ve got really nicely presented information on the website. […] They respond quickly online, and I’d give them a positive 10 out of 10 stars.” (CK Fischer, Generation Z)