Multi-channel travel - combining call centre with online

In this study we researched three airlines and their respective hotel partners plus three online travel agents (OTAs). Due to recent legislative changes in the travel industry, Airlines are now able to compete more directly with OTAs by offering packaged holidays.

Travel is one such sector which similar to retail has a multi-channel tradition. Before the advent of the Internet the travel sector relied on call centre, travel agents, Teletext and intermediaries as channels to market and we wanted to learn whether this experience has proved as valuable in travel, as mail-order has been to retail.

Our research has shown that the travel sector is on a par with the average level achieved by retail in online execution but failing when it comes to call centre and multi-channel customer experience. Only one of the organisations researched provided an acceptable level of call centre service. To help address these failings, this white paper gives recommendations that travel companies should adopt to improve their overall Customer Experience ratings.

If you would like to receive a copy of the multi-channel travel white paper, simply send a blank email to info@foviance.com.