According to the Holiday Travel Habits National
Survey — a survey of 1,000 American consumers by
time market research survey platform—Marriott Hotels
and Southwest Airlines are the most recommended
brands for holiday travel. Other interesting findings
include:
***HOLIDAY TRAVEL HABITS NATIONAL SURVEY*** A. PRICE MATTERS MOST WHEN IT COMES TO
HOLIDAY TRAVEL >> Q: When booking a flight for the holidays, how do
you make your decision? 1. I go by price (the cheaper, the better): 38% 2. I go by the most convenient departure and arrival times: 26% 3. I go by as few layovers as possible: 17% 4. I go by my favorite airline: 10% 5. I go by points: 5% B. AIRBNB LAGS BEHIND MAJOR HOTEL CHAINS ON
NET PROMOTER SCORE >> Q: How likely are you to recommend staying at
[hotel chain/Airbnb] for holiday travel to a friend or
colleague?
Net promoter score, aka NPS, measures customer
satisfaction and brand perception on a scale of
-100 to +100. (A positive, high score means
consumers actively recommend the brand; a
negative score could mean consumers actively
dissuade friends.) 1. MARRIOTT: NPS of +8 2. HILTON: NPS of +5 3. HYATT: NPS of -8 4. STARWOOD: NPS of -22 5. AIRBNB: NPS of -51 C. AIRLINE NET PROMOTER SCORES SHOW
PEOPLE CONSIDER FLYING A NECESSARY EVIL >> Q: How likely are you to recommend using
[airline name] for holiday travel to a friend or
colleague? 1. SOUTHWEST: NPS of -12 2. DELTA: NPS of -18 3. AMERICAN: NPS of -22 4. UNITED: NPS of -28 5. JETBLUE: NPS of -39 6. VIRGIN AMERICA: NPS of -48 Negative NPS results across several major airline
brands highlight the complicated nature of holiday
travel. Despite the hassle of holiday air travel,
Americans are willing to brave it for the positive
trade-off of spending time with friends and family. D. FACEBOOK IS THE MEDIUM OF CHOICE FOR
PRAISING AND BASHING BRANDS >> Q: Which social media platforms do you use
to share about your favorite brands, products,
and services? 1. Facebook: 31% 2. Youtube: 14% 3. Instagram: 12% >> Q: Which social media platforms do you use
to complain about brands, products, or services
that don't meet your expectations? 1. Facebook: 41% 2. Twitter: 12% 3. Google+: 9% Beyond Facebook, major brands would do well to
monitor YouTube and Instagram for shout-outs
and Twitter for complaints.
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