The London-based marketing and advertising agency FKC says that the travel industry has less consumer loyalty than any other sector of the economy. In a just-released report on research that covered 18 major economic sectors including food and drink, fashion, retail, beauty and motoring, found airlines ranked the worst for loyalty.
The study, “The Truth Report: The Trouble with Real People,” indicated that 51percent of consumers are unable to identify a favorite brand at all and 74 percent often feel confused by brand advertising and messaging.
Some key findings of the report:
● Some 42 percent of consumers said they weren’t loyal to any airline;
- 40 percent of said they weren’t loyal to a particular hotel
- Questioned about tour operators, 39 percent said they didn’t have a favorite; and
- 37 percent didn’t have a preferred destination.
Why the lack of feeling for the industry and its brands. According to FKC?
● Customers said the amount of competition and infrequent or irrelevant communication from brands was the reason for their lack of loyalty.
● Findings revealed that consumers are more likely to shop with brands that provide them with relevant offers and recommendations but 74 percent of consumers said they often felt confused by adverts.
But, surely, there were some favorites. Yes, so to speak:
● TUI was the favorite travel company consumers, but it was placed only 67th in the league table of preferred brands, which was topped by Amazon. The giant online retailer gained 5.5 percent of the votes.
● Terrestrial and broadband television comes out trumps as the most trusted and credible channel for fostering consumer interest and loyalty, with 22 percent voting it the most powerful source of brand.
About the results, chairman Stephen Fox said,”The research validates that we find it easier to be loyal to brands that we either use or connect with every day, so the big challenge is how can those in the longer-term purchase category like tour operators and car brands increase loyalty when they are not always on our minds.