Competitive Travel Report Finds Consumer Loyalty for Suppliers Outweighs Online Travel Agencies; But Customer Experience Prevails

eVOC Insights and RelevantView Share Results From Head-to-Head Syndicated Lodging Report: The Battle for Loyalty - Online Travel Agencies vs. Suppliers

SAN FRANCISCO, and WESTPORT, Conn., Sept. 29 /PRNewswire-FirstCall/ -- eVOC Insights, a customer experience consulting firm, and RelevantView, a leading technology provider of Web-based research solutions, announce the release of a new syndicated lodging report, "The Battle for Loyalty -- Online Travel Agencies vs. Suppliers". This report compares the customer experience between leading online travel agencies and lodging suppliers -- Expedia / Hotels.com / Marriott / Hilton / Starwood -- to identify what factors drive purchase preference and determine whether loyalty exists when travel sites reach price parity.

With more than 150 million consumers shopping for travel on the Web and over $70 billion in online revenue forecasted for 2006, competition between online travel agencies and suppliers is fierce. Online travel agencies are feeling the pressure from suppliers, most notably airline and lodging suppliers, as consumers are beginning to migrate to suppliers to research and book travel. Lodging suppliers pose the greatest threat, as consumers are seeking more than just competitive prices when making a purchase decision for hotel accommodations.

This competitive lodging report explores this trend and addresses the following questions:

 * Will the trend towards suppliers continue or will OTAs prevail?
 * Are users likely to research lodging on one travel site and purchase on
 the other?
 * What factors impact the purchase decision -- price, content,
 functionality, rewards?
 * How effective are loyalty programs for attracting and retaining
 customers?
 * Are loyalty members really loyal?
 

Combining RelevantView's online technology, ActiveSandbox(R), with eVOC's strategic consulting and analytical expertise, this report helps travel and lodging providers maximize the effectiveness of the online channel by providing a clear understanding of the customer decision process relative to the competition. Unlike other methodologies, this research combines behavioral and attitudinal metrics to understand the thoughts, actions and preferences of consumers as they interact head-to-head with OTAs and suppliers.

 Highlights from this report include:
 
 * Consumers are initially more likely to prefer purchasing from a supplier
 directly, than an OTA; Although, after experiencing the sites, overall
 purchase intent on leading OTAs outperforms suppliers
 * Supplier loyalty programs are a key differentiator; Loyalty members will
 pay more for hotel accommodations and are twice as likely to return,
 purchase and recommend as non-loyalty members
 * However, loyalty membership does not guarantee purchases; 48% of
 Marriott Rewards members and 44% of Starwood Preferred Guest members
 would prefer to purchase from Expedia or Hotels.com than the supplier
 after experiencing each of the sites
 

Obtain a free Abstract for this report: http://www.relevantview.com/sr_ota_2.asp

For more information about this report, e-mail Liz Edison at liz.edison@evocinsights.com.

To learn more about upcoming Syndicated Research or custom research provided by eVOC Insights and RelevantView, please visit: http://www.evocinsights.com/ or http://www.relevantview.com/

About eVOC Insights

eVOC Insights, LLC is a customer experience consulting firm that focuses on Web strategy, usability, and "voice of the customer" research. We combine innovative technology, comprehensive market research, and expert analysis to deliver actionable insights into the behavior, thoughts and attitudes of customers. It provides the most appropriate, cost effective methodology to meet customer's research needs. eVOC is headquartered in San Francisco, CA. More information is available at http://www.evocinsights.com/.