Consumers have more options than ever before from fresh-faced startups to familiar search engines so despite OTAs’ legacy in the industry, they’ll have to keep innovating to keep up with the competition.
Facing increasing competition from startups and search engines and mired in a relatively stagnant user experience, online travel agencies Expedia, Orbitz, Travelocity and Priceline got dinged in a recent major customer satisfaction report.
Released Tuesday, the American Consumer Satisfaction Index (ACSI) rated overall satisfaction with the online travel agencies, also known as OTAs, at 76 on a 100-point scale for 2012. That’s a drop of 2.6 percent from the year prior.
In fact, travel was the only focus area in ACSI’s latest e-commerce report to post a decline; satisfaction with the other two sectors — online retail and online brokerage — were up 1.2 percent and 2.6 percent, respectively.
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