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Travel, tourism and hospitality - being your customer’s first choice

The travel, tourism and hospitality industries are no strangers to the importance of service excellence.  But today, with increasing global competition and reducing discretionary spend, business survival is more than ever dependent on repeat business and positive referrals.

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Success in travel, tourism and hospitality is all about being your customer's first choice



Take a “snapshot” of your customers’ experiences

Find out how close your business is to being the
First Choice for your customers and discover what you may need to improve to get there. 




Being your customer’s first choice

It seems there have never been quite so many choices for the leisure and business traveller, and at a time when personal and business budgets have never been tighter, customers are increasingly careful about how to make those choices. Moreover, with the increasing trend for leisure and business travellers to select and make their own reservations for travel, accommodation and dining, they increasingly depend on past experiences and the recommendations from others to guide their choices. Our research confirms how much those choices are affected and recommendations diminish once a customer has experienced poor service.  Customers who have experienced a problem or concern are typically 25% less likely to return or recommend a service than those who are completely satisfied with the service they have received. But with typically only one in twenty customers who experience a problem going through the process of telling you about it, the challenge for the industry is how to find out when something has gone wrong.

Obtaining actionable customer feedback

Obtaining actionable customer feedback is particularly challenging in an industry where customers, by definition, are on a journey and often travelling on a tight schedule.  The task of monitoring service quality is even harder across an airline, a chain of hotels, restaurants or a franchise network.  Senior management seldom has the luxury to monitor customer experience at every route, property or branch.  Mystery shopping can help - but is often limited by infrequency of visits and the sheer costs involved in inspecting and reporting on every branch, several times a day.

CTMA has identified four significant limitations that often arise with satisfaction research, mystery shopping and interceptor surveys in travel, tourism and hospitality:

The challenge is to obtain systematic and cost-effective feedback that can identify just where their service strengths are, and where there are opportunities for improvement.

About Paul Linnell:

Paul LinnellPaul Linnell is a service improvement champion, working internationally with senior managers and their teams to help them achieve business success, reduce risk and build customer loyalty and advocacy by improving service to customers.  Paul specialises in the design and deployment of customer experience measurement, service quality improvement, complaints handling and preventive analysis programmes.  For most of his career he has worked in Europe and North America and for the past 10 years Paul has been based in New Zealand, continuing to serve clients globally.

View Paul Linnell's profile on LinkedIn Google+

CTMA has developed and manages a number of online customer feedback channels that provide particularly powerful benefits to the travel, tourism and hospitality industries and provide organisations with systematic and cost-effective feedback from their customers.

These voice of the customer solutions, help make it easy for customer to provide feedback and help organisations learn more from their customers.  Combined with our other research and consulting services, they can bring clear location-level insights to individual businesses, airline, hotel and restaurant chains and franchise operations.

For more information about CTMA’s voice of the customer feedback channels, please click here>> more


For more information about CTMA’s customer feedback solutions for travel, tourism and hospitality, and how they can help you collect actionable customer feedback, please contact us. Contact us