The NWS survey also revealed that when making travel decisions, 33 per cent of participants were influenced by information and communications from travel operators, yet only 22 per cent were influenced by travel information they encounter via media – publications, websites and television.
Results of a recent client survey by bespoke wildlife safari tour operator, Natural World Safaris (NWS) has revealed that the ability to exceed expectations, impart excellent destination knowledge, ensure ease of communication and swift response times, and deliver high quality and creative itineraries, are the most important factors to travel clients – all valued above price.
Survey participants rated NWS 96 per cent for overall customer service; a statistic that reflects their desire to be a dedicated client-centric organisation.
This was a view echoed by industry experts and online travel specialists speaking at the Bright On Travel Event hosted by CWT Digital, in Brighton on 25th September – a forum designed to look at how companies are serving the digital traveller.
One of the speakers Nick Peart from ZenDesk said: “Quality and customer service trumps price for travel customers. There isn’t a complicated formula for good customer service, simply listen carefully and then respond with efficiency and quality and where necessary, scale.”
The event panel, which also featured representatives from Amadeus, CWT Digital and mobile agency, Matchbox, agreed that niche travel specialists particularly, come into their own when it comes to client service. In an era of information and choice overload, a tailored approach, personalised online content and investment in longer term relationships built on trust, can genuinely triumph in the travel industry.
Both evidence and opinion demonstrates that travellers are seeking authentic experiences but still want a high level of service, from pre-trip inspiration through to post-trip follow up. This is contrary to recent debates about whether the internet has made travel agents and operators ‘obsolete’ following what turned out to be a controversial post by Women’sDay.com.
The NWS survey also revealed that when making travel decisions, 33 per cent of participants were influenced by information and communications from travel operators, yet only 22 per cent were influenced by travel information they encounter via media – publications, websites and television.
55 per cent said it was hobbies, passions and opportunities – the chance to do something new – to experience wildlife and to indulge in photography, which genuinely drove their destination and holiday style choices, highlighting the value of a specialist travel companies and a people-led approach.
Anecdotal feedback recorded during one to one client interviews as part of the Natural World Safaris client research included:
- “I’m over 99% sure that if I had a problem you would do whatever it took to help.”
- “I feel NWS is a solid company and I have total confidence in the brand to deliver”
- “I know you’ll do whatever you can to ensure I see what I want to see, not just put me on a well beaten track”.
Will Bolsover, MD, Natural World Safaris said: “Gathering both quantitative and qualitative research among our clients is essential to our business. It ensures we can continue to maintain the quality of service and develop and refine the tailor-made trips for which we have become known, secure in the knowledge that we’re focused exactly on what our clients want. Nearly half of our client base have travelled with us more than twice, some many, many more times. Over 80 per cent have recommended us to friends and family. Price is still important, but value for money more so and that is what we aim to deliver, time after time.
We consider ourselves to be a digital business, yet our core value is still based on outstanding customer service and providing exciting and ethical natural world experiences of a lifetime – the two are not mutually exclusive. I feel that the view that all online travel businesses are driven by cut-rate pricing and that travel specialists are defunct, is both naive and ill-judged.”
Theodore is the Co-Founder and Managing Editor of TravelDailyNews Media Network; his responsibilities include business development and planning for TravelDailyNews long-term opportunities.
