In recent research conducted by Global Reviews, consumers were asked to try and recall up to five websites used to book flights. Among the top 10 recalled websites, four were aggregators and six were airlines. Topping the list was Webjet with 57% of users recalling the site. Sitting 15% behind was Flight Centre followed closely by Qantas.
Corresponding benchmark research was also conducted following the customers’ journey, across a mixture of aggregator and airline websites, from their initial engagement with the website, when they are locating and considering the flight options, through to completing the booking form.
From the seven companies assessed for international bookings, the consider phase industry average was 55%. Flight Centre was the top performer within the consider phase, meaning that consumers were able to locate flight options, match the options to their personal needs and utilise the site to further assist in the decision making process. They led with a score of 61%, 20 points higher than Last Minute - the lowest scoring company.
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