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Amadeus Survey: Agents Must Build Brand Loyalty

- Future travel customers will be more informed, savvy and discerning about resources and destinations than ever before, Amadeus says in a new survey of travel professionals. These customers will have higher expectations and be more demanding in terms of service, according to the survey. One conclusion: agencies must work harder to build brand loyalty online and offline.

Experts surveyed by Amadeus say consistency between promise and delivery and the quality of user experience are vital to building brand loyalty online or offline. Effective promotion and customer word-of-mouth reports are also considered vital to achieving the goal.

Amadeus polled 30 executives and travel-industry leaders, plus 2,719 travel professionals to pinpoint trends accelerated by the economic downturn. The findings are revealed and explained in The Amateur-Expert Traveler.

Those polled say access to user reviews and other information on the Internet means travelers will expect more personalized service from travel agencies. And, with more information at their fingertips, customers will become more adventurous with destinations.

Amadeus asked the expert panel about the significance of user reviews to brand loyalty and learned that 73 percent believe user-generated reviews are a positive force while only 13 percent see these customer reviews as a threat to brand reputation.

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Source - Travel Agent Central

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