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February 26, 2013

Customers slightly less satisified with online travel sites in 2012

Online shoppers are a little less satisfied with travel websites in 2012, according to a new survey by the American Customer Satisfaction Index.

The online travel industry's customer satisfaction score dropped 2 points to 76 out of 100 in the ACSI survey released on Tuesday. Fort Worth-based Travelocity lost 4 points down to 75 points.

However, the online travel space is highly competitive with all of the major sites separated by only 2 points in 2012.

"It’s not that they made their sites worst, they’ve just all leveled off against each other," said Larry Freed, chief executive of ForeSee, which conducted the survey.

Freed said the online travel scores are good but not great when compared to other e-commerce sites. Overall, e-commerce sites score an average of 81.1 points.

 

Customer Satisfaction

 

2011

2012

Online Travel Aggregate

78

76

Expedia

77

76

Orbitz

76

76

All Others

79

76

Travelocity

79

75

Priceline

76

74

-Andrea Ahles

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