FIRST Choice is embarking on a major research programme as customer expectations continue to rise.
The operator has already started quizzing holidaymakers in resort while others are being asked to keep a diary of their holiday experience.
Bi-monthly focus groups are also being held which are attended by senior First Choice management.
First Choice product development manager Adam Jones said the information – which is being gathered from 200,000 holidaymakers – will be used to tailor holidays to individual needs.
“It is already evident that the expectations of our customers have changed and continue to do so,” he said.
“It gives us a deeper understanding of individual requirements. Feedback is already being considered in plans for 2000 programmes.”
A questionnaire will also be sent out in November, covering topics not covered in traditional customer-satisfaction surveys.
The emphasis on customer research by operators follows programmes such as Watchdog and Holidays From Hell which generated unrest among customers.