DIRECT-sell operators achieve higher satisfaction ratings and better brochure conversion rates than their trade-only rivals, the study has shown.
It revealed 77% of direct customers who took a long-haul holiday were highly satisfied compared with only 33% who booked through an agent.
In short haul, 75% of direct customers were happy while half were content after booking through a high-street agent.
There were no customers highly satisfied with a ski holiday they booked through an agent, the PricewaterhouseCoopers survey said. Partner Malcolm Preston said: “The assumption that direct sell allows better control of service is borne out in the responses we received that show direct-sell operators have significantly more customers giving higher satisfaction ratings,” he said.
The brochure conversion rate of 7% for long-haul direct operators was better than than the 5% for an agency.
Retailers fared better in short-haul with a conversion rate of 8.9% compared with 7.8% for direct operators.