Online Travel Agencies
Measure, monitor, and improve how travelers use your website
Capture and analyze customer feedback, gain predictive insights, and make intelligent decisions that improve outcomes.
ONLINE TRAVEL
AGENCIES
In an ever-changing market, online travel agencies need to keep a constant pulse on customer perceptions of booking and payment processes, packaged travel offers and promotions, customer reviews, search tools, and customer support. ACSI provides a complete solution to capture and analyze customer feedback, gain predictive insights, and make intelligent decisions that improve outcomes.
At a glance:
Online Travel Agencies
- Inaugural year:
2002
- Updated:
annually
- Most recent data:
2026
- Companies:
8 major online booking sites, plus aggregate of smaller websites
Online Travel Agencies
Satisfaction Benchmarks by Brand
| 2025 | 2026 | % Change | |
|---|---|---|---|
| Online Travel Agencies | 75 | 76 | 1% |
| Booking.com (Booking Holdings) | 78 | 77 | -1% |
| Tripadvisor | 74 | 77 | 4% |
| All Others | 76 | 77 | 1% |
| Trivago (Expedia) | 76 | 76 | 0% |
| Expedia | 77 | 75 | -3% |
| Travelocity (Expedia) | 73 | 72 | -1% |
| Priceline (Booking Holdings) | 74 | 71 | -4% |
| Kayak (Booking Holdings) | 69 | 69 | 0% |
| Orbitz (Expedia) | 66 | 68 | 3% |
Customer Experience Benchmarks Year-Over-Year Industry Trends
| Benchmarks | 2025 | 2026 |
|---|---|---|
| Quality of mobile app | 82 | 83 |
| Reliability of mobile app (minimal down time, crashes, lags) | 83 | 83 |
| Ease of booking and payment process | 81 | 82 |
| Ease of navigation | 78 | 81 |
| Site performance | 76 | 80 |
| Clarity and usefulness of travel descriptions | 75 | 79 |
| Helpfulness of customer-generated reviews | 76 | 79 |
| Usefulness of images of hotels and destinations | 76 | 79 |
| Variety and selection of travel options | 76 | 79 |
| Availability and functionality of comparison and filter tools | 76 | 78 |
| Helpfulness of customer support (live chat, help pages, call center) | 74 | 78 |
| Loyalty program | 73 | 78 |
| Usefulness of site-generated recommendations of other travel services | 73 | 77 |
| Cancellation policy | 75 | 76 |
| Travel promotions and package deals | 73 | 76 |
Industry averages are weighted by companies’ market shares.
2026 results based on data collected April 2025- March 2026.