Traveler experience and traveler satisfaction seem quite the same, and are sometimes used interchangeably in some situations. However, this is a pretty big mistake. So what is the difference between traveler experience and traveler satisfaction? Which tourism businesses need to focus on? Let’s find out!
At a time when global business strategies are changing rapidly every single day, mastering how to reach travelers will be of great benefit to tourism businesses. And two of the terms that need to be understood and mastered are traveler experience, and traveler satisfaction.
Traveler experience focuses on the interactions, and impression left on the customer during the purchase and usage process. The traveler experience journey begins as soon as they access the products/services through the website, email, social media, product packaging, etc., until they finish using them. Travelers will have their own experiences based on the attitude of the seller, the easy access to the product, price, or their importance in the brand’s business. Through their experiences, travelers can evaluate whether they are satisfied with the product/service or not.
In a nutshell, traveler satisfaction is a measure of how happy and satisfied customers are with businesses, their products and services after using. It is also a measurement of business performance in fulfilling the expectations and demands of travelers.
The ultimate goal is to find out how travelers feel about the brand. Traveler satisfaction is often collected from surveys with questions such as: Are our services good, why are you not satisfied with our products/services, or is there something you would like to suggest so that we can improve, etc.
Traveler satisfaction depends on the product/service quality, customer service, and travelers’ feedback. Thus, traveler feedback is only part of traveler satisfaction. These two concepts are not the same as many people misunderstand.
For example, hotels often take customer feedback and their comments seriously. However, not many hotels have built a system to measure traveler satisfaction by specific numbers. They are satisfied, but at which level, and is it high enough for the hotel to be confident in its performance?
Which should be focused on?
Both traveler satisfaction and traveler experience are very useful for business’ growth. Therefore, instead of only focusing on one aspect, businesses need to focus on improving both traveler experience and traveler satisfaction. Because to be able to have a high level of traveler satisfaction in all aspects of products/services, businesses need to pay attention to their experience. In other words, traveler experience does not depend on traveler satisfaction, but traveler satisfaction depends much on experience. In order to improve traveler satisfaction, businesses need to enhance product/service quality, thereby improving traveler experience. Good experience will help increase traveler satisfaction as well as their loyalty and return.