By Elliot Wright, 5th January 2010
Holiday giants Thomas Cook, First Choice and Cosmos offer the
poorest service, according to a Which? magazine survey.
The big three came bottom of a customer satisfaction table
compiled by the consumer magazine after quizzing over 4,000
holidaymakers.
The average customer score for all companies surveyed was 77%,
but Cosmos and Thomas Cook scored a miserable 57% and 58%
respectively with First Choice receiving a 63% rating.
Top of the table was French specialist VFB Holidays with a 94%
rating.
The customer score was calculated by combining customer
satisfaction with how likely people were to recommend the company
to a friend.
The operators were also rated on the organisation of their
holiday, any journeys involved, the accommodation, tour reps,
customer service and overall value for money.
Only a third of Thomas
Cook customers found their brochures to be accurate
Fewer than half of holidaymakers who booked with Cosmos
described the company as efficient. While Thomas Cook received a
measly two out of five stars rating for its reps - the lowest score
in the survey - and only a third of its customers found their
brochures to be accurate.
Overall, 92% were satisfied with their tour operator's
organisation of their holiday, with VFB getting a 100% score in
this category.
About 82% were satisfied with holiday reps, 93% were happy with
their accommodation abroad, while 95% thought websites and
brochures were accurate.
The survey also found that the average cost of a trip had risen
sharply, with holidaymakers spending more than £1000 per person
compared to just under £900 in 2008.
Holidaymakers spent more than £1000 per
person compared to just under £900 in 2008.
Around 75% said that their holiday represented either good or
excellent value for money.
Rochelle Turner, head of research for Which? Holiday, said:
"Larger tour operators still have an important role to play in
offering affordable holidays to families.
"The vast number of holidaymakers that these companies deal with
each year means it may often be harder to provide the attention to
detail their smaller rivals can offer.
"Although the larger tour operators performed well in terms of
the accommodation they offer, they really need to up their game
across the board and give their customers what they expect in terms
of quality of service and value for money."
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