Travel Client Satisfaction Survey

The survey captures eight dimensions of the travel client experience: overall trip satisfaction, itinerary quality and match to expectations, booking process ease, perceived value for money, pre-trip and on-trip communication quality, problem resolution effectiveness, personalization and attention to preferences, and likelihood to recommend the advisor or agency. Together these surface the specific drivers of repeat bookings and referrals.

Phocuswright data shows that referred travel clients have a 45-55% higher conversion rate than cold leads and typically book 20-30% larger trip values. ASTA research shows the cost to acquire a referred client is 5-10x lower than paid advertising acquisition. Advisors with client NPS above 70 report that referrals and repeat bookings account for 60-75% of annual revenue.

Industry best practice is within 48 hours of the client returning home, when memories are vivid and emotional connection to the trip is strongest. ASTA advisor surveys show response rates drop from 65% at 48 hours to under 30% at two weeks post-return. A brief follow-up at 90 days is useful for capturing the settled perspective and triggering the next trip conversation.

The average NPS for US travel agencies is 50-60 according to Phocuswright consumer research. Top-performing advisors achieve NPS above 75, which correlates with repeat booking rates 2-3x higher than the industry average. An NPS below 40 signals service gaps that will erode referral volume within 12 months as clients shift to self-service or competitor agencies.

ASTA research shows clients whose problems are resolved quickly and proactively during a trip rate their overall experience 15-20 points higher than clients with no problems at all. The key is speed and ownership: advisors who respond to on-trip issues within 2 hours and take full ownership of resolution generate stronger loyalty than advisors whose trips go perfectly but who feel distant or transactional.

ASTA Travel Advisor Survey research consistently identifies four patterns where advisor value is highest: complex multi-destination international trips, trips with total cost above $5,000, special-occasion trips (honeymoons, milestones, bucket-list trips), and travelers with limited planning time or low international-travel confidence.

Travel industry research consistently identifies six recurring archetypes: luxury seekers (premium hotels, private guides, curated experiences), adventure explorers (active itineraries, off-the-beaten-path), cultural immersers (history, food, local context), relaxation rechargers (beach and pool, single destination), family organizers (kid-appropriate experiences), and budget backpackers (long trips, hostels, experience over comfort).

Industry research and travel-advisor consensus consistently identify two: passport validity (many countries require 6 months of validity beyond return date and many travelers do not check until late in planning), and travel insurance appropriate to the specific trip and activities.

The grader scores 10 criteria: title clarity and keyword usage, photo quality and quantity (20+ professional photos is the benchmark), amenity list completeness, pricing strategy (dynamic vs static), guest communication speed, review management and response rate, house rules clarity, cancellation policy choice, description length and readability, and local experience recommendations.

The cleanest decision framework matches four variables: your dominant trip vibe (relaxation, adventure, culture, food, nature), your budget per person, the season you can travel, and your travel companions.