NTTCom Online Marketing Solution revealed the result of the NPS (net Promotor Score) survey for OTAs targeting agoda, Booking.com, Expedia, Yahoo!Travle, Ikkyu.com, Jalan.net, Rakuten Travel and Rurubu Travel. The survey was based on answers to a question of ‘Which OTA would you like to recommend to your friends?’

The results found that loyalty relies on easy to book or purchase, easy to use a website or an app and easy to understand.

Among the targeted eight OTAs, the top was jalan.net (-1.5 points), followed by Rakuten Travel (-6.6 points) and ikkyu.com (-8.6 points). Theaverage NPS was -14.7 points, and the difference of NPS between the top and the bottom was 32.0 points. 

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The survey results also discovered that 13.4% selected an OTA through a meta search site, and 86.6% booked and purchased a travel directly on an OTA website or app. The NPS for direct booking and purchasing was -7.9 points, while NPS for selecting an OTA through a meta search -52.8 points. 

Regarding an AI-based travel planning function, 5.7% answered that they have used AI services provided by OTAs, and 6.7% that they have used generative AI for travel planning. 

By age, 17.8% of 20s or younger have used AI, and among even 40s and 50s, more than 40% want to use AI in the future.