The Korea Consumer Agency noted on the 24th that consumers were least satisfied with personal information protection and customer service when using major travel platforms.
The agency investigated consumer satisfaction and usage behavior regarding the top four travel platforms (Agoda, Yanolja, Yeogieotae, Trip.com) based on monthly active users for travel and accommodation information apps. The survey targeted 1,600 consumers aged 20 to 60 who had purchased and actually used travel-related products through travel platforms within the last two years.
Looking closely at the satisfaction factors, personal information protection scored the lowest in customer service environment (service quality) at 3.50 points (out of 5). The travel customer service received a low score of 3.62 points. Among the satisfaction factors, the convenience of the app scored 3.81 points, while travel products scored the highest at 4.04 points. In particular, the positive sentiment of 'feeling respected' received the lowest score of 3.17 points.
When selecting travel platforms, the most common primary consideration was price, with 767 out of 1,600 respondents (47.9%) identifying price as their top priority. Additionally, 303 consumers (43.5%) indicated that the reason for switching from their previously used platform was 'because the price was cheaper.'
The overall satisfaction score for the four travel platforms was found to be 3.68 points. Among the companies, 'Yeogieotae' received the highest score of 3.80 points, followed by Yanolja (3.72 points), Trip.com (3.63 points), and Agoda (3.56 points). Furthermore, the average payment amount per person for the most recent travel product purchased by the surveyed consumers was 161,000 won for domestic travel and 635,000 won for overseas travel.
Of the 1,600 reviews evaluated by the surveyed consumers regarding the four travel platforms, 243 complaints (15.2%) were related to price and fees. Notably, 224 individuals (14%) reported feeling dissatisfaction or experiencing harm while using the travel platforms. By type, the most common issue was the inability to contact customer service, which accounted for 63 cases (28.1%). Additionally, 48 cases (21.4%) were reported for cancellations due to overbooking, and 46 cases (20.5%) involved delays or refusals of refunds due to cancellations or changes.
A representative from the Consumer Agency stated that they recommended the four travel platform operators enhance the trustworthiness of their personal information protection systems and address customer service inconveniences. They also noted the need for improvements in service transparency regarding travel product prices and fees.