Performics and Northwestern University’s Intent Lab Releases Travel Brand-Level Digital Satisfaction Index™ (DSI), Comparing Digital Satisfaction in Airlines Across Delta, American and United

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Performics and Northwestern University’s Intent Lab Releases Travel Brand-Level Digital Satisfaction Index™ (DSI), Comparing Digital Satisfaction in Airlines Across Delta, American and United

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Delta Bests American and United in Nearly All Factors of Digital Satisfaction, Including Satisfaction around Utility, Trust and Privacy

Performics, the premier performance marketing revenue growth driver, released the first edition of its Travel Brand-Level Digital Satisfaction Index™ (DSI), which compares digital satisfaction across travel websites and apps, including sites used to find and purchase trips, airline tickets, hotels and rental cars. The Travel DSI also compares satisfaction across specific airline brands: Delta, American and United.

The DSI is a quarterly measure of consumer attitudes and perceptions of online marketing, produced by the Intent Lab, a research partnership between Performics and Northwestern University Medill School of Journalism, Media and Integrated Marketing. The Travel Brand-Level DSI surveyed 1500 respondents in the U.S.

The DSI uses four key factors to understand consumer satisfaction:

  • Utility: Usefulness of site/app experiences
  • Social: Ability of brands to create communities
  • Privacy: Comfort around site information collection
  • Trust: Credibility of information from brands

Regarding digital satisfaction for airline brands, the Intent Lab ranked Delta as first overall, with American and United following. Respondents found Delta’s online experiences most useful, and they thought Delta was the most trustworthy and secure brand. Delta led in terms of website satisfaction, including ease in comparing prices, ease in comparing flight times and online check-in. American Airlines narrowly bested Delta in the Social factor, as respondents were particularly satisfied with American’s use of emerging social channels like Instagram and Pinterest. United led only in app satisfaction.

Esteban Ribero, Performics SVP of Planning and Insights, commented “Utility—the ease at which people can get things done on your website—is really critical for travel consumers. Delta had the highest digital satisfaction versus its competitors because respondents felt that Delta’s website did the best job in making it easy to find and book flights.”

The Travel DSI also revealed that travel shoppers, especially millennials, want information like personalized recommendations and consumer reviews. However, they’re overwhelmed by all the options and content. “Consumers seek all the information they can get from travel sites. But, to avoid information overload and dissatisfaction, travel brands must focus on curating content for their consumers,” said Ribero.

View the 2018 Travel Brand-Level Digital Satisfaction Index™ (DSI) for more insights into overall travel site/app satisfaction, as well as satisfaction comparisons between Delta, American and United.

About Performics

As the original performance marketing agency, Performics is the premier revenue growth driver for many of the world’s most admired brands. Across an expansive global network operating in 57 countries, Performics leverages data, technology and talent to create and convert consumer demand wherever it is expressed—search, social, display, commerce and offline channels. Performics is built for the relentless pursuit of results. Headquartered in Chicago, Performics is a Publicis Media company. To learn more, visit


Dan Malachowski, 212-468-4145
Marketing Director

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