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Travel and hotel brands top KPMG’s Global Customer Experience Excellence analysis

Travel and hotel brands top KPMG’s Global Customer

Will Hawkley, KPMG’s Global Head of Leisure & Hospitality, comments on Travel and hotel brands top KPMG's Global Customer Experience Excellence analysis.


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Travel and hotel brands topped customer experience rankings in nine out of twenty global markets, according to KPMG Nunwood’s latest customer experience report – ‘Customer First. Customer Obsessed.’

The analysis of over 84,000 consumers across 20 countries, regions and jurisdictions, saw brands such as Singapore Airlines and ÖAMTC retain their number one positions in their respective markets for a second year running.

Top performing travel brands globally:

Brand Country



Fiesta Americana








Singapore Airlines


Singapore Airlines

Hong Kong (S.A.R.), China

Singapore Airlines


Van der Valk Hotels


In the UK specifically, Virgin Atlantic ranked 8th out of all British brands for customer experience, however unlike the global findings, the travel and hotels sector ranked seventh overall in the UK.

Looking more closely at the key drivers of customer experience* – global brands found that personalisation was the biggest driver of customer loyalty and advocacy. Conversely, empathy – or achieving an understanding of the customer’s circumstances to drive a better rapport – was the component most brands struggled with globally.

Commenting on the latest findings, Will Hawkley, KPMG’s Global Head of Leisure & Hospitality, said:

“It is great to see the hotels and travel sector leading the way in our Global Customer Experience Excellence analysis. This result is testament to the industry’s keen focus on experience, and specifically its investment in personalisation. Each traveller looks for something different, and the same consumer will have very different needs depending on the circumstance. This means hoteliers and travel companies not only have to provide specific experiences to different individual travellers, but also to the same traveller depending on their reason for booking, which is no mean feat.

“For many brands the most pressing challenge is finding a balance between new technologies with the clear need for human interaction in this sector. Customers want to benefit from the value and convenience technology provides, but in many cases they also want to feel looked after and that requires a personal touch. Delivering this requires deep insight into what customers want, as well as a high level of execution capability, and the leading brands are clearly investing in both.”

To read the full KPMG Global Customer Experience Excellence report: ‘Customer First: Customer Obsessed’ please click here.


Notes to Editors:

*KPMG Nunwood refers to the key drivers as The Six Pillars of Customer Experience, these comprise of the following:

  • Personalisation – Brands using individualised attention to drive an emotional connection
  • Integrity – Brands being trustworthy and engendering trust
  • Expectations – Managing, meeting and exceeding customer expectations
  • Resolution – Turning a poor experience into a great one
  • Time & Effort – Minimising customer effort and creating frictionless processes
  • Empathy – Achieving an understanding of the customer’s circumstances to drive a deep rapport

Research Methodology

Conducted through an online survey and completed in early 2019, the research took in the views of 84,066 consumers in 20 different countries, regions and jurisdictions. 2,075 brands were reviewed in total, resulting in 752,096 individual brand evaluations. The research was conducted on behalf of KPMG International by KPMG Nunwood’s Customer Experience Excellence Centre.

About KPMG in the UK

KPMG LLP, a UK limited liability partnership, operates from 22 offices across the UK with approximately 16,300 partners and staff. The UK firm recorded a revenue of £2.338 billion in the year ended 30 September 2018. KPMG is a global network of professional firms providing Audit, Tax, and Advisory services. It operates in 154 countries and has 200,000 professionals working in member firms around the world. The independent member firms of the KPMG network are affiliated with KPMG International Cooperative ("KPMG International"), a Swiss entity. Each KPMG firm is a legally distinct and separate entity and describes itself as such.

© 2021 KPMG LLP a UK limited liability partnership and a member firm of the KPMG global organisation of independent member firms affiliated with KPMG International Limited, a private English company limited by guarantee. All rights reserved.

For more detail about the structure of the KPMG global organisation please visit

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