BA, Virgin Atlantic and Center Parcs among ‘most referable’ brands

BA, Virgin Atlantic and Center Parcs among ‘most referable’ brands

British Airways, Virgin Atlantic and Center Parcs and have emerged as the top travel brands consumers would refer to others.

The most referable sectors relate to experiences – food and drink (65%), holidays and travel (57%) and leisure and entertainment (42%).

Technology (48%) and financial services (43%) also rate highly, according to new research.

The top five brands that those questioned have or would consider referring are: Lidl (58%), Co-op (50%), Nationwide (49%), BA (48%) and Pizza Express (47%).

The results come from a poll of 2,000 people for referral platform Mention Me and highlight increasing disillusionment with influencer marketing and social media:

• Only 3% of those questioned would trust a celebrity recommendation
• Only 5% a blogger, YouTube influencer or other and 2% a politician
• Only 18% of those questioned are put off referring by lack of support channels such as live chat or social media
• Only 15% of those questioned said they would not refer if the shopping experience wasn’t mobile friendly
• Only 22% if they weren’t offered a customer feedback mechanism

UK consumers value the opinion of a friend or family member most, the study found, with 41% of those questioned put off referring a brand if they had been told not to shop there, compared to only 36% put off by negative press or social media coverage.

People would trust a friend (50%) slightly more than a partner or spouse (46%), and only marginally fewer people (21%) would trust an online review from the public than their parents at (23%).

Getting the right deal is still key for UK shoppers with 53% of those questioned selecting a percentage or money off future orders as the most attractive offer.

This compares to only 11% choosing free delivery, 10% choosing a free gift and just 1.9% a charitable donation.

Key findings for which qualities people would like a brand to have in order to refer them:

• 76% of those questioned value a brand being trustworthy or credible to refer them
• For 68% of those questioned a brand offering good value products is very important and 43% big discounts
• Only 23% of those questioned rated a brand’s charitable status as very important for referral, 29% it’s environmental credentials and 35% having shared values
• Good quality products: 73%
• Good customer service: 59%
• A brand being innovative or creative: only 21%

Mention Me chief executive, Andy Cockburn, said: “This research reveals that brands need to really focus on understanding what drives and inspires their customers to want to share and refer experiences – central for the travel sector – and that it’s not all just about offering the biggest discount.”

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