New data suggests Southwest Airlines has the best online booking experience

New data published in the Airline Customer Experience Index suggests that Southwest Airlines has the best desktop booking experience among US carriers. Spirit Airlines ranked the worst in the US. The study asked 1000 travellers to go through the booking process across 10 airlines in the US and then collected data based on the users' experience with Ease of Use, Speed, Credibility, Aesthetics and Delight. Overall scores placed Southwest on top of the heap with 86.9 out of a maximum 100 points. Spirit was only able to reign in 36.4 points. The big 3 legacy carriers of Delta, American and United also ranked in the bottom half of the study in 6th, 7th and 8th place respectively. Desktop booking experience is a critical factor when considering how airlines approach customers and shepherd them through the purchase experience. <br/>