customer satisfaction

Are consumers happy with the travel industry?

The American Customer Satisfaction Index just released its 2023 Travel Study, which ranks airlines, hotels, car rentals, and online travel agencies on customer satisfaction. 

For this report, more than 10,500 customers were interviewed via email over the past year and asked to evaluate their recent experiences with a wide variety of travel companies.


Alaska Airlines gets the best ranking, rising 8% to an ACSI score of 81 (on a scale of 100).

American and Southwest Airlines each rose 1%, to an ASCI score of 78. United Airlines stayed steady with a 77 score, but scores dipped a bit for Delta Air Lines and Jet Blue.

As you can see from the chart below, airlines, car rental companies, and online travel agencies each made 1% gains in overall customer satisfaction, but satisfaction rose 6% for hotels in general.