The new Direct Marketing Association’s Customer Engagement: Travel report highlights how the top travel brands fit into one of two groups, engaging either emotionally or functionally with their consumers.

‘Functional’ brands include Booking.com, Expedia, Trivago and Easyjet, and compared with ‘favourite’ brands, score highly on their ability to deliver lower prices (+24%), good service (+10%), reflecting the consumer’s personality (+10%) and dealing efficiently with issues (+5%).

‘Emotional’ brands include Thomson, Thomas Cook and British Airways, and may not be the cheapest but build a loyalty amongst their customers.

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