The travel industry experienced significant gains in customer satisfaction in the previous year but is now experiencing a decline, according to the American Customer Satisfaction Index (ACSI) Travel Study 2025. Based on 16,771 completed surveys, the study shows that airlines, lodging, car rentals, rideshare services, and online travel agencies have all lost ground in customer satisfaction.
The airline industry reached a record high the previous year and has seen a 4% drop to an ACSI score of 74. The decline is attributed to softening demand, a shifting economic outlook, and signs of turbulence in the premium travel service sector. Southwest has emerged as the top airline with an ACSI score of 80, while American experienced the sharpest drop, falling 8% to 73.
Hilton continues to lead in the lodging sector despite slipping 1% to an ACSI score of 80. The sector as a whole has seen a 1% decline in guest satisfaction, ending a two-year run of increasing scores. The rise of home-share brands like Airbnb, which has a solid satisfaction rating, poses a challenge to traditional lodging brands.
The car rental industry has witnessed a 3% decline in customer satisfaction. National, the industry leader last year, experienced a significant 15% drop to an ACSI score of 71, falling to the bottom of the industry. Conversely, Budget saw a 5% increase thanks to improvements in the pick-up experience, website, and mobile app.
The study also noted a slight decline in satisfaction with rideshare services. Uber saw a 1% slip to an ACSI score of 75, while its principal competitor, Lyft, posted a 1% improvement to lead the industry at 77.
Online travel agencies (OTAs) saw a 3% drop in their ACSI score to 75. Despite this, Booking.com remains in the first place, even though it experienced a 3% drop to an ACSI score of 78. Orbitz experienced the most significant decline, dropping 10% to an ACSI score of 66.
The ACSI Travel Study 2025 exposes a clear decline in customer satisfaction across multiple travel industry sectors. The data suggests that companies must reevaluate their strategies to deliver consistent value across all customer segments to improve satisfaction levels.
