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CSR Policy - Customers & Suppliers


  • Customer satisfaction
  • Strong supplier relationships
  • Greener hotels

Other CSR sections

We are dedicated to keeping a high level of customer satisfaction. All our customers who provide an email address at the time of booking are sent a feedback questionnaire after their return from holiday. The information gathered from this questionnaire is published on our website in the My Holiday Review section and assigned to the individual hotel. This encourages two way communications between Superbreak and our customers by allowing them to feedback to us about their experience. It also provides useful advice to future customers by ensuring they are fully informed and enabling them to book the hotel / location most suitable to their needs.

As well as collecting customer holiday reviews, we also undertake quarterly customer surveys. This enables us to understand more about our customers and build up a better customer profile. It also helps in the development of new breaks and packages and tailoring marketing campaigns to our individual customer's needs. We will be introducing more detailed satisfaction scores within selected surveys to enable us to use the information we collect more effectively.

To help us build stronger, long term relationships with our customers, we introduced a Customer Loyalty Scheme to reward repeat business.

We continue to measure customer complaints/queries as a proportion of total bookings, and the proportion of complains that are successfully resolved with the first communication. Targets are currently set for '07/'08 at:

  • Less that 0.8% customer complaints / queries
  • Greater than 93% of complaints successfully resolved on first communication.

Both these targets are in relation to current levels and an improvement on last year's percentages.

We liaise closely with travel agents to ensure we are providing the standard of service they require. As a result of recent focus group meetings with 12 agents, we have improved the functionality of their dedicated website resulting in a more user-friendly booking process and simplified administration procedures. The website has also reduced the amount of paperwork we send to travel agents, by enabling us to communicate better with them online and send any point of sale material electronically allowing agents to print the exact number of copies they need, reducing any waste.

We regularly organise Familiarisation trips for both our agents and call centre staff. This gives them the opportunity to sample the products we sell and gain a greater insight and knowledge, which can be forwarded to our clients.

Superbreak were the first tour operator to sign up to the BP Travel Marketing Service's 'Green Agent' Charter. This is an initiative to reduce brochure wastage by encouraging travel agents to take more ownership of stock control. We are currently testing this with 100 agents, and aim to encourage more travel agents to sign up to the Charter.

To promote awareness of environmental issues with our print suppliers, we are encouraging them to produce brochures and other marketing material using paper from renewable forests.

We are committed to working with our hotel partners to promote environmental management initiatives. Our Greener Hotels Initiative is a five-point guide on environmental best practice we have sent to all our UK hotels encouraging them to sign up to. 33% of our UK hotels have currently agreed to the initiative and we are aiming to increase this number throughout the year. Further to this, we are working closely with Accor Hotels to include aspects of their own Environmental Charter into the initiative. We will also be sending a similar initiative to all our overseas hotels in the next contracting period.