Almost half of customers in the tourism industry used online methods for their last transaction, while 7.7 per cent of those who experienced a problem with their service used social media to engage with it, according to the UK Customer Satisfaction Index.

The 44 per cent of tourism customers using an online transaction represents the highest proportion in any sector surveyed by the Index, which is run by the Institute of Customer Service.

Tourism rates sixth out of 13 sectors for customer satisfaction, with the sector posting a UKCSI score of 80 out of 100 – a measure of 2.9 points higher than the national average of 77.1.

The Index also shows that the sector performs better than most by exceeding the expectations of consumers 22 per cent. Results show that tourism only failed to meet expectations for 9 per cent of customers.

"There is a clear link between customer satisfaction and business performance,” said Jo Causon, chief executive of the Institute of Customer Service.

“Companies that are performing well are delivering across the range of 28 customer priorities assessed in the UKCSI and are able to improve their loyalty rating which is strongly linked to improved performance.

“In this sector organisations have the potential to differentiate using service, especially through an integrated approach with a strong online presence.”

It was found that customers using services in tourism were, however, more likely to lodge a complaint, with 80 per cent of people coming forward with issues.

Part of this is thought to do with customers having a strong association with online platforms and social media channels, while the idea of experiences is also highly valued among tourism users.

“In an industry where experience is everything it is extremely important that those working in this sector are consistently meeting and exceeding customers’ expectations,” added Causon.

“The high use of social media by customers means that organisations need to constantly monitor customer feedback, in order to resolve issues, understand future needs and protect and enhance their reputation.”

Other elements of tourism have performed strongly in recent times, with a study recently revealing that the hotels sector has managed to stave off the recession and register a record period of expansion.