New research by the UK Customer Satisfaction Index (UKCSI) has given the industry a customer satisfaction rating of 79.9 out of 100, an improvement of 0.6 points in a year.

The increase comes despite an increase in the use of online communications as opposed to personal and it also makes the tourism sector the third highest ranking sector in the UK.

A total of 10 organisations in the sector have seen improved scores, as opposed to four with worse ones, with Premier Inns topping the table while Pontins is the most improved. Laterooms.com also made its inaugural appearance on the list.

However, where customers have had a problem they have reported more problems getting it resolved with 38% saying they had to make more than two calls to get the problem resolved.

Jo Causon, chief executive of The Institute of Customer Service which released the report, said: “Getting it right first time has to be a prerequisite for any organisation.

“Customers expect to be dealt with quickly and competently – as soon as they start to feel let down or ignored, their trust is lost.

“It’s encouraging to see the tourism sector is making progress, but prevention is always better than cure, so the industry should take note of the areas which need to be focused on.

“Efficiency, effectiveness and empathy are key, and organisations should always follow up with customers to ensure that the problem is resolved.”