If you think customer service is merely a punchline, then you’ve likely traveled recently.

I certainly have. Just last week, I misplaced my credit card while traveling. My bank had assured me a replacement Visa would arrive the next business day, but they sent the emergency card to the wrong location.

As I compose this, I’m engaged in a frustrating phone call with my bank, attempting to sort out the situation. I’ve pleaded with countless representatives, yet we’re still at a standstill.

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The heart of the issue is clear: None of the representatives I’ve spoken with—those who actually comprehend my predicament—are empowered to resolve it. They can’t ensure I receive a new card; they can only recite scripted responses.

As I mentioned, it feels like a farce.

“I’m both irritated and upset,” says Houry Vitale, an accountant from St. Louis Park, Minnesota. She recently traveled from Minneapolis to Madrid and experienced a series of what she called “shockingly poor” interactions with her airline, which included unhelpful phone assistance and multiple mistakes that left her feeling anxious and frustrated.

How Severe is Customer Service in Travel?

The outlook isn’t promising. Last year, the Department of Transportation recorded a historic number of complaints (excluding the pandemic year of 2020), with issues ranging from lost luggage to missing refunds. We don’t have data for 2024 yet, but last year’s customer service ratings were underwhelming.

Airlines, car rental services, and hotels received a score of 77 out of 100—a C+—from the American Customer Service Index (ACSI doesn’t evaluate credit cards, which are often seen as an essential travel tool, but if they did, they’d probably score even lower).

“There has been a noticeable change,” says Mario Matulich, president of Customer Management Practice, a market insights firm. “During the height of the pandemic, travel companies were sufficiently staffed and prioritized customer satisfaction. Now, prices have risen, the number of travelers is up, and friction has increased.”

In essence, the travel industry is thriving again, and companies are beginning to overlook their customers as they typically do in prosperous times.

“The prevailing attitude is: ‘Take it or leave it,’” states Adrienne Sasson, a travel advisor from Philadelphia. She mentions that poor customer service has become rampant in travel, with employees showing indifference and many call centers outsourcing their services to regions where language barriers create misunderstandings.

So, what’s the issue? And what can travelers do to combat it?

Where is Poor Service Found?

Bad customer service is not a universal experience. Here are some places where you’re most likely to encounter it:

• High-demand locations. Some countries are overwhelmed with tourists and feel they can afford to be unresponsive. “Countries like Italy, which are incredibly popular, have more visitors than they can manage,” explains Rebecca Gade Sawicki, who organizes specialized tours. Shortly after the pandemic, some four-star hotels in Europe were very accommodating towards guests with dietary restrictions like vegans, but “now,” she notes, “service quality is inconsistent.” Sawicki anticipates this trend of reduced service to continue while demand remains high.
• Businesses with little to no competition. For example, credit card companies have minimal competition, and certain airlines dominate major routes. Such businesses typically experience poor customer service. As travel resumes, they often begin to cut corners by outsourcing customer service, resulting in disappointing outcomes. My troubles with my credit card and Vitale’s experiences with Delta Air Lines in Minneapolis—where the airline has a strong presence—are warnings to travelers: Lower your expectations. Delta eventually provided Vitale with a partial ticket refund and an apology after her persistent complaints.
• Firms that misrepresent pricing. Companies that deceive customers about their pricing probably don’t prioritize customer service. The year 2024 has introduced various new fees and surcharges that aren’t disclosed until payment is required. “Consumers are unwilling to accept hidden fees, whether they be related to baggage, cancellations, or service charges that arise unexpectedly and often without clear explanations,” remarks Jen Catto, chief marketing officer at Travelport, a travel tech firm. Hidden fees epitomize terrible customer service.

This is just a snapshot of areas where customer service has plummeted. The reality is that travel companies are neglecting their customer service because they can. It’s currently a seller’s market in travel, now that the pandemic is behind us.

Do You Feel Let Down?

Many travelers are experiencing frustration due to poor customer service and rising ticket prices, feeling that these issues are extremely unjust. After all, didn’t we lend our support to the airline industry with substantial government funding during the peak of the pandemic?

Several travelers accepted travel credits from airlines and hotels, often not utilizing them, instead of receiving a cash refund.

Is this how companies express gratitude?

No, it certainly isn’t. This reflects a lesson some of us learned after 9/11, during the Great Recession, and now after the pandemic. One should not expect a business to respond with kindness or improved customer service; its main objective is to enhance shareholder profits. Just ask Vitale, a passenger who flew to Madrid. She recently achieved Platinum Medallion status for the first time but found it offered her no real benefits.

How to Tackle Poor Service

Experts suggest that while customer service is unlikely to improve anytime soon, there are ways to handle the situation better.

▶ Reassess Your Loyalties: Now is an opportune moment to evaluate your support over the last four years. Consider how you backed your travel brands, credit cards, or airlines during the pandemic. How has your airline reciprocated your loyalty? It might be time to consider switching to a different airline or credit card.

▶ Be Resourceful: If you’re anxious about incurring fees, think outside the box. Frequent traveler Jodi RR Smith noted that a hotel she loves imposed strict late checkout fees of $100. To avoid this charge, she struck a deal with the housekeeping staff to clean her room last, giving her more time to stay. “I tipped them well,” she shared, being an etiquette expert.

▶ Make Your Choices Known: The most effective way to express dissatisfaction with excessive fees and poorly managed customer service is to stop patronizing the company. Share your experiences with others; it might be a crucial step to changing this undesirable trend.

According to customer service consultant Matulich, consumers hold the power to influence change. They can choose to support businesses that prioritize customer service while moving on from companies that do not meet their expectations. He has redirected some of his business towards chains like IHG, Marriott, and Hilton that are investing in better technology to enhance customer experiences.

“If you neglect your customers,” he stated, “they will seek alternatives.”

If enough consumers take a stand with their choices, perhaps companies will eventually realize that poor service is not a sustainable business strategy.

Christopher Elliott is an author, consumer advocate, and journalist. He is the founder of Elliott Advocacy, a nonprofit focused on resolving consumer issues. He publishes Elliott Confidential, a travel newsletter, and the Elliott Report, a site centered on customer service. To get help with a consumer issue, you can reach him here or email him at chris@elliott.org.