Oh, absolutely! How can you measure "I'm sick of being tricked into buying", "I wish this site treated me with respect", "I'm the client, and I feel like the product"?
They do/did have a customer satisfaction survey somewhere at the end or after the booking process.
I made sure to provide feedback.
When people book with you but give you 1/10 stars, that's probably a pretty strong warning sign that the customer isn't happy with the site and the first usable competitor that they find will get their business.
If the assumption is that the user is looking for the cheapest option regardless of how he's been treated, this strategy makes sense.
But that leaves you at the mercy of the competition, which in an open data business (I mean, airlines are more than happy to tell you which flights they have available) implies that your product is undifferentiated. So eventually you resort to this tactics: as soon as a user gets in, do anything that's humanly possible to convert that sucker.
That's in essence what's wrong with Booking. This trickles down, unfortunately: Ryanair hides most of its costs in effectively forcing you to upgrade to Premium in order to be treated as something just a bit more than lifestock, because the assumption that travelers' main concern is price pervades the industry, even if the price they are shown isn't the price they pay in the end.
I made sure to provide feedback.
When people book with you but give you 1/10 stars, that's probably a pretty strong warning sign that the customer isn't happy with the site and the first usable competitor that they find will get their business.