do the sums: travel reviews + data analysis = better experiences
DESCRIPTION
The data from travel reviews is powerful stuff; not only for hoteliers who want to manage their hotel’s reputation, but also for destinations, OTAs, metasearch players and other travel websites. Data-driven intelligence helps personalize the user experience and inspire travelers’ decisions using wisdom and insights from other travelers. This FREE webinar by Tnooz and TrustYou will outline the impact of reviews and big data on the travel industry and discuss what this means for your business in 2014. Webinar presenters are: Alan Young, SVP marketing and strategic partnerships, TrustYou Brian Payea, head of industry relations, TripAdvisor Donna Quadri-Felitti, clinical associate prof of hospitality and tourism management at NY University, Tisch Center for Hospitality, Tourism, and Sports Management Kevin May, editor and moderator, Tnooz Gene Quinn, CEO and producer, TnoozTRANSCRIPT
Alan%Young,%SVP%Marke2ng%&%Strategic%Partnerships%%
Brian%Payea,%Head%of%Industry%Rela2ons,%TripAdvisor%%
Donna%QuadriEFeliG ,%Clinical%Associate%Professor%of%
Hospitality%and%Tourism%Management%at%NY%University,%Tisch%Center%for%Hospitality,%Tourism,%and%
Sports%Management%
TRAVEL REVIEWS +
DATA ANALYSIS
= BETTER EXPERIENCES
The data from t ravel reviews is incredibly
powerful; not only for hoteliers who want
to manage their hotel’s reputat ion, but
also for dest inat ions, OTAs, metasearch
players and other t ravel websites.
Data- driven intelligence helps personalize
the user experience and inspire t ravelers’
decisions using wisdom and insights from
other t ravelers.
The Mission
TrustYou’s Mission is to pos i t i vel y i nf l uenc e
t ravelers’ decisions.
We know that customers
digest and leverage a lot of opinions to make good
choi ces, and we are
passionate about bet ter
t r avel , t our i sm and
hospitality experiences.
The Review Ecosystem
TripAdvisor
Online Reviews by the Numbers
79% of consumers trust online reviews as much as
personal recommendations
– this is an increase of
10% compared to 2012. Source: BrightLocal Study 2013
There are currently 2 0 0 + m i l l i o n
reviews writ ten
across the Internet. Source: TrustYou
%%
%81% of all reviews are
positive. Source: TrustYou
%
87% of users agree tha t TripAdvisor hotel reviews "help
me feel more confident in my
decisions.“ Source: TripAdvisor
6%
Reviews are the last step in the buying process
Do I know where I
want to travel?
Is this hotel in
my budget
range?
Choose where
you want to go
Does it have
good reviews? Find another one
Book!
Yes
Yes
Yes
No
No
No
Search for a
better hotel
HOTELS: LEVERAGING REVIEWS TO
INCREASE BOOKINGS AND
IMPROVE TRUST WITH TRAVELERS
HOTELS: LEVERAGING REVIEWS TO
INCREASE BOOKINGS AND
IMPROVE TRUST WITH TRAVELERS
8%
user contributions every minute
businesses and properties listed, including
748,000 hotels,%B&Bs,%and%specialty%lodging
million
unique monthly visitors*
million
8
reviews and opinions million
*Source: Google Analytics, worldwide data, July 2013
TripAdvisor members million
9%
Do Online Reviews Impact Booking?
of global travelers say their booking decisions are
impacted by online reviews
of global hotels say reviews are important
for bookings
93% 96%
The$TripBarometer$by$TripAdvisor$is$based$upon$an$online$survey$conducted$in$Dec.$2012$–$Jan.$2013.$A$total$of$35,042$people$parCcipated$in$the$online$survey$from$26$countries$spanning$7$regions.$The$sample$is$made$up$of$15,595$consumers$and$19,447$businesses,$making$it$the$world’s$largest$
combined$accommodaCon$and$traveler$survey.$
10%
Reviews Inf luence Traveler Decisions
Source: PhoCusWright’s “Custom Survey Research Engagement,” prepared for TripAdvisor. September 2012.
of travelers usually or always reference TripAdvisor hotel
reviews before making their
selection
81% of travelers say they will
not book a hotel that
doesn’t have any reviews
53%
11%
TripAdvisor Reviews Are Largely Posit ive
48%
29%
12%
6%
6%
Average Review Score:
4.08 Source:$TripAdvisor.$Percentage$of$all$raCngs,$December$2012$
12%
Responses Inf luence Travelers’ Opinions
of respondents say an appropriate management
response to a bad review
improves my impression of the
hotel.
84% of respondents say seeing a hotel management response
to reviews makes me believe
that it cares more about its
guests.
78%
Source: PhoCusWright’s “Custom Survey Research Engagement,” prepared for TripAdvisor. September 2012.
13%
A New Way To Maximize Direct Bookings
A link on your TripAdvisor profile featuring your rates and availability — sending travelers directly to your online
reservations center.
14%
Travelers Plan to Lower Their Budgets
Only 1/3 of global travelers are optimistic about the
economy
Travelers plan to spend less in the coming year
15%
Though Travelers in Emerging Markets Plan to Spend More
16%
Trips Are Shorter, Yet More Frequent
Short Vacations Up 19%
Long Vacations Up 11%
In 2013, 85% of global travelers plan to travel within
their home markets so they can:
Save money Visit
family
Discover their own
country
27%
29%
42%
17%
Travelers Are Constant ly Connected
87% of global travelers and 85%
of Americans use
mobile devices while
traveling
18%
How Travelers Use Their Smartphones and Tablets On Holiday
19%
Hoteliers Are Opt imist ic About 2014
2/3 of global hoteliers are optimistic about 2014 profitability, while only 1/3 of global
travelers are optimistic about the economy
Industry confidence is highest in the Americas, Asia and Middle East
C. America
N. America
Asia
S. America
Middle East
Africa
Australasia
Europe
DESTINATIONS: CAN LEARN ABOUT TRAVELERS AND
TRENDS FROM REVIEW DATA TO
IMPROVE
The Research
TrustYou 3Q Quarterly Report: Destination USA 21%
• 3Q Report: Destination USA was the first in a series of destination reports exploring review trends
• 250,000 reviews analyzed
• Segmented by major markets
and regions
• Across 250+ sources
Travelers Writ ing Less
TrustYou 3Q Quarterly Report: Destination USA 22%
9% Fewer Reviews in 3Q
Seattle -24.1%
San Francisco -22.9%
Oahu Island -22.7%
%
Travelers Are (Somewhat) Kinder
TrustYou 3Q Quarterly Report: Destination USA 23%
Total United States +2.0%
Major Markets U.S. +1.4%
All Other U.S. Markets +2.7%
Overall review scores increased
New York 90.50
Orlando 88.98
Chicago 88.12
U.S. markets with highest TrustScores
Hoteliers Are Saying “We Hear You”
TrustYou 3Q Quarterly Report: Destination USA
Improvement in Management Response Rates:
+13 points Improvement in Review Scores:
+2%
24%
5- Star Reviews are Harder To Come By
TrustYou 3Q Quarterly Report: Destination USA 25%
- 28.1% Fewer 5- star Reviews
Los Angeles -41.4%
Miami -40.5%
Boston -38.9%
Pricing is Not A Pain Point
TrustYou 3Q Quarterly Report: Destination USA 26%
Sent iment Scores
For Price Rose
Total United States +0.1%
Major Markets U.S. 7.5%
But Internet Is (hotel WiFi)
TrustYou 3Q Quarterly Report: Destination USA 27%
Total United States -2.6%
Major Markets U.S. -0.2%
All Other U.S. Markets -4.3%
60.5%
61%
61.5%
62%
62.5%
63%
63.5%
2013% 2012%
Internet Year Over Year Decline: -2.6%
Reviews By Source: It ’s a Two Horse Race
TrustYou 3Q Quarterly Report: Destination USA 28%
Source Actual
Percentage
of Reviews
Percent
Change 2013
vs. 2012
TripAdvisor 41.8% +31.3%
Booking.com 16.6% +24.4%
Hotels.com 12.8% -44.2%
Expedia 15.6% -33.7%
Priceline 5.9% +52.6%
Google+ 0.6% -90.6%
Number of Reviews by Top Sources Total United States
INTELLIGENCE: HOW ALL OF THIS CAN COME
TOGETHER FOR PERSONALIZATION AND
BETTER TRAVEL DECISIONS
30%
Learn About Travelers’ Expectat ions
31%
1. Intelligence
2. Educat ion
3.%%%%%Rewards
Improve Your Dest inat ion
32%
Semant ic Intelligence
Reputat ion is Integrated in the Booking Process
33%
It Makes Decision Making Easier for Travelers
34%
35%
www.wego.com%
Increase Conversions with Metareviews
36%
HAPPY
TRAVELERS
Personalization =
37%
Personalizat ion and Discovery
Thank you!
38%