do the sums: travel reviews + data analysis = better experiences

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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, Tnooz

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Page 1: Do the sums: travel reviews + data analysis = better experiences
Page 2: Do the sums: travel reviews + data analysis = better experiences
Page 3: Do the sums: travel reviews + data analysis = better experiences
Page 4: Do the sums: travel reviews + data analysis = better experiences

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

Page 5: Do the sums: 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.

Page 6: Do the sums: travel reviews + data analysis = better experiences

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.

Page 7: Do the sums: travel reviews + data analysis = better experiences

The Review Ecosystem

TripAdvisor

Twitter

Facebook

Page 8: Do the sums: travel reviews + data analysis = better experiences

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

Page 9: Do the sums: travel reviews + data analysis = better experiences

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

Page 10: Do the sums: travel reviews + data analysis = better experiences

HOTELS: LEVERAGING REVIEWS TO

INCREASE BOOKINGS AND

IMPROVE TRUST WITH TRAVELERS

Page 11: Do the sums: travel reviews + data analysis = better experiences

HOTELS: LEVERAGING REVIEWS TO

INCREASE BOOKINGS AND

IMPROVE TRUST WITH TRAVELERS

Page 12: Do the sums: travel reviews + data analysis = better experiences

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

Page 13: Do the sums: travel reviews + data analysis = better experiences

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.$

Page 14: Do the sums: travel reviews + data analysis = better experiences

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%

Page 15: Do the sums: travel reviews + data analysis = better experiences

11%

TripAdvisor Reviews Are Largely Posit ive

48%

29%

12%

6%

6%

Average Review Score:

4.08 Source:$TripAdvisor.$Percentage$of$all$raCngs,$December$2012$

Page 16: Do the sums: travel reviews + data analysis = better experiences

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.

Page 17: Do the sums: travel reviews + data analysis = better experiences

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.

Page 18: Do the sums: travel reviews + data analysis = better experiences

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

Page 19: Do the sums: travel reviews + data analysis = better experiences

15%

Though Travelers in Emerging Markets Plan to Spend More

Page 20: Do the sums: travel reviews + data analysis = better experiences

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%

Page 21: Do the sums: travel reviews + data analysis = better experiences

17%

Travelers Are Constant ly Connected

87% of global travelers and 85%

of Americans use

mobile devices while

traveling

Page 22: Do the sums: travel reviews + data analysis = better experiences

18%

How Travelers Use Their Smartphones and Tablets On Holiday

Page 23: Do the sums: travel reviews + data analysis = better experiences

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

Page 24: Do the sums: travel reviews + data analysis = better experiences

DESTINATIONS: CAN LEARN ABOUT TRAVELERS AND

TRENDS FROM REVIEW DATA TO

IMPROVE

Page 25: Do the sums: travel reviews + data analysis = better experiences

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

Page 26: Do the sums: travel reviews + data analysis = better experiences

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%

%

Page 27: Do the sums: travel reviews + data analysis = better experiences

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

Page 28: Do the sums: travel reviews + data analysis = better experiences

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%

Page 29: Do the sums: travel reviews + data analysis = better experiences

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%

Page 30: Do the sums: travel reviews + data analysis = better experiences

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%

Page 31: Do the sums: travel reviews + data analysis = better experiences

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%

Page 32: Do the sums: travel reviews + data analysis = better experiences

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

Page 33: Do the sums: travel reviews + data analysis = better experiences

INTELLIGENCE: HOW ALL OF THIS CAN COME

TOGETHER FOR PERSONALIZATION AND

BETTER TRAVEL DECISIONS

Page 34: Do the sums: travel reviews + data analysis = better experiences

30%

Learn About Travelers’ Expectat ions

Page 35: Do the sums: travel reviews + data analysis = better experiences

31%

1. Intelligence

2. Educat ion

3.%%%%%Rewards

Improve Your Dest inat ion

Page 36: Do the sums: travel reviews + data analysis = better experiences

32%

Semant ic Intelligence

Page 37: Do the sums: travel reviews + data analysis = better experiences

Reputat ion is Integrated in the Booking Process

33%

Page 38: Do the sums: travel reviews + data analysis = better experiences

It Makes Decision Making Easier for Travelers

34%

Page 39: Do the sums: travel reviews + data analysis = better experiences

35%

www.wego.com%

Increase Conversions with Metareviews

Page 40: Do the sums: travel reviews + data analysis = better experiences

36%

HAPPY

TRAVELERS

Personalization =

Page 41: Do the sums: travel reviews + data analysis = better experiences

37%

Personalizat ion and Discovery

Page 42: Do the sums: travel reviews + data analysis = better experiences

Thank you!

38%