how not to build a travel brand, using mistakes to learn what customers really want
TRANSCRIPT
I am Tine Thygesen a digital entrepreneur & strategist
Digital transformation for ambitious organisations
100+ travel apps for brands & DMOs
Authentic travel content in 135 countries
www.tinethygesen.com
times a year we complain about brands
on social media
879 million
10%find something to be angry about publicly
every single day
70% actually hope to receive response • Only 38% receive one • 71% complain on social media due to failing of traditional
service. This is the company’s last chance • 23% have given up. They post for vengeance
http://www.insightsfromanalytics.com/blog/bid/324678/Top-10-U-S-Net-Promoter-Scores-NPS-for-2013
Best other: Insurance: USAA 80% Best travel: Airlines: Southwest 66%
The largest decrease in entire study, 22 point drop from 2nd to second-to-last place was a travel company
Best ‘Travel Website’ (Tripadvisor) rated only 36% (!) Only lower: Internet Service 29%
The travel industry is falling behind in Net Promoter Score
*How likely to recommend us to friend or colleague? 0-6 detractor, 7-8 neutral, 9-10 promoter
Negative 47%
Positive 20%
209% increase brand mentions accelerates problem
Airlines among world’s least popular brands
http://fortune.com/2015/05/21/these-airlines-get-the-most-hate-on-social-media/
• Delays and no communication • Inadequate leg- room • Lost luggage • Food in-flight • Toilets in-flight
• Aggressive up-sell • Agressive re-tarketing • "buy-now-or-else" • False-sense-of-urgency • Hidden fees - up to 30%
http://www.inc.com/erik-sherman/hate-selling-travel-sites-beg-to-be-hated-by-customers.html
“Hate-selling"
• Room not ready • Hotel further away than
advertised
Service
Hotels & hotel sites hated 2nd most
Hotel complaints: 51% said free wi-fi is crucial to enjoyment of their escape. Ranking higher than hotel having a swimming pool
(49%) or being close to the attractions (41%)
“They should not allow topless sunbathing on the beach. It was very distracting for my husband who just wanted to relax."
Prague: 10 of 13 highest rated have no stars
Managing ExpectationsBerlin: First 5 star property
comes in as #17
Airline of the YearWinner 2016: Air New Zealand Winner 2015: Air New Zealand Winner 2014: Air New Zealand
Info at fingertip Delay Gates, Weather Seat
Well managed expectations
Why, whatGoogle images Experience
How, where, whenDriving times Detail about attractions Hotel, food detail Flight price & routes
strategic level
detailed level
Content for destinations
Honest, credible, non-marketing, personal, selective, opinionated, niche, biased
Detailed Strategic
Distributed Amplify, users, viral, blogs, media, external writers
Be a distributed media company
Authentic OfficialOwn, marketing, agency, promoting, PR, campaigns
Owned channelsWebsite, social media sites, campaign sites, apps, brocures
100s external contributors Spread via our channels
1. Flight price 2. Google images 3. Quick hotel search 4. AttractionsDecision
5. ebook guidebook 6. Driving times, 7. Detailed info about
Other destinations need to accumulate and create content
Your detailed content can even be a revenue stream
This layers enables planning and is often missing on destination sites
One-on-one content messenger & chat
Responding to complaints has 3 factors: • speed of response • quality of solution • the human touch.
Next big thing for travel
• Promise more than you can keep • Minimal communication • Don’t respond to complaints • Never be on customers side • Expect people come to your sites
Conclusion: How NOT to build a travel brand
Thank you!
tinethygesen.com
System for inexpensive travel apps
Authentic travel content
Assistance + talks
Tine Thygesen @tahitahi www.tinethygesen.com
imagehttp://www.eatweartravel.com/wp-content/uploads/2015/08/IMG_5125-e1440463612966-1600x900.jpg
http://roomscesme.com/wp-content/uploads/2015/02/wander-compulsion.jpg
http://dailyurbanista.com/wp-content/uploads/2014/07/o-TRAVELING-facebook.jpg
http://img05.deviantart.net/6283/i/2010/202/9/5/faith_trust_by_arancioneamante.jpg
https://www.youtube.com/watch?v=R33nDgemDdM
danniellaporte.com
http://vignette1.wikia.nocookie.net/creepypasta/images/d/d4/Our_Future_-_Nuclear_Symbol.jpg/revision/latest?cb=20130403203738
http://www.oyster.com/hotels/photo-fakeouts/
http://edge.alluremedia.com.au/m/l/2014/08/RainUmbrella.jpg
SAS, Norwegian Airlines, Car 2 Go, Drive Now
http://www.magic4walls.com/wp-content/uploads/2014/06/little-girl-rain-sadness-umbrella-pattern-lovely-background-for-children-picture.jpg
http://revelwallpapers.net/d/343443536D6C36317272716F6837716730474B64313943327A74686565773D3D/umbrella-in-the-summer-rain.jpg