Expedia's Real Time Hotel Reviews - CDO Summit Sydney
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©2015 EXPEDIA | ALL RIGHTS RESERVED Real Time Hotel Reviews Scott Horn – Director, Technology @scottjhorn
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Transcript of Expedia's Real Time Hotel Reviews - CDO Summit Sydney
©2015 EXPEDIA | ALL RIGHTS RESERVED
Real Time Hotel ReviewsScott Horn – Director, Technology
@scottjhorn
Source http://mattermark.com/software-startups-eating-the-world-then-and-now/
The changing landscape
The age of the Customer
World’s most
popular media
company makes
no contentWorld’s most
valuable retailer has
no inventory
World’s largest taxi
company owns
no vehicles
World’s biggest
accommodation
provider owns
no real estate
Source: TechCrunch http://tcrn.ch/1MF0pzH | Icons made by Freepik from www.flaticon.com
30 billion msgs
per day
and value ecosystems
1.5 millions apps
63 millions iPhone
users in US
65 million
subscribers
60+ million
users
Figures from March 2015. Icons made by Freepik from www.flaticon.com
The preferred platform
for a great
Travel Experience
Could this be us?
Travellers in over
70 countries
We believe a great travel platform and
ecosystem delivers value through a
great
Travel Experience
So how do we create a great
travel experience?
…when we own no
planes, hotels or automobiles…
“Platforms allow participants
to co-create and exchange
value with each other”
Sangeet Paul Choudary’s
Platform Scale Book
So how do our travellers and
hotel partners interact ?
PartnerCentral
“provide and open, participative,
plug-and-play infrastructure for
producers and consumers to…
interact with each other”
Sangeet Paul Choudary’s
Platform Scale Book
Guest reviews help travellers connect P2P
Checkin Checkout
Post Stay ReviewReserve Room
Timeline
?
But can we do more for
travellers during their stay
…especially if the room is a bit cold
How do we help encourage our partners
to connect and delight their guests?
Let’s ask about the
experience in real time
Checkin
RTR
Checkout
Post Stay ReviewReserve Room
Timeline with RTRs
Real Time Review in Expedia
Travellers Respond
to RTR Email
Happy and Sad
Reviews received by
a Hotel Partner
Hotel Partner RespondsTraveller submits
a Post Stay Review
Hooked Book - http://bit.ly/1tPfzed
So how is this a valuable interaction ?
Hypothesis
Improve the travel
experience at the
start so both the
traveller and
hotel partner have
a more valuable
interaction
Making the valuable interaction a habit
THE HOOK MODEL – Nir Eyal
“How is the room”
Traveller submits
“Room is too cold”
Hotel Partner Responds:
“Moved to a warmer room”Sharing the experience
Hooked Book - http://bit.ly/1tPfzed
Trigger Action
Variable RewardInvestment
Hotel Partner
Hooked Book - http://bit.ly/1tPfzed
Trigger Action
Variable RewardInvestment
RTR ReceivedResponds to
Sad review
Sad or Happy
Post stay reviewCorrecting the issue
Exactly how valuable is this ?
Almost twice as many
customers submit Real Time
Reviews compared to post stay
reviews
Data from April 2015
People who submit RTRs will submit
stronger positive and negative post-stay
reviews – this is a stronger signal
A sad review on the room
results in a sad review for the
hotel
Hotel reviews scores have
improved just by having the
Real Time Review interaction
A simple “Thank you” from partners
amounts to an improved post stay review
Hotel Partners who respond are
promoted more by their guests
and have their guests return
Our original question…
How do we create a great
travel experience?
We create valuable interactions on the Platform
1. Give travellers the ability to have voiceduring the stay
2. Encourage hotel partners to respond and delight their guests
What can you take away?
Helping producers and consumers connect
in a value added manner is the competitive
advantage of the future.
Scott Horn – Director, Technology @scottjhorn
