How to drive business with travel data intelligence
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Driving business with data intelligence Webinar 20 March 2014
description
A traveler's research starts long before booking flights, hotels and activities - it starts with choosing a destination. Years ago, destinations could only impact travelers' decisions with traditional advertising and marketing. Now, there is an abundance of content sources - hundreds of millions of reviews and opinions. This data is not only shaping how travelers choose a destination, it is allowing destinations to drive business based on consumer intelligence. In this FREE webinar, produced by TrustYou and Tnooz, learn how structured data from traveler reviews is changing the game for destinations. Panelists for the webinar are: Ellis Connolly, VP sales for Americas and Australia, TrustYou Amir Lehrer, manager of e-strategy for Alberta Hotel & Lodging Association and Check In Canada Kevin May, editor and moderator, Tnooz Gene Quinn, CEO and producer, Tnooz This webinar takes place on Thursday 20 March 2014
Transcript of How to drive business with travel data intelligence
Driving business with data intelligence
Webinar
20 March 2014
Your hosts
Kevin May Editor & moderator
Gene Quinn CEO & producer
Your panelists
Ellis Connolly VP Sales, Americas & Australia TrustYou
Amir Lehrer Manager E-Strategy Alberta Hotel & Lodging Association & Check In Canada
Poll no. 1
Poll no. 2
Ellis Connolly, VP Sales Americas and Australia, TrustYou
Amir Lehrer,
Manager of E-‐Strategy for Alberta Hotel & Lodging AssociaBon and Check In Canada
Kevin May,
Editor & Moderator, Tnooz
Gene Quinn, CEO & Producer, Tnooz
DRIVING BUSINESS WITH DATA INTELLIGENCE
Years Ago…
Traditional ads and marketing
Now: The Review Ecosystem
Facebook Trivago
How Travelers Use Review Data
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
USING STRUCTURED DATA TO DRIVE BUSINESS
At A Glance:
Overall Score 81 Reviews / Property 50 Response Rate 32% Popularity 70% Service 80 Room 67 Internet 66 Hotel 82 Grounds 72 Food 78 Hotel Building 63 Ambiance 75
Actionable Insights
12!
Semantic Analysis
13!
DesKnaKon Overall Score Popularity Hotel Food Service Price Friendliness
Orlando 88 90% 89 80 83 71 92
Los Angeles 83 88% 83 80 85 68 95
Honolulu 81 70% 82 78 80 72 94
Venice 81 61% 83 78 89 77 90
St. John's 78 50% 74 70 83 50 97
Competitive Intelligence
Performance Reviews Popularity
Property Last 30 days
Prev. 3 months
Last 30 days
Prev. 3 months
Last 30 days
Prev. 3 months
Aston Waikiki Beach Tower 86 85 26 82 91% 90% The Modern Honolulu 91 88 71 249 96% 96% Halekulani 92 92 39 143 61% 61% Trump Intl. Waikiki Beach Walk 89 92 65 255 100% 100%
The Kahala Hotel & Resort 89 87 49 231 94% 93% Hotel Renew by Aston 84 81 53 147 68% 68% Outrigger Reef on the Beach 87 88 97 306 71% 71% Outrigger Waikiki on the Beach 86 84 55 188 82% 81% Royal Garden at Waikiki 87 88 11 40 71% 71% Embassy Suites Waikiki Beach Walk 87 86 33 176 76% 76%
Educate Member Hotels For Better Performance
Reputation is Integrated in the Booking Process
15!
To Make Decision Making Easier for Travelers
16!
17!
www.wego.com
Increase Conversions with Meta-Reviews
Poll no. 3
A CASE STUDY: CHECK IN CANADA
A TrustYou Case Study: Check In Canada
• AHLA inspects all properBes for minimum standards in Alberta annually since 1987
• Very costly • Time consuming • Based on a once/year snapshot of the property • Published “Official Alberta AccommodaBon Guide”
Approved AccommodaBon Program for Alberta Canada
• EvoluBon of Alberta Approved AccommodaBon Program to on-‐line and naBonal scope
• Upgrade the consumer experience when choosing hotels • Launched www.checkincanada.com • Search, filter, book direct • Using TrustYou to deliver consumer generated content in
real Bme
Check In Canada
• While upgrading the accommodaBon search process in real Bme, we can now upgrade the inspecBon process in real Bme
• Use TrustYou to track quality of all accommodaBons all year long in real Bme
• Ensure accommodaBons always meet our minimum standards
Using TrustYou
• TrustYou won’t completely replace inspecBons but will greatly supplement them
• More accurate assessment of quality of accommodaBons in the province and how the AHLA can provide more value
• Our goal is to improve quality standards for accommodaBons in the province
Future Use of TrustYou
Poll no. 4
Q & A
Thank you!
Send your questions and comments to [email protected]
Replay and presentation of webinar will be available on www.tnooz.com
