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Case Study, Speaker — Trevor Croop (The Wyndham Hotel Group)
Case Study, Speaker — Trevor Croop (The Wyndham Hotel Group)
Case Study, Speaker — Trevor Croop (The Wyndham Hotel Group)
Case Study, Speaker — Trevor Croop (The Wyndham Hotel Group)
Case Study, Speaker — Trevor Croop (The Wyndham Hotel Group)
Case Study, Speaker — Trevor Croop (The Wyndham Hotel Group)
Case Study, Speaker — Trevor Croop (The Wyndham Hotel Group)
Case Study, Speaker — Trevor Croop (The Wyndham Hotel Group)
Case Study, Speaker — Trevor Croop (The Wyndham Hotel Group)
Case Study, Speaker — Trevor Croop (The Wyndham Hotel Group)
Case Study, Speaker — Trevor Croop (The Wyndham Hotel Group)
Case Study, Speaker — Trevor Croop (The Wyndham Hotel Group)
Case Study, Speaker — Trevor Croop (The Wyndham Hotel Group)
Case Study, Speaker — Trevor Croop (The Wyndham Hotel Group)
Case Study, Speaker — Trevor Croop (The Wyndham Hotel Group)
Case Study, Speaker — Trevor Croop (The Wyndham Hotel Group)
Case Study, Speaker — Trevor Croop (The Wyndham Hotel Group)
Case Study, Speaker — Trevor Croop (The Wyndham Hotel Group)
Case Study, Speaker — Trevor Croop (The Wyndham Hotel Group)
Case Study, Speaker — Trevor Croop (The Wyndham Hotel Group)
Case Study, Speaker — Trevor Croop (The Wyndham Hotel Group)
Case Study, Speaker — Trevor Croop (The Wyndham Hotel Group)
Case Study, Speaker — Trevor Croop (The Wyndham Hotel Group)
Case Study, Speaker — Trevor Croop (The Wyndham Hotel Group)
Case Study, Speaker — Trevor Croop (The Wyndham Hotel Group)
Case Study, Speaker — Trevor Croop (The Wyndham Hotel Group)
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Case Study, Speaker — Trevor Croop (The Wyndham Hotel Group)

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CM Summit (May 15, 2012)

CM Summit (May 15, 2012)

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  • Give the people what they want. The O’Jays popularized this saying in the summer of 1975 and today Wyndham Hotel Group social media strategy is founded on this principle.\n\nToday we are going to discuss:\n\nThe changing dynamics of rating agencies and review boards\nThe power of the crowd and the uncontrollable nature of consumer feedback\nThe growth of TripAdvisor, becoming the tail that wags the dog\nOnline Travel strategies to use consumer generated content to drive business impact\nThe power of content, \nWHG’s ecosystem change in displaying ALL REVIEWS\nChanging a large companies DNA to embrace simple, radical thinking, to make everyone a publisher of the consumer journey\n
  • Rating agencies designate the quality a consumer can expect and remain important\nBrands try to increase the standards of quality and inform consumers but,\nOvertime, R&R could become more important than brands as the benchmark for quality - essentially the comoditization of brands.\nRatings are trusted 12 times more than product information from brands 2\n
  • 49% of consumers will not book a hotel room without reading a review of that property 1\nThe avg. consumer reads 30+ reviews before choosing a hotel 1\nPrice and positive reviews are top 2 influencers for online shopper 2\nWHG must integrate reviews to retain more online shoppers on our websites and compete better\nSources: 1. Forrester Research, 2. Webcredible, 2011 survey\n
  • WHG will capture 92% of new independent reviews online by partnering with TripAdvisor\n 84% of all social networking activity on travel sites was spent on R&R; dwarfing the time spent on Facebook related to travel\n \n
  • 96% of all reviews are now consolidated across 5 sites (4 OTA’s and TripAdvisor)\nTripAdvisor is the market leader w/ 28% of all ratings in North America\nOTA’s Dominate the Number of Reviews esp. for WHG Hotels - controlling 75%\n
  • 12% of online shoppers who read reviews on OTA’s booked travel with that site\nOTA’s solicit ratings to drive bookings and saw 84% traffic growth to R&R pages in 2010\n61% of reviews are for 1, 2, & 3 Star Hotels; omitting them is driving customers elsewhere\n
  • Our family of websites has over 10 million uniques a month; 16 million loyalty members, and we host over 1 million guests a day in 67 countries\n You got to give the people what they want\n Ratings and reviews\n Per Earnings call 30% increase in bookings due to sharing R&R\n\n
  • Our family of websites has over 10 million uniques a month; 16 million loyalty members, and we host over 1 million guests a day in 67 countries\n You got to give the people what they want\n Ratings and reviews\n Per Earnings call 30% increase in bookings due to sharing R&R\n\n
  • Our family of websites has over 10 million uniques a month; 16 million loyalty members, and we host over 1 million guests a day in 67 countries\n You got to give the people what they want\n Ratings and reviews\n Per Earnings call 30% increase in bookings due to sharing R&R\n\n
  • Our family of websites has over 10 million uniques a month; 16 million loyalty members, and we host over 1 million guests a day in 67 countries\n You got to give the people what they want\n Ratings and reviews\n Per Earnings call 30% increase in bookings due to sharing R&R\n\n
  • Our family of websites has over 10 million uniques a month; 16 million loyalty members, and we host over 1 million guests a day in 67 countries\n You got to give the people what they want\n Ratings and reviews\n Per Earnings call 30% increase in bookings due to sharing R&R\n\n
  • Our family of websites has over 10 million uniques a month; 16 million loyalty members, and we host over 1 million guests a day in 67 countries\n You got to give the people what they want\n Ratings and reviews\n Per Earnings call 30% increase in bookings due to sharing R&R\n\n
  • Our family of websites has over 10 million uniques a month; 16 million loyalty members, and we host over 1 million guests a day in 67 countries\n You got to give the people what they want\n Ratings and reviews\n Per Earnings call 30% increase in bookings due to sharing R&R\n\n
  • Our family of websites has over 10 million uniques a month; 16 million loyalty members, and we host over 1 million guests a day in 67 countries\n You got to give the people what they want\n Ratings and reviews\n Per Earnings call 30% increase in bookings due to sharing R&R\n\n
  • Our family of websites has over 10 million uniques a month; 16 million loyalty members, and we host over 1 million guests a day in 67 countries\n You got to give the people what they want\n Ratings and reviews\n Per Earnings call 30% increase in bookings due to sharing R&R\n\n
  • Our family of websites has over 10 million uniques a month; 16 million loyalty members, and we host over 1 million guests a day in 67 countries\n You got to give the people what they want\n Ratings and reviews\n Per Earnings call 30% increase in bookings due to sharing R&R\n\n
  • Our family of websites has over 10 million uniques a month; 16 million loyalty members, and we host over 1 million guests a day in 67 countries\n You got to give the people what they want\n Ratings and reviews\n Per Earnings call 30% increase in bookings due to sharing R&R\n\n
  • Today our consumers share nearly 100,000 reviews via TripAdvisor. \n\nWYN Review will increase that dramatically because we are going to ask every guest who stays at our hotels to share their opinion publicly. Changing a large companies DNA to embrace simple, radical thinking, to make everyone a publisher of the consumer journey; \n\nand in turn creating a mountain recurring, relevant, useful, and high-demand content.\n\nThen collect that information to measure our internal performance thus replacing a long standing business practice of survey collection. \n\nThis had broad appeal but our CEO had the most interesting take on it. \n\nHe liked it because it meant we were holding hotels accountable for delivering great experiences like no hotel company had done before.\n\nThere is only one way to embrace transparency, by going all in.\n\nChanging a large companies DNA to embrace simple, radical thinking, to make everyone a publisher of the consumer journey\n
  • Today our consumers share nearly 100,000 reviews via TripAdvisor. \n\nWYN Review will increase that dramatically because we are going to ask every guest who stays at our hotels to share their opinion publicly. Changing a large companies DNA to embrace simple, radical thinking, to make everyone a publisher of the consumer journey; \n\nand in turn creating a mountain recurring, relevant, useful, and high-demand content.\n\nThen collect that information to measure our internal performance thus replacing a long standing business practice of survey collection. \n\nThis had broad appeal but our CEO had the most interesting take on it. \n\nHe liked it because it meant we were holding hotels accountable for delivering great experiences like no hotel company had done before.\n\nThere is only one way to embrace transparency, by going all in.\n\nChanging a large companies DNA to embrace simple, radical thinking, to make everyone a publisher of the consumer journey\n
  • Today our consumers share nearly 100,000 reviews via TripAdvisor. \n\nWYN Review will increase that dramatically because we are going to ask every guest who stays at our hotels to share their opinion publicly. Changing a large companies DNA to embrace simple, radical thinking, to make everyone a publisher of the consumer journey; \n\nand in turn creating a mountain recurring, relevant, useful, and high-demand content.\n\nThen collect that information to measure our internal performance thus replacing a long standing business practice of survey collection. \n\nThis had broad appeal but our CEO had the most interesting take on it. \n\nHe liked it because it meant we were holding hotels accountable for delivering great experiences like no hotel company had done before.\n\nThere is only one way to embrace transparency, by going all in.\n\nChanging a large companies DNA to embrace simple, radical thinking, to make everyone a publisher of the consumer journey\n
  • Today our consumers share nearly 100,000 reviews via TripAdvisor. \n\nWYN Review will increase that dramatically because we are going to ask every guest who stays at our hotels to share their opinion publicly. Changing a large companies DNA to embrace simple, radical thinking, to make everyone a publisher of the consumer journey; \n\nand in turn creating a mountain recurring, relevant, useful, and high-demand content.\n\nThen collect that information to measure our internal performance thus replacing a long standing business practice of survey collection. \n\nThis had broad appeal but our CEO had the most interesting take on it. \n\nHe liked it because it meant we were holding hotels accountable for delivering great experiences like no hotel company had done before.\n\nThere is only one way to embrace transparency, by going all in.\n\nChanging a large companies DNA to embrace simple, radical thinking, to make everyone a publisher of the consumer journey\n
  • Today our consumers share nearly 100,000 reviews via TripAdvisor. \n\nWYN Review will increase that dramatically because we are going to ask every guest who stays at our hotels to share their opinion publicly. Changing a large companies DNA to embrace simple, radical thinking, to make everyone a publisher of the consumer journey; \n\nand in turn creating a mountain recurring, relevant, useful, and high-demand content.\n\nThen collect that information to measure our internal performance thus replacing a long standing business practice of survey collection. \n\nThis had broad appeal but our CEO had the most interesting take on it. \n\nHe liked it because it meant we were holding hotels accountable for delivering great experiences like no hotel company had done before.\n\nThere is only one way to embrace transparency, by going all in.\n\nChanging a large companies DNA to embrace simple, radical thinking, to make everyone a publisher of the consumer journey\n
  • Today our consumers share nearly 100,000 reviews via TripAdvisor. \n\nWYN Review will increase that dramatically because we are going to ask every guest who stays at our hotels to share their opinion publicly. Changing a large companies DNA to embrace simple, radical thinking, to make everyone a publisher of the consumer journey; \n\nand in turn creating a mountain recurring, relevant, useful, and high-demand content.\n\nThen collect that information to measure our internal performance thus replacing a long standing business practice of survey collection. \n\nThis had broad appeal but our CEO had the most interesting take on it. \n\nHe liked it because it meant we were holding hotels accountable for delivering great experiences like no hotel company had done before.\n\nThere is only one way to embrace transparency, by going all in.\n\nChanging a large companies DNA to embrace simple, radical thinking, to make everyone a publisher of the consumer journey\n
  • Transcript

    • 1. Transparency is an Asset Trevor Croop Wyndham Hotel Group
    • 2. Consumer reviews have changed over the past 5 years...Brands & Rating Agencies Designate Quality Globally and communicate it to consumers
    • 3. Consumers Designate Quality of Hotels Individually then share Collectively
    • 4. 92% of New Unsolicited Reviews are Now Posted to TripAdvisor - up from 29% in 2008 100% 92% % of New Unsolicited Reviews 82% 79% 75% 67% 50% 38% 29% 25% % of New Reviews Posted to 0% 08 08 09 09 10 10 1H 2H 1H 2H 1H 2H Source: PhocusWright’s SM in Travel 2010
    • 5. TripAdvisor’s the mkt. leader, but OTA’s dominate in aggregate 28% 68% OTA’s 18% Hotels.com 18% Priceline 10% Expedia 7% Orbitz 6% Booking.com 4% & misc. % of North American Ratings 2010 Source: PhocusWright’s SM in Travel 2010
    • 6. OTA’s currently leverage R&R to drive conversion; partnering with TripAdvisor will increase WHG’s share of online bookers Consumers who view hotel review pages 13% Conversion Rates 12% 10% 7% 8% 8% 3% 0% WR.com OTAs OTA R&R Readers Source: PhocusWright’s SM in Travel 2010
    • 7. OTA’s currently leverage R&R to drive conversion; partnering with TripAdvisor will increase WHG’s share of online bookers Consumers who view hotel review pages 13% Conversion Rates 12% 10% 7% 8% 8% 84% Traffic 3% Growth in ‘10 0% WR.com OTAs OTA R&R Readers Source: PhocusWright’s SM in Travel 2010
    • 8. Give the people what they want: Reviews before booking
    • 9. Give the people what they want: Reviews before booking Avg. TripAdvisor Rating
    • 10. Give the people what they want: Reviews before booking Avg. TripAdvisor Rating
    • 11. Give the people what they want: Reviews before booking Avg. TripAdvisor Rating Detailed Scoring Overview
    • 12. Give the people what they want: Reviews before booking Avg. TripAdvisor Rating Detailed Scoring Overview
    • 13. Give the people what they want: Reviews before booking Avg. TripAdvisor Rating Detailed Scoring Overview
    • 14. Give the people what they want: Reviews before booking Avg. TripAdvisor Rating Detailed Scoring Overview Individual TA Reviews
    • 15. Give the people what they want: Reviews before booking Avg. TripAdvisor Rating Detailed Scoring Overview Individual TA Reviews Mgmt. Response (if posted)
    • 16. Give the people what they want: Reviews before booking Avg. TripAdvisor Rating Detailed Scoring Overview Individual TA Reviews Mgmt. Response (if posted)
    • 17. Give the people what they want: Reviews before booking Avg. TripAdvisor Rating Detailed Scoring Overview Individual TA Reviews Mgmt. Response (if posted)
    • 18. Give the people what they want: Reviews before booking Avg. TripAdvisor Rating Detailed Scoring Overview Individual TA Reviews Mgmt. Response (if posted)
    • 19. Give the people what they want: Reviews before booking Avg. TripAdvisor Rating Detailed Scoring Overview Individual TA Reviews Mgmt. Response (if posted)
    • 20. 100kReviews
    • 21. 100kReviews
    • 22. 100k 1.5m Verified Guest ReviewsReviews
    • 23. 100k 1.5m Verified Guest ReviewsReviews on the World’s Largest Social Travel Platform
    • 24. 100k 1.5m Verified Guest ReviewsReviews on the World’s Largest Social Travel Platform
    • 25. Transparency is an asset... 100k 1.5m Verified Guest ReviewsReviews on the World’s Largest Social Travel Platform
    • 26. Transparency is an asset... 100k 1.5m Verified Guest ReviewsReviews on the World’s Largest Social Travel Platform

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