TRAVEL REVIEWS +
DATA ANALYSIS
= BETTER EXPERIENCES
Alan%
Young,% Marke2ng% Strategic%
SVP%
&%
Partnerships%
%
Brian%
Paye...
The dat a from t ravel reviews is incredibly
powerful; not only for hot eliers who want
t o manage t heir hot el’s reput a...
The Mission

T You’s Mission is t o
rust
pos i t i vel y i nf l uenc e
t ravelers’ decisions.
We know t hat cust omers
dig...
The Review Ecosyst em
Facebook
TripAdvisor

Twitter
O
nline Reviews by t he Numbers

There are currently
200+ million
reviews written
across the Internet.

79% of consumers t...
Reviews are t he last st ep in t he buying
process
Do I know where I
want to travel?

No

Yes
Is this hotel in
my budget
r...
HO
TELS:
LEVERAG REVIEWS TO
ING
INCREASE BO KING AND
O
S
IMPRO TRUST WITH TRAVELERS
VE
HO
TELS:
LEVERAG REVIEWS TO
ING
INCREASE BO KING AND
O
S
IMPRO TRUST WITH TRAVELERS
VE
millionlisted, including
businesses and properties

million

748,000 hotels,%
B&Bs,% specialty%
and%
lodging

unique month...
Do O
nline Reviews Impact Booking?

93%

96%

of global travelers say their of global hotels say
booking decisions are
rev...
Reviews Influence T
raveler Decisions

81%

53%

of travelers usually or always
reference TripAdvisor hotel
reviews before...
T
ripAdvisor Reviews Are Largely Posit ive

48%
29%
12%
6%
6%

Average Review Score:

4.08

Source:$
TripAdvisor.$
Percent...
Responses Influence T
ravelers’ O
pinions

78%
of respondents say seeing a
hotel management response
to reviews makes me b...
A New Way T Maximize Direct Bookings
o
A link on your TripAdvisor profile featuring your rates and
availability — sending ...
T
ravelers Plan t o Lower Their Budget s
Only 1/3 of global travelers
are optimistic about the
economy
Travelers plan to s...
Though Travelers in Emerging Market s
Plan t o Spend More

15%
T
rips Are Short er, Yet More Frequent
In 2013, 85% of global
travelers plan to travel within
their home markets so they c...
T
ravelers Are Const ant ly Connect ed

87% of global
travelers and 85%
of Americans use
mobile devices while
traveling

1...
How T
ravelers Use Their Smart phones
and T
ablet s O Holiday
n

18%
Hot eliers Are O imist ic About 201
pt
4
2/3 of global hoteliers are optimistic about
2014 profitability, while only 1/3 o...
DESTINATIO
NS:
C LEARN ABO TRAVELERS AND
AN
UT
TRENDS FRO REVIEW DATA TO
M
IMPRO
VE
The Research

• 3Q Report: Destination USA was the first in a series of
destination reports exploring review trends
• 250,...
T
ravelers Writ ing Less

9% Fewer Reviews in 3Q
Seattle -24.1%
San Francisco -22.9%
Oahu Island -22.7%
%

TrustYou 3Q Qua...
T
ravelers Are (Somewhat ) Kinder

O
verall review scores increased

U.S. market s wit h highest T
rust Scores

New York

...
Hot eliers Are Saying “ We Hear You”
Improvement in
Management Response Rat es:

+13 points

Improvement in
Review Scores:...
5- St ar Reviews are Harder To Come By

- 28.1 Fewer 5- st ar Reviews
%
Los Angeles -41.4%
Miami -40.5%
Boston -38.9%

Tru...
Pricing is Not A Pain Point

Sent iment Scores
For Price Rose
Total United States +0.1%
Major Markets U.S. 7.5%

TrustYou ...
But Int ernet Is (hot el WiFi)

Internet Year Over Year
Decline: -2.6%
63.5%

Total United States -2.6%

63%

Major Market...
Reviews By Source: It ’s a Two Horse Race
T al Unit ed St at es
ot

Number of Reviews by T Sources
op
Source

Actual
Perce...
INTELLIG
ENCE:
HO ALL O THIS CAN CO
W
F
ME
TO ETHER FO PERSO
G
R
NALIZATIO AND
N
BETTER TRAVEL DECISIO
NS
Learn About Travelers’ Expect at ions

30%
Improve Your Dest inat ion

1
.

Int elligence

2.

Educat ion

3.%%
%%
%Rewards

31%
Semant ic Int elligence

32%
Reput at ion is Int egrat ed in t he Booking Process

33%
It Makes Decision Making Easier for Travelers

34%
Increase Conversions wit h Met areviews

www.wego.com%
35%
P rsonalization =
e

HAPPY
TRAVELERS

36%
Personalizat ion and Discovery

37%
Thank you!

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

  1. 1. TRAVEL REVIEWS + DATA ANALYSIS = BETTER EXPERIENCES Alan% Young,% Marke2ng% Strategic% SVP% &% Partnerships% % Brian% Payea,% Head% Industry% of% Rela2ons,% TripAdvisor% % Donna% QuadriEFeliG ,% Clinical% Associate% Professor% of% Hospitality% Tourism% and% Management% NY% at% University,% Tisch% Center% Hospitality,% for% Tourism,% and% Sports% Management%
  2. 2. The dat a from t ravel reviews is incredibly powerful; not only for hot eliers who want t o manage t heir hot el’s reput at ion, but also for dest inat ions, O TAs, met asearch players and ot her t ravel websit es. Dat a- driven int elligence helps personalize t he user experience and inspire t ravelers’ decisions using wisdom and insight s from ot her t ravelers.
  3. 3. The Mission T You’s Mission is t o rust pos i t i vel y i nf l uenc e t ravelers’ decisions. We know t hat cust omers digest and leverage a lot of opinions t o make good c hoi ces, and we ar e passionat e about bet t er t r avel , t our i s m and hospit alit y experiences.
  4. 4. The Review Ecosyst em Facebook TripAdvisor Twitter
  5. 5. O nline Reviews by t he Numbers There are currently 200+ million reviews written across the Internet. 79% of consumers trust online reviews as much as personal recommendations – this is an increase of 10% compared to 2012. Source: BrightLocal Study 2013 Source: TrustYou % % % 81% of all reviews are positive. Source: TrustYou % 87% of users agree that TripAdvisor hotel reviews "help me feel more confident in my decisions.“ Source: TripAdvisor
  6. 6. Reviews are t he last st ep in t he buying process Do I know where I want to travel? No Yes Is this hotel in my budget range? Yes Does it have good reviews? Yes Book! Choose where you want to go No Find another one No Search for a better hotel 6%
  7. 7. HO TELS: LEVERAG REVIEWS TO ING INCREASE BO KING AND O S IMPRO TRUST WITH TRAVELERS VE
  8. 8. HO TELS: LEVERAG REVIEWS TO ING INCREASE BO KING AND O S IMPRO TRUST WITH TRAVELERS VE
  9. 9. millionlisted, including businesses and properties million 748,000 hotels,% B&Bs,% specialty% and% lodging unique monthly visitors* million TripAdvisor members million reviews and opinions *Source: Google Analytics, worldwide data, July 2013 user contributions every minute 8 8%
  10. 10. Do O nline Reviews Impact Booking? 93% 96% of global travelers say their of global hotels say booking decisions are reviews are important impacted by online reviews for bookings The$ TripBarometer$ TripAdvisor$ based$ by$ is$ upon$ online$ an$ survey$ conducted$ Dec.$ in$ 2012$ Jan.$ –$ 2013.$ total$ 35,042$ A$ of$ people$ parCcipated$ the$ in$ online$ survey$ from$ countries$ 26$ spanning$ regions.$ sample$ made$ of$ 7$ The$ is$ up$ 15,595$ consumers$ and$ 19,447$ businesses,$ making$ the$ it$ world’s$ largest$ combined$ accommodaCon$ and$ traveler$ survey.$ 9%
  11. 11. Reviews Influence T raveler Decisions 81% 53% of travelers usually or always reference TripAdvisor hotel reviews before making their selection of travelers say they will not book a hotel that doesn’t have any reviews Source: PhoCusWright’s “Custom Survey Research Engagement,” prepared for TripAdvisor. September 2012. 10%
  12. 12. T ripAdvisor Reviews Are Largely Posit ive 48% 29% 12% 6% 6% Average Review Score: 4.08 Source:$ TripAdvisor.$ Percentage$ all$ of$ raCngs,$ December$ 2012$ 11%
  13. 13. Responses Influence T ravelers’ O pinions 78% of respondents say seeing a hotel management response to reviews makes me believe that it cares more about its guests. 84% of respondents say an appropriate management response to a bad review improves my impression of the hotel. Source: PhoCusWright’s “Custom Survey Research Engagement,” prepared for TripAdvisor. September 2012. 12%
  14. 14. A New Way T Maximize Direct Bookings o A link on your TripAdvisor profile featuring your rates and availability — sending travelers directly to your online reservations center. 13%
  15. 15. T ravelers Plan t o Lower Their Budget s Only 1/3 of global travelers are optimistic about the economy Travelers plan to spend less in the coming year 14%
  16. 16. Though Travelers in Emerging Market s Plan t o Spend More 15%
  17. 17. T rips Are Short er, Yet More Frequent In 2013, 85% of global travelers plan to travel within their home markets so they can: Save money 27% Visit family 29% Short Vacations Up 19% Long Vacations Up 11% Discover their own country 42% 16%
  18. 18. T ravelers Are Const ant ly Connect ed 87% of global travelers and 85% of Americans use mobile devices while traveling 17%
  19. 19. How T ravelers Use Their Smart phones and T ablet s O Holiday n 18%
  20. 20. Hot eliers Are O imist ic About 201 pt 4 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 19%
  21. 21. DESTINATIO NS: C LEARN ABO TRAVELERS AND AN UT TRENDS FRO REVIEW DATA TO M IMPRO VE
  22. 22. The Research • 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 TrustYou 3Q Quarterly Report: Destination USA 21%
  23. 23. T ravelers Writ ing Less 9% Fewer Reviews in 3Q Seattle -24.1% San Francisco -22.9% Oahu Island -22.7% % TrustYou 3Q Quarterly Report: Destination USA 22%
  24. 24. T ravelers Are (Somewhat ) Kinder O verall review scores increased U.S. market s wit h highest T rust Scores New York 90.50 Orlando 88.98 Chicago 88.12 Total United States +2.0% Major Markets U.S. +1.4% All Other U.S. Markets +2.7% TrustYou 3Q Quarterly Report: Destination USA 23%
  25. 25. Hot eliers Are Saying “ We Hear You” Improvement in Management Response Rat es: +13 points Improvement in Review Scores: +2% TrustYou 3Q Quarterly Report: Destination USA 24%
  26. 26. 5- St ar Reviews are Harder To Come By - 28.1 Fewer 5- st ar Reviews % Los Angeles -41.4% Miami -40.5% Boston -38.9% TrustYou 3Q Quarterly Report: Destination USA 25%
  27. 27. Pricing is Not A Pain Point Sent iment Scores For Price Rose Total United States +0.1% Major Markets U.S. 7.5% TrustYou 3Q Quarterly Report: Destination USA 26%
  28. 28. But Int ernet Is (hot el WiFi) Internet Year Over Year Decline: -2.6% 63.5% Total United States -2.6% 63% Major Markets U.S. -0.2% 62.5% 62% All Other U.S. Markets -4.3% 61.5% 61% 60.5% 2013% 2012% TrustYou 3Q Quarterly Report: Destination USA 27%
  29. 29. Reviews By Source: It ’s a Two Horse Race T al Unit ed St at es ot Number of Reviews by T Sources op 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% TrustYou 3Q Quarterly Report: Destination USA 28%
  30. 30. INTELLIG ENCE: HO ALL O THIS CAN CO W F ME TO ETHER FO PERSO G R NALIZATIO AND N BETTER TRAVEL DECISIO NS
  31. 31. Learn About Travelers’ Expect at ions 30%
  32. 32. Improve Your Dest inat ion 1 . Int elligence 2. Educat ion 3.%% %% %Rewards 31%
  33. 33. Semant ic Int elligence 32%
  34. 34. Reput at ion is Int egrat ed in t he Booking Process 33%
  35. 35. It Makes Decision Making Easier for Travelers 34%
  36. 36. Increase Conversions wit h Met areviews www.wego.com% 35%
  37. 37. P rsonalization = e HAPPY TRAVELERS 36%
  38. 38. Personalizat ion and Discovery 37%
  39. 39. Thank you! 38%
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