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Who is trusted in Travel and Tourism - IULM Master Tourism Management

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Who is trusted in Travel and Tourism? Holiday reviews sites may facing some challenges although customer reviews are still very important. I've asked myself where is the trend and tried to understand …

Who is trusted in Travel and Tourism? Holiday reviews sites may facing some challenges although customer reviews are still very important. I've asked myself where is the trend and tried to understand how the authority shifts from media to influencer.

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  • 1. Who is trusted in Travel and Tourism?Customer Reviews, Word of Mouth and InfluencersMichele Aggiato, IULM April 17, 2012 #tbe12 | www.travelbloggerelevator.com
  • 2. Michele Aggiatotwitter.com/michelelaggiato CIAO! #tbe12 | www.travelbloggerelevator.com
  • 3. Michele Aggiato twitter.com/michelelaggiato CIAO!Founder of 1st Travel Blogger Conference in Italy #tbe12 | www.travelbloggerelevator.com
  • 4. Michele Aggiato twitter.com/michelelaggiato CIAO!Founder of 1st Travel Blogger Conference in ItalyFounder of the Italian Twitter Chat about Travel #tbe12 | www.travelbloggerelevator.com
  • 5. Michele Aggiato twitter.com/michelelaggiato CIAO!Founder of 1st Travel Blogger Conference in ItalyFounder of the Italian Twitter Chat about TravelBusiness DeveloperNew Media Relations Specialist and Blogger #tbe12 | www.travelbloggerelevator.com
  • 6. Michele Aggiato twitter.com/michelelaggiato CIAO!Founder of 1st Travel Blogger Conference in ItalyFounder of the Italian Twitter Chat about TravelBusiness DeveloperNew Media Relations Specialist and Blogger If you wanna learn anything more about me DONT watch my Youtube Channel! #tbe12 | www.travelbloggerelevator.com
  • 7. Michele Aggiatotwitter.com/michelelaggiato Brands I worked for #tbe12 | www.travelbloggerelevator.com
  • 8. Who is trusted? #tbe12 | www.travelbloggerelevator.com
  • 9. [Video] on http://youtu.be/cbe7qb6uzvg#tbe12 | www.travelbloggerelevator.com
  • 10. #tbe12 | www.travelbloggerelevator.com
  • 11. #tbe12 | www.travelbloggerelevator.com
  • 12. #tbe12 | www.travelbloggerelevator.com
  • 13. TOP TEN FACTOR - WHAT MOSTLY PROMPTED YOURDECISION TO CHOOSE THIS DESTINATION? 1. Friends or relatives recommendation: 38% 2. World renowned must-see destination: 32% 3. Information on the web: 22% 4. Cheap deal / special offer: 15% 5. Geographically close destination: 14% 6. Travel agency recommendation: 8% 7. Article in a magazine / newspaper: 6% 8. Movie realized in the country: 5% 9. Appealing advertising on it: 5% 10. Heard about in the TV news: 2% Provisional 2011 data - 15,000+ international tourists from 30+ markets and visiting a destination for the first time SOURCE: TRAVELSAT Competitive Index #tbe12 | www.travelbloggerelevator.com
  • 14. CHALLENGES FOR HOLIDAY REVIEW SITES TODAYInformation OverloadAnonymity of ReviewersContent QualityConversion Visitor vs. ContributorChannel Competitors #tbe12 | www.travelbloggerelevator.com
  • 15. CHALLENGES FOR HOLIDAY REVIEW SITES TODAYInformation OverloadAnonymity of ReviewersContent QualityConversion Visitor vs. ContributorChannel Competitors #tbe12 | www.travelbloggerelevator.com
  • 16. CHALLENGES FOR HOLIDAY REVIEW SITES TODAYInformation OverloadAnonymity of ReviewersContent QualityConversion Visitor vs. ContributorChannel Competitors #tbe12 | www.travelbloggerelevator.com
  • 17. CHALLENGES FOR HOLIDAY REVIEW SITES TODAYInformation OverloadAnonymity of ReviewersContent QualityConversion Visitor vs. ContributorChannel Competitors #tbe12 | www.travelbloggerelevator.com
  • 18. CHALLENGES FOR HOLIDAY REVIEW SITES TODAYInformation OverloadAnonymity of ReviewersContent QualityConversion Visitor vs. ContributorChannel Competitors #tbe12 | www.travelbloggerelevator.com
  • 19. Travelers ... visiting in av. of 22 sites before deciding on adestination ... making in av. 9.5 searches [Source: bazaarvoice, 2011] #tbe12 | www.travelbloggerelevator.com
  • 20. Travelers ... visiting in av. of 22 sites before deciding on adestination ... making in av. 9.5 searches [Source: bazaarvoice, 2011] Travelers are most highly influenced at ZMOT (99%), looking 10.2 sources of info online before booking online. [Google, Zero Moment of Truth] #tbe12 | www.travelbloggerelevator.com
  • 21. PEOPLE MUST GO CRAZY BYSEARCHING THEIR HOLIDAY... #tbe12 | www.travelbloggerelevator.com
  • 22. WHICH OF THE FOLLOWING DO YOU USE MOSTFREQUENTLY WHEN TRAVELLING? - Mobile maps: 56% (US) and 63% (non-US) - Social networks: 38% (US) and 64% (non-US) - Virtual/3D tourism: 30% (US) and 27% (non-US) - Blogs: 32% (US) and 22% (non-US) - Podcasts: 9% (US) and 7% (non-US) - Virtual worlds: 0% (US) and 10% (non-US) - RSS feeds: 7% (US) and 11% (non-US) Survey conducted by WAYN for the World Travel & Tourism Council. SOURCE: Tnooz.com, 2010 #tbe12 | www.travelbloggerelevator.com
  • 23. WHICH OF THE FOLLOWING DO YOU USE MOSTFREQUENTLY WHEN TRAVELLING? - Mobile maps: 56% (US) and 63% (non-US) - Social networks: 38% (US) and 64% (non-US) - Virtual/3D tourism: 30% (US) and 27% (non-US) - Blogs: 32% (US) and 22% (non-US) - Podcasts: 9% (US) and 7% (non-US) - Virtual worlds: 0% (US) and 10% (non-US) - RSS feeds: 7% (US) and 11% (non-US) Survey conducted by WAYN for the World Travel & Tourism Council. SOURCE: Tnooz.com, 2010 #tbe12 | www.travelbloggerelevator.com
  • 24. image by thebrandbuilder.wordpress.com#tbe12 | www.travelbloggerelevator.com
  • 25. Facebook user is connected to between 100 and 200 friends andspends an av. 55 minutes per day posting updates, recommandations,sharing link endorsing products and brands ... [From Social Media ROI byOlivier Blanchard] #tbe12 | www.travelbloggerelevator.com
  • 26. image by thebrandbuilder.wordpress.com#tbe12 | www.travelbloggerelevator.com
  • 27. The Power Of Customer Reviews #tbe12 | www.travelbloggerelevator.com
  • 28. The Power Of Customer Reviews #tbe12 | www.travelbloggerelevator.com
  • 29. #tbe12 | www.travelbloggerelevator.com
  • 30. WORD OF MOUTH INFLUENCES REPUTATION #tbe12 | www.travelbloggerelevator.com
  • 31. #tbe12 | www.travelbloggerelevator.com
  • 32. #tbe12 | www.travelbloggerelevator.com
  • 33. Consumer seek facts & details not opinions and subjectivecomparisons when the price and complexity of products and servicesincrease! [bazaarvoice: The Conversation Index 2011/2012] #tbe12 | www.travelbloggerelevator.com
  • 34. #tbe12 | www.travelbloggerelevator.com
  • 35. 54 percent of cruise agents actively use social media tools such asFacebook, Twitter and others to generate cuirse leads [Amadeus.com /CLIA survey USA 2011] #tbe12 | www.travelbloggerelevator.com
  • 36. EVEN ADVERTISEMENT GO FOR IT #tbe12 | www.travelbloggerelevator.com
  • 37. IDENTIFYING THE INFLUENCERS #tbe12 | www.travelbloggerelevator.com
  • 38. #tbe12 | www.travelbloggerelevator.com
  • 39. 10% CREATE, COMMENT, SHARE 90% PRIMARILY CONSUME CONTENT#tbe12 | www.travelbloggerelevator.com
  • 40. TRAVEL BLOGGERS #tbe12 | www.travelbloggerelevator.com
  • 41. SOURCE: Technorati "State of the Blogosphere 2012" #tbe12 | www.travelbloggerelevator.com
  • 42. SOURCE: Technorati "State of the Blogosphere 2012" #tbe12 | www.travelbloggerelevator.com
  • 43. INCREASING REACH AND ENGAGEMENTTWITTER CHAT ABOUT TRAVEL #tbe12 | www.travelbloggerelevator.com
  • 44. INCREASING REACH AND ENGAGEMENTTWITTER CHAT ABOUT TRAVEL UNIQUE REACH EXPOSURE 31/05/2011 5997 38666 15/06/2011 6011 49546 22/06/2011 5341 76371 28/06/2011 7211 78214 06/07/2011 6014 35257 13/07/2011 5680 67262 20/07/2011 9301 55724 26/07/2011 15643 187684 04/08/2011 7547 68537 10/08/2011 5327 27743 31/08/2011 8209 55587 07/09/2011 6539 57772 14/09/2011 4636 26454 21/09/2011 6426 44845 #tbe12 | www.travelbloggerelevator.com
  • 45. Grazie!More about.me/micheleaggiato #tbe12 | www.travelbloggerelevator.com