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

1. Driving business with data
intelligence
Webinar
20 March 2014

2. Your hosts
Kevin May
Editor & moderator
Gene Quinn
CEO & producer

3. Your panelists
Ellis Connolly
VP Sales, Americas
& Australia
TrustYou
Amir Lehrer
Manager E-Strategy
Alberta Hotel &
Lodging Association
& Check In Canada

4. Poll no. 1

5. Poll no. 2

6. 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

7. Years Ago…
Traditional ads and marketing

8. Now: The Review Ecosystem
Twitter
Facebook
Trivago

9. 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 written
across the Internet.
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

10. USING
STRUCTURED
DATA TO
DRIVE BUSINESS

11. 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. 12!
Semantic Analysis

13. 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

14.
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

15. Reputation is Integrated in the Booking Process
15!

16. To Make Decision Making Easier for Travelers
16!

17. 17!
www.wego.com
Increase Conversions with Meta-Reviews

18. Poll no. 3

19. A CASE
STUDY:
CHECK IN
CANADA

20. A
TrustYou
Case
Study:
Check
In
Canada

21. • 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

22. • 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

25. • 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

26. • 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

27. Poll no. 4

28. Q & A

29. Thank you!
Send your questions and comments to kevin@tnooz.com
Replay and presentation of webinar will be available on
www.tnooz.com