Online Consumer Behaviors, Patterns and Trends Research Panel: Claude Guay

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Understand every aspect of how internet, online, mobile and social media technologies and marketing strategies are affecting your consumer. Make sense of the latest international trends, psychographics, demographics, online customer satisfaction drivers and click stream traffic trends. This general session will include a riveting overview of research case studies and custom reports from the some of the most accomplished speakers in the industry.

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Online Consumer Behaviors, Patterns and Trends Research Panel: Claude Guay

  1. 1. Hospitality & Tourism Industry Analysis Q4 2009 Claude Guay President & CEO cguay@iperceptions.com cguay@iperceptions com
  2. 2. Who We Are A leading provider of web-focused Voice of Customer Analytics web focused • Helps brands tune in to the voice of the customer to understand and improve the online experience experience. • Solicits and analyzes user-generated feedback from site visitors. • Pinpoints the changes that will increase conversion and loyalty loyalty.
  3. 3. Some of our Clients
  4. 4. Hospitality & Tourism Industry Report 2009 Our Intelligence g This Study y • Over 8 Million respondents • Over 150,000 visitors • Over 4,500 websites • Post-experience feedback p • Across 30 industry verticals • Over 200 Hospitality & Tourism • Spanning over 70 countries sites • In more than 25 languages • Business vs. Leisure vs • Resulting in over 100 • Tiers Million Data Points
  5. 5. Hospitality & Tourism Industry Report 2009 Approach Key Findings
  6. 6. Approach Conversion Rate
  7. 7. How we listen Random sample are presented with layered invitation on arrival
  8. 8. How we listen After ‘Yes’ or ‘No’ – Home page appears
  9. 9. How we listen Second stage appears on departure
  10. 10. How we listen
  11. 11. Identify strengths & weaknesses Strengths: Relevancy, Trust, Ease of Use Weaknesses: Depth, Brand Image, Interactive Tools, Movement, Contacts
  12. 12. Hospitality & Tourism Industry Report 2009 Approach Key Findings
  13. 13. Profile of Visitors
  14. 14. Overall Satisfaction and Task Completion
  15. 15. Overall Satisfaction by Tier
  16. 16. Task Completion by Tier
  17. 17. Visitor Profiles - Purpose of Visit
  18. 18. Visitor Profiles - How Successful were they? - Task Completion highest among ‘Bookers’ - Yet, Yet 29% did not complete the reservation process
  19. 19. Task Completion Task Overall Engaged Visitors Completion Satisfaction 28% LEARN 60% 71 19% SHOP 54% 70 36% BOOK 71% 73 3% View/Cancel Reservation 70% 71 14% Other 71% 69
  20. 20. Financial Impact of Task Completion 36% of Visitors Came to Book Potential P t ti l = $8,640,000 $8 640 000 $6,134,400 $2,505,600 during the quarter
  21. 21. Emphasis on Price drove down Loyalty • GRAPHS
  22. 22. Emphasis on Price drove down Loyalty - Price conscious shoppers - More options available to visitors - Low Loyalty
  23. 23. Improve Navigation & Site Responsiveness • GRAPHS
  24. 24. Improve Navigation & Site Responsiveness
  25. 25. Improve Relevancy of Content for Business Travelers - Business travelers comprised the largest share of “Bookers”
  26. 26. Improve Relevancy of Content for Business Travelers - Business travelers less satisfactory experiences than Leisure - Biggest g p finding relevant information including contact info gg gap: g g
  27. 27. Room to grow Rewards/Loyalty Membership - Travelers are usually members of multiple reward programs - Differentiate product offerings at the program level - Promote loyalty program membership to drive conversion
  28. 28. Enhance SEO programs - Di Disconnect b t t between keywords and results k d d lt - Enhance SEO programs
  29. 29. Hospitality & Tourism Industry Report 2009 • Emphasis on Price drove down Loyalty So... 1. Improve Navigation & Site Responsiveness p g p 2. Improve Relevancy of Content for Business Travelers 3. Increase Focus on Loyalty and Membership Programs 4. Improve SEO Programs
  30. 30. Thank you iperceptions.com/hospitality

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