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.

1. Hospitality & Tourism
Industry Analysis Q4 2009
Claude Guay
President & CEO
cguay@iperceptions.com
cguay@iperceptions com

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. Some of our Clients

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. Hospitality & Tourism Industry Report 2009
Approach
Key Findings

6. Approach
Conversion Rate

7. How we listen
Random sample are presented with layered invitation on arrival

8. How we listen
After ‘Yes’ or ‘No’ – Home page appears

9. How we listen
Second stage appears on departure

10. How we listen

11. Identify strengths & weaknesses
Strengths: Relevancy, Trust, Ease of Use
Weaknesses: Depth, Brand Image, Interactive Tools, Movement, Contacts

12. Hospitality & Tourism Industry Report 2009
Approach
Key Findings

13. Profile of Visitors

14. Overall Satisfaction and Task Completion

15. Overall Satisfaction by Tier

16. Task Completion by Tier

17. Visitor Profiles - Purpose of Visit

18. Visitor Profiles - How Successful were they?
- Task Completion highest among ‘Bookers’
- Yet,
Yet 29% did not complete the reservation process

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. 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. Emphasis on Price drove down Loyalty
• GRAPHS

22. Emphasis on Price drove down Loyalty
- Price conscious shoppers
- More options available to visitors
- Low Loyalty

23. Improve Navigation & Site Responsiveness
• GRAPHS

24. Improve Navigation & Site Responsiveness

25. Improve Relevancy of Content for Business Travelers
- Business travelers comprised the largest share of “Bookers”

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. 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. Enhance SEO programs
- Di
Disconnect b t
t between keywords and results
k d d lt
- Enhance SEO programs

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. Thank you
iperceptions.com/hospitality