Understanding%20 Online%20 Customers%20 Needs%20and%20 Expectations


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Understanding%20 Online%20 Customers%20 Needs%20and%20 Expectations

  1. 1. Monday, September 26, 2005 Understanding Online Customers’ Needs and Expectations Robin Ingle Vice President, International Development
  2. 2. Some TripAdvisor Statistics • The leading independent travel information & research destination on the Web • 18 million+ unique monthly visitors • 2.6 million+ unbiased reviews, opinions, and recommendations from real travelers • 1 review is submitted every minute of every day • Travelers contribute content on: – 23,000 cities – 150,000 hotels – 63,000 attractions – 92,000 restaurants • ...including 100,000 destination photos (since Jan. 2005), with traveler- submitted photos of ~12,000 hotels. 2 www.tripadvisor.com
  3. 3. Marriott Hotel Berlin – September 5, 2005 Candid traveler photo “Just great - love every Marriott I have stayed at during the past years.” - August 2005 3 www.tripadvisor.com
  4. 4. quot;WARNING!! Take your Clorox and Penicillin!!quot; 4 www.tripadvisor.com
  5. 5. Unbiased, Honest, Global. – Real Advice from Real Travelers. • quot;Druggie/drunk after my camera!quot; 5 www.tripadvisor.com
  6. 6. TripAdvisor History • Founded February 2000 by Steve Kaufer and Langley Steinert with a goal of producing the Web’s best reference for travel information and searchable travel deals • Site launched November 2000, profitable by August 2002 • Purchased by IAC - March 2004 • Part of Expedia, Inc. - August 2005 • One million reviews/opinions - January 2005 • Two million reviews/opinions - June 2005 • Today: – 2.6 million+ reviews/opinions August 2005 – This year alone, grew from 13 million to 18 million+ unique visitors/month worldwide (comScore Media Metrix) – Double digit increases MOM 6 www.tripadvisor.com
  7. 7. Monetizing our Content • Our users see a nice array of top booking sites including… • Matching content with commerce – Active Hotels is how we earn our keep. – eBookers • Deep-links to our commerce partners – Expedia sites are automatically indexed into – Hotels.com our content pages – Lastminute – A link to your booking page for “Hotel – Opodo, etc. XYZ” is placed on the content page for “Hotel XYZ” – Octopus – No keyword management required – Travelocity – Your links only appear on the most – Venere relevant pages • Plus hotel brand sites including… • Commercial terms are flexible – Hilton – Cost per Click (CPC) – Hyatt – Cost per Acquisition (CPA) – InterContinental Hotel Group • Because of strong relevance, our – Radisson, etc. “look to book” ratio is high. – Starwood • The volume and quality of our traffic – Travelodge is generally quite desirable (and – Wyndham profitable) for our partners. 7 www.tripadvisor.com
  8. 8. Matchmaker, matchmaker, make me a match… • You don’t want EVERYONE staying at your hotel. • TripAdvisor helps you and your best customers find each other. • TripAdvisor helps you and your worst customers avoid each other. It’s not a good deal if it’s a bad hotel... …unless you’re looking for a bad hotel. • Our users are looking for THEMSELVES in other reviews. 8 www.tripadvisor.com
  9. 9. How do you find your perfect matches? • Through your advertising you set an expectation. – Before they book, travelers read TripAdvisor content to take the mystery out of their travel experience • TripAdvisor is the largest open, unbiased travel forum for travelers to speak their truth. • Through review and forum sites like TripAdvisor your customers tell you if their stay lived up to that expectation – After they return home, travelers add to TripAdvisor content to tell you how you did – Listen to them…your future customers do. 9 www.tripadvisor.com
  10. 10. Hotels Love Us…Sometimes: “Good “I don't give the authorization to compliments publish the quot;user reviewsquot; and my make us question is if it is possible to glad, but remove/cancel the quot;user reviewsquot; bad and good regarding us. If you negative are so kindly to do this for me I comments will send you by ordinary mail a will improve big bottle of our original lemon us a lot.” liquer of the Amalfi Coast called ‘limoncello’.” 10 www.tripadvisor.com
  11. 11. Relevant, Vital. quot;I haven't gone on a trip or stayed at a hotel without consulting TripAdvisor in three years.quot; 11 www.tripadvisor.com
  12. 12. Unbiased, Honest, Global. – Real Advice from Real Travelers. “TripAdvisor provides I called reception and an incredibly said quot;There is no water valuable service to coming out of our tapsquot; travellers. Together we can put the and she replied quot;Well it cheating/ is an old hotelquot; !!! scummy/dangerous places out of business!” 12 www.tripadvisor.com
  13. 13. Unbiased, Honest, Global. – Real Advice from Real Travelers. “I would buy this place and “The bed was so live here – comfortable we if I could couldn’t get out of afford it!.” it and go enjoy the city.” 13 www.tripadvisor.com
  14. 14. Unbiased, Honest, Global. – Real Advice from Real Travelers. “Well, it’s a cross “Can you spell between a hospital N-A-S-T-Y? and an old folks What we thought home. The bed linen was the is clean, but don’t look bell hop was a under those beds king size roach.” (yikes!).” 14 www.tripadvisor.com
  15. 15. Unbiased, Honest, Global. – Real Advice from Real Travelers. “We were greeted with the biggest of smiles and warmest of hearts. The staff is just so friendly and nothing is too much bother.” 15 www.tripadvisor.com
  16. 16. Brand Halo? Polish Carefully… • Berlin - #7 in Popularity Index is 15-room Askanischer Hof and #10 is 82 room Brandenburger Hof • London - seven of the top 10 hotels have fewer than 60 rooms; #2 in Popularity Index is 33-room Parkes Hotel • Paris - eight of the top 10 hotels have fewer than 100 rooms; #1 is 60- room Hotel Lancaster • Rome - #1 in Popularity Index is 19-room Hotel Santa Maria • #1 rated hotel in Munich, Hotel Uhland has zero commerce partner representation. 16 www.tripadvisor.com
  17. 17. Ramada Plaza Berlin Hotel – July 20, 2004 quot;Very disappointedquot; “I booked my stay at this hotel (and paid it in full) through Expedia. We also confirmed our stay. When I arrived, I was told that the hotel had quot;accidentallyquot; overbooked due to a computer problem and did not have a room for us. They told us they would find another hotel of the same class, but the hotel which they found for us was old, the reception and lobby was dark and dreary and the hotel did not have any amenities (such as a pool). When I called the Ramada Plaza to tell them that the substitute hotel was unacceptable, they simply told me that there was nothing they could do as that was the last room in all of Berlin that they could find for us. While the staff at Ramada was very nice about helping us and paid the taxi ride to the next hotel, I find it unacceptable that the Ramada Plaza overbooked its rooms in the first place.” 17 www.tripadvisor.com
  18. 18. Ramada Plaza Berlin Hotel – August 21, 2004 quot;I can't sing its praises enough!quot; “This is a truely lovely hotel which is made even more so by the lovely staff who couldnt do enough for us. Like another reviewer we booked through Expedia and had the same trouble when we arrived (the hotel being overbooked) but the hotel sent us to another hotel which was also a 4* and was approx 5 minutes from the Ramada Plaza and was a very nice hotel. The next day a taxi was sent to take us back to the Ramada Plaza and because of the inconvenience we were upgraded to a suite for the remainder of our holiday (6 nights) which was FANTASTIC. I will certainly be returning to Berlin if only to spend another week at this lovely hotel.” 18 www.tripadvisor.com
  19. 19. Westin Grand Berlin – June 2005 quot;Terrible rooms - stay awayquot; June 30, 2005: A TripAdvisor Member, Zürich, Switzerland I stayed at the Westin Berlin 3 or 4 times. This time I stayed for two nights and they gave me a room upgrade to a renovated room. Renovated? Yes, they call it renovated. The quot;renovatedquot; rooms are located to the courtyard and have the same size like the normal rooms. Bad smell, ugly furniture, bad design, old fashioned, dirty, noisy a/c and not really a heavenly bed I guess. Forget about the rooms in this hotel! 19 www.tripadvisor.com
  20. 20. Westin Grand Berlin – August 2005 Management response August 2, 2005: (name withheld), Front Office Manager (Management representative) Dear guest, thank you very much for your review about our rooms. Unfortunately you were not satisfied with the style and the size of our rooms. I deeply regret that and was a bit surprised either. Usually our Garden rooms are the most desired category from our guest. We haven't had any complaints about them so far. Furthermore we are currently changing the style of some rooms, which will be our Grand Deluxe category. The rooms will be ready at the end of August this year. This will be a modern classical style then. Try them out. 20 www.tripadvisor.com
  21. 21. Westin Grand Berlin – August 2005 quot;Is this the same hotel…quot; “…that has the bad stinky rooms? Not ours. The location was great, the lobby was great, and the room was great. Nice bed, lovely linens, a spotless bathroom with no bad smell! And the pool and spa area was one of the nicest I've seen! Sorry to the people who got bad rooms - ours was close to the center and must have been renovated. ...” 21 www.tripadvisor.com
  22. 22. Summary: • Find places where your customers are talking – and listen. • Respond to poor reviews- publicly and privately. • The Democracy of the Web provides a level playing field – The cost/value equation is unique to every property – regardless of size or brand affiliation – Small properties can take share by trying harder – Branded properties need to live up to brand promises with every customer, every day. • Start your relationship with your potential guest during the evaluation stage. – Be in the consideration set when people are making cost/value decisions. – Adjacency to unbiased content supports your site’s credibility. 22 www.tripadvisor.com
  23. 23. Get to know us! • Christine Petersen Head of Marketing christine@tripadvisor.com • Robin Ingle Head of International Development robin@tripadvisor.com 23 www.tripadvisor.com