How destinations are attracting visitors with better guest intelligence | Josiah Mackenzie | #SoMeT15US New Orleans, USA

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SoMeT: A New Model for Destination Marketing

Destinations and tourism marketers now have a valuable opportunity to obtain guest intelligence from the social web and online review sites in order to: - Better understand visiting travelers through public reviews - Know specifics of what guests like and dislike about their hospitality offering - Benchmark guest satisfaction levels between cities or regions - Assist operators in improving the guest experience through providing tools and education

Education

How Destinations Are
Attracting Visitors With
Guest Intelligence Data
Q4
2015

Trying To Do It All Yourself?
3
•  Travel

Trying To Do It All Yourself?
4
•  Travel

Use: Marketing & PR showcase the
hits
11

Use: web & editorial: tips from each
audience, for each
12

Businesses: Insights to improve cust
sat
13

YOUR JOB IS TO
LISTEN,
PROCESS,
& SHARE
ALL THIS CONTENT
THAT’S BEING CREATED

Guest Intelligence = ORM + GSS
16
Online Reputation Guest Surveys

360° Destination Tracking
17
Outdoor Attractions
Transportation
Shopping
Hotels & Resorts Restaurants

Foundational to A Visitor’s Experience
19

UN WTO Research
23
“When choosing a hotel to stay in, how would you rate the relative importance
of information that you receive from the following sources?”
[Study conducted by AA Ireland in 2014, based on 23,702 responses]

UN WTO Research
24
According to the UN WTO and Cornell’s
Center for Hospitality Research, 72% of
hoteliers feel that integration of guest
reviews into star rating systems is either
“Extremely Important” for “Very Important”
72%
[Study conducted by Cornell University in 2014, based
on 575 responses from global hotel industry
professionals]

Star Ratings Australia
“Accommodation is at the heart
of any destination experience.
“Quality product and quality
guest experiences are critical if a
destination is to maintain or grow
market share of global tourism.” Damien
Hanger

General
Manager

Star
Ra3ngs
Australia

Star Ratings Australia
“Travellers still value an
independent judgment of quality
standards.
“The challenge is to maintain our
independence but to incorporate
a consumer voice so we reﬂect
their behavior as they make their
decisions online.”
Damien
Hanger

General
Manager

Star
Ra3ngs
Australia

The Solution
28
•  Provided all 5,000+ SRA
licensees with dashboard
access to ReviewPro,
helping them monitor and
manage feedback
•  Provided education to its
licensees
•  Obtained analytics on what
guests like and dislike
about Australia’s hotels

The Solution (continued)
29
•  Will display meta-review
data on its website
•  Will hold contests to
recognize the best
performing hotels
•  Plans to perform new
academic research on why
hotels succeed in Australia

Bermuda’s Guest Intelligence Program
32
•  Purchased ReviewPro to
monitor hotels and resorts
in their destination
•  Identiﬁed competitive
advantages for destination
advertising – from their
guests’ perspective

Bermuda’s Guest Intelligence Program
36
•  Gave their hotels full
access to ReviewPro’s
online reputation
management system to
empower them better
serve guests and improve
the overall destination
visitor experience

•  Provide guides on the topics of
ORM & social media management,
along with case studies of
successful improvement initiatives
•  Produce and share webinars &
product training videos
41
Support Through Education

Transparency for Positive Competition
44

Endorsed by Star Ratings Australia
Damien Hanger
General Manager
Star Ratings Australia

45
“UPDATE QUOTE WITH
WEBINAR FROM MARCH”

Josiah Mackenzie
VP, Business Development
@JosiahMackenzie
josiah@reviewpro.com
www.reviewpro.com

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