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Making A List & Checking It
Twice: Travel Research,
Planning & Validation
11:50AM – 12:20PM ET #EvolvingTravel
Ellis Conno...
Defining Travel Research, Planning & Validation
• The traveler has
chosen a
destination
• Searching for
dates, flights,
pl...
Travel Research
Source: Boxever & Skift, 2015 | Millward Brown Digital on behalf of Expedia MediaSolutions, 2016
Share of ...
Making a List and
Checking It Twice:
Travel Research,
Planning & Validation
Ellis Connolly
Chief Revenue Officer, TrustYou
read reviews prior to making a booking decision
are willing to pay more for a hotel with higher review scores
95% of trave...
Brand consistency across
the entire online booking experience
 Location
 Price
 Reviews
Leverage guest
feedback to
impact the entire
guest journey
The world’s largest
guest feedback
platform
Research Phase:
Driving Your Conversion
Opportunity
Charlie Osmond
Chief Tease, Triptease
Direct is best
“Their booking value
is 2x more than
OTA bookers”
“Direct bookers
deliver 9-18% more
netRevPAR”
Over 60% of OTA
bookers visit your
hotel website
1. Experience the customer journey
+
2. Present clear benefits
What’s in it for me?
3. Prove your rate is the best
Price Check
on the
booking engine
4. Don’t be undercut
When you are
undercut by an OTA
your conversion rate
drops by over 30%
5. Reduce abandonment & capture guest details
Track
exit-intent
and pop a
conversion
message
We’ll send you a single messa...
6. Be human
Personalized
content
&
Live messaging
Charlie Osmond
Chief Tease, Triptease
1. Experience the journey
2. Present clear benefits
3. Prove your rate is best
4. Do...
Ed St. Onge
President, Flip.to
www.flip.to
Charlie Osmond
Chief Tease, Triptease
www.triptease.com
Chris Blaine
VP, Sales ...
Up Next
Let’s Book It! Winning the Hotel Booking
The Evolving Travel Shopping Journey: Travel Research, Planning & Validation
The Evolving Travel Shopping Journey: Travel Research, Planning & Validation
The Evolving Travel Shopping Journey: Travel Research, Planning & Validation
The Evolving Travel Shopping Journey: Travel Research, Planning & Validation
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The Evolving Travel Shopping Journey: Travel Research, Planning & Validation

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In part 2 of our Digital Marketing Summit for Hoteliers, Charlie Osmond, Chief Tease of Triptease, and Ellis Connolly, Chief Revenue Officer of TrustYou discuss the travel research, planning & validation phase of the travel shopping journey and its impact on direct bookings.

Published in: Marketing
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The Evolving Travel Shopping Journey: Travel Research, Planning & Validation

  1. 1. Making A List & Checking It Twice: Travel Research, Planning & Validation 11:50AM – 12:20PM ET #EvolvingTravel Ellis Connolly, Chief Revenue Officer, TrustYou Charlie Osmond, Chief Tease, Triptease
  2. 2. Defining Travel Research, Planning & Validation • The traveler has chosen a destination • Searching for dates, flights, places to stay, activities Source: The 2014 Traveler’s Road to Decision, Google, 2014
  3. 3. Travel Research Source: Boxever & Skift, 2015 | Millward Brown Digital on behalf of Expedia MediaSolutions, 2016 Share of Influence During Each Phase of the Travel Shopping Journey 40%of people booking travel online browse just 3-5 sites before completing their purchase
  4. 4. Making a List and Checking It Twice: Travel Research, Planning & Validation Ellis Connolly Chief Revenue Officer, TrustYou
  5. 5. read reviews prior to making a booking decision are willing to pay more for a hotel with higher review scores 95% of travelers 76% of travelers 1. Consumer Research Identifies How To Present Travel Review Content For Optimal Bookings, TrustYou 2. Consumer Research Identifies How To Present Travel Review Content For Optimal Bookings, TrustYou 3. The Effect of Reviews on Hotel Conversion Rates and Pricing, TrustYou say summarized review content is the easiest way to consume travel reviews 52% of travelers
  6. 6. Brand consistency across the entire online booking experience
  7. 7.  Location  Price  Reviews
  8. 8. Leverage guest feedback to impact the entire guest journey
  9. 9. The world’s largest guest feedback platform
  10. 10. Research Phase: Driving Your Conversion Opportunity Charlie Osmond Chief Tease, Triptease
  11. 11. Direct is best “Their booking value is 2x more than OTA bookers” “Direct bookers deliver 9-18% more netRevPAR”
  12. 12. Over 60% of OTA bookers visit your hotel website
  13. 13. 1. Experience the customer journey +
  14. 14. 2. Present clear benefits What’s in it for me?
  15. 15. 3. Prove your rate is the best Price Check on the booking engine
  16. 16. 4. Don’t be undercut When you are undercut by an OTA your conversion rate drops by over 30%
  17. 17. 5. Reduce abandonment & capture guest details Track exit-intent and pop a conversion message We’ll send you a single message with details of your search and a special offer email Go Send me my search details
  18. 18. 6. Be human Personalized content & Live messaging
  19. 19. Charlie Osmond Chief Tease, Triptease 1. Experience the journey 2. Present clear benefits 3. Prove your rate is best 4. Don’t be undercut 5. Reduce abandonment 6. Be human Research phase – driving your conversion opportunity
  20. 20. Ed St. Onge President, Flip.to www.flip.to Charlie Osmond Chief Tease, Triptease www.triptease.com Chris Blaine VP, Sales & Account Management, Sojern www.sojern.com Ellis Connolly Chief Revenue Officer, TrustYou www.trustyou.com
  21. 21. Up Next Let’s Book It! Winning the Hotel Booking

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