Consumer Generated Content in Travel <ul><li>The Importance of Consumer Generated Content  (CGC) </li></ul><ul><li>Questio...
Methodology: understanding CGC motivations and behaviors <ul><ul><ul><ul><li>Based on Compete’s 2 million member consumer ...
CGC already influences $10 billion a year in online travel <ul><li>More than 20% of consumers already use CGC in travel pl...
CGC  starting point Mini-Sites, Promotions, & Events Integration Into Your eCommerce Platform Brand Management on Third Pa...
Case Study: Sheraton Hotels <ul><ul><ul><ul><ul><li>Overview </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>Audienc...
Sheraton transformed its website into a social platform <ul><li>Booking functionality pushed aside in favor of a “Global N...
Profile of Sheraton’s site audience <ul><li>72% have stayed at a Sheraton in past year (42% more than once, 7% more than f...
Sheraton’s CGC tools:  as valuable as customer service <ul><li>Half of those remembering the “Global Community” identify i...
Sheraton has artfully maintained control of the dialogue <ul><li>Consumers are most enthusiastic about direct consumer rev...
Integration of CGC is tied to eCommerce performance <ul><li>Consumers are enthusiastic about social content in helping the...
CGC coincides with increased conversion rate <ul><li>Conversion of Sheraton site visitors improved following the Q2 implem...
Case Study: Southwest Airlines <ul><ul><ul><ul><ul><li>Overview </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>Audi...
Southwest involved consumers in its brand marketing <ul><li>Mini-site launched for Southwest fans to share consumer-genera...
Profile of Southwest’s site audience <ul><li>64% have flown Southwest in the past year (43% more than once, 7% more than f...
Many Southwest visitors are aware of the CGC promotion <ul><li>20% of Southwest.com visitors claim recall/awareness of “Wa...
Greater interest in viewing video content than creating it <ul><li>Brand advocates are hard to come by, even for Southwest...
Indirect relationship between Southwest contest & bookings <ul><li>Direct impacts of campaign are more difficult to measur...
Case Study: TripAdvisor Users <ul><ul><ul><ul><ul><li>Overview </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>Audie...
TripAdvisor is the leading destination for travel reviews <ul><li>Social exchange of reviews and stories of travel experie...
Profile of TripAdvisor’s site audience <ul><li>87% used TripAdvisor to plan in the past year (57% more than once, 6% more ...
Peer opinions are highly valued Perceptions of TripAdvisor Content (% of TripAdvisor visitors agreeing with each statement...
Consumers welcome a brand’s involvement in the dialogue Change in Opinion if Content Added to TripAdvisor (opinion of a br...
New Innovators in Social Travel
Eons.com is unlocking new potential in social travel <ul><li>Dramatic growth since launching the service less than a year ...
Online CGC on Eons leads to offline social travel <ul><li>Now over 400K active members  (15 minutes per visit, 2-3 visits ...
CGC Opportunities
Assessing Consumer Generated Content opportunities <ul><li>High awareness & usage </li></ul><ul><li>Enhanced e-commerce pe...
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Compete Consumer Generate Travel Content

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Compete Consumer Generated Travel Content Presentation Presented By Greg Saks, and Hosted By The Travel Distrobution Report

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Compete Consumer Generate Travel Content

  1. 1. Consumer Generated Content in Travel <ul><li>The Importance of Consumer Generated Content (CGC) </li></ul><ul><li>Questions on CGC </li></ul><ul><li>Case Studies </li></ul><ul><li>Opportunities </li></ul><ul><li>Please submit your questions: </li></ul><ul><ul><li>Email to gsaks@compete.com during the session </li></ul></ul><ul><ul><li>Will respond during 10 minute Q&A, or in follow-up email </li></ul></ul>
  2. 2. Methodology: understanding CGC motivations and behaviors <ul><ul><ul><ul><li>Based on Compete’s 2 million member consumer panel </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Click-stream data observed passively; actual online behavior </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Surveys behaviorally targeted to specific consumer segments: </li></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>209 respondents from Sheraton site visitors </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>1201 respondents from Southwest site visitors </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>428 respondents from TripAdvisor site visitors </li></ul></ul></ul></ul></ul>
  3. 3. CGC already influences $10 billion a year in online travel <ul><li>More than 20% of consumers already use CGC in travel planning </li></ul><ul><li>Two-thirds state it impacts their purchase decisions </li></ul><ul><li>56% view CGC as credible; 36% for brand-created content </li></ul>
  4. 4. CGC starting point Mini-Sites, Promotions, & Events Integration Into Your eCommerce Platform Brand Management on Third Party Sites How much control should I maintain over CGC? How much CGC exposure should I seek to create among travelers? Travel marketers are asking two main questions about CGC <ul><li>How to balance creating exposure and maintaining control of conversation? </li></ul><ul><li>Travel marketers have a spectrum of opportunities </li></ul>
  5. 5. Case Study: Sheraton Hotels <ul><ul><ul><ul><ul><li>Overview </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>Audience profile </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>Response to CGC </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>Is it working? </li></ul></ul></ul></ul></ul>
  6. 6. Sheraton transformed its website into a social platform <ul><li>Booking functionality pushed aside in favor of a “Global Neighborhood” </li></ul><ul><li>Audience encouraged to read & share experiences </li></ul>Sheraton’s new social site launched at end of Q2 2006
  7. 7. Profile of Sheraton’s site audience <ul><li>72% have stayed at a Sheraton in past year (42% more than once, 7% more than five times) </li></ul><ul><li>12% prefer Sheraton if they have a choice (50% prefer any Starwood brand, 34% no preference) </li></ul><ul><li>70% a member of Starwood Preferred Guest (Only 10% SPG exclusively, 18% belong to no hotel program) </li></ul><ul><li>46% visit with intent to book a Sheraton (43% to compare Sheraton against other options) </li></ul>SCREENSHOT
  8. 8. Sheraton’s CGC tools: as valuable as customer service <ul><li>Half of those remembering the “Global Community” identify it as valuable </li></ul><ul><li>On par with the value of having customer service links </li></ul>Usefulness of Sheraton Website Functionality (% identifying the component as helpful among those who recall viewing it)
  9. 9. Sheraton has artfully maintained control of the dialogue <ul><li>Consumers are most enthusiastic about direct consumer reviews of hotels </li></ul><ul><li>Sharing stories draws participation; avoids directly critiquing brand </li></ul>Likelihood to use tools on Sheraton site (% likely/unlikely to perform each activity, among all site visitors)
  10. 10. Integration of CGC is tied to eCommerce performance <ul><li>Consumers are enthusiastic about social content in helping them select travel products </li></ul><ul><li>Perceived impact is on measurable eCommerce metrics (finding info, booking) </li></ul><ul><li>Less overt concern about branding impact </li></ul>Feedback on social planning tools (reaction of site visitors to implementation of CGC tools for sharing trip stories)
  11. 11. CGC coincides with increased conversion rate <ul><li>Conversion of Sheraton site visitors improved following the Q2 implementation </li></ul><ul><li>Defies conventional thinking for site usability </li></ul>Sheraton Online Conversion Performance (% of Sheraton site visitors reaching each step of the hotel booking process) Sheraton’s new social site launched at end of Q2 2006
  12. 12. Case Study: Southwest Airlines <ul><ul><ul><ul><ul><li>Overview </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>Audience profile </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>Response to CGC </li></ul></ul></ul></ul></ul>
  13. 13. Southwest involved consumers in its brand marketing <ul><li>Mini-site launched for Southwest fans to share consumer-generated videos </li></ul><ul><li>Prizes include exposure on national television </li></ul>
  14. 14. Profile of Southwest’s site audience <ul><li>64% have flown Southwest in the past year (43% more than once, 7% more than five times) </li></ul><ul><li>53% prefer Southwest if they have a choice (9% prefer to avoid Southwest, 38% no preference) </li></ul><ul><li>60% a member of Southwest Rapid Rewards (Only 12% RR exclusively, 25% belong to no airline program) </li></ul>Note: Profile & Survey is for all Southwest.com visitors, not mini-site visitors
  15. 15. Many Southwest visitors are aware of the CGC promotion <ul><li>20% of Southwest.com visitors claim recall/awareness of “Wanna Get Away” promotion </li></ul><ul><li>40% of this group went to the promotion mini-site </li></ul>Behavior Among Recall Group (% performing each activity among those stating awareness of Southwest promotion)
  16. 16. Greater interest in viewing video content than creating it <ul><li>Brand advocates are hard to come by, even for Southwest </li></ul>Likelihood to Participate (% of Southwest site visitors willing/unwilling to participate in a Southwest contest including each activity) Vote for Consumer-Created Videos Create & post my own short video Want to have winning video appear on TV
  17. 17. Indirect relationship between Southwest contest & bookings <ul><li>Direct impacts of campaign are more difficult to measure </li></ul><ul><li>Consumers see this type of campaign as innovative… </li></ul><ul><li>… however this does not impact likelihood to fly Southwest as strongly </li></ul>Feedback on User Generated Video Campaign (% reaction of Southwest site visitors to implementation of CGC video campaign)
  18. 18. Case Study: TripAdvisor Users <ul><ul><ul><ul><ul><li>Overview </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>Audience profile </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>Response to CGC </li></ul></ul></ul></ul></ul>
  19. 19. TripAdvisor is the leading destination for travel reviews <ul><li>Social exchange of reviews and stories of travel experiences </li></ul><ul><li>Over five million U.S. visitors per month </li></ul>
  20. 20. Profile of TripAdvisor’s site audience <ul><li>87% used TripAdvisor to plan in the past year (57% more than once, 6% more than five times) </li></ul><ul><li>37% plan in advance to use it for every trip (32% plan to use it sometimes, 31% don’t plan to use it in advance) </li></ul><ul><li>56% have registered on the TripAdvisor site (44% have not) </li></ul><ul><li>88% find it influences their travel decisions (28% significantly, 11% little influence, 1% no influence) </li></ul>
  21. 21. Peer opinions are highly valued Perceptions of TripAdvisor Content (% of TripAdvisor visitors agreeing with each statement) <ul><li>82% prefer consumer reviews over a hotel’s description of itself </li></ul><ul><li>Despite concerns of bias/credibility </li></ul>
  22. 22. Consumers welcome a brand’s involvement in the dialogue Change in Opinion if Content Added to TripAdvisor (opinion of a brand that posts the information on TripAdvisor) <ul><li>58% say a supplier responding on TripAdvisor would put them in a favorable light </li></ul><ul><li>Important to be genuine </li></ul>
  23. 23. New Innovators in Social Travel
  24. 24. Eons.com is unlocking new potential in social travel <ul><li>Dramatic growth since launching the service less than a year ago </li></ul><ul><li>Exclusively available to 50+ demographic </li></ul>Eons.com Site Traffic (monthly unique visitors, Apr 06 – Mar 07)
  25. 25. Online CGC on Eons leads to offline social travel <ul><li>Now over 400K active members (15 minutes per visit, 2-3 visits per week) </li></ul><ul><li>Complex social interactions (Blogging, sharing life dreams, joining groups) </li></ul><ul><li>Over 120 travel groups formed - Content driven entirely by members - RVing, Biking, Cruising, Destinations - Real time advice & peer interaction </li></ul><ul><li>Social interaction is expanding, becoming more complex </li></ul><ul><li>Bridging an online-to-offline gap </li></ul>Eons Online Community New Social Travel <ul><li>50+ “Love Boat Cruise” (started by “50+ Singles” group members) </li></ul><ul><li>20-30 bookings for July sailing (community selection of a Carnival cruise) </li></ul><ul><li>Online to offline group - Social dynamic developed independently - Moderator negotiated with travel agent - Group members promoting & planning </li></ul>
  26. 26. CGC Opportunities
  27. 27. Assessing Consumer Generated Content opportunities <ul><li>High awareness & usage </li></ul><ul><li>Enhanced e-commerce performance </li></ul><ul><li>Long term opportunity for cultivating loyalty </li></ul><ul><li>Moderate awareness </li></ul><ul><li>Brand advocates generate marketing content </li></ul><ul><li>Difficult to measure direct impact on bookings </li></ul><ul><li>Consumers value others’ opinions </li></ul><ul><li>Opportunity for brands to be part of the dialogue </li></ul><ul><li>Risk of appearing disingenuous </li></ul>Mini-Sites, Events & Promotions Integration Into eCommerce Platform Brand Management on Third Party Sites CGC starting point How much control should I maintain over CGC?

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