More of the people visiting travel websites are female in English speaking countries (AU, US, UK)In Mainland China we see the opposite.
When it comes to impact of customer reviews,men and women aren’t that much different. NO they are not more critical!!
Admit it, you have a love hate relationship with social media. So let’s talk about the light and the dark.Facebook is the 3rd most important website driving traffic to accor’s APAC site, 2nd to Google and accoradvantageplus. 3.16% of trafficMake sure you are engaging women on their social networks and make it EASY to share from your emails and website.Pinterest is growing exponentially, and it is 60% female. Test how your content shows up when “Pinned”.I know I use tripadvisor as a sanity check against the always perfect images. I look at the most recent posts and the most negative. If I see a response from the management to the negative reviews, that can help me get a more balanced picture of what I’m buying. Social is scary, the devil in your customers can come out in a very public way, but so can the angel, so give your customers a good experience and ENCOURAGE them to write good reviews. The only way to counter balance that 1star review is lots of 5 stars.And it turns out that despite what you may be thinking about how picky women are, they are on average more positive reviewers than men, averaging 4.43 starts compared to 4.32, according to our partner bazaarvoice 2011http://www.bazaarvoice.com/social-commerce-statisticsThat tripadvisor owl is watching you, watch him back.
Earlier this month, Pinterest surpassed LinkedIn and is now #3 most popular Social Networking site in the US, behind Facebook and Twitter. Web traffic to Pinterest traffic surged 50% from Jan to Feb 2012, enabling the invitation-only site to overtake LinkedIn, Tagged and Google+ in total monthly visits. 2.31 and 1.33% respectively.
Other way around in 2010.Compete: http://blog.compete.com/2011/11/29/the-male-vs-female-debate-goes-mobile/Both groups do plenty of both columns.
Travel is all about going somewhere else. They might take their laptops, they certainly take their phones. Consider the user experience:- Test your email creative on different devices and find out where your customers are reading to further targetTripadvisor falls down when linking me to review from an email and then pushing me to their app SMS can be a very powerful way to reach customers if not abused, augment your email campaigns with relevant short messages that your customers appreciate – “Don’t forget your toothbrush, we’ll do the rest. Your confirmation code is: QBR99”. Or a message with the terminal in it. According to Google Currently 63% of US consumers prefer purchasing on websites to apps. And 40% will go to a competitors site on their mobile before they go to their PC to get a better experience.
Penetration numbers are low because the population is so highhttp://www.theage.com.au/digital-life/mobiles/australias-white-hot-smartphone-revolution-20110908-1jz3k.html
Econsultancy and Adestrahttp://www.mardevdm2.com/newsarticle.asp?id=1016&header=email-marketing-offers-greater-roi-than-other-digital-channels
Don’t forget about the Age demographic.
Women are different from men. But don’t forget they are not one dimensional and the differences between individual women is often far more predictive.CountryAge groupSingle vs. MomStudent vs. CorporaThink beyond the 1-dimensional gender demographic
Great example of hotel cross-sell that was relevant and timely!
I’ll leave you with a final tip on engaging with your Angels. As she gazes dreamily at the cruise she hopes to book soon.Remember that video is a powerful medium and it can be deployed in email to create an emotional connection.