BEST PRACTICES IN TRAVEL WEBSITE
TESTING AND OPTIMIZATION 2 - Search
Download at: http://www.travelweekly.com/uploadedFiles/PDFs/021213BestPractices-Search.pdf
The Art & Science of Converting Hotel Guests on Your Website Nancy Huang
Many travelers come and leave your hotel website. How can you motivate them to stay and convert?
It starts with understanding their mindsets and behaviors.
In this webinar, we’ll dive into consumer behaviors, audience segmentation, and the guest journey for booking direct on hotel websites. Using an array of techniques and technology, you can effectively influence your guest’s decision-making, forge deeper relationships, and drive more direct bookings.
Learn how to:
- Analyze your website data to segment your audience and uncover user behaviors
- Map out the guest journey for different types of buyers
- Showcase the value of booking direct to visitors every step of the way
- Incentivize conversion and retention by personalizing rewards
Interested in learning more? Contact our team for additional information.
Celebrate and Nurture Your Guests: Drive Loyalty Through a Personalized Journ...Nancy Huang
This document summarizes a webinar about driving loyalty through personalized guest experiences. The webinar discussed how guest expectations have changed and personalization now shapes hospitality. It also discussed how Hersha Hotels uses behavioral mapping and integrations between its CRM, booking engine and property systems to recognize repeat guests and provide personalized perks. Travel Tripper and Pegasus discussed how their expertise in integrating loyalty programs with booking engines allows for personalized online loyalty experiences, such as welcoming guests by name and showing tiered rates. The webinar emphasized that a seamless, personalized experience throughout the entire guest journey is key to driving loyalty.
Tapping into the power of authentic travel experiences for hotel marketingNancy Huang
This webinar discusses how hotels can tap into authentic travel experiences for marketing by inspiring new audiences during planning and booking stages. Speakers discuss how hotels can be relevant by anticipating travelers' needs, be inspiring through visual content and storytelling, and make their websites easy to use on mobile. Translating local concierge knowledge into digital guides and empowering travelers to share their experiences can help hotels inspire new audiences organically. Storytellers who share their authentic experiences can build trust and spark new relationships with future travelers.
This document summarizes a TripAdvisor presentation about how the travel industry is changing and what this means for tourism businesses. It notes that TripAdvisor is the world's largest travel site with over 50 million monthly users. It provides statistics on TripAdvisor's growth and details how travelers now use TripAdvisor and social media throughout their travel planning process. The presentation recommends that tourism businesses register with TripAdvisor's free Management Center tool, respond to reviews, add their content and engage travelers on TripAdvisor forums to better manage their online presence and influence travelers.
Optimizing Distribution Channels for Independent HotelsNancy Huang
Webinar with OTA Insight and Travel Tripper. Video available at https://youtu.be/W7Zv07XO7Ys
----
The increasing complexity of the online distribution landscape and the ever-changing behavior of consumers presents new challenges to hotel revenue managers every year, especially for independent hotels. How do you find the optimal channel mix for your hotel? How can you ensure that you're making the most out of each channel? And what data should be driving your decision making?
In this webinar, experts from Travel Tripper and OTA Insight will do a deep dive into optimizing the independent hotel’s distribution mix, including important strategies for managing OTA, metasearch, and direct booking channels. You’ll learn about:
- Driving bookings more effectively through price monitoring and management
- Using smarter analytics to optimize channel performance across OTAs and metasearch sites
- Optimizing your website to compete effectively for direct bookings
- Developing geographic marketing strategies
- The importance of content parity as well as rate parity
- Being competitive on metasearch and deciding on budgets, channels, and markets for your property
- Developing the right attribution models to measure success
The document summarizes research conducted by an agency to help Marriott strengthen its digital experiences and meet business goals. User research methods like usability testing, interviews, and card sorting were used. Testing found the website had issues like slow loading, confusing booking, and lack of flight/hotel packages. Recommendations included prototyping improvements based on findings, building a responsive website and mobile app, and improving SEO.
Marriott has agreed to act on my user research recommendation made in your memo, and has asked your agency to take on a user research project as part of their broader re-design program. In your role as user research practitioner, you have now been asked to create the inputs to a user research plan for Marriot’s digital properties.
The Art & Science of Converting Hotel Guests on Your Website Nancy Huang
Many travelers come and leave your hotel website. How can you motivate them to stay and convert?
It starts with understanding their mindsets and behaviors.
In this webinar, we’ll dive into consumer behaviors, audience segmentation, and the guest journey for booking direct on hotel websites. Using an array of techniques and technology, you can effectively influence your guest’s decision-making, forge deeper relationships, and drive more direct bookings.
Learn how to:
- Analyze your website data to segment your audience and uncover user behaviors
- Map out the guest journey for different types of buyers
- Showcase the value of booking direct to visitors every step of the way
- Incentivize conversion and retention by personalizing rewards
Interested in learning more? Contact our team for additional information.
Celebrate and Nurture Your Guests: Drive Loyalty Through a Personalized Journ...Nancy Huang
This document summarizes a webinar about driving loyalty through personalized guest experiences. The webinar discussed how guest expectations have changed and personalization now shapes hospitality. It also discussed how Hersha Hotels uses behavioral mapping and integrations between its CRM, booking engine and property systems to recognize repeat guests and provide personalized perks. Travel Tripper and Pegasus discussed how their expertise in integrating loyalty programs with booking engines allows for personalized online loyalty experiences, such as welcoming guests by name and showing tiered rates. The webinar emphasized that a seamless, personalized experience throughout the entire guest journey is key to driving loyalty.
Tapping into the power of authentic travel experiences for hotel marketingNancy Huang
This webinar discusses how hotels can tap into authentic travel experiences for marketing by inspiring new audiences during planning and booking stages. Speakers discuss how hotels can be relevant by anticipating travelers' needs, be inspiring through visual content and storytelling, and make their websites easy to use on mobile. Translating local concierge knowledge into digital guides and empowering travelers to share their experiences can help hotels inspire new audiences organically. Storytellers who share their authentic experiences can build trust and spark new relationships with future travelers.
This document summarizes a TripAdvisor presentation about how the travel industry is changing and what this means for tourism businesses. It notes that TripAdvisor is the world's largest travel site with over 50 million monthly users. It provides statistics on TripAdvisor's growth and details how travelers now use TripAdvisor and social media throughout their travel planning process. The presentation recommends that tourism businesses register with TripAdvisor's free Management Center tool, respond to reviews, add their content and engage travelers on TripAdvisor forums to better manage their online presence and influence travelers.
Optimizing Distribution Channels for Independent HotelsNancy Huang
Webinar with OTA Insight and Travel Tripper. Video available at https://youtu.be/W7Zv07XO7Ys
----
The increasing complexity of the online distribution landscape and the ever-changing behavior of consumers presents new challenges to hotel revenue managers every year, especially for independent hotels. How do you find the optimal channel mix for your hotel? How can you ensure that you're making the most out of each channel? And what data should be driving your decision making?
In this webinar, experts from Travel Tripper and OTA Insight will do a deep dive into optimizing the independent hotel’s distribution mix, including important strategies for managing OTA, metasearch, and direct booking channels. You’ll learn about:
- Driving bookings more effectively through price monitoring and management
- Using smarter analytics to optimize channel performance across OTAs and metasearch sites
- Optimizing your website to compete effectively for direct bookings
- Developing geographic marketing strategies
- The importance of content parity as well as rate parity
- Being competitive on metasearch and deciding on budgets, channels, and markets for your property
- Developing the right attribution models to measure success
The document summarizes research conducted by an agency to help Marriott strengthen its digital experiences and meet business goals. User research methods like usability testing, interviews, and card sorting were used. Testing found the website had issues like slow loading, confusing booking, and lack of flight/hotel packages. Recommendations included prototyping improvements based on findings, building a responsive website and mobile app, and improving SEO.
Marriott has agreed to act on my user research recommendation made in your memo, and has asked your agency to take on a user research project as part of their broader re-design program. In your role as user research practitioner, you have now been asked to create the inputs to a user research plan for Marriot’s digital properties.
This is a slideshare of the Hotel Industry UX Benchmark Study, where you can see the webinar presentation, including highlight results of the study made by UserZoom
UX Research for a Hotel Online Booking WebsiteNadia Serveti
Nadia Serveti conducted user experience evaluation for a hotel online booking website. She interviewed two users - a mock user and an actual user - who searched for and booked hotels on the website. Both users encountered some usability issues and had recommendations. Nadia provided a summary of findings and recommendations to improve the search, filtering, sorting and individual hotel pages. Some key recommendations included improving the search box options, making filters more prominent, and addressing issues with map zooming and hotel price displays. Next steps proposed expanding usability testing and competitive analysis.
This document compares the reputation management services Review Pro and TrustYou. Both services help hotels manage online reviews across multiple websites to improve their online reputation and increase bookings. Review Pro is approved by TripAdvisor and works with 154 hotel chains. TrustYou works with over 12,000 hotels and has partnerships with major OTAs and technology companies. The document discusses the benefits and features of both services but does not provide a clear recommendation for which service would be better without understanding the specific needs and goals of the hotel.
The Evolving Travel Shopping Journey: Travel Research, Planning & ValidationLeonardo
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.
SEO, or search engine optimization, is the process of improving a website to increase traffic from search engines like Google. SEO is important for hotels because most travel research is done online, and a high search engine ranking is crucial to attract qualified customers. Local SEO is especially important for franchised hotels to target local events and groups. While some believe that more travelers book directly on hotel websites, research shows that online travel agencies are still more popular booking sites. User reviews on sites like TripAdvisor also have a major influence on booking decisions. To succeed with SEO, hotels need patience as rankings can take a long time to improve, and an ongoing effort to adapt strategies as search engines and consumer behavior evolve.
Trust You and ReviewPro both offer online reputation management services for hotels. Trust You offers a more comprehensive suite of interconnected services, including marketing, meta-review APIs, monitoring, guest surveys, and social media monitoring. Trust You also claims to influence over 50 million travelers in their booking decisions and partners with major travel agencies. The document discusses how online reputation management relates to social media and maximizing user-generated content on hotel websites and social media profiles.
Understanding the various stages in the customer journey of a travel booker and how you can tap into it via creative marketing and innovative product ideas
This document summarizes a webinar about 4 hotel marketing trends for 2017:
1. Fundamentals like loyalty programs are losing their effectiveness as competition from OTAs increases and guests expect more personalized experiences. Content remains important.
2. Mobile usage is growing rapidly and becoming mandatory for hotels. Google is prioritizing mobile-friendly content and usability.
3. Paid search effectiveness may be declining while search engine optimization grows in importance. Quality content wins over keyword stuffing.
4. Social media platforms like Facebook are changing their algorithms to prioritize engagement over reach. Hotels must test new strategies to reach customers.
The Impact of Guest Reviews on TripAdvisor HotelsAbdul Razak
This project report examines the impact of guest reviews on TripAdvisor hotels in Kochi, Kerala. The report aims to understand how reviews affect hotel performance and reputation. It also seeks to determine the effectiveness of online reviews and prevent fake reviews. Data was collected through surveys of hotel managers and reviews on TripAdvisor. Key findings include that the majority of respondents trust TripAdvisor reviews, though some hotels have faced financial losses due to fake reviews. The report suggests verification of reviewers and responses to reviews to ensure reviews are genuine.
TripAdvisor is a popular travel review website that sees over 40 million unique visitors per month globally. The document discusses how business owners can make the most of their TripAdvisor presence by optimizing their listing details, adding photos and videos, monitoring and responding to reviews, and using business listings to drive more direct bookings to their website. It provides statistics on TripAdvisor's large user base and examples of how other businesses have increased their bookings after engaging with TripAdvisor's tools.
The Evolving Travel Shopping Journey: Winning the Hotel BookingLeonardo
In part 3 of our Digital Marketing Summit for Hoteliers, David Chestler, EVP Global Enterprise Sales & Business Development of SiteMinder and Joey Egan, VP Marketing of Leonardo discuss how to win the hotel booking and increase direct bookings for your hotel.
Contextual Messaging in Action - StrongView Digital Marketing WebinarStrongView
The increased availability of real-time data and innovative approaches for harnessing it are enabling email marketers to engage in more contextually relevant messaging than ever before. The winners in this new context-driven world of digital marketing will be the brands who are able to execute messaging relevant to their customers’ current contexts at the moment of engagement.
Katrina Conn, StrongView's Vice President of Marketing Services, takes a deep dive into how contextual messaging is taking personalization to the next level by going beyond profile and purchase data to include real-time contextual information like location, weather, device type and other external inputs. Plus, see these strategies in action with examples from brands successfully integrating contextual marketing into their email programs.
This webinar took place on 12/11/2014. A full audio/visual recording of the event can be found at: http://www.strongview.com/resources/webinars/contextual-messaging-in-action
This document discusses the importance of websites and mobile design. It provides an overview of Seroka/Top Floor, which has 15 years experience in digital marketing and dedicated teams for branding, marketing strategy, design, development and other services. The document emphasizes that the website is the hub of all marketing activities and the primary brand delivery vehicle. It discusses the need for responsive design to accommodate different devices and screens. The proposal section suggests features for a new responsive website to correspond with a written proposal.
User Experience in the Travel and Tourism Industry - Ucd2013 conference talk ...User Vision
One of the great ironies of the web is that researching and booking a relaxing holiday can be one of the most stressful things you can do online. Before you can flop yourself on a beach in a far-away clime you need to consider and navigate through a choice of options that all begin to look the same and hope that you get through the long booking process without making a critical mistake.
We have worked with airlines, luxury hotel chains and regional tourism bodies performing usability testing, user needs research and iterative user centred design. We’ve seen and heard usability test participants do everything from looking dreamily at gorgeous foreign beach hotels to clenching their fists in frustration at barriers they hit booking their flight. We’d like to share these experiences with you and identify what are the key elements that make or break the user experience in researching, booking and managing travel & leisure online. This talk will cover
The psychology of booking travel : known unknowns and unknown unknowns
Primary and secondary choice parameters in travel, tourism and leisure
Typical barriers in researching and booking travel
The role of mobile UX in the complete travel customer experience
Innovative ways of presenting information for the travel & leisure context
International aspects – what works for one audience may not work for another
The document discusses a travel brand solution called Thunderhead's ONE Engagement Hub (ONE) that allows travel brands to better understand customers by listening to them across all channels. ONE captures customer insights, intent, and behaviors in real-time to help brands create personalized experiences. This builds valuable, engaged customer relationships that lead to greater loyalty and satisfaction. The solution aims to eliminate disjointed conversations by providing a holistic view of each customer's journey and needs to representatives.
The document discusses a travel brand solution called Thunderhead's ONE Engagement Hub (ONE) that allows travel brands to better understand customers by listening to them across all channels. ONE captures customer insights, intent, and behaviors in real-time to help brands create personalized experiences. This builds valuable, engaged customer relationships that lead to greater loyalty and satisfaction. The solution aims to eliminate disjointed conversations by providing a unified view of each customer's journey and interactions.
Sophisticated online marketers are realizing that email, mobile and desktop applications all belong in their messaging ecosystem, and they must work and be measured together to achieve optimal results. Case study examples from the Royal Caribbean VIP Cruise Pass, the Tahiti Live and Vail Resorts SnowMate will demonstrate how these brands are using Web 3.0 tactics to deliver the right message, at the right time in the right channel.
The Ideal Destination - Digital Marketing Insights for the Hotels and Leisure...Chris Walton
This document provides guidance for digital marketing in the hotel and leisure industries. It discusses how customers now research and book trips entirely online, so brands must have a strong online presence. It recommends using inbound marketing techniques like creating relevant content and optimizing websites, search, and social media to build trust and engage customers. Specific tips include optimizing the website for mobile, considering developing a mobile app, using search engine optimization to increase visibility and traffic, and understanding how customers search to target the right keywords. The goal is to enhance online visibility, increase brand awareness, convert leads, and boost return on investment through an effective digital strategy.
This is a slideshare of the Hotel Industry UX Benchmark Study, where you can see the webinar presentation, including highlight results of the study made by UserZoom
UX Research for a Hotel Online Booking WebsiteNadia Serveti
Nadia Serveti conducted user experience evaluation for a hotel online booking website. She interviewed two users - a mock user and an actual user - who searched for and booked hotels on the website. Both users encountered some usability issues and had recommendations. Nadia provided a summary of findings and recommendations to improve the search, filtering, sorting and individual hotel pages. Some key recommendations included improving the search box options, making filters more prominent, and addressing issues with map zooming and hotel price displays. Next steps proposed expanding usability testing and competitive analysis.
This document compares the reputation management services Review Pro and TrustYou. Both services help hotels manage online reviews across multiple websites to improve their online reputation and increase bookings. Review Pro is approved by TripAdvisor and works with 154 hotel chains. TrustYou works with over 12,000 hotels and has partnerships with major OTAs and technology companies. The document discusses the benefits and features of both services but does not provide a clear recommendation for which service would be better without understanding the specific needs and goals of the hotel.
The Evolving Travel Shopping Journey: Travel Research, Planning & ValidationLeonardo
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.
SEO, or search engine optimization, is the process of improving a website to increase traffic from search engines like Google. SEO is important for hotels because most travel research is done online, and a high search engine ranking is crucial to attract qualified customers. Local SEO is especially important for franchised hotels to target local events and groups. While some believe that more travelers book directly on hotel websites, research shows that online travel agencies are still more popular booking sites. User reviews on sites like TripAdvisor also have a major influence on booking decisions. To succeed with SEO, hotels need patience as rankings can take a long time to improve, and an ongoing effort to adapt strategies as search engines and consumer behavior evolve.
Trust You and ReviewPro both offer online reputation management services for hotels. Trust You offers a more comprehensive suite of interconnected services, including marketing, meta-review APIs, monitoring, guest surveys, and social media monitoring. Trust You also claims to influence over 50 million travelers in their booking decisions and partners with major travel agencies. The document discusses how online reputation management relates to social media and maximizing user-generated content on hotel websites and social media profiles.
Understanding the various stages in the customer journey of a travel booker and how you can tap into it via creative marketing and innovative product ideas
This document summarizes a webinar about 4 hotel marketing trends for 2017:
1. Fundamentals like loyalty programs are losing their effectiveness as competition from OTAs increases and guests expect more personalized experiences. Content remains important.
2. Mobile usage is growing rapidly and becoming mandatory for hotels. Google is prioritizing mobile-friendly content and usability.
3. Paid search effectiveness may be declining while search engine optimization grows in importance. Quality content wins over keyword stuffing.
4. Social media platforms like Facebook are changing their algorithms to prioritize engagement over reach. Hotels must test new strategies to reach customers.
The Impact of Guest Reviews on TripAdvisor HotelsAbdul Razak
This project report examines the impact of guest reviews on TripAdvisor hotels in Kochi, Kerala. The report aims to understand how reviews affect hotel performance and reputation. It also seeks to determine the effectiveness of online reviews and prevent fake reviews. Data was collected through surveys of hotel managers and reviews on TripAdvisor. Key findings include that the majority of respondents trust TripAdvisor reviews, though some hotels have faced financial losses due to fake reviews. The report suggests verification of reviewers and responses to reviews to ensure reviews are genuine.
TripAdvisor is a popular travel review website that sees over 40 million unique visitors per month globally. The document discusses how business owners can make the most of their TripAdvisor presence by optimizing their listing details, adding photos and videos, monitoring and responding to reviews, and using business listings to drive more direct bookings to their website. It provides statistics on TripAdvisor's large user base and examples of how other businesses have increased their bookings after engaging with TripAdvisor's tools.
The Evolving Travel Shopping Journey: Winning the Hotel BookingLeonardo
In part 3 of our Digital Marketing Summit for Hoteliers, David Chestler, EVP Global Enterprise Sales & Business Development of SiteMinder and Joey Egan, VP Marketing of Leonardo discuss how to win the hotel booking and increase direct bookings for your hotel.
Contextual Messaging in Action - StrongView Digital Marketing WebinarStrongView
The increased availability of real-time data and innovative approaches for harnessing it are enabling email marketers to engage in more contextually relevant messaging than ever before. The winners in this new context-driven world of digital marketing will be the brands who are able to execute messaging relevant to their customers’ current contexts at the moment of engagement.
Katrina Conn, StrongView's Vice President of Marketing Services, takes a deep dive into how contextual messaging is taking personalization to the next level by going beyond profile and purchase data to include real-time contextual information like location, weather, device type and other external inputs. Plus, see these strategies in action with examples from brands successfully integrating contextual marketing into their email programs.
This webinar took place on 12/11/2014. A full audio/visual recording of the event can be found at: http://www.strongview.com/resources/webinars/contextual-messaging-in-action
This document discusses the importance of websites and mobile design. It provides an overview of Seroka/Top Floor, which has 15 years experience in digital marketing and dedicated teams for branding, marketing strategy, design, development and other services. The document emphasizes that the website is the hub of all marketing activities and the primary brand delivery vehicle. It discusses the need for responsive design to accommodate different devices and screens. The proposal section suggests features for a new responsive website to correspond with a written proposal.
User Experience in the Travel and Tourism Industry - Ucd2013 conference talk ...User Vision
One of the great ironies of the web is that researching and booking a relaxing holiday can be one of the most stressful things you can do online. Before you can flop yourself on a beach in a far-away clime you need to consider and navigate through a choice of options that all begin to look the same and hope that you get through the long booking process without making a critical mistake.
We have worked with airlines, luxury hotel chains and regional tourism bodies performing usability testing, user needs research and iterative user centred design. We’ve seen and heard usability test participants do everything from looking dreamily at gorgeous foreign beach hotels to clenching their fists in frustration at barriers they hit booking their flight. We’d like to share these experiences with you and identify what are the key elements that make or break the user experience in researching, booking and managing travel & leisure online. This talk will cover
The psychology of booking travel : known unknowns and unknown unknowns
Primary and secondary choice parameters in travel, tourism and leisure
Typical barriers in researching and booking travel
The role of mobile UX in the complete travel customer experience
Innovative ways of presenting information for the travel & leisure context
International aspects – what works for one audience may not work for another
The document discusses a travel brand solution called Thunderhead's ONE Engagement Hub (ONE) that allows travel brands to better understand customers by listening to them across all channels. ONE captures customer insights, intent, and behaviors in real-time to help brands create personalized experiences. This builds valuable, engaged customer relationships that lead to greater loyalty and satisfaction. The solution aims to eliminate disjointed conversations by providing a holistic view of each customer's journey and needs to representatives.
The document discusses a travel brand solution called Thunderhead's ONE Engagement Hub (ONE) that allows travel brands to better understand customers by listening to them across all channels. ONE captures customer insights, intent, and behaviors in real-time to help brands create personalized experiences. This builds valuable, engaged customer relationships that lead to greater loyalty and satisfaction. The solution aims to eliminate disjointed conversations by providing a unified view of each customer's journey and interactions.
Sophisticated online marketers are realizing that email, mobile and desktop applications all belong in their messaging ecosystem, and they must work and be measured together to achieve optimal results. Case study examples from the Royal Caribbean VIP Cruise Pass, the Tahiti Live and Vail Resorts SnowMate will demonstrate how these brands are using Web 3.0 tactics to deliver the right message, at the right time in the right channel.
The Ideal Destination - Digital Marketing Insights for the Hotels and Leisure...Chris Walton
This document provides guidance for digital marketing in the hotel and leisure industries. It discusses how customers now research and book trips entirely online, so brands must have a strong online presence. It recommends using inbound marketing techniques like creating relevant content and optimizing websites, search, and social media to build trust and engage customers. Specific tips include optimizing the website for mobile, considering developing a mobile app, using search engine optimization to increase visibility and traffic, and understanding how customers search to target the right keywords. The goal is to enhance online visibility, increase brand awareness, convert leads, and boost return on investment through an effective digital strategy.
Journey Maps are a popular and important method in customer and user experience optimization. Here are some best practices for creating Journey Maps that will be effective in transforming your customer’s experience. The infographic discusses:
-What journey maps are and why create them
-The high-level steps to create a customer journey map
-The essentials of effective customer journey maps
-The different types of journey maps (ex: Customer Lifecycle, Service Blueprint)
-An example customer journey.
This document provides a digital marketing strategy and media plan for AAT Holidays over a 6 month period. It begins with an understanding of the brand and outlines challenges specific to AAT such as less brand awareness, competition, and tight marketing budgets. The solution is to go digital with platforms like Facebook, YouTube, Instagram and Pinterest. An initial awareness campaign is proposed called "Millions of thrilling moments" to establish the brand. A diagnosis of the current technical, SEO and social media performance identifies areas for improvement. A media plan is then outlined including Google PPC, email, social media posts and videos. The monthly costs are estimated to be AED 6,100 with agency fees of AED 5,000
This document provides an overview of key performance indicators (KPIs) for travel and hospitality websites. It discusses top trends in the industry, including alternative distribution channels, focus on differentiation, and social networking. The document then outlines essential KPIs for travel sites, such as revenue per booking, look-to-book ratio, sales cycle analysis, and campaign affinity variance. For each KPI, it describes how to measure the metric using analytics tools and quick wins for improving performance.
The document proposes a project to simplify the processes of a call center for travel agencies by integrating the company website, booking platform, call center, and CRM into a single system. This would minimize errors by agents and make the selling process simpler. The system aims to establish ongoing communication with customers to build loyalty and encourage referrals. It would also bundle the solution for sale to other travel agencies. Wakeupabroad.co.uk plans to use their experience in call centers and software development to create a beta version of the integrated software system after 8-10 months of funding their development lab.
Influence Interactive Wrecking Ball - United AirlinesWilliam Flaiz
Influence Interactive’s Wrecking Ball Assessment audits and deconstructs the United Airlines ticket buying process. See how we rate the United digital brand experience and learn why we think their user-centric approach has them on top online.
Digital Marketing Measurement Strategy for Ladera ResortCarly Aronin
The purpose of this project was to review the Ladera Resort website and establish recommendations for an overall measurement strategy. This task was done without access to the site's Google Analytics account. I completed it by looking at the site, articulating what to measure, why, and what sort of outcomes I would hope to garner from implementation.
House of Travel engaged FIRST to improve their website's user experience and conversion rates through A/B testing. FIRST conducted user research including testing, analytics, and surveys to identify pain points. They developed A/B tests to address these issues, prioritizing high impact changes. Tests resulted in a 33.5% increase in interactions with the flight search widget, a 19% increase in people clicking "Book Online", and a 43.4% increase in clicks on the online enquiry button. House of Travel saw increases in bookings and revenue from these cumulative improvements.
Increase Customer Participation in Value-Added Programs with Journey MappingE Source Companies, LLC
Your utility’s core business of delivering energy safely and reliably to commercial, industrial, and residential customers is running smoothly and efficiently. But getting customers to participate in optional offerings—whether they’re energy-efficiency programs or paperless billing—never seems to get easier. If anything, as you juggle the sometimes competing priorities of customer needs, commission edicts, and organizational goals, increasing program participation becomes more difficult. If you could improve the customer experience (CX) of those programs and make it easier for customers to engage and participate in them, you’d have happier customers, happier customer service representatives (CSRs), and happier executives. In short, it’d be paradise.
The document discusses three case studies about reaching customers through e-marketing:
[1] A mortgage company used analytics to track keyword campaigns, customer types, and abandonment rates to improve their application process.
[2] Nestle implemented centralized web analytics to learn more about customers and evaluate website performance across brands to optimize sites.
[3] Fast food restaurants CKE and its brands used Google Analytics to see traffic sources, time spent on sites, and determine their most popular areas to add more engaging content.
This document summarizes Mikko Kiviniemi's work leading design at Finnair, an airline based in Finland. It discusses Finnair's focus on data-driven, customer-centric design with curiosity as a driver. Key projects are summarized, including redesigning the booking flow to increase conversion by 300% and ancillary sales by 800%. Ongoing work involves meeting the expectations of Chinese travelers who are increasingly mobile-centric. User testing methods are also outlined, including over 9,000 users reached through various studies.
Ladera Google Marketing Analytics and Measurement StrategySarah Pond
This document provides recommendations for implementing a digital marketing measurement strategy for Ladera Resort in Saint Lucia. Key elements include setting up Google Analytics to track the macro goal of booking reservations and revenue, with micro goals to measure engagement. Recommendations are given for landing pages, email, Pinterest, and AdWords campaigns, with URLs to track performance. Metrics like time on site, conversion rate, and bounce rate should be analyzed.
How Utilities Can Reduce Costs and Efficiently Handle High-Volume Customer Tr...E Source Companies, LLC
Every utility has customer transactions that seem to flow through the organization like a flood, leaving behind a trail of expenses and operational headaches. If only you could improve and streamline those most high-volume transactions, you'd have happier customers, happier customer service representatives, and happier executives. Journey-mapping offers a way to map, analyze, and visualize how a customer engages with your utility's products, services, online experiences, trade allies, marketing efforts, and other channels. It captures customers' needs, processes, and perceptions at each touchpoint.
Travel and hospitality industry - 2017 analytics landscapeMetriplica
Use and importance of analytical strategies in the travel and hospitality domain. This relatively recent development presents both a unique challenge and an extraordinary opportunity. An opportunity that many brands are not fully capitalizing on. We travel to connect, detach, explore and experience the world outside our homes. Some of us travel for business while others travel to discover themselves.
Let's see how.
Reduce Costs and Efficiently Handle High-Volume Customer Transactions with Jo...E Source Companies, LLC
Journey mapping allows utilities to analyze high-volume customer transactions from the customer's perspective. It identifies pain points and opportunities for improvement. A large Canadian utility used journey mapping to understand how customers set up new service after moving. This revealed issues like a difficult website navigation. Simple fixes reduced call volumes and costs. Journey mapping provides benefits like prioritizing improvements, but utilities can simplify the process using cloud-based software and expert guidance.
Online hotel booking gave a new dimension for the regular hotel booking system in India and the process.
Everyone has unique expectations when it comes to booking a hotel online, now online booking facilitates and gives the user with an opportunity to reach their expectation. It can be an awesome experience, as long as the process isn’t too frustrating.
In this project I’m going to focused majorly on the betterment of user experience through a process.
This document provides instructions for setting up and using 5 free Google tools to help agencies track online conversions for their clients: Google Insights for Search, AdWords Conversion Tracking, AdWords Conversion Optimizer, Google Analytics, and Google Website Optimizer. It includes step-by-step guides on interpreting search trends with Insights for Search, setting up Conversion Tracking and Conversion Optimizer, getting the most from Analytics, and launching initial tests with Website Optimizer. The overall goal is to help agencies translate online advertising investments into profits for their clients by measuring results and driving improvements.
The document outlines a marketing plan for a travel app called Get-A-Way. It aims to fill the gap in the market by providing an integrated app that allows budget-based travel planning and booking while ensuring customer safety. The plan details goals to achieve 1 million downloads in 3 months and convert 5-10% to premium users. It discusses the target market, value proposition, pricing, distribution, and implementation strategies such as developing the app, promoting on social media, and collaborating with travel providers.
Similar to BEST PRACTICES IN TRAVEL WEBSITE 2 (20)
Google's New Travel Micro-Moments Guide: How to Be There and Be Useful for Tr...Francesco Canzoniere
Google has released several studies about how travelers are increasing using mobile to plan their journeys, from the moment they decide to take a vacation and need ideas for where to go, to researching and booking the logistics, then finding information about what they can do there.
Download the full report here: https://think.storage.googleapis.com/docs/micro-moments-reshaping-travel-customer-journey.pdf
Key Advertising Opportunities in the Online Travel Industry in 2016Francesco Canzoniere
OTAs are best positioned to capture the largest share of hotel bookings. Smartphone bookings are expected to surge, particularly last-minute bookings. Cross-device will heavily
impact booking attribution. State-of-the-art apps will generate the majority of mobile bookings.
Download the full report at:
http://www.criteo.com/media/4290/travel-report-q2-2016-pdf.pdf
Making Too Many Responses To Hotel Reviews Is Worse Than Offering No Response...Francesco Canzoniere
The study re-confirmed an earlier estimate that an increase in a hotel’s TripAdvisor rating is reflected in an increase in revenue. Most interesting, the study found that revenue improvements based on review responses are limited in two ways. First, revenue levels increase as the number responses increases, but only to a point. After about a 40-percent response rate, hotels seem to reach a point of diminishing returns, and making too many responses is worse than offering no response at all. Second, consumers seem to be most appreciative of responses to negative reviews, rather than positive reviews, as indicated by the fact that ratings improve more substantially in connection with constructive responses to negative reviews than simple acknowledgment of positive comments.
Download at: http://scholarship.sha.cornell.edu/chrreports/10/
This document summarizes a study on traveler attribution that analyzed clickstream data to understand how travelers research and book flights and hotels. Some key findings:
1. OTAs are used throughout the travel planning process from inspiration to research to booking. Meta sites are commonly used for research and drive traffic to OTAs.
2. Supplier sites that consumers start their research on see more bookings on those supplier sites, but not always where research began.
3. The study provides recommendations for marketers to take a full-funnel media approach leveraging OTAs and meta sites, create partnerships across influential touchpoints, and give travelers a reason to remember and return to brands.
Adara, a travel data company, found that 78% of business travelers do more than half of their shopping online (compare this to the 59% of leisure travelers and 34% of non-travelers). Also consider the fact that business travelers use smartphones to shop online 20% more than leisure travelers and tablets 18% more than leisure travelers and it’s clear where the spending potential exists.
Donload this paper at: http://skift.com/wp-content/uploads/2015/07/Adara-report-july-2015.pdf
How To Estimate Tourism’s Impact On Holiday Destinations: A Case StudyFrancesco Canzoniere
To date there has been very little consideration given to whether these impacts can be measured, valued and compared. This makes it difficult to understand the overall impact tourism is having on destinations and hampers efforts to manage impacts in a proactive way.
Over the past year, the Travel Foundation has worked with TUI Group and PwC to pilot a new, holistic method of impact measurement which quantifies and values the economic, tax, environmental and social impacts of tourism activities in a given destination. This report summarises the results and learnings from the pilot study, which has measured and valued the different impacts arising from TUI Group’s activities in relation to eight hotels in Cyprus in 2013.
Download the full report at: http://www.thetravelfoundation.org.uk/images/media/Tourisms_Impact_quality_no_bleed.pdf
Full extract (ppt) from the Google Hangout presentation of the Goolge's annual travel study made in collaboration with Ipsos MediaCT.
Here a quick recap of the most important insights:
- 76% of leisure travelers select an OTA for its lower prices and better deals.
- 53% of business travelers select an OTA for its better site tools and options.
- 20% of travelers move to competitors’ sites due to a poor mobile experience.
- 13% of travelers stop using brand altogether due to a poor mobile experience.
- Over 65% of travelers begin researching online before deciding where or how they want to travel.
- Travelers are less loyal to Hotels’ Brand sites & apps and increasingly turn to search engines for online trip planning.
- During the comparing stage of their trip planning is when Travelers rely the most on specific brand names/websites searches and also on price-related terms searches.
View the complete and insightful presentation on: www.youtube.com/watch?v=H3vCrnIKm_k
Contents:
- Why is predictive necessary?
- 4 Principles of Prediction
- 5 Building Blocks for Predictive lead scoring success
- 4 Keys to Success with Predictive Lead Scoring
http://predict.fliptop.com/
Hotels.com' Review of global hotel prices January — June 2014
While average hotel room prices rose globally by 4 per cent in the first six months of 2014, London prices exceeded that with a rise of 9 per cent to £127.
Cambodia is the cheapest place, with rooms only £34 in comparison.
See more: www.travelperformance.com
download: http://goo.gl/nV73SQ
The hotel distribution model has evolved in the digital era. Hotels have been ceding control of sales and marketing to a host of third parties. Today, third-parties control 56% of the marketing spend of the 104 upscale hotels measured in the study. And the rising of these costs keep grpwing...
Golden Gate Bridge: Magnificent Architecture in San Francisco | CIO Women Mag...CIOWomenMagazine
The famous suspension bridge connects the city of San Francisco to Marin County in California. Golden Gate Bridge carries both U.S. Route 101 and California State Route 1 across the strait and is about one mile wide. In this article, we will explore the history and significance that have shaped the iconic monument it is known as today.
Discovering Egypt A Step-by-Step Guide to Planning Your Trip.pptImperial Egypt
Travelling to Egypt is like stepping into a time capsule where the past and present coexist, offering a unique blend of history, culture, and stunning landscapes.
See more: https://imperialegypt.com/tour-packages/
Nature of the task 1. write a paragraph about your trip to dubai and what ar...solutionaia
1. write a paragraph about your trip to dubai and what are the facts responsible for the heavy rainfall in dubai that caused havec ?
2. mention any five major tourist attaction of dubai
Mathematics: a student a visit her family her father converted Rs. 1,15,000 inr currency for dubai airport theexpedite in the trip is given below
1. Curreny name of India and dubai
2. Conversions amount
3. Total Converted amount
4. cost of food
5. cost of sightseeing
6. cost of shoping
7. cost of saving
What Challenges Await Beginners in SnowshoeingSnowshoe Tahoe
Discover the exhilarating world of snowshoeing through our presentation, highlighting the challenges faced by beginners. From physical exertion to technical finesse and braving harsh winter conditions, each step in the snow brings new obstacles and unforgettable adventures. Embrace the challenge and conquer the winter wonderland with confidence!
Explore Architectural Wonders and Vibrant Culture With Naples ToursNaples Tours
Discover the historical gems and vivid culture of Naples with our guided tours. From the vivid narrow streets of Spaccanapoli to the ancient ruins of Pompeii, the city offers a mixed bag of adventurous experiences. Book your tickets today https://www.naples.tours/ and experience the best of Naples!
Ibiza, situated in the Balearic Islands, stands out as a destination that encompasses everything: stunning landscapes, hidden gems to explore, a vibrant social scene, rich cultural life, and exceptional gastronomy. Opting for ‘Ibiza Rent A Boat’ to experience an unforgettable vacation on the White Island is certainly worthwhile, prompting a deeper exploration of the unique and fascinating aspects of Ibiza.
The Ultimate Travel Guide to Hawaii Island Hopping in 2024adventuressabifn
island hopping in Hawaii. This magical place offers a number of experiences, as each island has its own charm. Do you love adventure? Then, hike through volcanoes or kayak along an amazing coastline. If you want relaxation, then Hawaii is perfect because it has the most amazing beaches. In this blog, I will help you make an itinerary for your Hawaii Island Hopping. Every island offers something special. The Big Island offers some of the most perfect volcanoes as well as stargazing. Maui will pamper you with beaches and luxury. Kauai has some of the most lush rainforests with dramatic cliffs, and Oahu can offer a taste of city life and historical significance.
Wayanad-The-Touristry-Heaven to the tour.pptxcosmo-soil
Wayanad, nestled in Kerala's Western Ghats, is a lush paradise renowned for its scenic landscapes, rich biodiversity, and cultural heritage. From trekking Chembra Peak to exploring ancient Edakkal Caves, Wayanad offers thrilling adventures and serene experiences. Its vibrant economy, driven by agriculture and tourism, highlights a harmonious blend of nature, tradition, and modernity.
How do I plan a Kilimanjaro Climb?
Planning to climb Mount Kilimanjaro is an exciting yet detailed process. Here’s a step-by-step guide to help you prepare for this incredible adventure.
Un viaje a Buenos Aires y sus alrededoresJudy Hochberg
A travelogue of my recent trip to Argentina, most to Buenos Aires, but including excursion to Iguazú waterfalls, Tigre, and Colonia del Sacramento in Uruguay
You can easily change/correct a name on your flight ticket under the American Airlines name change policy. The airline provides multiple online and offline modes to place a name change request. To learn more about how to change a name on American Airlines ticket, you can directly approach the airline’s customer support. Moreover, you can connect with a flight expert at +1-866-738-0741 for quick assistance.
bangalore metro routes, stations, timingsnarinav14
Bangalore Metro, also known as Namma Metro, is a rapid transit system serving the city of Bangalore, Karnataka, India. It is the second longest operational metro network in India after the Delhi Metro.
How To Change Your Name On American Airlines Aadvantage.pptxedqour001namechange
American Airlines permits passengers to change/correct names on their AAdvantage account. Also, you can request a name change both online via a web portal and offline over the phone. For further information on how to change your name on American Airlines Advantage, get in touch with the airline’s customer service. Also, you can reach out to a consolidation desk at +1-866-738-0741 for quick assistance.
Prepare for cold weather rafting with proper gear: layering for warmth, insulated headgear, gloves, waterproof footwear, and essential accessories like sunglasses and sunscreen. Prioritize safety with a life jacket and maintain gear for optimal performance. Stay warm, dry, and ready for adventure on the rapids!
What Outdoor Adventures Await Young Adults in Montreal's Surrounding NatureSpade & Palacio Tours
Experience Montreal's vibrant culture and thrilling outdoor adventures. From hiking scenic trails at Mont-Saint-Bruno to kayaking the Saint Lawrence River, there's something for every adventurous young adult. Explore street art, camp under the stars, and immerse yourself in nature's beauty just beyond the city's bustling streets.
What Outdoor Adventures Await Young Adults in Montreal's Surrounding Nature
BEST PRACTICES IN TRAVEL WEBSITE 2
1. AND PRESENT
4 ROUTES
TO A WINNING
SEARCH EXPERIENCE
BEST PRACTICES IN TRAVEL WEBSITE
TESTING AND OPTIMIZATION
PART 2
2. 4 Routes to a Winning Search Experience : : Best Practices in Travel Website Testing and Optimization, Part 2
Table of Contents
3 The Search is On
4 Elements of a Search Experience
5 Route #1: Search Widget
6 $ Route #2: Display and Pricing
7 Route #3: Sort and Filter
8 80 Route #4: Maps
9 + Case Study: Enhancing Search Results with a Recommendations Widget
>> << < >
2
3. 4 Routes to a Winning Search Experience : : Best Practices in Travel Website Testing and Optimization, Part 2
The Search Is On
Behind every great trip, there’s
a great deal of research. Vacations, flights and hotels are not impulse
purchases. With much less expendable income,
consumers are inevitably pickier about who they
book with, when they travel and how much
they will spend.
In reality, the path to a final, booked trip is fraught
with decisions, compromise and questions.
Questions only a well-optimized
search process can answer.
>> << < >
3
4. 4 Routes to a Winning Search Experience : : Best Practices in Travel Website Testing and Optimization, Part 2
There are
elements to spruce up
for an optimal search
results experience…
Elements of a Search Experience
Your website must provide the easiest way for visitors to embark
on their trip research. And once it has begun, they need key
information to seamlessly move into the booking funnel.
When am I leaving?
It may be obvious, but dates of
travel are a number one priority
for would-be bookers. Your visitor
might have a timeline in mind, or
may be flexible in order to reap
some cost savings. Either way,
dates are an essential part of the
search phase and should always
be prominent.
Where am I going?
Getting visitors started with their
exact location is crucial — where
they land within that location
is as well. If you have multiple
hotels, car pick-up locations or
airports, they must be highlighted
accordingly.
Who is coming
with me?
Whether it’s a solo trip or spring
break for 10, being able to search
and display options by group
size has a big impact on final
decisions. Presence of children
also impacts pricing and trip type.
How much will
it cost?
It’s a no-brainer: knowing the
range they are going to be
paying play a part in decisions,
trip customization and loyalty
program participation.
4
>> << < >
4
5. Widget is very small
initially, implying simplicity
in the process.
Pre-populating
calendar
Choice of adding
SkyMiles award tickets
Number of
travelers and
age level
On click, the search
widget expands to
include more fields.
“Add special rate
codes” helps draw
attention to the viewer.
If users have searched
on Delta.com before,
then their searches
will populate in the
drop-down.
4 Routes to a Winning Search Experience : : Best Practices in Travel Website Testing and Optimization, Part 2
Route #1
Search Widget
When the travel research
journey begins, simplicity,
clarity and ease of use are
a necessity. Straightforward
actions within your search
widget can make or break
this process, such as
clicking on “date field” to
trigger a calendar pop-up,
automatically populating
checkout or return dates,
and even saving recent
searches in a drop-down
field, can boost conversion
rates.
Just remember:
make this widget
accessible at all times
during the search phase.
>> << < >
5
6. Column format
of results makes
it easy to read
times, dates and
other information.
Very prominent pricing,
as well as a choice to use
loyalty program points.
Clean layout, including
a progress bar.
Surrounding dates are
included so the user
can toggle between
options without
re-starting the search.
Once flights are
added to the
cart, total pricing
is displayed.
Search widget
remains for easy
modifications.
4 Routes to a Winning Search Experience : : Best Practices in Travel Website Testing and Optimization, Part 2
Route #2
Search Results Display and Pricing
$
Once your visitors have
moved from the search
widget into the results
phase, it’s important
they have accessibility
to all needed information
without having to leave
the funnel. The first
step in this process is
providing a layout that
cleanly displays a lot of
information, including
prominent pricing. Never
leave them in the dark.
>> << > <
6
7. Filter choices are static next
to results. Results change
upon user selections.
Simple functionality
like checkbox and
dropdowns, cleanly
displays all filter choices.
Sliding scales provide quick
ways to filter pricing, timing
or room size.
4 Routes to a Winning Search Experience : : Best Practices in Travel Website Testing and Optimization, Part 2
Route #3
Sort and Filter
With the abundance
of options your site
has to offer for room
types, flight times, price
points, airports, etc.,
it’s important to give
travelers the ability to
easily scale down these
results to get more
custom choices based
on their needs. Sort and
filter widgets allow users
to easily check out what
they want — and don’t
want — while remaining
in the booking funnel.
>> << > <
7
8. “Show Area Map” link
reloads the page with a
map at the top of the page.
4 Routes to a Winning Search Experience : : Best Practices in Travel Website Testing and Optimization, Part 2
The search results page
automatically displays a map
at the top of the page.
Route #4
Maps
80
Travel often involves
venturing into the
unknown. Providing
consumers with a visual
reference point of their
hotel or attraction location
will not only enhance their
booking experience, but
keep them on your site
— and on the path to a
completed booking.
Incorporating maps into
the search results page
is becoming increasingly
common and sites are
often leveraging third
parties, such as Bing
or Google Maps, for an
interactive, and familiar,
widget.
>> << > <
8
9. DEFAULT
WINNER
Over a matter of weeks,
the hotel leader earned
more than a 5%
increase (or $658,000!)
in revenue from
bookings as a result
of the personalized
recommendations.
4 Routes to a Winning Search Experience : : Best Practices in Travel Website Testing and Optimization, Part 2
Case Study
Enhancing Search Results with a Recommendations Widget
+
A global hotel chain
wanted to understand
the impact of offering
a retail-inspired
recommendations
campaign on its
search results page.
Powered by learned visitors’
preferences and previous
behaviors, the recommendations
widget replaced the search widget
location atop the results page.
The campaign reviewed specific
metrics to determine its success
— such as bookings, revenue,
number of nights booked, and
the overall engagement with the
recommendations model.
>> << > <
9
10. You’re in the homestretch.
4 Routes to a Winning Search Experience : : Best Practices in Travel Website Testing and Optimization, Part 2
Your site is now en route to becoming
a great travel research resource.
Committing to a flight, hotel or vacation is a big
decision, but if your visitors enjoy their search and
booking experience, you’ll be golden. Providing
savvy online travelers with a more optimized and
relevant research experience means you’ll be able
to count more of them as booked revenue, time
and time again.
Next, it’s time to buff up that
booking funnel...
If you are interested in speaking with someone at Maxymiser, please email info@maxymiser.com.
>> << < >
10
11. Want more travel best practices?
Join Maxymiser and Travel Weekly for a webinar on
March 6, 2013 at 2:00PM EST
V
AND PRESENT
11 ROUTES
TO A WINNING
TRAVEL WEBSITE
BEST PRACTICES IN TRAVEL WEBSITE
TESTING AND OPTIMIZATION
Register here:
http://bit.ly/TravelWeeklyWebinar
Exclusively for travel marketers who want to get on a path to better
customer experiences and more bookings, this webinar takes a deep
dive into three main site areas: homepage, search and sort, and the
booking funnel with some of the world’s biggest brands like Delta, Hertz,
Holiday Inn, Carnival Cruise Lines and many more.
We’ll cover:
• Industry case studies and best practices
• Tips, hints and tricks for CTA’s, product imagery, homepage design,
shopping cart funnels and much more
• How to test these elements to ensure your content works for your
site visitors