Influential User Generated Content - Sagittarius Travel Marketing Masterclass
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Presentation delivered by Jaz Sidhu, Global Travel Director, Reevoo at Sagittarius Travel Marketing Masterclass - 12th November 2015, Tower Bridge
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Influential User Generated Content - Sagittarius Travel Marketing Masterclass
- 1. INFLUENTIAL USER GERNERATED CONTENT
- 2. TODAY’S SAVVY TRAVELLERS R e e v o o – R e a l r e v i e w s , f r o m c u s t o m e r s l i k e y o u
- 3. R e e v o o – R e a l r e v i e w s , f r o m c u s t o m e r s l i k e y o u 88%of travellers said that reviews helped them feel more confident in their travel decisions, and helped them to have a better trip. (Tripadvisor, 2015)
- 4. CHALLENGES & TRENDS R e e v o o – R e a l r e v i e w s , f r o m c u s t o m e r s l i k e y o u
- 6. 26%
- 7. R e e v o o T M – R e a l r e v i e w s , f r o m c u s t o m e r s l i k e y o u .
- 8. THE JOURNEY R e e v o o – R e a l r e v i e w s , f r o m c u s t o m e r s l i k e y o u
- 9. R e e v o o – R e a l r e v i e w s , f r o m c u s t o m e r s l i k e y o u Paid and organic results with stars are clicked 17% more than those without. (Google stat)
- 10. R e e v o o – R e a l r e v i e w s , f r o m c u s t o m e r s l i k e y o u Make sure your reviews treat your products and service with as much individual care as you do.
- 11. R e e v o o – R e a l r e v i e w s , f r o m c u s t o m e r s l i k e y o u A holiday isn’t as simple as one piece of feedback.
- 12. R e e v o o – R e a l r e v i e w s , f r o m c u s t o m e r s l i k e y o u
- 13. • Touristy bits are good, but get a car and go off the beaten track • Do go up to the harbour end as this is the most picturesque part • Definitely hire a car and drive to beaches and into old town • Sea cruise around the bays is a must • Get fresh bread and fruit from the supermarket every morning • Walk through the market stalls near the dunes Got tips?
- 14. What are the local shops and restaurants like? • 3 supermarkets well stocked with local and English product • Shops are a bit touristy, but if you look, you can find gems! • Go in the morning to get the freshest fruit and veg • Excellent shopping with real bargains and silver work is lively • There is a great little bakery on the road to Polis
- 16. Thank you! We are Reevoo. R e e v o o – R e a l r e v i e w s , f r o m c u s t o m e r s l i k e y o u
Editor's Notes
- Let’s start by looking at the overall landscape when it comes to people booking travel…
- So how do reviews affect the rest of the industry?
- So for one client in a test we recently asked for content of the local area. For photos of the immediate area around the villa. 16% of reviewers added a photo.
- So for one client in a test we recently asked for content of the local area. For photos of the immediate area around the villa. 16% of reviewers added a photo.
- 1) From text to photos and videos Reminiscent of the iPhone UGC photo ad campaign, Volvo could easily use this one– it conveys the outdoorsy lifestyle Stats: 256 Volvo photos, 10% of reviewers add a photo
- Let’s look at a typical tour purchase journey.
- It all starts with a search – and if you’re feeding review content into google, your results will see stars – the kind that makes them 17% more clickable
- From the search, we end up on the products page – it’s important to separate product and service reviews. That way your products get as much individual love as you give them. Let’s choose one
- On the individual product pages, you can get even more granular. Having individual facet scores as well as the overall score helps people know exactly what they’re buying. Here we’ve got scores for the quality of the excursions, accom, value for money… these are really convincing at the point of purchase. You can even display reviews of the destination itself to get your customers’ imaginations really going. (this mockup has reviews of the tour guide also, worth mentioning)
- It’s important to think of this content as more than just reviews, too. Here we’ve got a peer-to-peer Q&A service – ask a traveller. These are real people who’ve gone on the tour, helping people that are looking to book.
- We also asked for tips for people new to the area. As with other questions we collect, we don’t get long paragraphs of text, mostly one-liners. But as we have found in user research, short bits of text is actually what users browsing websites prefer. They do not want to read long paragraphs of text.
- An extra question about the local shops.