This document discusses analyzing tourism data before, during, and after visitor stays. It covers:
1. Researching and analyzing data before visitor arrivals to determine where to target marketing efforts based on when and what people search for.
2. Analyzing data while visitors are present to understand what they ask about and say online to improve services.
3. The importance of monitoring reviews on sites like TripAdvisor, as most travelers read many reviews and management responses influence booking decisions. Regularly responding to feedback is encouraged.
1) Half of hotel researchers conducted research exclusively online, while half used search engines. Price and rewards were leading reasons for booking on specific sites.
2) One third of shoppers were referred to hotel sites by search engines, especially in summer months. Google referred one quarter of all shoppers.
3) While most bookings were online, one in six researchers booked offline. Searchers and non-searchers were equally likely to book hotels. Online research influenced both online and offline bookings.
The document analyzes search trends for luxury hotels from 2012-2017 using Google Trends data. It finds that searches for "Small Luxury Hotels" consistently outperformed other terms, indicating strong worldwide demand. The UK, Australia, and Germany had the highest search volumes. Popular search related queries included TripAdvisor, Expedia, and small luxury hotel brands. Reviews from sites like TripAdvisor have also become highly influential in consumer decision making.
The document analyzes search trends for luxury hotels from 2012-2017 using Google Trends data. It finds the highest search volumes come from the UK, Australia, and Germany for terms like "small luxury hotels." Review sites like TripAdvisor and aggregators are commonly used in the early search process. The top cities searching for small luxury hotels are Zurich, London, Singapore, and Sydney. Disruptors like AirBnB are emerging as alternatives to traditional hotels.
UGA Marketeers - 2015 Terry Digital Marketing CompetitionTeresa Caro
UGA Terry College of Business each year runs a Digital Marketing Competition where student teams are required to create a digitally focused integrated marketing campaign. Students are asked to use their creativity and ability to think strategically and analytically to create a campaign that ensures the client achieves its desired objective.
The client case study for the 2015 Digital Marketing Competition centered around the re-launch of Crowne Plaza Hotel and its "Always On" platform. This presentation is the 2nd place winner by Team Teresa: UGA Marketeers (Grace Hulett, Erin Miller, Christy Waldrop, Lindsey Wesloski).
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.
The document discusses TripAdvisor's role as the world's largest travel site and how it can be used by businesses and destinations to maximize online customer behavior. It provides an overview of TripAdvisor's growth and usage statistics. It then discusses new content features available to destinations and businesses to promote themselves on TripAdvisor. Specific statistics are given around traffic to South Africa content and opportunities for South African businesses to better engage customers online.
Social media and reviews are changing the landscape of revenue managementKevin May
An in-depth look at how the hospitality industry is evolving when it comes to social media, reputation and revenue management. By Kathick Prabu, general manager for Asia-Pacific at Tnooz.
1) Half of hotel researchers conducted research exclusively online, while half used search engines. Price and rewards were leading reasons for booking on specific sites.
2) One third of shoppers were referred to hotel sites by search engines, especially in summer months. Google referred one quarter of all shoppers.
3) While most bookings were online, one in six researchers booked offline. Searchers and non-searchers were equally likely to book hotels. Online research influenced both online and offline bookings.
The document analyzes search trends for luxury hotels from 2012-2017 using Google Trends data. It finds that searches for "Small Luxury Hotels" consistently outperformed other terms, indicating strong worldwide demand. The UK, Australia, and Germany had the highest search volumes. Popular search related queries included TripAdvisor, Expedia, and small luxury hotel brands. Reviews from sites like TripAdvisor have also become highly influential in consumer decision making.
The document analyzes search trends for luxury hotels from 2012-2017 using Google Trends data. It finds the highest search volumes come from the UK, Australia, and Germany for terms like "small luxury hotels." Review sites like TripAdvisor and aggregators are commonly used in the early search process. The top cities searching for small luxury hotels are Zurich, London, Singapore, and Sydney. Disruptors like AirBnB are emerging as alternatives to traditional hotels.
UGA Marketeers - 2015 Terry Digital Marketing CompetitionTeresa Caro
UGA Terry College of Business each year runs a Digital Marketing Competition where student teams are required to create a digitally focused integrated marketing campaign. Students are asked to use their creativity and ability to think strategically and analytically to create a campaign that ensures the client achieves its desired objective.
The client case study for the 2015 Digital Marketing Competition centered around the re-launch of Crowne Plaza Hotel and its "Always On" platform. This presentation is the 2nd place winner by Team Teresa: UGA Marketeers (Grace Hulett, Erin Miller, Christy Waldrop, Lindsey Wesloski).
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.
The document discusses TripAdvisor's role as the world's largest travel site and how it can be used by businesses and destinations to maximize online customer behavior. It provides an overview of TripAdvisor's growth and usage statistics. It then discusses new content features available to destinations and businesses to promote themselves on TripAdvisor. Specific statistics are given around traffic to South Africa content and opportunities for South African businesses to better engage customers online.
Social media and reviews are changing the landscape of revenue managementKevin May
An in-depth look at how the hospitality industry is evolving when it comes to social media, reputation and revenue management. By Kathick Prabu, general manager for Asia-Pacific at Tnooz.
El gran nombre d’apòsits que hi ha al mercat, la varietat dels que estàvem fent
servir i la despesa que suposen aquests productes ens van portar el mes de juny
de 2010 a crear un grup de treball amb l’objectiu d’elaborar un catàleg d’apòsits
homogeni per a tots els equips d’atenció primària (EAP) del Servei d’Atenció
Primària (SAP) Bages-Berguedà.
Este documento resume un libro titulado "La vida en las aulas" escrito por Phillip W. Jackson. El libro intenta describir la realidad de lo que sucede dentro de un aula de primaria desde la perspectiva de los profesionales de la educación. Argumenta que los padres no se interesan lo suficiente en el proceso de enseñanza-aprendizaje de sus hijos y que tanto alumnos como profesores a veces caen en la rutina y la falta de motivación.
El primer poema habla sobre la nostalgia de volver al hogar y ser recibido con amor por los amigos y la familia. El segundo poema trata sobre seguir adelante a pesar de las dificultades y los tormentos del corazón, ya que el dolor es temporal. El tercer poema narra la historia de un mono que fue capturado y llevado al circo, extrañando su libertad en el bosque.
Este documento resume las versiones y requisitos de los sistemas operativos Windows desde MS-DOS hasta Windows Me. Inicia con MS-DOS y Windows 1.0 y continúa evolucionando hasta Windows 3.1, Windows 95, Windows 98, Windows NT, Windows 2000, Windows XP y Windows Me, detallando los requisitos mínimos de hardware para cada versión.
Newton method based iterative learning control for nonlinear systemsTian Lin
The document proposes a Newton-method based iterative learning control (ILC) method for nonlinear systems. It decomposes the nonlinear ILC problem into a sequence of linear time-varying ILC problems that can be solved using existing linear ILC algorithms. This approach converges semi-locally and avoids calculating inverse systems. The algorithm is demonstrated in a simulation of a single link manipulator model that successfully tracks the reference signal across trials. Future work aims to improve global convergence, stability, and monotonic convergence properties.
Sergey Pronin was born in 1959 and graduated from the University of Physical Training in Leningrad. He has worked as a ski racing trainer in Zapolyarny Pechenga district since 1981. Under his leadership, many pupils have achieved high rankings in ski racing and terrain orientation competitions at both the regional and national levels, with some becoming champions or candidates for master of sports. Notable pupils include Vadim Korolyov, who competed in the World Ski Racing Championship among juniors, and Aleksandr Urbonas, who won silver at the Zonal Ski Racing Championship of Russia. Sergey Pronin remains actively involved in municipal sporting competitions and continues to devote himself to developing a
El documento presenta herramientas digitales para mejorar el marketing, incluyendo herramientas para investigar consumidores, competidores y palabras clave. También describe cómo establecer objetivos, estrategias y tácticas de marketing utilizando el marco de las 4Ps. Un ejemplo táctico es desarrollar una aplicación para ver jugadas de figuritas coleccionables. El documento enfatiza la importancia de medir acciones de marketing y tener cuidado con la presencia digital para enriquecer la relación con los consumidores.
What do guests want in digital experiences at hotels?FormazioneTurismo
1) Hotels have an opportunity to improve their digital customer experience and leverage mobile technologies to increase customer satisfaction and loyalty. A survey of 1,000 travelers found that the quality of a hotel's website and app impacts booking decisions and that travelers are interested in personalized digital services.
2) The survey identified three traveler segments - business, leisure, and family travelers - with different needs. Business travelers prefer efficient digital tools while leisure travelers want help discovering local activities. Family travelers want digital services that make trip management easier.
3) Setting personal preferences through digital platforms, access to hotel information on mobile devices, and proactive services tailored to guests are features that appeal most to travelers and have the potential to increase loyalty,
The great american vacation study how travelers seek shop and saveparago
Of Americans who take leisure travel, over 90% are vacationing at least once a year. In this study, we explored how these consumers research, plan and schedule their vacations, including how they decide where to go, who goes with them — and, ultimately, how they choose which airlines, hotels, resorts and cruises to book.
Our key finding? Planning is personal. The majority of people book their own trips. And most of them (57%) start on search engines. Travel booking sites are a distant second (13%) and only 2% of today’s vacation-takers use travel agents.
Get "The Great American Vacation Study: How Travelers Seek, Shop and Save" report now to take a deep dive into how to disrupt their consumers' paths to purchase and, ultimately, get travelers to book more with you.
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.
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
El gran nombre d’apòsits que hi ha al mercat, la varietat dels que estàvem fent
servir i la despesa que suposen aquests productes ens van portar el mes de juny
de 2010 a crear un grup de treball amb l’objectiu d’elaborar un catàleg d’apòsits
homogeni per a tots els equips d’atenció primària (EAP) del Servei d’Atenció
Primària (SAP) Bages-Berguedà.
Este documento resume un libro titulado "La vida en las aulas" escrito por Phillip W. Jackson. El libro intenta describir la realidad de lo que sucede dentro de un aula de primaria desde la perspectiva de los profesionales de la educación. Argumenta que los padres no se interesan lo suficiente en el proceso de enseñanza-aprendizaje de sus hijos y que tanto alumnos como profesores a veces caen en la rutina y la falta de motivación.
El primer poema habla sobre la nostalgia de volver al hogar y ser recibido con amor por los amigos y la familia. El segundo poema trata sobre seguir adelante a pesar de las dificultades y los tormentos del corazón, ya que el dolor es temporal. El tercer poema narra la historia de un mono que fue capturado y llevado al circo, extrañando su libertad en el bosque.
Este documento resume las versiones y requisitos de los sistemas operativos Windows desde MS-DOS hasta Windows Me. Inicia con MS-DOS y Windows 1.0 y continúa evolucionando hasta Windows 3.1, Windows 95, Windows 98, Windows NT, Windows 2000, Windows XP y Windows Me, detallando los requisitos mínimos de hardware para cada versión.
Newton method based iterative learning control for nonlinear systemsTian Lin
The document proposes a Newton-method based iterative learning control (ILC) method for nonlinear systems. It decomposes the nonlinear ILC problem into a sequence of linear time-varying ILC problems that can be solved using existing linear ILC algorithms. This approach converges semi-locally and avoids calculating inverse systems. The algorithm is demonstrated in a simulation of a single link manipulator model that successfully tracks the reference signal across trials. Future work aims to improve global convergence, stability, and monotonic convergence properties.
Sergey Pronin was born in 1959 and graduated from the University of Physical Training in Leningrad. He has worked as a ski racing trainer in Zapolyarny Pechenga district since 1981. Under his leadership, many pupils have achieved high rankings in ski racing and terrain orientation competitions at both the regional and national levels, with some becoming champions or candidates for master of sports. Notable pupils include Vadim Korolyov, who competed in the World Ski Racing Championship among juniors, and Aleksandr Urbonas, who won silver at the Zonal Ski Racing Championship of Russia. Sergey Pronin remains actively involved in municipal sporting competitions and continues to devote himself to developing a
El documento presenta herramientas digitales para mejorar el marketing, incluyendo herramientas para investigar consumidores, competidores y palabras clave. También describe cómo establecer objetivos, estrategias y tácticas de marketing utilizando el marco de las 4Ps. Un ejemplo táctico es desarrollar una aplicación para ver jugadas de figuritas coleccionables. El documento enfatiza la importancia de medir acciones de marketing y tener cuidado con la presencia digital para enriquecer la relación con los consumidores.
What do guests want in digital experiences at hotels?FormazioneTurismo
1) Hotels have an opportunity to improve their digital customer experience and leverage mobile technologies to increase customer satisfaction and loyalty. A survey of 1,000 travelers found that the quality of a hotel's website and app impacts booking decisions and that travelers are interested in personalized digital services.
2) The survey identified three traveler segments - business, leisure, and family travelers - with different needs. Business travelers prefer efficient digital tools while leisure travelers want help discovering local activities. Family travelers want digital services that make trip management easier.
3) Setting personal preferences through digital platforms, access to hotel information on mobile devices, and proactive services tailored to guests are features that appeal most to travelers and have the potential to increase loyalty,
The great american vacation study how travelers seek shop and saveparago
Of Americans who take leisure travel, over 90% are vacationing at least once a year. In this study, we explored how these consumers research, plan and schedule their vacations, including how they decide where to go, who goes with them — and, ultimately, how they choose which airlines, hotels, resorts and cruises to book.
Our key finding? Planning is personal. The majority of people book their own trips. And most of them (57%) start on search engines. Travel booking sites are a distant second (13%) and only 2% of today’s vacation-takers use travel agents.
Get "The Great American Vacation Study: How Travelers Seek, Shop and Save" report now to take a deep dive into how to disrupt their consumers' paths to purchase and, ultimately, get travelers to book more with you.
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.
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
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.
Toby Brown - Customer Experience in Travel Marketing - EditEdit
At Edit and Kitewheel's customer experience in travel marketing breakfast seminar Edit's Head of Strategy, Toby Brown, discusses a piece of research we recently conducted into the use of technology in the travel sector. He delivers the core insights from the research, looking at how consumers interact with AI when it comes to booking a holiday.
Curious about the future of hospitality marketing and distribution? This presentation to HSMAI's Washington, DC chapter explains why the future of hospitality marketing for independent hotels and brands alike starts this year.
The document discusses the power and influence of customer reviews on consumer behavior. Some key points include:
- 83% of holiday shoppers are influenced by customer reviews
- 75% of consumers expect to be able to leave feedback on their experiences
- Customer reviews impact consumers' decisions to book hotels, restaurants, and travel plans
- Positive customer reviews help build trust in local businesses
The document advocates that businesses should guarantee reviews are from genuine customers and not moderate reviews, as consumers spend more time on sites that include both positive and negative reviews. Customer reviews can improve search rankings, drive social traffic, and increase sales for businesses.
How to Appeal to Boomer and Millennial TravelersICE Portal
New from ICE Portal! Find out how boutique and small operators can appeal to Baby Boomers and Millennial Travelers, a presentation loaded with stats on the importance of visual and rich media content. Find out more by visiting our site http://www.ICEPortal.com and contact us for a FREE demo http://web.iceportal.com/contact/
Please enjoy this presentation on Travel Trends that Matter for the hospitality and tourism industry done by Richard Dunbar, Director of Partnerships at Flip.to. He will touch on the importance of content marketing, the value of engaging imagery, and more.
Retos de la comunicación digital: marketing, audiencias, contenidos y omni-canal.
Miguel Parra, Director de Desarrollo de Negocio.
Customer Experience en Oracle para España y Portugal.
EyeforTravel Travel Distribution Summit Europe 2013; 2 fantastic days with a combination of a great speaker line-up, high quality travel industry case studies and plenty of time for networking.
Here our notes and learnings.
The Evolving Travel Shopping Journey: Searching for Travel InspirationLeonardo
In part 1 of our Digital Marketing Summit for hoteliers, Chris Blaine, VP, Sales & Account at Sojern and Ed St. Onge, President of Flip.to disscuss how the inspiration phase of the travel shopping journey impacts direct bookings.
E marketer traveler_reviews-online_communities_reshape_marketing_strategiesAdCMO
This document discusses how online travel reviews have come to reshape marketing strategies in the travel industry. It finds that a majority of travelers now read and write online reviews and find them highly influential in deciding where to travel. While travelers view reviews as more credible than brand or social media recommendations, marketers must recognize differences in how consumers interact on review sites versus social networks. The widespread influence of reviews has led hotel marketers to increasingly respond by mining review data and fostering online communities around their brands.
The Importance of Social Media - 2014 Maine Innkeepers Association ConferenceShannon Kinney
Dream Local Digital's Shannon Kinney attended the Maine Innkeepers Association's Annual Meeting & Conference to present emerging social media marketing trends for the hospitality industry, how these trends are affecting consumer shopping habits, and how to best leverage online tools for business growth and customer satisfaction.
Book Shannon to speak at your next event >> http://dreamlocal.com/social-media-online-marketing-seminars/
The journey before the destination - Analyzing the Traveling Decision Making ...XPLAIN
This is an outline of XPLAIN’s Global Research about Destination Marketing “The Journey Before the Destination”.
For the purpose of this Research we analyzed 80 Million Travelers' Public Conversations and Reviews and 25 Million Travelers' Searches from 71 Countries across the Globe in the last 5 years.
Travelers' Behavior has changed and it’s constantly evolving.
98% of the Global Travel Content is User Generated and the main reasons by far for Travelers to Travel today are to gain Experiences and Escape from their everyday life.
Do you want to know More and Become Better in Destination Marketing? Contact us, we are here to support you.
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BTW UK Visa Application Process, Uk Visa complete guide, Uk Visa fees, requirements and application process. Know all about uk visa and best way to apply for the uk visa. Get to know about the requirements that allows you for the faster visa appliaction. BTW UK Visa Application Process, Uk Visa complete guide, Uk Visa fees, requirements and application process. Know all about uk visa and best way to apply for the uk visa. Get to know about the requirements that allows you for the faster visa appliaction. BTW UK Visa Application Process, Uk Visa complete guide, Uk Visa fees, requirements and application process. Know all about uk visa and best way to apply for the uk visa. Get to know about the requirements that allows you for the faster visa appliaction. BTW UK Visa Application Process, Uk Visa complete guide, Uk Visa fees, requirements and application process. Know all about uk visa and best way to apply for the uk visa. Get to know about the requirements that allows you for the faster visa appliaction. BTW UK Visa Application Process, Uk Visa complete guide, Uk Visa fees, requirements and application process. Know all about uk visa and best way to apply for the uk visa. Get to know about the requirements that allows you for the faster visa appliaction. BTW UK Visa Application Process, Uk Visa complete guide, Uk Visa fees, requirements and application process. Know all about uk visa and best way to apply for the uk visa. Get to know about the requirements that allows you for the faster visa appliaction. BTW UK Visa Application Process, Uk Visa complete guide, Uk Visa fees, requirements and application process. Know all about uk visa and best way to apply for the uk visa. Get to know about the requirements that allows you for the faster visa appliaction. BTW UK Visa Application Process, Uk Visa complete guide, Uk Visa fees, requirements and application process. Know all about uk visa and best way to apply for the uk visa. Get to know about the requirements that allows you for the faster visa appliaction. Get information in this PDF and simplyfy your visa process.
Our excursions in tahiti offer stunning lagoon tours, vibrant marine life encounters, and cultural experiences. We ensure unforgettable adventures amidst breathtaking landscapes and serene waters. For more information, mail us at tracey@uniquetahiti.com.
Έρευνα και ανάλυση δεδομένων για τουριστικές επιχειρήσεις
1. OpenTourism
Ποιος Τι Που Πότε?
Έρευνα και ανάλυση δεδομένων για τουριστικές επιχειρήσεις.
Θανάσης Δημάκης
Μarketing research &
e-business development
@ Tourix.gr
2. Τι θα δούμε σήμερα?
01010101101011110101010011010101001011010101011101010101010101010111010101001010011001101010101
Εργαλεία και μέθοδοι έρευνας & ανάλυσης
1. Πριν
2. Κατά τη διάρκεια, και
3. Μετά την επίσκεψη του ταξιδιώτη
Πηγές δεδομένων + Στατιστικά + AdWords + Analytics + STP = Action
oriented Ανάλυση δεδομένων
4. Travel Data Sources (some of many)
01010101101011110101010011010101001011010101011101010101010101010111010101001010011001101010101
Tourism ORGs
Internal data
email marketing
Industry Leaders
Think Insights
Expos & Events
consumer surveys
Media
Academia
OpenTourism
5. Many sources - Limited resources
01010101101011110101010011010101001011010101011101010101010101010111010101001010011001101010101
The GOOD news:
1. Πλήθος πληροφοριών
2. Δωρεάν!
The BAD news:
1. Πλήθος πληροφοριών
2. Δωρεάν!
The OPPORTUNITY:
Αξιοποίηση δεδομένων → Ορθές αποφάσεις → Περισσότεροι πελάτες
6. New verbs: “Google it” (γκούκλαρέ το)
01010101101011110101010011010101001011010101011101010101010101010111010101001010011001101010101
1+ δισ.
81%
52%
98%
70%
αναζητήσεις ανά ημέρα από 181 χώρες
των χρηστών στο ίντερνετ βρίσκει ιστοσελίδες μέσω της Google
των Ελλήνων είναι συνδεδεμένοι στο Internet
των Ελλήνων χρησιμοποιεί την Google ως πηγή πληροφοριών
των Ελλήνων κάνει έρευνα online πρωτού αγοράσει κάτι
Sources: 1.http://www.google.com/competition/howgooglesearchworks.html, 2. Forrester Research Inc., “UK Internet User Monitor” ,3. Google Touchpoints Consumer Survey January 2009.
11. Action: Τι πρέπει να κάνω εγώ τώρα;
01010101101011110101010011010101001011010101011101010101010101010111010101001010011001101010101
1. Επένδυση στο internet για έρευνα και
απόκτηση πελατών
2. Δημιουργία φιλικών προς smartphones
ιστοσελίδων με δυνατότητα online κράτησης
3. Στόχευση σε αγορές με έντονο ενδιαφέρον
12. Data Data Data Data Data Data..
01010101101011110101010011010101001011010101011101010101010101010111010101001010011001101010101
● a 1 point increase in a hotel’s average user rating on a 5-point scale
makes travelers 13.5% more likely to book that hotel, Cornell University
● 83% of leisure travelers and 76% of business travelers plan their vacations
online, Google/Ipsos OTX MediaCT
● 1/3 of mobile users are planning on the go, Expedia/comScore
● 51 % of meta search users save time during the planning process' and 52
% agree that meta search ‘has helped me find the right hotel at the right
price', TripAdvisor/PhoCusWright
13. 68% began researching online before they decided where or how to travel
80% use the internet to plan their travel (49% family, friends or colleagues)
60% of leisure & 52% of business travelers rely on Search engines (Hotel websites: 58% & 68%, OTA: 47% & 48%)
58% of leisure & 64% of business travelers always start their travel booking and planning process with search
65% of business travelers book directly on company sites more often than via online travel agencies (11% increase from 2012)
43% of business travelers plan to research or use peer-to- peer sharing alternatives, such as Airbnb
TOP 3 important features when selecting Lodging 1. Price 2. Most convenient location 3. Past experience with establishment
66% of leisure, 60% of business & 52% of affluent travelers, plan to spend more time researching before booking
TOP 3 important features when choosing a destination: 1. Price (85%), 2 Activities specific to my interests (73%), 3. past experience with destination (64%) (
51% of leisure travelers rely on OTAs when considering a few destinations, 43% when they know where they're going, 6% when considering many destinations
TOP sources used for activity/excursion decisions: Brochures/Books in my room/house (42%), Destination website/app (41%), Walking around destination
(41%) Other people on trip (27%) Accommodation website/app (25%) TV in my room/house (22%) Other travel websites/apps (21%) Online videos (14%)
25% of smartphone travel planners book hotel via smartphones
65% of leisure & business travelers view videos when looking for activity ideas at a particular destination
60% of leisure travelers turn to the internet for inspiration (62% turn to family, friends or colleagues)
80 percent say the site's reviews help them feel more confident in their travel decisions
77 percent usually or always reference TripAdvisor reviews before selecting a hotel.
There is no denying that reviews are a powerful and significant part of the travel planning experience," comments Barbara Messing, chief marketing officer
Not only are travellers referencing reviews before they book, they are clearly more highly engaged by businesses that respond to reviews
87 percent of users agree that an appropriate management response to a bad review "improves my impression of the hotel"
70 percent of users agree that an aggressive/defensive management response to a bad review "makes me less likely to book that hotel"
62 percent of users agree that seeing hotel management responses to reviews generally "makes me more likely to book it
When researching places to stay on TripAdvisor, 80 percent of respondents read at least 6-12 reviews before making their decision, and they're most interested
in recent reviews that will give them the freshest feedback.
64 percent of respondents tend to ignore extreme comments when reading reviews
74 percent of travellers stating that they ‘feel good about sharing useful information with other travellers'
70 percent of respondents stating that they wanted to share a good experience with other travellers
Respondents in Russia and Japan were the only two markets to prefer to read a lot of reviews (multiple pages) to get an overall sense of people's opinions users in Spain read the most hotel reviews before booking. Thirty four percent read eleven or more hotel reviews before deciding on a hotel
- 69%) Brazil respondents are more likely to book a hotel that has hotel management responses, significantly higher than most other markets.
- Australians usually read 6-12 reviews before making a decision on hotels, restaurants or local attractions (45%), whilst 24% will go through 13-20 reviews
whilst planning
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24. Perfect competition markets & Price wars
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Μεγάλος αριθμός πωλητών & αγοραστών
Μη διαφοροποιημένα προϊόντα/υπηρεσίες
Πλήρης πληροφόρηση καταναλωτών
25.
26. STP & differentiation in action
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Τουρισμός για λίγους
Στόχευση σε εξειδικευμένες ανάγκες/target groups:
ηλικιωμένους, διαβητικούς, ζευγάρια με μικρά
παιδιά, ζευγάρια που δεν θέλουν γύρω τους παιδιά,
με συγκεκριμένα χόμπι, ενδιαφέροντα, κατοικίδια,
σεξουαλικές προτιμήσεις, κτλ κτλ κτλ =
Διαφοροποίηση από τον ανταγωνισμό.
29. - more than 50% of global respondents do not want to make a booking commitment until they read reviews and find out what other travellers
thought about the property.
- 80 percent say the site's reviews help them feel more confident in their travel decisions
- 77 percent usually or always reference TripAdvisor reviews before selecting a hotel.
- There is no denying that reviews are a powerful and significant part of the travel planning experience," comments Barbara Messing, chief
marketing officer
- Not only are travellers referencing reviews before they book, they are clearly more highly engaged by businesses that respond to reviews
- 87 percent of users agree that an appropriate management response to a bad review "improves my impression of the hotel"
- 70 percent of users agree that an aggressive/defensive management response to a bad review "makes me less likely to book that hotel"
- 62 percent of users agree that seeing hotel management responses to reviews generally "makes me more likely to book it (versus a
comparable hotel that didn't respond to travellers
- When researching places to stay on TripAdvisor, 80 percent of respondents read at least 6-12 reviews before making their decision, and they're
most interested in recent reviews that will give them the freshest feedback.
- of respondents (53%) will not book a hotel that does not have reviews
- 64 percent of respondents tend to ignore extreme comments when reading reviews
- 74 percent of travellers stating that they ‘feel good about sharing useful information with other travellers'
- 70 percent of respondents stating that they wanted to share a good experience with other travellers
- Respondents in Russia and Japan were the only two markets to prefer to read a lot of reviews (multiple pages) to get an overall sense of
people's opinions - users in Spain read the most hotel reviews before booking. Thirty four percent read eleven or more hotel reviews before
deciding on a hotel
- 69%) Brazil respondents are more likely to book a hotel that has hotel management responses, significantly higher than most other markets.
- Australians usually read 6-12 reviews before making a decision on hotels, restaurants or local attractions (45%), whilst 24% will go through 1320 reviews whilst planning
ACTION: need for business owners to not only monitor their online reputation, but to engage as much as possible with their past and potential
customers. The benefits are clear - the more engaged the property, the more likely travellers are to book
81% of travelers find user reviews important; where as 49% of travelers won’t book a property without reviews. It is also highlighted that online
reviews and reputation affect sales conversion rates, Mashable
META
30. Οι επισκέπτες των Online Review Sites:
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Διαβάζουν τα σχόλια που άφησαν οι πελάτες μας,
και μας επιλέγουν έναντι των ανταγωνιστών,
βάσει της αξιολόγησης που λάβαμε
και των απαντήσεων που δώσαμε στις αρνητικές κριτικές.
Actions:
● Παρακολούθηση και άμεση ανταπόκριση σε αρνητικά σχόλια.
● Βελτίωση υπηρεσιών βάσει αξιολογήσεων.
31. Online / Offline Questionnaires
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1. Ικανοποίηση
2. Προτάσεις βελτίωσης
3. Προτροπή online review και social profile follow
Σε επίπεδο τουριστικής μονάδας αλλά και προορισμού
32. Τι να κάνω εγώ τώρα;
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Επένδυση σε έρευνα και προβολή μέσω του internet
Εκκίνηση από τα εύκολα και εστίαση στα βασικά