Embed Size (px)
Citation preview
Tourismuspartner Med utgångspunkten att göra Skånes besöksnäring mer synliga, konkurrenskraftiga och framgångsrika i sin digitala närvaro, besökte Tourismuspartner Malmö den 1 oktober. Tourismuspartner som är experter på reviews och synlighet online ger i sin presentation, en överblick av det digitala landskapet som det ser ut idag, samt hur en jobbar framgångsrikt med review management på exempelvis TripAdvisor. Först kommer en kort summering, därefter följer deras presentation på engelska.
Punkter från presentationen:
I sin ”drömma-fas” och längtan att boka en resa, hur hittar besökarna till just dig och/eller din destination?
Till största del word of mouth-rekommendationer, google-sökningar och inspiration genom foton i sociala medier. För de sk millennials betyder Instagram mycket och hur ”instagram-vänlig” destinationen är har större betydelse än vad det finns att uppleva på platsen.
Varifrån får hotellen i Sverige sina bokningar ifrån?
25% kommer från OTAer (Online Travel Agency) som Booking.com. 19% bokar direkt hos hotellet genom email. 17% bokar direkt hos hotellet över telefon.
OTAer – din vän eller fiende?
Se OTAerna som en möjlighet till marknadsföring. Många resenärer upptäcker många gånger en verksamhet tack vare OTAerna. Utöver det är det en stor andel som inte bara upptäcker verksamheten här, men går sedan vidare och bokar direkt hos verksamheten istället - den så kallade
”Billboard effect”. Effekten har gjort att direktbokning hos hotellen har ökat med 8-26%. Använd helt enkelt OTAer som en chans att synas världen över, men jobba sedan för att få in bokningen på din egen sida. Gör det samtidigt enkelt för kunden att boka på din egen webbsida, det kan vara avgörande för en bokning.
För många verksamheter blir synligheten via en OTA en lösning då man har svårt att hålla sin webbsida uppdaterad eller översatt till olika språk. Men det är också bokningssidans upplägg och enkelhet som spelar stor roll när användaren/besökaren bokar via dessa sidor.
Utnyttja den avgiftsfria synligheten via Google
Många utnyttjar inte möjligheten att synas via Google och Google My Business. Ett helt gratis sätt att synas och snabbt sätt att samla och presentera sin information på.
Online Reputation Management - omdömeshantering
Inför en bokning hjälper recensionerna oss som kund och resenär, de ger oss en orientering och hint om vilken produkt vi ska välja. 80% av alla hotellbetyg världen över är positiva, men det kommer såklart även negativa recensioner. > Se inte de mindre bra recensionerna som ett hot, se till att ge ett bra och professionellt svar så får övriga också en förklaring på situationen samt en signal om att man är angelägen och pålitlig.
Matchar vi kundens förväntade servicegrad? Har kunden fått höga förväntningar via ex en hemsida som sedan inte uppfylls, blir kanske recensionerna automatiskt dåliga. Se till att hålla en god service och jobba för att överträffa kundens förväntningar. Uppmana samtidigt till recensioner online och se även detta som en marknadsföringskanal. Hur väljer du hotell eller restaurang? Utefter den som har få recensioner eller den som har många?
www.tourismuspartner.co.at . Version 1.3
Update on Online Distribution
& Online Reputation Management
Usage instructions
Agenda
• Overview online distribution & sales in tourism
• Overview online booking and online review portals
• Why are OTAs so successful?
• Website optimization and direct bookings
• Background knowledge about online reviews
• Motivating guests to post reviews
• Legal matters
• Responding to reviews
HolgerDistribution-Specialist
Tour Operator
AlexandereTourism-Specialist
University Lecturer
DalahästMost popular souvenir
of Sweden
Introduce your destination
Which hashtag describes your
destination the best (except name)?
Do you remember?
• 1 kg
• Talk time: 1 hour
• 30 numbers memory
Source: Screenshot, „Wall Street“ (1987)
… and today
Source: Amazon
How do users find you?
The Purchasing Decision & Influence of Internet
Source: https://www.thinkwithgoogle.com/marketing-resources/micro-moments/travel-booking-trends-book-it-moments/ 9
Source:Buhalis/O'Connor, 2005
Booking decision
What influences the booking decision of your destination's guests?
The Purchasing Decision & Influence of Internet
„Instagrammability“
https://www.independent.co.uk/travel/instagrammability-holiday-factor-millenials-holiday-destination-choosing-travel-social-media-photos-a7648706.html (2017) 13
„Instagrammability is a more important factor for
millenials on choosing a holiday destination than
sightseeing”: R true
14
Booking Channels for Hotels in Sweden
Source: Source: Share of bookings, Roland Schegg (2018), n=219 (weighted)
25%
19%
17%
12%
8%
7%
4%
4%
1%
1%
0%
Booking Portals (OTAs)
Phone
Online Booking (own Website)
GDS
Tour Operators/Travel…
Website Form
Walk-Ins
Tourism Organisations
Social Media
Letter/Fax
“In Sweden, 40% of hotel bookings are carried
out via OTAs like booking” S false
Market Shares of OTAs in Sweden, 2017
Source: Source: hotrec (2018), Roland Schegg
17
63%
30%
7%
Booking Holdings
Expedia
Others
What Booking says…
Source: Source: AHGZ, 2014
Paul Hennesy, CMO Booking.com
„ If a hotel needs urgent help in selling available rooms, we will
help this hotel to drive more traffic and attract more guests. (…)
Many hoteliers have no experience in website design or have
problems translating their homepage. Others simply lack
knowledge of marketing strategies.”
What makes Booking & others so successful?
Reasons Travelers Booked with OTAs
Source: Phocuswright, 2016 (n=2268 OTA Bucher)
47%
37%
34%
30%
29%
28%
20%
The website is easy to use
I am used to booking travel this way
I trust the brand
OTAs typically have the best prices
It is easy to book all of your travel in one place
That website had the most selection
It's easier to change/cancel my booking
What makes Booking & others so successful?
Source: Tourismuspartner 21
Content
Onlinemarketing
Structure
Comparability of offers
Transparency
„Push to buy“
Investment in Usability
Investment in Visibility (SEO, SEA)
Market Concentration
Brand
Economies of Scale
Massive Investment in Online Advertising
Source: https://www.cnbc.com/2018/11/05/travel-giant-booking-spent-1-billion-on-google-ads-in-the-quarter.html, https://www.hotelmarketing.com/articles/travel-duopoloy-spent-10-6b-on-marketing-in-201822
„Push to buy“
Source: Booking, www.usatoday.com/story/travel/advice/2016/02/07/hotel-flight-booking-tips/79868742/ 23
Problem: Commission Costs
Source: OTA Contract, hotelmarketing.com (2018) 24
Problem: Commission Costs
Source: http://www.guestcentric.com/booking-com-your-worst-best-friend/#comment-21531 25
Do you feel dependent on Booking.com?
Source: n=212, hotelleriesuisse, Roland Schegg (2019) 26
Yes, partially
Yes, totally
No
Friend or Foe?
Do you see OTAs like Booking as friend or foe for your destination?
Be an ostrich and bury your hand in the sand?
Options
• Be found
• Be competitive
• Optimize website for sales
• Push direct bookings
• Sell via email
Be found
Online Marketing today
Source: Tourismuspartner
SOCIAL MEDIA
BANNER,
SPONSERED,
…
SEO SEM
VIDEO
BLOGS
REMARKETING
CONTENT
MARKETING
CRM
LOYAL GUESTS
PROGRAMMATIC
ADVERTISINGINFLUENCER
METASEARCH
DISPLAY
NETWORKS
EMAILDYNAMIC RATE
MARKETING
Being found on portals
Illustration: Customer Alliance
„Billboard-Effect“
„Billboard-Effect“
Source: Andersen, C. (2009): „The Billboard Effect“, Cornell University
+8-26%direct bookings
Let‘s google
Google search
Google „MyBusiness“
• Completely free of charge
• Directly integrated into search results
• Update regularly photos, texts, facts
• Update USPs and services (Wifi, etc.)
• Validate location
• Respond to reviews, questions
• http://www.google.com/intl/se_se/business
Be competitive
Google: „People also searched for“
Which one would you book?
Optimize website for sales
Why do users buy online?
• Convenience
• Saves time
• Better prices
Reasons for not buying online?
• Concerns regarding security
• Frustration
• To complicated
Source: pewinternet.org
Online shopping problems we all know
Source: Google/YouTube, http://www.youtube.com/watch?v=3Sk7cOqB9Dk
Better usability = higher conversion
Source: Travel Web Site User Experience Report (2013)
What is „usability“?
BildSource: Flickr, manoftaste.de
Usability: Mobile for elderly people
Transfer of learning
Things you‘ve learned
"The addictive nature of web
browsing can leave you with
an attention span of nine
seconds - the same as a
goldfish."" Prof. Ted Selker (MIT)
The motto should be...
Short & easy is better
Source: John Miller: AdWords-Kampagne, Messung Conversion Rate
+20%+34%
Usability is when…
• users can find the wanted information directly and fast
• and the information is satisfying and clear.
1997
Source: Apple
2019
Source: Apple
Fast & direct
Source: Booking
One problem: our brain
Source: Lynn Metcalf, High-Tech Marketing, Hanson (2000)
7 ± 2 „information chunks“
… or „information overload“
“If users get more than 3 pieces of information at the
same time, they feel ‘information overload’” S false
„Information Overload“
Source: https://www.smashingmagazine.com/2016/09/reducing-cognitive-
overload-for-a-better-user-experience
Working with known patterns
Source: Jakob Nielsen (www.nngroup.com/videos/jakobs-law-internet-ux) 59
“Users spend most of their time on other sites. This means that users prefer your site to
work the same way as all the other sites they already know. Design for patterns for which
users are accustomed.”
Well done.
61
“We don’t change anything on our website
without first validating it“
Details matter: „A/B test“
Sources: https://blog.wishpond.com/post/115675436117/landing-page-examples, https://booking.ai/using-multivariant-tests-to-determine-performance-impact-c249ab9bfc16
+92% more clicks, +14% more bookings
“Usability check”
• Users who don‘t know your website
• Users have to perform a task („book a room for tonight“)
• Users should think loud
Source: www.nngroup.com/articles/why-you-only-need-to-test-with-5-users/
3/4 of people would book directly with the hotel
if they could be sure that they were getting the best deal.
Best price
Source: TripTease (2015): „Get a room: Eight things people want when booking a hotel “
Best price guarantee: Booking vs. Hilton
Sources: Booking, hilton
Google‘s ‚Price Insights‘
Reference: https://searchengineland.com/google-hotel-search-results-testing-price-insights-302446 69
Motivating guests to book directly
Source: http://www.latimes.com/business/la-fi-hotels-guest-perks-20160318-story.html (2016)
Motivating guests to book directly
Source: https://hiltonhonors3.hilton.com/en/offers/100115468.htm (2019)
Individual hotel: perks
Source: Valentina Hotel, Tourismuspartner
A dynamic development…
References: https://www.travelweekly.com/Travel-News/Hotel-News/Hotels-direct-bookings-making-up-ground-on-OTAs, http://hotelmarketing.com/index.php/content/article/expedia_quarterly_profit_falls_30_pct_as_costs_climb,
https://www.hotelmarketing.com/archive/for_independent_hotels_relationships_with_otas_have_never_been_more_tense
Online Reputation Management
Reviews are everywhere…
Review Distribution by Site
Source: Revinate Teputation Benchmark Study, 2019 76
“Most hotel reviews are published
on TripAdvisor” S false
Reviews give orientation & help to choose a product
…or a restaurant in a new town…
…or activities in a destination
The Purchasing Decision & Influence of Internet
“Today, ads delivered via social media are the
biggest influencer for the buying decision” S false
Source: Gretzel, Yoo, Purifoy: Online Travel Review Study; n = 7.000 Tripadvisor-Nutzer
Why users read reviews
• Increase trust for their own booking decision (87 %)
• Get impression of how it will look on location (86 %)
• Reduce risk / uncertainty (82 %)
Source: HolidayCheck
Shortcomings find their way...
Source: HolidayCheck
...but first and foremost good quality!
Source: TripAdvisor
Statistics
• 87 % of reviews in HolidayCheck are positive
• 80 % of reviews in TripAdvisor are positive
• Average rating: 4.22 bubbles (from 5)
2014 4.12
2013 4.11
2012 4.09
2011 4.07
2010 4.02
“75% of hotel reviews worldwide are positive” S false
How do people decide if they like a service or not?
Source: Tourismuspartner; Erevelles/Leavitt, 1992; Oliver, 1997; Day, 1982; P. McCole 2004
„Expectation Principle“
Expected Performance
Match?
Perceived Performance
Source: Tourismuspartner
Website
Reality
Expectation vs. Performance
Last time in Malmö
On TripAdvisor
https://www.tripadvisor.co.uk/Hotel_Review-g189837-d206407-Reviews-Quality_Hotel_Grand-Kristianstad_Skane_County.html
This time in Malmö
What‘s to do?
You get positive reviews, when...
• you deliver good quality
• exceed the guest's expectations
• the guest is positively surprised
• the guest has the feeling of having a special
experience worth telling others
Why should you motivate your guests?
Source: TrustYou 2018 (Consumer Research Emphasizes Importance of Online Feedback Management)
When a review is requested by the accomodation, guests
are 3.6x times more likely to leave a review.
Direct Contact
Source: Doug Kennedy - www.hospitalitynet.org/news/4077534.html (2016)
“I don't know if you consulted online reviews in planning
your stay, but they are very important these days. We
would be grateful if you would take the time to posting
one to let others know the thoughts you just shared."
Reminders
Remind your guests to post a review, for example with print media
Source: TripAdvisor, HolidayCheck
Dear Smith-Family
We hope that you have returned savely home with wonderful memories of
your vacation. May we ask you to share your experiences in our hotels with
other guests?
We would be delighted if you could take the time to describe your
impressions on HolidayCheck:
<DIRECT LINK>
Many thanks and best regards,
The team of Hotel Something & SPA
Email after departure
Source: Indigo Hotel Berlin Alexanderplatz
Welcome Letter
Source: Indigo Hotel Berlin Alexanderplatz
How they got us in Copenhagen...
What are people talking about in reviews?
Frequency = Importance
Source: TrustYou, 2017 / Analysis of 90 millon reviews for 600’000 hotels, worldwide
“Bad wifi is the most mentioned
negative factor in hotel reviews” R true
ORM-Tasks
„Online Reputation Manager“
Motivation
(guests & staff)
External
communication (online)
Internal
communication
Training
Source: Tourismuspartner
Identification of
trends
GuidelineConstant monitoring
Improve
(service-)quality
Be prepared
What is allowed?
What is allowed?
• Expression of opinion vs. untrue statements
• Abusive criticism, personal attacks or insults are not acceptable
„I didn‘t like the breakfast.“
„No one likes this breakfast.“
„The breakfast tasted like shit!“
„I‘ll never eat breakfast again with these idiots!“
„Complete rip-off!“
Publishing photos
• Photos do not violate the "house rules" - "journalistic freedom"
• Defects or imperfections in the hotel's infrastructure may be photographed
• If people are photographed and published without their prior permission,
"personal rights" may be violated
Source: TripAvisor
Handling Reviews
Surprising Facts
When deciding between two hotels, 65% of people say that seeing a
management response would sway them to book with the responding
hotel
Source: TripAdvisor/ Forrester Research
It’s about the ‘how’
Source: booking.com, Tourismuspartner
No complaint management
• With an online response you should not aim to satisfy the reviewer
• Instead it is a good way to communicate with potential guests
• Take the chance to explain your product – but don‘t overdo it
Source: TripAdvisor/Tourismuspartner
Response on online reviews ≠ Feedback on a complaint
Respond like you communicate with guests on location
Source. Tourismuspartner
„I hope that you will give us the
opportunity to welcome you back to
our wonderful hotel“
„So happy that you enjoyed your stay
and till next time!“
How would you react?
„We are disappointed“
We (family with two children) had a 3 night stay in this hotel.
Unfortunately, we are totally disappointed. The penthouse room was
not to our taste. Our older daughter (11 years old) could not sleep
on the sofa, because it was too short. The refrigerator hummed
loudly all night long and we could not get much fresh air either. The
dining room was a disaster … so noisy! Like being in a train station!
A partitioning of the room would create some relief. Otherwise,
everything else was okay.
Dear Guest
Thank you for your helpful feedback! Our team is taking your suggestions very
seriously and is working hard on making improvements. For your next stay, I
recommend one of our family suites with two separate bedrooms. Thank you for
pointing out the broken fridge – it has already been replaced. Concerning the
dining room, you are right: Because of our many families with young children, it
can be a bit noisy, especially between 6 and 7:30 pm.
I hope that our hotel can fully convince your family during your next stay of our
close attention to maintaining the highest quality standards.
Kind regards
John Smith
Possible Response
Outlook
Global Ad Spend in Travel, 2018
Source: Sojern, 2019 120
“2/3 of global ad spend in travel
is in digital” S false
131
Servus Tourismuspartner OG | Schäferweg 6 | A-6900 Bregenz
T +43 (0)5574 22530 | [email protected] | www.tourismuspartner.co.at
Thanks for your attention!
Some of our customers:
Alexander Fritsch
& Holger Sigmund
Book authors & experts for
hotel reviews, online
reputation and etourism
