The Evolving Travel Shopping Journey: Travel Research, Planning & Validation
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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.
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The Evolving Travel Shopping Journey: Travel Research, Planning & Validation
- 1. Making A List & Checking It Twice: Travel Research, Planning & Validation 11:50AM – 12:20PM ET #EvolvingTravel Ellis Connolly, Chief Revenue Officer, TrustYou Charlie Osmond, Chief Tease, Triptease
- 2. Defining Travel Research, Planning & Validation • The traveler has chosen a destination • Searching for dates, flights, places to stay, activities Source: The 2014 Traveler’s Road to Decision, Google, 2014
- 3. Travel Research Source: Boxever & Skift, 2015 | Millward Brown Digital on behalf of Expedia MediaSolutions, 2016 Share of Influence During Each Phase of the Travel Shopping Journey 40%of people booking travel online browse just 3-5 sites before completing their purchase
- 4. Making a List and Checking It Twice: Travel Research, Planning & Validation Ellis Connolly Chief Revenue Officer, TrustYou
- 6. read reviews prior to making a booking decision are willing to pay more for a hotel with higher review scores 95% of travelers 76% of travelers 1. Consumer Research Identifies How To Present Travel Review Content For Optimal Bookings, TrustYou 2. Consumer Research Identifies How To Present Travel Review Content For Optimal Bookings, TrustYou 3. The Effect of Reviews on Hotel Conversion Rates and Pricing, TrustYou say summarized review content is the easiest way to consume travel reviews 52% of travelers
- 7. Brand consistency across the entire online booking experience
- 11. Location Price Reviews
- 12. Leverage guest feedback to impact the entire guest journey
- 13. The world’s largest guest feedback platform
- 14. Research Phase: Driving Your Conversion Opportunity Charlie Osmond Chief Tease, Triptease
- 15. Direct is best “Their booking value is 2x more than OTA bookers” “Direct bookers deliver 9-18% more netRevPAR”
- 16. Over 60% of OTA bookers visit your hotel website
- 17. 1. Experience the customer journey +
- 18. 2. Present clear benefits What’s in it for me?
- 19. 3. Prove your rate is the best Price Check on the booking engine
- 20. 4. Don’t be undercut When you are undercut by an OTA your conversion rate drops by over 30%
- 21. 5. Reduce abandonment & capture guest details Track exit-intent and pop a conversion message We’ll send you a single message with details of your search and a special offer email Go Send me my search details
- 22. 6. Be human Personalized content & Live messaging
- 23. Charlie Osmond Chief Tease, Triptease 1. Experience the journey 2. Present clear benefits 3. Prove your rate is best 4. Don’t be undercut 5. Reduce abandonment 6. Be human Research phase – driving your conversion opportunity
- 24. Ed St. Onge President, Flip.to www.flip.to Charlie Osmond Chief Tease, Triptease www.triptease.com Chris Blaine VP, Sales & Account Management, Sojern www.sojern.com Ellis Connolly Chief Revenue Officer, TrustYou www.trustyou.com
- 25. Up Next Let’s Book It! Winning the Hotel Booking
Notes de l'éditeur
- Today’s travel search begins on Google. 80% of travel searches Rich snippets Review collection
- Why are reviews so important? Review management Mobile first
- Consistent experience across all travel sites…
- Consistent experience across all travel sites…
- Consistent experience across all travel sites…
- Increase direct bookings by adding reviews, the third most powerful decision driver, on your hotel website. Brand.com Price, location, REVIEWS
- The search-shop-buy process is also influenced by other stages of the guest journey. Hotels should pay careful attention to not only the search & booking experience, but also the on-site and post-stay phases of the journey as well. Providing a great on-site experience, with real-time communication and service recovery, helps impact better reviews later on. Better reviews for your hotel = a higher rating overall and a better chance to booking more business with future travelers.
- That’s why our guest feedback platform provides solutions for every stage of this journey, knowing that the guest journey is cyclical, and the experience as a whole is what really matters.
- My starting point, when considering a question like travel research and planning always comes back to the opportunity to drive direct bookings. Clearly incremental third-party bookings are great, but Direct is Best Not only does recent research show the increased value of a direct booker, but in the long run if you’re building a direct relationship you can add them to future marketing campaigns and be more in control of your business.
- Ellis touched on a few aspects of the guest journey. I want to go deep on just one part. During the research phase, you have a unique opportunity. Today most OTA bookers are coming to your site during this phase. You must ensure you do your utmost to get them back at the point of booking or convert them now whilst they are with you. So what can you do to move them along the purchase journey during this critical stage?
- Remember when you last worked on your website or booking engine? It probably took ages and in the end you cut a few corners to get it out the door Even if you didn’t cut corners, I’ll bet fewer than 5% of you ran user tests It’s incredible how your expectations of what people presume or think about a website can be so far off the mark. We optimize hotel websites. We make them convert better. We’d be utterly rubbish at that if we didn’t constantly put websites in the hands of real people – maybe your guests are 18, maybe they are 80, we go to starbucks with an ipad every time we’re working on something and ask people to book there and then. You can do the same taking a laptop over to a guest in your hotel lobby TODAY. Or you can go to Upwork and hire 5 people to record their visit to your webiste. Give them a fivver, ask them to download a free screen recording tool and you can get five videos made by tomorrow afternoon for $25. If you have users talk while they try to achieve a task – like booking – I promise you’ll notice at least three things you can change before the end of the week
- We’ve heard about the need for reviews to make a decision to stay at a hotel. But once someone has made that decision they then decide how to book that property So given over 60% of OTA bookers are on your site, why do they leave and book elsewhere?
- We’ve heard about the need for reviews to make a decision to stay at a hotel. But once someone has made that decision they then decide how to book that property So given over 60% of OTA bookers are on your site, why do they leave and book elsewhere?
- Research and planning is not only a decsion making process about which hotel but also the start of the decision making about which booking channel. We’ve shifted from an age of deference to reference. We have perfect information at our fingertips. When you’re undercut, people know about it. We tracked over 200M searches and found that 25% of the time hotel’s are being undercut Many hotels don’t believe that when we tell them. That’s usually because they run a standard rate check on a daily basis looking e.g upto 60 days out But when you look at the searches your guests actually carry out, the disparity is much higher. The good news is that the squeeky wheel gets the grease. If you identify undercuts and start to kick up a fuss, you’ll be amazed how quickly some OTAs can change their behaviour
- There are a number of abandonment solutions in the market It’s been working really well in e-commerce for years and hotels are starting to apply it to their own websites. you need to be clear what’s in it for me
- Messaging has taken off as the dominant form of communication on mobile phones – yes, phones are used more for messaging than for speaking. Ellis already talked about messaging when a guest in inhouse. It’s a great aspect of the TrustYou platform. So given messaging is such a key part of modern life, it’s hardly surprising that live chat has taken off on sites across the web. It makes companies more human and for the hotel industry it’s a particular opportunity as it offers an opportunity to win back the guest relationship from third parties – if I want to know more about the property or area, who am I going to trust? An OTA or someone from the hotel? You could just transplant the tools and practices from other industries, but we think the hotel purchase process is different and deserves a unique solution. Ideal for the research phase as you start to engage and you build a relationship