Who is trusted in Travel and Tourism? Holiday reviews sites may facing some challenges although customer reviews are still very important. I've asked myself where is the trend and tried to understand how the authority shifts from media to influencer.
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Who is trusted in Travel and Tourism - IULM Master Tourism Management
1. Who is trusted in Travel and Tourism?
Customer Reviews, Word of Mouth and Influencers
Michele Aggiato, IULM April 17, 2012
#tbe12 | www.travelbloggerelevator.com
3. Michele Aggiato
twitter.com/michelelaggiato
CIAO!
Founder of 1st Travel Blogger Conference in Italy
#tbe12 | www.travelbloggerelevator.com
4. Michele Aggiato
twitter.com/michelelaggiato
CIAO!
Founder of 1st Travel Blogger Conference in Italy
Founder of the Italian Twitter Chat about Travel
#tbe12 | www.travelbloggerelevator.com
5. Michele Aggiato
twitter.com/michelelaggiato
CIAO!
Founder of 1st Travel Blogger Conference in Italy
Founder of the Italian Twitter Chat about Travel
Business Developer
New Media Relations Specialist and Blogger
#tbe12 | www.travelbloggerelevator.com
6. Michele Aggiato
twitter.com/michelelaggiato
CIAO!
Founder of 1st Travel Blogger Conference in Italy
Founder of the Italian Twitter Chat about Travel
Business Developer
New Media Relations Specialist and Blogger
If you wanna learn anything more about me
DON'T watch my Youtube Channel!
#tbe12 | www.travelbloggerelevator.com
13. TOP TEN FACTOR - WHAT MOSTLY PROMPTED YOUR
DECISION TO CHOOSE THIS DESTINATION?
1. Friends or relatives recommendation: 38%
2. World renowned must-see destination: 32%
3. Information on the web: 22%
4. Cheap deal / special offer: 15%
5. Geographically close destination: 14%
6. Travel agency recommendation: 8%
7. Article in a magazine / newspaper: 6%
8. Movie realized in the country: 5%
9. Appealing advertising on it: 5%
10. Heard about in the TV news: 2%
Provisional 2011 data - 15,000+ international tourists from 30+ markets and visiting a destination
for the first time SOURCE: TRAVELSAT Competitive Index
#tbe12 | www.travelbloggerelevator.com
14. CHALLENGES FOR HOLIDAY REVIEW SITES TODAY
Information Overload
Anonymity of Reviewers
Content Quality
Conversion Visitor vs. Contributor
Channel Competitors
#tbe12 | www.travelbloggerelevator.com
15. CHALLENGES FOR HOLIDAY REVIEW SITES TODAY
Information Overload
Anonymity of Reviewers
Content Quality
Conversion Visitor vs. Contributor
Channel Competitors
#tbe12 | www.travelbloggerelevator.com
16. CHALLENGES FOR HOLIDAY REVIEW SITES TODAY
Information Overload
Anonymity of Reviewers
Content Quality
Conversion Visitor vs. Contributor
Channel Competitors
#tbe12 | www.travelbloggerelevator.com
17. CHALLENGES FOR HOLIDAY REVIEW SITES TODAY
Information Overload
Anonymity of Reviewers
Content Quality
Conversion Visitor vs. Contributor
Channel Competitors
#tbe12 | www.travelbloggerelevator.com
18. CHALLENGES FOR HOLIDAY REVIEW SITES TODAY
Information Overload
Anonymity of Reviewers
Content Quality
Conversion Visitor vs. Contributor
Channel Competitors
#tbe12 | www.travelbloggerelevator.com
19. Travelers ... visiting in av. of 22 sites before deciding on a
destination ... making in av. 9.5 searches [Source: bazaarvoice, 2011]
#tbe12 | www.travelbloggerelevator.com
20. Travelers ... visiting in av. of 22 sites before deciding on a
destination ... making in av. 9.5 searches [Source: bazaarvoice, 2011]
Travelers are most highly influenced at ZMOT (99%), looking 10.2
sources of info online before booking online. [Google, Zero Moment of
Truth]
#tbe12 | www.travelbloggerelevator.com
21. PEOPLE MUST GO CRAZY BY
SEARCHING THEIR HOLIDAY...
#tbe12 | www.travelbloggerelevator.com
22. WHICH OF THE FOLLOWING DO YOU USE MOST
FREQUENTLY WHEN TRAVELLING?
- Mobile maps: 56% (US) and 63% (non-US)
- Social networks: 38% (US) and 64% (non-US)
- Virtual/3D tourism: 30% (US) and 27% (non-US)
- Blogs: 32% (US) and 22% (non-US)
- Podcasts: 9% (US) and 7% (non-US)
- Virtual worlds: 0% (US) and 10% (non-US)
- RSS feeds: 7% (US) and 11% (non-US)
Survey conducted by WAYN for the World Travel & Tourism Council. SOURCE: Tnooz.com, 2010
#tbe12 | www.travelbloggerelevator.com
23. WHICH OF THE FOLLOWING DO YOU USE MOST
FREQUENTLY WHEN TRAVELLING?
- Mobile maps: 56% (US) and 63% (non-US)
- Social networks: 38% (US) and 64% (non-US)
- Virtual/3D tourism: 30% (US) and 27% (non-US)
- Blogs: 32% (US) and 22% (non-US)
- Podcasts: 9% (US) and 7% (non-US)
- Virtual worlds: 0% (US) and 10% (non-US)
- RSS feeds: 7% (US) and 11% (non-US)
Survey conducted by WAYN for the World Travel & Tourism Council. SOURCE: Tnooz.com, 2010
#tbe12 | www.travelbloggerelevator.com
25. Facebook user is connected to between 100 and 200 friends and
spends an av. 55 minutes per day posting updates, recommandations,
sharing link endorsing products and brands ... [From Social Media ROI by
Olivier Blanchard]
#tbe12 | www.travelbloggerelevator.com
33. Consumer seek facts & details not opinions and subjective
comparisons when the price and complexity of products and services
increase! [bazaarvoice: The Conversation Index 2011/2012]
#tbe12 | www.travelbloggerelevator.com
35. 54 percent of cruise agents actively use social media tools such as
Facebook, Twitter and others to generate cuirse leads [Amadeus.com /
CLIA survey USA 2011]
#tbe12 | www.travelbloggerelevator.com