White papers

旅行者調査で判明 「宿泊施設が収益アップのために最も注力すべきことは、オンライン上のクチコミ評価の収集・管理を行うこと」

by May 22, 2018 4:55 am White papers

旅行者の95%は、ホテルを予約するか決める前にクチコミ評価を読んでおり、オンライン上のクチコミ評価は新たな顧客獲得の上で決定的な役割を担っていることが分かります。では、宿泊者のカスタマー・ジャーニー(予約前から滞在中、滞在後)のあらゆる段階で、クチコミ評価をどのように活用すればよいのでしょうか 。 ホテル関係者の皆さまには、この白書を読んでいただくことにより、宿泊者のクチコミ評価を積極的に収集して活用することが、オンライン上のホテルの知名度の向上、予約件数の増加に繋がるだけでなく、オペレーションの改善、宿泊者の満足度向上、クチコミ評価スコアやランキングのアップにも貢献することにお気づきいただけると幸いです。

Consumer Research Emphasizes Importance of Online Feedback Management

by April 4, 2018 11:22 am White papers

Travelers show similar behavioral patterns in regard to their relationship with online guest feedback about hotel accommodations. Touchpoints related to online reviews occur throughout every phase of the guest journey. During the pre-arrival, on-site, and post-stay stages, guests write about and share their expectations, experiences, and perceptions through feedback. The following findings suggest that it is in any accommodation provider’s best interest to both manage their online reputation and also to significantly impact it by collecting and building online review content. To further increase these efforts, providers should adopt a review marketing strategy to share and display their positive reputation… read more »

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Consumer Research Reveals Guest Preferences and Expectations for Direct Hotel Communication

by June 20, 2017 1:00 pm White papers

Once a traveler becomes a guest, the lines of communication open up. In this research, we sought to identify the guest’s experiences and expectations through the means of digital correspondence between guests and their overnight stay providers. This relates to the guests’ pre-arrival and on-site experiences with a hotel during the guest journey. The following results are strongly related to previous research that focused on uncovering consumer behaviors during the search process leading up to the travelers’ booking decision. Findings show: The majority of guests (80%) expect hotels to initiate contact and reach out via email 73% of guests have… read more »

Recherche sur la communication entre hôtels et clients (en anglais)

by June 20, 2017 1:00 pm White papers

Une fois que le voyageur devient un client, les lignes de communication s'ouvrent. Dans cette recherche, nous avons cherché à identifier les expériences et attentes clients à travers les moyens de correspondances digitales entre clients et hotels. L’étude relate l’expérience pré-arrivée et durant le parcours client. Ses résultats sont fortement liés à des recherches précédentesqui étudiaient le comportement des consommateurs lors de la phase de recherche menant à la décision de réservation.   Les résultats montrent que: La majorité des clients (80%) s'attendent à ce que les hôtels initient le contact et les contactent par email 73% des clients ont… read more »

Verbraucheranalyse zu Präferenzen und Erwartungen des Gastes bei der direkten Kommunikation mit Hotels

by June 20, 2017 1:00 pm White papers

Sobald ein Reisender zu einem Gast wird, öffnen sich verschiedene Kommunikationswege. Bei dieser Studie war es unser Ziel, die Erfahrungen und Erwartungen des Gastes während der Korrespondenz mit ihren Unterkunftssbetrieben zu ermitteln. Dies bezieht sich auf die Zeit vor der Ankunft im Hotel und die Erlebnisse der Gäste vor Ort. Die folgenden Ergebnisse sind stark mit der vorherigen Verbraucherstudie verknüpft, die sich auf das Verhalten von Verbauchern während des Suchprozesses konzentriert, welches zur Buchungsentscheidung des Reisenden führt. Ergebnisse der Auswertung: Die Mehrheit (80%) der Hotelgäste erwartet, dass Hotels die Kommunikation in die Wege leiten und per E-Mail in Kontakt treten… read more »

Una ricerca rivela preferenze e aspettative degli ospiti per una Comunicazione Diretta dell’hotel (in inglese)

by June 20, 2017 1:00 pm White papers

Quando un viaggiatore diventa ospite, le linee di comunicazione si aprono. In questa ricerca abbiamo cercato di individuare le esperienze e le aspettative degli ospiti attraverso i mezzi di corrispondenza digitale tra gli ospiti e i loro fornitori di pernottamento. Ciò riguarda le esperienze degli ospiti prima dell'arrivo e delle esperienze in loco. I seguenti risultati sono fortemente legati alla precedente ricerca che si era concentrata sulla scoperta dei comportamenti dei consumatori durante il processo di ricerca che porta alla decisione di prenotazione. I risultati mostrano: La maggior parte degli ospiti (80%) si aspetta che gli hotel inizino il contatto… read more »

The Effect of Reviews on Hotel Conversion Rates and Pricing

by October 8, 2015 3:42 pm White papers

Reviews and online user generated content are increasingly important for travelers during the research process and when choosing a hotel. This research was designed to better understand the relationship between review scores, conversion rates and pricing at the point of purchase. Data about online consumer purchase behaviors was collected by presenting an online panel of travelers with booking engine simulations. 513 respondents were served four fictional booking engines, each displaying three fictional hotels with high/medium/low prices, ranging from $100 per night to $120 per night, as well as varying average review scores ranging from 80-100, on a 1-100 point scale.… read more »

Consumer Research Identifies Which Attributes are Most Important to Travelers When Booking a Hotel

by July 1, 2015 7:39 am White papers

TrustYou, working in conjunction with Donna Quadri-Felitti, incoming Director of the School of Hospitality Management at Pennsylvania State University, developed a study to which hotel attributes have the biggest impact on travelers’ booking decisions. The study used heat-mapping technology to understand which attributes prompted hotel bookings in eight different travel contexts (business travel, family vacation, etc.).

Consumer Research Identifies How To Present Travel Review Content For More Bookings

by May 9, 2015 3:56 pm White papers

Data from reviews and online user generated content are highly useful for consumers when making an online purchasing decision. In the travel context, where this study found that 93% of travelers read reviews, this phenomenon is particularly true. Therefore, many travel intermediaries and hotels have incorporated review content onto their websites. However, there are many different ways to present this content. This research was designed to understand exactly how hotel reviews impact a website's user experience and to understand which presentation of review content (full text, aggregated visualization, or a combination of both) is easier for travelers to consume and… read more »