how destinations are attracting visitors with better guest intelligence | josiah mackenzie |...
TRANSCRIPT
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How Destinations Are Attracting Visitors With Guest Intelligence Data
Q4 2015
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[NOLA IMAGE]
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• Travel
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There’s So Much to Promote
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• Travel
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Trying To Do It All Yourself?
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• Travel
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Trying To Do It All Yourself?
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• Travel
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[Suitcase – why not use CI?]
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Use: Understanding Likes/Dislikes
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Use: Marketing & PR showcase the hits
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Use: web & editorial: tips from each audience, for each
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Businesses: Insights to improve cust sat
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YOUR JOB IS TO
LISTEN, PROCESS, & SHARE
ALL THIS CONTENT THAT’S BEING CREATED
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Guest Intelligence = ORM + GSS
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Online Reputation Guest Surveys
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360° Destination Tracking
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Outdoor Attractions
Transportation
Shopping
Hotels & Resorts Restaurants
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The Importance of Hospitality
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Foundational to A Visitor’s Experience
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Key Economic Engine
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The Most Structured Review Data
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UN World Tourism Organization
Research
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UN WTO Research
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“When choosing a hotel to stay in, how would you rate the relative importance of information that you receive from the following sources?”
[Study conducted by AA Ireland in 2014, based on 23,702 responses]
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UN WTO Research
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According to the UN WTO and Cornell’s Center for Hospitality Research, 72% of hoteliers feel that integration of guest reviews into star rating systems is either “Extremely Important” for “Very Important”
72%
[Study conducted by Cornell University in 2014, based on 575 responses from global hotel industry professionals]
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Case Study: Star Ratings
Australia
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Star Ratings Australia
“Accommodation is at the heart of any destination experience.
“Quality product and quality guest experiences are critical if a destination is to maintain or grow market share of global tourism.”
Damien Hanger General Manager
Star Ra3ngs Australia
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Star Ratings Australia
“Travellers still value an independent judgment of quality standards.
“The challenge is to maintain our independence but to incorporate a consumer voice so we reflect their behavior as they make their decisions online.”
Damien Hanger General Manager
Star Ra3ngs Australia
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The Solution
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• Provided all 5,000+ SRA licensees with dashboard access to ReviewPro, helping them monitor and manage feedback
• Provided education to its licensees
• Obtained analytics on what guests like and dislike about Australia’s hotels
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The Solution (continued)
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• Will display meta-review data on its website
• Will hold contests to
recognize the best performing hotels
• Plans to perform new
academic research on why hotels succeed in Australia
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Case Study: Bermuda
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[BERMUDA HERO IMAGE]
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Bermuda’s Guest Intelligence Program
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• Purchased ReviewPro to monitor hotels and resorts in their destination
• Identified competitive
advantages for destination advertising – from their guests’ perspective
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Grouping Data by Star Rating
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Comparing Ratings by Region
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Competitive Destination Benchmarking
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Bermuda’s Guest Intelligence Program
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• Gave their hotels full access to ReviewPro’s online reputation management system to empower them better serve guests and improve the overall destination visitor experience
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Review Dashboard
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Review Tracking
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Powerful Sentiment Analysis
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A Partnership Model
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• Provide guides on the topics of ORM & social media management, along with case studies of successful improvement initiatives
• Produce and share webinars & product training videos
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Support Through Education
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Support With Data & Insights
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Support with Recognition
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Transparency for Positive Competition
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Endorsed by Star Ratings Australia
Damien Hanger General Manager Star Ratings Australia
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“UPDATE QUOTE WITH WEBINAR FROM MARCH”