Reputation does matter. And while some hoteliers are changing their approach, for others adapting to new ideas is painfully slow, says TrustYou. This is exemplified in a recent study that showed only 56% of hotels are responding to TripAdvisor reviews and only 17% to Expedia reviews. This is occurring despite the fact that management responses to travel reviews has been shown to improve guests' perceptions of a property. Among the study's findings include:
Given equal prices, travellers are 3.9 times more likely to choose a hotel with higher review scores.
Appropriate responses to bad reviews improved 84% of users' impressions of the property.
Properties that respond to more than 50% of their reviews increase their likelihood of receiving a booking inquiry by 24%.
Approximately 90% of travellers report reading travel reviews prior to booking.
76% of travellers say they are willing to pay more for a hotel with higher review scores.
The Internet, experts said, was going to kill travel agents. In the nineties, airline and hotel executives gleefully dreamed of cutting out the middleman, saving on commissions, and creating direct relationships with their customers. Instead they got OTAs (online travel agents), whose dominance has led to even higher mass travel [...]
Instagram's advertising product has received a significant upgrade that will appeal to travel marketers of all kinds: it's called Carousel Ads. Rather than one image sitting in the standard Instagram scroll, small buttons will appear below ads with multiple images. Users can then swipe to experience the other images, with a final screen featuring a call-to-action that promises to create an actual conversion funnel for advertising on the visual photography medium that is Instagram. The company says it is trying to replicate the feeling of a multi-page magazine spread with the inherent tracking advantages that a digital experience provides. The viability of these units for travel greatly depends on the cost, which is dependent on engagement. If the conversions are low, then the unit, may not be financially viable for travel marketing. Read more on the Instagram business blog.
Hopefully we won’t have to fly without the in-flight shopping guide that is SkyMall for too much longer. As of March 27, there’s a new publisher in town: C&A Marketing out of Ridgefield Park, New Jersey.
Any travel brand that expects to do well on social media has a strong presence on at least half of the Facebook, Instagram, Twitter and YouTube platforms. Skift took a look at the brands that drive the highest social activity within the most active social sectors, and compared what they are doing on image-dependent platforms like Pinterest, Vine and Tumblr. Of the top five airline, booking sites, destinations, hotels and media brands, Skift found that 75% are on Pinterest, 70% are on Vine, and 30% are on Tumblr. The top five destination travel brands by followers are:
Walt Disney Resorts
U.S. Department of the Interior
Tourism and Events Queensland
Click here to view the top media brands, airlines, booking sites and hotel brands by followers.
Valentino Borghesi, TripRebel’s Creative Director, is attempting to create a clean aesthetic for their hotel aggregation website. Beyond the design, the site is an attempt to break the conventions entrenched by other hotel aggregators. We’ll let Valentino explain a little more.
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