travel full2013

Travel Insights

Business Value from Word of Mouth

0

1

Goals and focus

Trusted, impactful, and more content drives greater

results

Travellers consult many sources across their journey &

have many questions

Many travellers belong to many loyalty programs, so

must continually reinforce differentiators and drive

loyalty

2

Bazaarvoice in the travel sector

23.9MReviews collectedin Travel since 2005

14Average no. of reviews per travel listing

50+Countries submittingreviews

38Different languagesfor reviews

3

Topics in Conversations

4

Topics in Conversations

5

Engage. Respond. React.

• Overall Average Rating: 3.66

• 35-44 & 55-64 write the most reviews

• 65+ rate highest

• Younger families have the lowest ratings.

• Average rating decreases as Trips per year increases

Personalise

Segment

6

Tips from Reviewers….

Pay closer attention to the needs of travelers with children and frequent travelers.

Capture more content from younger age groups by adapting (e.g., Facebook, Instagram, Mobile).

Continue delighting the older groups, but impress the youth.

Be receptive to family needs during Spring and Summer

7

But why?

8

Benchmark KPI’s

+25%RETURN VISITS

+79%AVG. TIME ON SITE

+51%CONVERSION

+1%AVERAGE

ORDER VALUE

+50%REVENUE

PER VISITOR

Site Behavior KPI’s eCommerce KPI’s

9

Engage

Respond

React

Personalise

Segment

Measure

10

Questions?

11

Workshop Extras

Confidential and Proprietary. © 2013 Bazaarvoice, Inc. 12

NPS Overview

• Net Promoter Score: 45

• 92% response rate

• 58% promoters

• 13% detractors

• 4 out of 5 travelers would recommend to a friend

12

Confidential and Proprietary. © 2013 Bazaarvoice, Inc. 13

Bazaarvoice Client ROI BenchmarksPercentages shown are the increases in behavior and eCommerce KPI’s for site visitors who interacted with Bazaarvoice content as compared to those who did not.

Behavioural Benchmarks All Clients Travel

Average Time on Site +143% +79%

Page Views per Visit +89% +54%

Repeat Visits +13% +25%

eCommerce Benchmarks All Clients Travel

Conversion Rate +82% +51%

Average Order Value (AOV) +7% +1%

Revenue per Visit +96% +50%

14

Ratings Increase with Age

14

• Ages 35-44 & 55-64 contribute the most OTA reviews

• Oldest age group gives the highest ratings

15

Frequent Travelers are More Critical

15

• Pay closer attention to the needs of frequent travelers

16

Frequent Travelers are More Critical

16

• Occasional travelers give above-average NPS scores

17

Summer Volume Boost• Review submissions increased 48% from January to July

• Prepare for the travel season early

17

18

Traveler Types

18

• Ratings increase when traveling for pleasure, with friends, or with a significant other

19

Recommendations from Word of Mouth

20

Themes

20

• Top positive themes:

– Location, distance

– Breakfast

– Front desk, staff

• Top negative themes:

– Water temperature & pressure

– Small room



– Breakfast



– Internet service

– Fitness room

Pleasure

Business

Sensitive to bathroom

features

Sensitive to amenities

21

Family & Friends

21

• Be receptive to family needs during peak travel in the summer

22

Themes

22



– Breakfast



– Air conditioning

– Bathrooms

– Sofa bed

Friends

Family


– Cigarette smoke

– Small pool

– Street noise



– Breakfast


Sensitive to room

features

Sensitive to smoke

and noise

23

Singles & Couples• Couples travel together more consistently in summer & fall

• Singles travel regularly throughout the year

23

24

Themes

24



– Breakfast



– Street noise

– Thin walls

– Loud music

Couples

Singles


– Air conditioner

– Hot water

– Shower head



– Breakfast


Sensitive to NOISE!

Sensitive to bathroom

features