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How Destinations Are Attracting Visitors With Guest Intelligence Data
Q4 2015
[NOLA IMAGE]
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• Travel
There’s So Much to Promote
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• Travel
Trying To Do It All Yourself?
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• Travel
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
Guest Intelligence = ORM + GSS
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Online Reputation Guest Surveys
360° Destination Tracking
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Outdoor Attractions
Transportation
Shopping
Hotels & Resorts Restaurants
The Importance of Hospitality
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
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]
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]
Case Study: Star Ratings
Australia
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
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
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
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
Case Study: Bermuda
[BERMUDA HERO IMAGE]
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
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
Review Dashboard
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Review Tracking
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Powerful Sentiment Analysis
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A Partnership Model
• 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
Support With Data & Insights
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Support with Recognition
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”
