Making A List & Checking It Twice: Travel Research, Planning & Validation
11:50AM – 12:20PM ET #EvolvingTravelEllis Connolly, Chief Revenue Officer, TrustYou Charlie Osmond, Chief Tease, Triptease
Defining Travel Research, Planning & Validation• The traveler has
chosen a destination
• Searching for dates, flights, places to stay, activities
Source: The 2014 Traveler’s Road to Decision, Google, 2014
Travel Research
Source: Boxever & Skift, 2015 | Millward Brown Digital on behalf of Expedia MediaSolutions, 2016
Share of Influence During Each Phase of the Travel Shopping Journey40%
of people booking travel online browse just 3-5 sites before completing their purchase
Making a List and Checking It Twice: Travel Research, Planning & Validation
Ellis ConnollyChief Revenue Officer, TrustYou
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read reviews prior to making a booking decision
are willing to pay more for a hotel with higher review scores
95% of travelers
76% of travelers1. Consumer Research Identifies How To Present Travel Review Content For Optimal Bookings, TrustYou2. Consumer Research Identifies How To Present Travel Review Content For Optimal Bookings, TrustYou3. The Effect of Reviews on Hotel Conversion Rates and Pricing, TrustYou
say summarized review content is the easiest way to consume travel reviews
52% of travelers
Brand consistency across the entire online booking experience
Location Price Reviews
Leverage guest feedback to
impact the entire guest journey
The world’s largest guest feedback
platform
Research Phase: Driving Your Conversion Opportunity
Charlie OsmondChief Tease, Triptease
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Direct is best
“Their booking value is 2x more than OTA bookers”
“Direct bookers deliver 9-18% more
netRevPAR”
Over 60% of OTA bookers visit your hotel website
1. Experience the customer journey
+
2. Present clear benefits
What’s in it for me?
3. Prove your rate is the best
Price Check on the booking engine
4. Don’t be undercut
When you are undercut by an OTA your conversion rate drops by over 30%
5. Reduce abandonment & capture guest details
Track exit-intent and pop a conversion message
We’ll send you a single message with details of your search and a special offer
email Go
Send me my search details
6. Be human
Personalized content&Live messaging
Charlie OsmondChief Tease, Triptease
1. Experience the journey2. Present clear benefits3. Prove your rate is best4. Don’t be undercut5. Reduce abandonment6. Be human
Research phase – driving your conversion opportunity
Ed St. OngePresident, Flip.towww.flip.to
Charlie OsmondChief Tease, Tripteasewww.triptease.com
Chris BlaineVP, Sales & Account Management, Sojernwww.sojern.com
Ellis ConnollyChief Revenue Officer, TrustYouwww.trustyou.com
Up Next Let’s Book It! Winning the Hotel Booking