The search for a hotel is very differently for tourists and business tourists and leisure travelers. The sources of information that the traveler consults vary depending on the stage at which it is rendered in the planning process. A recent study by Cornell University helps to understand how travelers seeking information about a hotel as well as the influence of social media and review sites in this process.
The year 2010 was that of the consecration of social media, as evidenced by the appointment of Mark Zuckerberg as Person of the Year by Time Magazine. His company, Facebook has surpassed Google as the number of unique visitors per month. Meanwhile, the hotel industry continues to question the effects of social media, both on how consumers use them as ways to interact with customers. Most nevertheless agree on the fact that one has to "listen" carefully to what's being said, to adapt its offer and meet the consumers.
The report from Cornell University reported on discussions from a summit in October 2010 and the results of a survey of 2,830 American travelers leisure and business who have recently stayed at a hotel. Here are some highlights.
TOURISTS IN REGISTRATION USING MORE TRAVEL INFORMATION SOURCES THAN IN BUSINESS TRAVEL
Business travelers most often choose the recommended setting (or sometimes forced) by their company (40%), although many are exploring other opportunities with the search engines (see Chart 1). The leisure tourists consult a wider range of sources when it comes to choosing a hosting facility. Recommendations from relatives or friends come first, especially for women. The leisure tourists outnumber business tourists to use search engines, travel sites and those for the comparison of travel products (p. Ex. Expedia, Priceline and Kayak).
Among the sources of online information, sites publishing consumer reviews (TripAdvisor) seem almost as used as those with professional comments as AAA. Both types of source also revealed the most popular, ahead Facebook, Forbes, blogs and YouTube.
PLUS ADVANCE BOOKING PROCESS, PLUS THE RANGE OF SOURCES CONSULTED IS RESTRICTED
The survey confirms the assumption that consumers would explore many sources of information early in the process and then would focus on only a few to make their choice and to book (see Chart 2). Search engines that dominate early in the process, are less popular while shopping progresses. At a later stage, the sites of hotel suppliers and online travel agencies seem popular. Note that the reviews and meta-search engines like Kayak are also consulted in proper proportion.
When the time comes to make a decision, travelers eliminate many sources of information, which are then used by a small group. Supplier sites and those of travel agents online are still the most popular because they allow you to make the reservation.
THE INFLUENCE OF COMMENTS ONLINE REAL WELL, BUT IT IS NOT RELATED TYPES OF HOTELS
To explore the influence of consumer reviews on booking a hotel, the researchers asked respondents about their propensity to choose an institution with positive or negative opinion. They used the classification scale of Smith Travel Research (STR) to distinguish types of hotels. Regardless of the classification of the property, respondents take away from those who received negative feedback and encourage those who are positively evaluated.
In addition, the adage stating that a dissatisfied customer will share his opinion fully, unlike the customer satisfied, was not confirmed by this investigation. Consumers are so eager to write negative reviews than positive about their experience. There are also no significant differences by hotel frequented kind.
The Cornell study also reports the suggestions of Mr. Anil Aggarwal, president of Milestone Travel, to help hoteliers better integrate social media.
Facebook: Hoteliers should make their reservation system on their Facebook page. The reservation system used is usually well integrated into the site of a facility, which ensures that the consumer leaves the site. The same logic should be applied to social media. In addition, quizzes, contests and other interactive applications attract attention.
YouTube: Add YouTube hosted on the site of the facility videos. Not only is the site more engaging, but SEO is increased by the search engines. Mr. Aggarwal suggests creating videos from the most common features that consumers want.
Twitter: Create a network of current and prospective customers and maintain a daily two-way communication.
And above all, these efforts must be integrated! Social media is an opportunity to analyze market trends through this huge group discussion and improve customer service at a low cost. However, it is important to maintain control over the use of social media by employees. Improper publication can wreak havoc.
The power of social media is not a surprise for the tourism industry, which is in constant interaction with various online media, including review sites. That said, they are constantly changing as the patterns of use by hotel guests. Managers can take nothing for granted and need to be constantly informed!
source : http://veilletourisme.ca/2011/05/04/comment-les-voyageurs-utilisent-le-web-pour-choisir-un-etablissement-hotelier/
.jpg)
.jpg)
.jpg)
0 comments: