Tag: digital platforms

Briefing: Reviews & credibility – Websites strive to build trust

Posted on by Guy Lean

Online reviews continue to influence customer decisions. Data from Deloitte shows that 81% of general consumers read reviews and check ratings. In the hospitality industry these reviews are being published on different social media sites, direct on hotel and booking sites, and are frequently being written on mobiles and on mobile apps. Knowing that fake reviews are possible, trust between companies and consumers is becoming increasingly important.

In this briefing four experts discuss credibility and making the most of reviews.

According to Deloitte 42% of holiday makers use review sites. But companies are also looking for ways to show reviews on direct platforms. As discussed in the above videos, Choice Hotels is verifying reviews that are posted on its website, and TrustYou is a company offering tools and solutions for Travel and Tourism companies to display credible reviews to customers. Expedia is also taking step to ensure only true customers can leave reviews, whilst also displaying TripAdvisor posts alongside these.

Foursquare is a mobile app and review site for food, drink, activities and shopping, on which comments are always linked to specific locations. The site has more than 55 million users worldwide who have ‘checked in’ to locations over seven billion times. Business can ‘claim’ their locations in order to interact with the customers who are posting on the site. Two million businesses have done this so far. Research shows that connecting with customers who are leaving reviews can have a positive impact on business.

One review site that covers all industries is Yelp. In the first quarter of 2015 more than 50% of Yelp content (reviews and photos) was generated on mobile devices and 65% of searches came from mobile devices. Interestingly in the first quarter of 2015 there were many more positive reviews posted than negative ones with 42% of reviews giving a 5 star rating, 25% giving 4 stars and only 14% of reviews giving 1 star.

Validity and trust is of course important to the success of review sites themselves. Yelp has a review filter which it says helps to spot fake reviews. It has taken legal action against people trying to buy and sell reviews and has recently filed a lawsuit against a company which falsely said it could remove negative reviews form the site.  Yelp is not the only company taking this kind of action. Amazon too has recently taken out a lawsuit over fake reviews.

If you’ve been sent to this page and you’re not yet on the circulation list to receive these regular briefings and you would like to sign up, you can do see here. It’s free.

Video clips produced by yBC for the Hospitality Channel, including interview from industry conferences such as the IHIF conference as well as specific Hospitality Channel shoots.

Briefing: OTA giants are eating up the industry

Posted on by Guy Lean

According to a report from IBISWorld, online travel agents are expected to account for 51% of the UK travel industry’s total revenue in 2015. This has risen from just 10% a decade ago. Online travel agents are now powerful entities in the hospitality world and are growing and consolidating. Industry leader Expedia has announced the acquisition of two travel agents in as many months.

In these videos, hospitality experts discuss how the OTAs have gained such power and what this means for hoteliers. Includes comment from Expedia’s Christopher Michau:

A Report by Euromonitor International ‘Online Travel Intermediaries: A Fast Changing Competitive Landscape’ found that on-line travel intermediaries grew 8% CAGR over the 2008-2013 period. This reflects activity both from OTA’s and online booking platforms owned by hotel brands. But in an industry where online booking is growing so rapidly in popularity, the OTAs more specialist expertise gives them an advantage, as discussed by Brian Reeves above.

The Euromonitor Report also states that: ‘The online travel agency sector is seeing increasing consolidation, with Expedia and Priceline emerging as its dominant players.’

For 2014, gross bookings for Expedia Inc increased by 28% from 2013 and revenue increased 21%. Currently Expedia Inc includes (among others); Expedia.com, Hotels.com, trivago (a metasearch website), and Travelocity. The last of these, Travelocity, was acquired in January 2015 for $280 million. This month Expedia has also announced an agreement to acquire Orbitz Worldwide, which comprises of a travel technology solutions company and travel planning sites such as cheaptickets.com.

The Priceline group had $39.2 billion gross bookings in 2013. The Connecticut, USA, based group owns and operates Booking.com which takes over 750,000 room nights reservations a day.

If you’ve been sent to this page and you’re not yet on the circulation list to receive these regular briefings and you would like to sign up, you can do see here. It’s free.

Video clips produced by ybc.tv for the Hospitality Channel, including interview from industry conferences such as the IHIF conference as well as specific Hospitality Channel shoots.

Briefing: Industry Disruptors Part 2- A focus on Airbnb

Posted on by HPG Advisory

Airbnb is an immensely successful hospitality player with products across 190 countries. It has housed 15 million guests in just six years of existence, is already one of the largest market players and has recently updated its look to emphasise its brand concept of ‘belonging’. The business model is an extension of the B&B idea. It is a digital platform that allows people to rent all or part of their houses to other travellers.

Should the hotel industry feel threatened by the sharing economy? What will be the impact of regulation? And what can the industry learn from Airbnb? Answering these questions are:

  • Stephan Balzer, Chief Executive Officer, Red Onion GmbH on a shift in the market that could see hotels close

  • Russell Kett, Chairman – London Office, HVS on the need for careful regulation of new hospitality products

  • Steve Lowy, CEO & Founder, umi Digital on using Airbnb to make purchases

  • Shaun Hinds, Managing Director – International Operations, BridgeStreet Global Hospitality on why Airbnb isn’t a great threat

 

If you’ve been sent to this page and you’re not yet on the circulation list to receive these regular briefings and you would like to sign up, you can do see here. It’s free.

Video clips produced by ybc.hpgcms.wpengine.com for the Hospitality Channel, including interview from industry conferences such as the IHIF conference as well as specific Hospitality Channel shoots.

Briefing: impacts of digital technology on hospitality

Posted on by HPG Advisory

In the modern world the way we receive information and the place we go for news, views and updates is through a connected device. Whether that be a desktop, laptop, tablet or mobile, digital technology is so engrained in life that we don’t even think about it.

As an industry inherently involved in relationships with people, it is imperative that we embrace instant communication and have a strong understanding of how all these tools fit together. In this briefing we hear from 4 experts on how it is affecting the world as they see it. Including:

  • Peter Greenberg, Travel Editor of CBS News on the increased exposure digital platforms can afford you
  • Patrick Fitzgibbon, SVP – Development, Europe & Africa of Hilton Worldwide on why embracing technology is integral for success
  • Taras Ettl, VP – Development, Middle East & Africa of InterContinental Hotels Group on how technology has impacted IHG
  • Andrew McLachlan, VP – Business Development, Africa & Indian Ocean Islands of Carlson Rezidor Hotel Group on the communications revolution
 


If you’ve been sent to this page but you’re not yet on the circulation list to receive these regular briefings and you would like to sign up, you can do so here. It’s free.

Video clips produced by ybc.hpgcms.wpengine.com for the Hospitality Channel, including interviews from industry conferences such as the IHIF conference as well as specific Hospitality Channel shoots.

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