Pinterest, a two-year-old social bookmarking site that lets users collect and share things they like on the web, is driving increasingly significant amounts of traffic to retailers’ websites.
via mashable.com
A new hotel-booking site, BackBid, turns hotel shopping on its head: As a potential guest, you become the pursued rather than the pursuer.
When U.S. hotels distribute rooms through online travel agencies (OTAs) in merchant sales, they give up twice as much in lost revenue as they pay out in commissions on standard agency sales, according to a new research report from Smith Travel Research (STR) and the American Hotel & Lodging Association (AH&LA).
The report, presented at the Americas Lodging Investment Summit (ALIS) here last week, both reflects and supports hoteliers’ efforts to rein in digital distribution costs with initiatives such as the new RoomKey.com booking site.
U.S. hotel owners collectively discounted their rooms to OTAs by about $2.7 billion, up from about $2.4 billion in 2009 and more than double the $1.3 billion in commissions paid to travel agents through GDSs, according to the 214-page report.
They argued that wording on Tripadvisor’s website - claiming that the site contained “reviews you can trust” and “honest” opinions from “real travellers” - was misleading as Tripadvisor could not prove that the reviews were genuine.
Think guest reviews aren't that important to your ongoing web strategy? Think again. In a recent USA Today article titled "Hotel giants embracing guest reviews -- good or bad," author Barbara DeLollis reports that some of the world's biggest hotel companies are adding customer reviews of their hotels to their own websites "betting that their best customers will put more faith in reviews that are on their websites because they -- unlike TripAdvisor -- have the ability to confirm whether a review writer really checked into that particular hotel." The good news for independent hoteliers is that an easy-to-use and extremely affordable Guest Review System is available from Lodging Interactive that enables them to mirror -- and even surpass -- these brand initiatives.
In the article, DeLollis reports that Starwood, Marriott and Four Seasons already have their own customer review-posting portals, and Hilton, IHG (InterContinental Hotels Group) and Radisson are in the processes of evaluating or launching programs later this year. IHG Marketing Vice President Michael Menis was referenced as saying . . . "reviews are important because they play 'an important role in helping a customer make their ultimate booking decision.'" Likewise, Hilton Senior VP of Global Online Services Chuck Sullivan, was quoted as saying: "Consumer reviews are a very positive thing. They help provide customers with a real understanding of a property. We believe that direct channels — specifically, our Web brand hotel pages — have to be seen by the guest as the ultimate source of truth."
Truth in Advertising
With so many brands either leaning towards a proprietary web-based guest review program, or already implementing one, Vallauri said consumers will soon expect it to be a standard part of every hotel's website. Lodging Interactive’s Guest Review System is leveling the playing field for independent hotels by giving them a tool that is quick to implement today and enables them to compete with the big boys while also enhancing their web strategy.
"Recent studies confirm that more than 60 percent of online shoppers and travel planners visit and seriously consider peer-written reviews prior to making their online purchase," Vallauri said. "Being able to monitor what people are saying about their individual property 24/7 is important, but enabling guest reviews to reside on your website gives hoteliers the opportunity to respond in real time to posted reviews -- good or bad -- thereby keeping potential problems in check.
"Through the Lodging interactive Guest Review System, any independent hotel that wants to validate and respond to reviews today can do so on their own website, and with no capital investment," he said. "Our Guest Review System makes it easy for travelers to share their reviews on Facebook with their network of friends. It's a tool that independent hoteliers need for their properties, but without the cost of development."
This month the final results of the American Hotel & Lodging Assn. and STR special report on distribution channel analysis came out, analyzing the effects of channel mix on hotel profitability, and culled from a data set of more than 25,000 U.S. hotels representing 100 brands and more than 3 million guestrooms.
Pinterest, a two-year-old social bookmarking site that lets users collect and share things they like on the web, is driving increasingly significant amounts of traffic to retailers’ websites.
via mashable.com
In a sign of how powerful online reviews are to travelers, some of the world's biggest hotel companies are adding customer reviews of their hotels to their own websites.
via abcnews.go.com
Two weeks ago, Google launched Search Plus Your World. Since then, Google has faced strong criticisms that SPYW is making its search relevancy worse and favoring its Google+ social network too much. Not so, says Google search chief Amit Singhal.
It’s not always clear how Facebook apps interact with the data you share on the social network. Are they allowed to broadcast it? Sell it? Compile it in a way that you never intended?
via mashable.com
The Wilshire Grand Hotel is taking control of its online reputation by implementing the new, web-based Guest Review System from Lodging Interactive. This tool enables The Wilshire Grand Hotel to verify, review and display customer comments directly on its Website, and instantly post management responses to comments for better hotel-to-guest communications and heightened customer-relationship management.
Lodging Interactive is an interactive and social media marketing agency exclusively servicing the hospitality industry. The company's Guest Review System posts traveler's comments and scores their hotel experiences based on service attributes. Hotel managers receive real-time alerts advising when pending guest reviews pop up, eliminating delays in addressing concerns and turning potential problems into new opportunities.
"I'm a big believer in soliciting guest reviews, but unfortunately, due to the nature of the Web, there's no real way to validate whether or not a person claiming to be a guest with a bad experience actually stayed at your hotel," said General Manager Ed Reagoso. "The Guest Review System from Lodging Interactive puts a stop to fake reviews posted by competitors or dishonest guests looking for refunds. This not only helps us to maintain our impeccable reputation, but it gives me an opportunity to interact personally with our guests. When travelers take the time to honestly talk about their experience, it should be recognized and rewarded with an immediate reply.
"Thanks to the automated GRS tool, I can personally post responses to comments quickly,"
he said. "Not every hotel review site makes that type of interaction possible. It's not only great customer service, but it gives me the chance to really sell our hotel. Almost daily our reservations agents hear from guests who say they read the reviews on our site and truly appreciate that we took the time to respond. We attribute it all to Lodging Interactive and the excellent training they provide to us as part of their service."
An added benefit of the Guest Review System is that it enables travelers to share their reviews on Facebook with their network of friends. Hotels are notified in real-time of new guest reviews and have the ability to validate guest stay information before reviews are posted on their website.
"Lodging Interactive does an exceptional job for The Wilshire Grand Hotel of optimizing our web presence and providing us with the tools and training we need to truly enhance our guests' experiences and keep them coming back again and again," Reagoso said.