A lot happened last week in our wonderful world of travel. Read our #TravelTuesday Roundup: a selection of all the must-read articles on OTAs, review sites, online reputation, and social media space. Check-in weekly to stay-up-to-date!
Top headline of last week was without doubt Travelocity’s announcement that it is going to outsource most of its operations, from running searches to processing bookings and customer support to Expedia. With this agreement the Sabre owned Travelocity gives in to the intense competition in the online booking sector. Read more on Skift and Tnooz.
We have informed you extensively on the rise of metasearch. According to Tnooz the the larger OTAs appear to solidify their market-leading positions — relative to smaller ones, opaque listings, hotel chains, and direct sales to individual properties — thanks to metasearch. Tnooz reports that Kayak sends 57 times more people to the OTAs than to brand.com sites.
The advent of social media, and the popularity of consumer review sites, has changed the way that consumers buy hotel rooms. The industry has moved from price transparency – when the OTAs made it easy to compare hotel room prices, to value transparency – where price and user generated content (UGC) is freely available at the point of purchase. A study determined how consumers are using price and non-price information to make hotel purchase decisions and formulated five key takeaways for hoteliers.
As many guests are first-time visitors to a given hotel, reviews help them preview and visualize their on-property experience, sources said. An interview with a hotel owner how best to handle monitoring and responding to user-generated content, such as online reviews.
TripAdvisor has started offering the travel and hospitality sector free access to market data and news in a portal for business owners and industry professionals: TripAdvisor Insights. A daily source for news, tips, the latest trends, industry research and statistics, and valuable information about TripAdvisor. The portal is available through tripadvisor.co.uk/TripAdvisorInsights.
Have a great week ahead!
Image (cc): LenDog64