tag:blogger.com,1999:blog-13694408911198549092024-02-22T06:35:50.650+00:00EyeforTravel: Online Travel InsightsEyeforTravelhttp://www.blogger.com/profile/13585574813834791963noreply@blogger.comBlogger267125tag:blogger.com,1999:blog-1369440891119854909.post-44074822504597629972019-07-17T07:30:00.000+01:002019-07-17T07:30:01.563+01:00Can hotels win the booking?<div dir="ltr" style="text-align: left;" trbidi="on">
<br />
<div class="MsoNormal">
In the battle to win customers to direct channels, hotels
need to adopt a multi-pronged strategy finds new report.<o:p></o:p></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
Hotels are struggling to win direct bookings in a
hyper-competitive age of online travel booking. However, there is still room to
improve performance and make major headway in this important arena by reaching
consumers in the channels that matter and perfecting those channels for maximum
effectiveness finds a new report. <i>The State of Hospitality Distribution: Direct</i>
report, <a href="https://eloqua.eyefortravel.com/LP=24410?extsource=alex_21_june_direct_bookings_report_pr">which
is free to download now</a>, notes that hotels that focus the efforts on a carefully
crafted strategy across Search Engine Optimisation (SEO), metasearch, their own
sites, loyalty programs and social media and User Generated Content (UGC) stand
a good chance of boosting their direct bookings.<o:p></o:p></div>
<div class="separator" style="clear: both; text-align: center;">
<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEixhIJoFB-ziJjNNIDHfLy5LuN7E9jxyt8TxmTTGaYOJ13GpIUOTZUOJzkCPlVCmd_teJPZ_a-4VH24RN40MUub__-xVoxPB7gFfJQda_Q9cRyoPWsnjeIV5NLADZD_QZ4-M0CO-3V1C-4/s1600/PR+Direct+2.jpg" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" data-original-height="291" data-original-width="733" height="252" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEixhIJoFB-ziJjNNIDHfLy5LuN7E9jxyt8TxmTTGaYOJ13GpIUOTZUOJzkCPlVCmd_teJPZ_a-4VH24RN40MUub__-xVoxPB7gFfJQda_Q9cRyoPWsnjeIV5NLADZD_QZ4-M0CO-3V1C-4/s640/PR+Direct+2.jpg" width="640" /></a></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
<span lang="EN-US" style="mso-ansi-language: EN-US;"><br /></span></div>
<div class="MsoNormal">
<span lang="EN-US" style="mso-ansi-language: EN-US;">Looking at
what tactics are viewed as most critical amongst the travel industry, SEO,
content marketing and social are seen as the most critical for customer acquisition.
<a href="https://eloqua.eyefortravel.com/LP=24410?extsource=alex_21_june_direct_bookings_report_pr">The
report</a> notes an EyeforTravel industry survey, which found that travel suppliers
reported that their top area of investment for customer acquisition is SEO, at
54% of respondents, followed by content marketing at just under half of
respondents and then social media and blogs. Reinforcing the importance of SEO
and social, as well the pervasiveness of the most powerful advertising networks
on the internet, 63.7% of travel suppliers said that Facebook and Google were
positive influences that help their businesses. <o:p></o:p></span></div>
<div class="MsoNormal">
<span lang="EN-US" style="mso-ansi-language: EN-US;"><br /></span></div>
<div class="MsoNormal">
<span lang="EN-US" style="mso-ansi-language: EN-US;">It is
therefore critical that hoteliers address these fields. When it comes to SEO,
the game has to be played cleverly as more generic keywords reaching the
broadest segment of the market are already likely to be subject to fierce bidding
and therefore difficult to generate strong returns from. The report suggests that
hoteliers need to research their field of keywords, focusing on long-tail
keywords more specific to their properties, as well as the following: <o:p></o:p></span></div>
<div class="MsoNormal" style="margin-left: 36.0pt; mso-list: l1 level1 lfo2; text-indent: -18.0pt;">
<!--[if !supportLists]--><span lang="EN-US" style="font-family: "noto sans symbols"; mso-ansi-language: EN-US; mso-bidi-font-family: "Noto Sans Symbols"; mso-bidi-font-weight: bold; mso-fareast-font-family: "Noto Sans Symbols";"><span style="mso-list: Ignore;">●<span style="font: 7.0pt "Times New Roman";">
</span></span></span><!--[endif]--><span lang="EN-US" style="mso-ansi-language: EN-US; mso-bidi-font-weight: bold;">Move to a responsive website: Responsive sites help
with ranking as it is easier for search engines to crawl and uses a single URL,
and Google has tweaked its algorithm with the release of Hummingbird to be more
focused on the mobile experience. <o:p></o:p></span></div>
<div class="MsoNormal" style="margin-left: 36.0pt; mso-list: l1 level1 lfo2; text-indent: -18.0pt;">
<!--[if !supportLists]--><span lang="EN-US" style="font-family: "noto sans symbols"; mso-ansi-language: EN-US; mso-bidi-font-family: "Noto Sans Symbols"; mso-bidi-font-weight: bold; mso-fareast-font-family: "Noto Sans Symbols";"><span style="mso-list: Ignore;">●<span style="font: 7.0pt "Times New Roman";">
</span></span></span><!--[endif]--><span lang="EN-US" style="mso-ansi-language: EN-US; mso-bidi-font-weight: bold;">Look at code and content carefully to reduce page
load times: Look at page weight and figure out where the biggest strains are as
well as where there might be smaller savings. Approach imagery in a smart
manner, looking to compress, run off an image server, and combine background
images into a single image to reduce requests. Consider a Content Delivery
Network (CDN) to reduce latency. <o:p></o:p></span></div>
<div class="MsoNormal" style="margin-left: 36.0pt; mso-list: l1 level1 lfo2; text-indent: -18.0pt;">
<!--[if !supportLists]--><span lang="EN-US" style="font-family: "noto sans symbols"; mso-ansi-language: EN-US; mso-bidi-font-family: "Noto Sans Symbols"; mso-bidi-font-weight: bold; mso-fareast-font-family: "Noto Sans Symbols";"><span style="mso-list: Ignore;">●<span style="font: 7.0pt "Times New Roman";">
</span></span></span><!--[endif]--><span lang="EN-US" style="mso-ansi-language: EN-US; mso-bidi-font-weight: bold;">Think about user purpose at all stages: Consider the
user intent at all stages and make it easy for them to navigate to the next
step. <o:p></o:p></span></div>
<div class="MsoNormal" style="margin-left: 36.0pt; mso-list: l1 level1 lfo2; text-indent: -18.0pt;">
<!--[if !supportLists]--><span lang="EN-US" style="font-family: "noto sans symbols"; mso-ansi-language: EN-US; mso-bidi-font-family: "Noto Sans Symbols"; mso-bidi-font-weight: bold; mso-fareast-font-family: "Noto Sans Symbols";"><span style="mso-list: Ignore;">●<span style="font: 7.0pt "Times New Roman";">
</span></span></span><!--[endif]--><span lang="EN-US" style="mso-ansi-language: EN-US; mso-bidi-font-weight: bold;">Create quality, original content: Focus on being
trustworthy and authoritative. Poorly conceived and created content will mean
low dwell times, a lack of backlinks, high bounce rates, and poor ClickThrough
Rates (CTRs). Create content hubs related to your destinations or offerings
that interlink with each other and answer specific things that visitors would
want to know about the area or service. <o:p></o:p></span></div>
<div class="MsoNormal" style="margin-left: 36.0pt; mso-list: l1 level1 lfo2; text-indent: -18.0pt;">
<!--[if !supportLists]--><span lang="EN-US" style="font-family: "noto sans symbols"; mso-ansi-language: EN-US; mso-bidi-font-family: "Noto Sans Symbols"; mso-bidi-font-weight: bold; mso-fareast-font-family: "Noto Sans Symbols";"><span style="mso-list: Ignore;">●<span style="font: 7.0pt "Times New Roman";">
</span></span></span><!--[endif]--><span lang="EN-US" style="mso-ansi-language: EN-US; mso-bidi-font-weight: bold;">Remember search engines are mostly text-based and
you need to make their lives easy: Look at underlying structural data that can
help engines and therefore your position. These include: meta titles, meta
descriptions and header tags, particularly the H1 tag, that use keywords
appropriately and help describe the page; alt tags, related file names and
descriptions for key images; and provision of a sitemap to Google.<o:p></o:p></span></div>
<div class="MsoNormal" style="margin-left: 36.0pt; mso-list: l1 level1 lfo2; text-indent: -18.0pt;">
<!--[if !supportLists]--><span lang="EN-US" style="font-family: "noto sans symbols"; mso-ansi-language: EN-US; mso-bidi-font-family: "Noto Sans Symbols"; mso-bidi-font-weight: bold; mso-fareast-font-family: "Noto Sans Symbols";"><span style="mso-list: Ignore;">●<span style="font: 7.0pt "Times New Roman";">
</span></span></span><!--[endif]--><span lang="EN-US" style="mso-ansi-language: EN-US; mso-bidi-font-weight: bold;">Set up a Google Search Console account: Google’s
Search Console is an incredibly helpful tool to track site performance and
organic SEO. <o:p></o:p></span></div>
<div class="MsoNormal">
<span lang="EN-US" style="mso-ansi-language: EN-US;"><br /></span></div>
<div class="MsoNormal">
<span lang="EN-US" style="mso-ansi-language: EN-US;">Alongside SEO,
social is highly influential, particularly in initial phases of thinking about
and researching a trip, most notably among younger consumers. “Social media
plays a big part in who we are and how we reach new audiences,” said </span>Kate
Martin, General Manager of the Luma Hotel Times Square in New York City<span lang="EN-US" style="mso-ansi-language: EN-US;">. “Because we’re new and hip, we
find and connect with customer who appreciate us for being different and social
media is a big part of that.”<o:p></o:p></span></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
Jason Lee, Senior Director of Product and Technology <span lang="EN-US" style="mso-ansi-language: EN-US;">at Travel Media Group, finds that
social media and in particular Facebook affect all phases of the buying
process, with “Facebook delivering the most bang for the buck because there’s
nothing like it in the social media sphere.” <o:p></o:p></span></div>
<div class="MsoNormal">
<span lang="EN-US" style="mso-ansi-language: EN-US;"><br /></span></div>
<div class="MsoNormal">
<span lang="EN-US" style="mso-ansi-language: EN-US;">Lee’s
strategy for hotel clients is to both invest in promoted content and ads and to
create content that builds engagement. Consumers will likely use social media
as a research tool, going elsewhere to book and largely ignoring Calls to
Action (CTAs) except when closely targeted, such as at choice moments of
heightened interest. For one hotel client, Lee spent $10 on a Facebook post
promoting room availability during dates when a high-profile artist was giving
a concert at a venue near the property. Within minutes of the post going live,
it was viewed several hundred times, shared 87 times and generated seven room
nights. <o:p></o:p></span></div>
<div class="MsoNormal">
<span lang="EN-US" style="mso-ansi-language: EN-US;"><br /></span></div>
<div class="MsoNormal">
<span lang="EN-US" style="mso-ansi-language: EN-US;">Some of the
above principles for social and search should be applied to the hotel’s website
itself, which is perhaps the most crucial element of driving direct bookings. Similar
to social, imagery is critical. For </span>Sonesta International Hotel
Corporation relaunch of its website it took the route of going “Much more
visual that what we had previously,” said Scott Weiler, vice president,
marketing and communications at Sonesta. “We commissioned a lot of new photos
so that the site would be in lock step with the look and feel of the
hotels.”<span style="mso-spacerun: yes;"> </span>Much of the website balances a
single hero image across the top of a page with tiles that Weiler described as
visually providing users with a way of navigating a number of ideas very
quickly<o:p></o:p></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
Honolulu-based Aqua-Aston Hospitality chose to position
itself on its website as a Hawaii destination expert in addition to offering
lodging facilities. Travel suggestions are tailored to users’ preferences and
content themes change regularly and are tied together with customized
itineraries created by local influencers and ambassadors. The company also
amasses user data as they spend time exploring the site; that information is
used to improve target marketing capabilities, serve up more relevant offers to
users and further build its Customer Relationship Management (CRM) system and
loyalty program. <o:p></o:p></div>
<div class="MsoNormal">
<span lang="EN-US" style="mso-ansi-language: EN-US;"><br /></span></div>
<div class="MsoNormal">
<span lang="EN-US" style="mso-ansi-language: EN-US;">It is the last
point that is also perhaps being overlooked currently as <a href="https://eloqua.eyefortravel.com/LP=24410?extsource=alex_21_june_direct_bookings_report_pr">the
report</a> finds that the loyalty program and hotel loyalty in general are not dead.
<o:p></o:p></span></div>
<div class="MsoNormal">
<span lang="EN-US" style="mso-ansi-language: EN-US;"><br /></span></div>
<div class="MsoNormal">
<span lang="EN-US" style="mso-ansi-language: EN-US;">Loyalty programs
continue to drive value for brands, attracting the highest spending consumers,
driving positive views of the brand and being a way to reach younger consumers,
surprisingly. <o:p></o:p></span></div>
<div class="MsoNormal">
Over 90% of travel organizations believe that their loyalty
program has had a positive effect on their brand’s perception among consumers according
to an EyeforTravel industry survey featured in <a href="https://eloqua.eyefortravel.com/LP=24410?extsource=alex_21_june_direct_bookings_report_pr">the
report</a>. <o:p></o:p></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
The results also note that 78.5% of hoteliers reported that
their loyalty program members spent more than the average, with 30.8% reporting
that they spend ‘considerably more’. In a consumer survey also within the
report, membership for loyalty programs was skewed to higher income brackets, explaining
this higher spend. <o:p></o:p></div>
<div class="MsoNormal">
<br />
<div class="separator" style="clear: both; text-align: center;">
<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjCFChkDP1GAdgTB0hi8B5lyeEeYCbSI1gB907VNaHZI6n95WKiwusJHM2woIhxdsN6L8B3nwNueYleAqicYKMB1xY-EoHBv4kR7KftKFVsaXsV1aVRTKZ5TU6qnWhfita_jSRAPArveSk/s1600/Direct+social+8.jpg" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" data-original-height="370" data-original-width="677" height="348" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjCFChkDP1GAdgTB0hi8B5lyeEeYCbSI1gB907VNaHZI6n95WKiwusJHM2woIhxdsN6L8B3nwNueYleAqicYKMB1xY-EoHBv4kR7KftKFVsaXsV1aVRTKZ5TU6qnWhfita_jSRAPArveSk/s640/Direct+social+8.jpg" width="640" /></a></div>
<br />
<br /></div>
<div class="MsoNormal">
Furthermore, satisfaction regarding hotel loyalty programs was
highest among the youngest age group. More than 80% of those aged 18 to 35 and
members of at least one program think that hotels provide good or excellent
service when it comes to loyalty membership. This declines to 73.8% for those
aged 36 to 55 and 65.4% for over 55s.<br />
<br /></div>
<div class="MsoNormal">
Even better, the most engaged members are those aged 18-35.
In this demographic cohort 70.3% report that they use their rewards on all or
most of their journeys, falling to 66.1% from the middle-aged group and then to
51.8% for those over 55<o:p></o:p></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
This suggests that there is enormous value to be mined from
a well-run loyalty program in targeting key groups of consumers and
understanding the brand’s customer base, as well as generating repeat bookings.
<o:p></o:p></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
For more, <a href="https://eloqua.eyefortravel.com/LP=24410?extsource=alex_21_june_direct_bookings_report_pr">d<span lang="EN-US" style="mso-ansi-language: EN-US;">ownload the report now</span></a><span lang="EN-US" style="mso-ansi-language: EN-US;"> to get the inside track on direct
bookings. This report features:<o:p></o:p></span></div>
<ul style="margin-top: 0cm;" type="disc">
<li class="MsoNormal" style="mso-list: l0 level1 lfo1;">Industry and consumer
survey data from hundreds of travel suppliers and thousands of consumers<o:p></o:p></li>
<li class="MsoNormal" style="mso-list: l0 level1 lfo1;">Viewpoints from major
hotel chains and independents on key tactics<o:p></o:p></li>
<li class="MsoNormal" style="mso-list: l0 level1 lfo1;">Analysis of the state of
direct booking rates to benchmark your performance against<o:p></o:p></li>
<li class="MsoNormal" style="mso-list: l0 level1 lfo1;">Tactics to improve direct
channel booking rates and increase loyalty<o:p></o:p></li>
<li class="MsoNormal" style="mso-list: l0 level1 lfo1;">Strategies to increase
channel visibility and get more guests into your funnel. <o:p></o:p></li>
</ul>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
This report is part of <i style="mso-bidi-font-style: normal;">the
State of Hospitality Distribution Report Series</i>. In this we cover
metasearch, direct and OTA channels, assessing the health and landscape of each
before giving you the information to maximise their effectiveness. Keep an eye
out for our upcoming OTA report and <a href="https://eloqua.eyefortravel.com/LP=22681?extsource=homepage">click here</a>
for the metasearch report. <o:p></o:p></div>
<br /></div>
EyeforTravelhttp://www.blogger.com/profile/13585574813834791963noreply@blogger.comtag:blogger.com,1999:blog-1369440891119854909.post-21131947430046439032019-07-15T08:00:00.000+01:002019-07-15T08:00:03.100+01:00Hotels no longer own their guests<div dir="ltr" style="text-align: left;" trbidi="on">
<br />
<div class="MsoNormal">
Reaching the consumer is absolutely critical but hotels are
failing to capture enough of the market and are paying the price says new
report.<o:p></o:p></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
According to an EyeforTravel <span lang="EN-US" style="mso-ansi-language: EN-US;">industry survey, which captured nearly 800
responses from travel suppliers</span>, OTA ownership of the customer is the
single biggest external challenge they face. The results featured EyeforTravel
and Fornova’s new <i>The State of Hospitality Distribution: Direct</i> report, <a href="https://eloqua.eyefortravel.com/LP=24410?extsource=alex_21_june_direct_bookings_report_pr">which
is free to download now</a>, show that hotel brands are struggling to reach the
consumer and get them to make a direct booking, with the fierce competition hurting
revenues. <o:p></o:p></div>
<div class="MsoNormal">
<span lang="EN-US" style="mso-ansi-language: EN-US;"><br /></span></div>
<div class="MsoNormal">
<span lang="EN-US" style="mso-ansi-language: EN-US;">This can be
seen in the soaring cost of acquisition. When EyeforTravel asked travel
suppliers what issues were standing in the way of getting their products in
front of customers, cost of acquisition came top at 43.4% of respondents,
followed by another highly relevant issue to the direct question:
Intermediaries. <o:p></o:p></span></div>
<div class="MsoNormal">
<span lang="EN-US" style="mso-ansi-language: EN-US;"><br /></span></div>
<div class="separator" style="clear: both; text-align: center;">
<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjAxPdBINXQI7M_9_66nN_Soaq5VW89NTu-7OyL-JWvlaWUS-ZfKD5R9DKEn0cFT-YOXmeSKKWSOgZDIcc3Nopxh82Su1q3DeUgHlsyPfTJK_En8qy3CVlOUwQFXgMJ6doc-Dd7BBZwrWA/s1600/PR+Direct+1.jpg" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" data-original-height="351" data-original-width="714" height="314" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjAxPdBINXQI7M_9_66nN_Soaq5VW89NTu-7OyL-JWvlaWUS-ZfKD5R9DKEn0cFT-YOXmeSKKWSOgZDIcc3Nopxh82Su1q3DeUgHlsyPfTJK_En8qy3CVlOUwQFXgMJ6doc-Dd7BBZwrWA/s640/PR+Direct+1.jpg" width="640" /></a></div>
<div class="MsoNormal">
<span lang="EN-US" style="mso-ansi-language: EN-US;"><br /></span></div>
<div class="MsoNormal">
<span lang="EN-US" style="mso-ansi-language: EN-US;"><br /></span></div>
<div class="MsoNormal">
<span lang="EN-US" style="mso-ansi-language: EN-US;">The position
of intermediaries as the supreme sellers of hotel rooms has put hotels at a
disadvantage, in large part due to the accumulation of data expertise, along
with the resources to interrogate and fully utilize the findings in marketing
campaigns. <o:p></o:p></span></div>
<div class="MsoNormal">
<span lang="EN-US" style="mso-ansi-language: EN-US;"><br /></span></div>
<div class="MsoNormal">
<span lang="EN-US" style="mso-ansi-language: EN-US;">OTAs have an
advantage that hotels continue to struggle to match, from proper data analytics
to being overmatched in PPC campaign spending. <o:p></o:p></span></div>
<div class="MsoNormal">
<span lang="EN-US" style="mso-ansi-language: EN-US;"><br /></span></div>
<div class="MsoNormal">
<span lang="EN-US" style="mso-ansi-language: EN-US;">The net result
of this is that the major OTAs have created a sense of brand loyalty among
travel consumers and created a powerful market position. In a consumer survey
of more than 5,000 travelers from Australia, Canada, the UK and the US also featured
in <a href="https://eloqua.eyefortravel.com/LP=24410?extsource=alex_21_june_direct_bookings_report_pr">the
report</a>, OTAs came out strongly ahead of hotel and traditional travel
agencies for driving consumer bookings. Expedia, Booking.com and Hotels.com
were the brands attracting the most repeat bookings, far ahead of the big hotel
brands, with Best Western, Hilton and Marriott the best performing of these but
still far behind the OTAs. <o:p></o:p></span></div>
<div class="MsoNormal">
<span lang="EN-US" style="mso-ansi-language: EN-US;"><br /></span></div>
<div class="MsoNormal">
<span lang="EN-US" style="mso-ansi-language: EN-US;">This means
hotels needs to look more carefully at how they attract and retain business
from consumers, considering profit per guest and customer lifetime value, as
well as the value of owning the data from each guest. <o:p></o:p></span></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
“The question is, do you look at it from the perspective of
operational results, which means profitability for the transaction, or from the
point of view of lifetime customer value or customer retention?” Posited
Sanchit Rege, manager, distribution strategy at Hyatt Hotels Corporation. “Even
if I have to spend five extra dollars [on metasearch costs] for someone to book
direct, I have an advantage over the other transaction because now I know who
this person is before he arrives and I have the ability to drive profitability
on my food and beverage or some other form of ancillary revenue and I have the
ability to actually make him loyal over a period of time.”<o:p></o:p></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
Kyle Mais, general manager of the Jamaica Inn in Ocho Rios,
Jamaica, called guests who book directly “more sticky”. “Once the booking is
made, we follow up with them directly to get them ready for the trip and create
a relationship from an early stage,” he attested. The hotel will advise guests
of packing needs, ground transportation and seasonal activities taking place on
property during the guest’s travel dates. At check-in, these guests will ask to
meet the reservationists with whom they’ve been communicating because of the
relationship and want to thank them before their vacation has even begun. For
guests who book through an OTA, their initial interaction with the hotel is
upon arrival and the hotel is starting from square one without data on the
customer to help them. <o:p></o:p></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
For more tactics from both major and independent hotel brands
and data, <a href="https://eloqua.eyefortravel.com/LP=24410?extsource=alex_21_june_direct_bookings_report_pr">download
the report</a> and receive: <o:p></o:p></div>
<ul style="margin-top: 0cm;" type="disc">
<li class="MsoNormal" style="mso-list: l0 level1 lfo1;">Industry and consumer
survey data from hundreds of travel suppliers and thousands of consumers<o:p></o:p></li>
<li class="MsoNormal" style="mso-list: l0 level1 lfo1;">Viewpoints from major
hotel chains and independents on key tactics<o:p></o:p></li>
<li class="MsoNormal" style="mso-list: l0 level1 lfo1;">Analysis of the state of
direct booking rates to benchmark your performance against<o:p></o:p></li>
<li class="MsoNormal" style="mso-list: l0 level1 lfo1;">Tactics to improve direct
channel booking rates and increase loyalty<o:p></o:p></li>
<li class="MsoNormal" style="mso-list: l0 level1 lfo1;">Strategies to increase
channel visibility and get more guests into your funnel. <o:p></o:p></li>
</ul>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
This report is part of <i style="mso-bidi-font-style: normal;">the
State of Hospitality Distribution Report Series</i>. In this we cover
metasearch, direct and OTA channels, assessing the health and landscape of each
before giving you the information to maximise their effectiveness. Keep an eye
out for our upcoming OTA report and <a href="https://eloqua.eyefortravel.com/LP=22681?extsource=homepage">click here</a>
for the metasearch report. <o:p></o:p></div>
<br /></div>
EyeforTravelhttp://www.blogger.com/profile/13585574813834791963noreply@blogger.comtag:blogger.com,1999:blog-1369440891119854909.post-62007147767795858452019-07-11T08:30:00.000+01:002019-07-11T08:30:01.927+01:00What dynamic pricing leaders can teach the travel industry <div dir="ltr" style="text-align: left;" trbidi="on">
<div class="separator" style="clear: both; text-align: center;">
<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiOSaTZVYR9iY-tchu5R7GJlXH98FjDcbfpl-Ayp_VkGeYUWz45EfixuUWjSwNIl9zKOQFmnGHqM4P2X73LqvMGOxnrHGLANuneFUukzMUsqhj0w9iY1LaagiC78WSTWFB6hJ1mmw_fKHA/s1600/Dynamic+pricing+report+front+cover.jpg" imageanchor="1" style="clear: left; float: left; margin-bottom: 1em; margin-right: 1em;"><img border="0" data-original-height="1600" data-original-width="1131" height="400" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiOSaTZVYR9iY-tchu5R7GJlXH98FjDcbfpl-Ayp_VkGeYUWz45EfixuUWjSwNIl9zKOQFmnGHqM4P2X73LqvMGOxnrHGLANuneFUukzMUsqhj0w9iY1LaagiC78WSTWFB6hJ1mmw_fKHA/s400/Dynamic+pricing+report+front+cover.jpg" width="282" /></a></div>
<br />
<div class="MsoNormal">
Dynamic pricing promises major change and is already being
used by a variety of brands says a new report.<o:p></o:p></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
Brands are waking up to the possibility of dynamic pricing
and driving rich rewards from doing so finds the new <a href="https://eloqua.eyefortravel.com/LP=24424?extsource=alex_21_june_dynamic_pricing_report_pr"><i>Dynamic
and Personalized Pricing</i> report</a> from EyeforTravel, which is <a href="https://eloqua.eyefortravel.com/LP=24424?extsource=alex_21_june_dynamic_pricing_report_pr">free
to download now</a>. Dynamic pricing, the process of using data to more
accurately segment consumers and automatically offer them differentiated prices
based on various factors, is being deployed from both within and outside the
travel industry. Early adopters include many players in the airline industry,
Airbnb and Amazon. So, with so many waking up to dynamic pricing, what are some
of these early adopters doing and what are the main lessons?<o:p></o:p></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
Airbnb has already built in sophisticated dynamic pricing
algorithms to those hosts that select to use them. Property owners can choose
to set a price manually or utilize the dynamic pricing algorithms provided by
Airbnb to automatically determine the cost per night. The three key factors
involved in the automated pricing of Airbnb space are seasonality, day of the
week and special events. On a broader level, the company reputedly works across
more than 70 categories to create the price. It lists the following as some of
those criteria:<o:p></o:p></div>
<div class="MsoListParagraphCxSpFirst" style="margin-left: 54.0pt; mso-add-space: auto; mso-list: l0 level1 lfo1; text-indent: -36.0pt;">
<!--[if !supportLists]--><span style="mso-ascii-font-family: Calibri; mso-bidi-font-family: Calibri; mso-fareast-font-family: Calibri; mso-hansi-font-family: Calibri;"><span style="mso-list: Ignore;">•<span style="font: 7.0pt "Times New Roman";">
</span></span></span><!--[endif]-->Lead-times<o:p></o:p></div>
<div class="MsoListParagraphCxSpMiddle" style="margin-left: 54.0pt; mso-add-space: auto; mso-list: l0 level1 lfo1; text-indent: -36.0pt;">
<!--[if !supportLists]--><span style="mso-ascii-font-family: Calibri; mso-bidi-font-family: Calibri; mso-fareast-font-family: Calibri; mso-hansi-font-family: Calibri;"><span style="mso-list: Ignore;">•<span style="font: 7.0pt "Times New Roman";">
</span></span></span><!--[endif]-->Search behaviors both within and outside the
listings market, with prices rising as search popularity increases<o:p></o:p></div>
<div class="MsoListParagraphCxSpMiddle" style="margin-left: 54.0pt; mso-add-space: auto; mso-list: l0 level1 lfo1; text-indent: -36.0pt;">
<!--[if !supportLists]--><span style="mso-ascii-font-family: Calibri; mso-bidi-font-family: Calibri; mso-fareast-font-family: Calibri; mso-hansi-font-family: Calibri;"><span style="mso-list: Ignore;">•<span style="font: 7.0pt "Times New Roman";">
</span></span></span><!--[endif]-->Seasonality<o:p></o:p></div>
<div class="MsoListParagraphCxSpMiddle" style="margin-left: 54.0pt; mso-add-space: auto; mso-list: l0 level1 lfo1; text-indent: -36.0pt;">
<!--[if !supportLists]--><span style="mso-ascii-font-family: Calibri; mso-bidi-font-family: Calibri; mso-fareast-font-family: Calibri; mso-hansi-font-family: Calibri;"><span style="mso-list: Ignore;">•<span style="font: 7.0pt "Times New Roman";">
</span></span></span><!--[endif]-->The popularity of the listing at any given time,
including how many users view and their dwell time on the listing<o:p></o:p></div>
<div class="MsoListParagraphCxSpMiddle" style="margin-left: 54.0pt; mso-add-space: auto; mso-list: l0 level1 lfo1; text-indent: -36.0pt;">
<!--[if !supportLists]--><span style="mso-ascii-font-family: Calibri; mso-bidi-font-family: Calibri; mso-fareast-font-family: Calibri; mso-hansi-font-family: Calibri;"><span style="mso-list: Ignore;">•<span style="font: 7.0pt "Times New Roman";">
</span></span></span><!--[endif]-->Listing amenities, such as WiFi, air
conditioning or a pool<o:p></o:p></div>
<div class="MsoListParagraphCxSpMiddle" style="margin-left: 54.0pt; mso-add-space: auto; mso-list: l0 level1 lfo1; text-indent: -36.0pt;">
<!--[if !supportLists]--><span style="mso-ascii-font-family: Calibri; mso-bidi-font-family: Calibri; mso-fareast-font-family: Calibri; mso-hansi-font-family: Calibri;"><span style="mso-list: Ignore;">•<span style="font: 7.0pt "Times New Roman";">
</span></span></span><!--[endif]-->Number of bedrooms and bathrooms.<o:p></o:p></div>
<div class="MsoListParagraphCxSpMiddle" style="margin-left: 54.0pt; mso-add-space: auto; mso-list: l0 level1 lfo1; text-indent: -36.0pt;">
<!--[if !supportLists]--><span style="mso-ascii-font-family: Calibri; mso-bidi-font-family: Calibri; mso-fareast-font-family: Calibri; mso-hansi-font-family: Calibri;"><span style="mso-list: Ignore;">•<span style="font: 7.0pt "Times New Roman";">
</span></span></span><!--[endif]-->Prices paid for bookings in the past with
adjustments made if host-set prices differentiate from the algorithm<o:p></o:p></div>
<div class="MsoListParagraphCxSpLast" style="margin-left: 54.0pt; mso-add-space: auto; mso-list: l0 level1 lfo1; text-indent: -36.0pt;">
<!--[if !supportLists]--><span style="mso-ascii-font-family: Calibri; mso-bidi-font-family: Calibri; mso-fareast-font-family: Calibri; mso-hansi-font-family: Calibri;"><span style="mso-list: Ignore;">•<span style="font: 7.0pt "Times New Roman";">
</span></span></span><!--[endif]-->Host review scores over time.<o:p></o:p></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
This allows Airbnb to maximize bookings for all available
dates. The lesson here is to monitor the widest possible purview of variables
when considering pricing and to take special consideration of events occurring
in destinations. <o:p></o:p></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
Amazon has also built heavily on its data advantage, making
it a leader in dynamic pricing in the retail industry. Amazon has access not
only to one of the world’s largest online marketplaces but also an entire
ecosystem of sellers who it can monitor to find bestselling products and
pricing information. <o:p></o:p></div>
<div class="MsoNormal">
This allows it to find key products that bring people to its
site and price them in a manner that brings in a sale but also reinforces the
customers view of Amazon as the best value marketplace. Meanwhile it looks for
price inelastic goods and maintains margins on these to make up for low margins
or even losses on other products. <o:p></o:p></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
Amazon does this through regular pricing adjustments that
sometimes are made on an hourly basis depending on demand. <span style="mso-spacerun: yes;"> </span><o:p></o:p></div>
<div class="MsoNormal">
<span style="mso-spacerun: yes;"><br /></span></div>
<div class="MsoNormal">
It was also one of the first to move into the realm of
personalized offers. The user is confronted with suggestions related to what
they have purchased and what they are currently looking at. These suggestions
are dynamically put together based on various factors such as past purchases
the user has made, as well purchases that others have made with a similar
interest profile.<o:p></o:p></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
The core lesson here is to think about how pricing can
impact long-term loyalty and price aggressively to draw in first-time
customers.<span style="mso-spacerun: yes;"> </span><o:p></o:p></div>
<div class="MsoNormal">
<span style="mso-spacerun: yes;"><br /></span></div>
<div class="MsoNormal">
Although more segmented pricing has potential rewards, it
also does not come without risks. Tinder, the popular social match-maker and a
fast-growing player in the platform economy has applied a pricing practice that
may have been correct from a data perspective but came unstuck against
legislation and consumer rights. <o:p></o:p></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
As with all pricing, it is a case of supply and demand, with
older consumers more willing to pay for the service and were thus being charged
more for their Tinder Plus and Tinder Gold services. Older consumers are operating
from a smaller pool of potential partners, frequently have higher earnings or
wealth and are less common on the Tinder app, making finding a partner harder,
thus meaning it makes more sense from a user perspective to pay to level the
playing field and improve their probability of generating successful matches. <o:p></o:p></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
However, Tinder ran afoul of ethics and the law with their
strategy, settling a class action lawsuit for USD17.3 million in January 2019
through the California lawcourts. <span style="mso-spacerun: yes;"> </span><o:p></o:p></div>
<div class="MsoNormal">
<span style="mso-spacerun: yes;"><br /></span></div>
<div class="MsoNormal">
<span lang="EN-US" style="mso-ansi-language: EN-US;">It will be
paramount for travel companies to ensure that their pricing practices are based
on segmentation using context and behavior, and on supply and demand, as
opposed to factors which can be legally challenging due to being discriminatory.<o:p></o:p></span></div>
<div class="MsoNormal">
<span lang="EN-US" style="mso-ansi-language: EN-US;"><br /></span></div>
<div class="MsoNormal">
<span lang="EN-US" style="mso-ansi-language: EN-US;">To find out
more, </span><a href="https://eloqua.eyefortravel.com/LP=24424?extsource=alex_21_june_dynamic_pricing_report_pr"><span lang="EN-US" style="mso-ansi-language: EN-US;">download the Dynamic and
Personalized Pricing report for free now</span></a><span lang="EN-US" style="mso-ansi-language: EN-US;"> and receive:<o:p></o:p></span></div>
<ul style="margin-top: 0cm;" type="disc">
<li class="MsoNormal" style="mso-list: l1 level1 lfo2;"><span lang="EN-US" style="mso-ansi-language: EN-US;">Detailed analysis from a report written by
a pricing expert and consultant. <o:p></o:p></span></li>
<li class="MsoNormal" style="mso-list: l1 level1 lfo2;"><span lang="EN-US" style="mso-ansi-language: EN-US;">A breakdown of modern pricing practice in
travel to help you get to grips with the current environment and how it is
changing. <o:p></o:p></span></li>
<li class="MsoNormal" style="mso-list: l1 level1 lfo2;"><span lang="EN-US" style="mso-ansi-language: EN-US;">Key rules to create your own advanced
pricing regime.<o:p></o:p></span></li>
<li class="MsoNormal" style="mso-list: l1 level1 lfo2;"><span lang="EN-US" style="mso-ansi-language: EN-US;">Real-world examples of advanced pricing
practices from Airbnb, Amazon and more. <o:p></o:p></span></li>
<li class="MsoNormal" style="mso-list: l1 level1 lfo2;"><span lang="EN-US" style="mso-ansi-language: EN-US;">How to integrate dynamic pricing into
increasingly complex distribution networks. <o:p></o:p></span></li>
</ul>
<br /></div>
EyeforTravelhttp://www.blogger.com/profile/13585574813834791963noreply@blogger.comtag:blogger.com,1999:blog-1369440891119854909.post-42717129352410013792019-07-09T08:30:00.000+01:002019-07-09T08:30:04.689+01:00Why dynamic pricing will transform travel distribution<div dir="ltr" style="text-align: left;" trbidi="on">
<br />
<div class="separator" style="clear: both; text-align: center;">
<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEh3YSkWE0xeD913kbaeZyU85ARDj8lWv2ljhKoyn5mZ2qehrvqQ-zAwszGhfyONackrA_Lmild_TSqDgqXyqktKUkcrF_w_BJ29xTQAmmcsJZtcVk7V-jJPi1dkjM4F3toTZRR5Ii_tmRY/s1600/Dynamic+pricing+report+front+cover.jpg" imageanchor="1" style="clear: left; float: left; margin-bottom: 1em; margin-right: 1em;"><img border="0" data-original-height="1600" data-original-width="1131" height="400" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEh3YSkWE0xeD913kbaeZyU85ARDj8lWv2ljhKoyn5mZ2qehrvqQ-zAwszGhfyONackrA_Lmild_TSqDgqXyqktKUkcrF_w_BJ29xTQAmmcsJZtcVk7V-jJPi1dkjM4F3toTZRR5Ii_tmRY/s400/Dynamic+pricing+report+front+cover.jpg" width="282" /></a></div>
<div class="MsoNormal">
Smarter pricing structures will allow travel brands to
create more relevant prices for their customers, boosting revenue and loyalty
finds a new report.<o:p></o:p></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
Pricing within the travel industry is evolving to match consumers
and what they are willing to pay far more accurately as a result of a better
understanding of impacting variables and more ability to deploy granular prices
across distribution networks. The upshot of this, according to a new report, is
that travel brands can continuously adjust their pricing to suit their
customers and thus maximize the revenue they get for each route or room. To
explore the step change in capabilities and how they can be implemented, you
can <a href="https://eloqua.eyefortravel.com/LP=24424?extsource=alex_21_june_dynamic_pricing_report_pr">download
the <i>Dynamic and Personalized Pricing</i> report completely for free here now</a>.
<o:p></o:p></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
<span lang="EN-US" style="mso-ansi-language: EN-US;">Currently,
most revenue management systems (and revenue managers) take into account things
such as historical demand curves, events and conferences, seasonal factors and
overall route capacity, etc. However, with the changing ability of systems to
factor in a greater depth of information in very short timeframes and from an
almost unlimited number of sources, the calculation of demand is starting to
change. <o:p></o:p></span></div>
<div class="MsoNormal">
<span lang="EN-US" style="mso-ansi-language: EN-US;"><br /></span></div>
<div class="MsoNormal">
<span lang="EN-US" style="mso-ansi-language: EN-US;">Firstly,
brands can bring in more information surrounding the destination and target
market. For example, for a short leisure trip, a system could factor in the
weather at different locations and use that as a component of the algorithm to
calculate anticipated demand. Then there are customer personas that are growing
increasingly detailed and only really limited by the amount of available data. <o:p></o:p></span></div>
<div class="MsoNormal">
<span lang="EN-US" style="mso-ansi-language: EN-US;"><br /></span></div>
<div class="MsoNormal">
<span lang="EN-US" style="mso-ansi-language: EN-US;">This is
allowing micro-segmentation and fundamentally changing the way offers are
created to the point where each individual could receive a different offer when
considering all the possible combinations. <o:p></o:p></span></div>
<div class="MsoNormal">
<span lang="EN-US" style="mso-ansi-language: EN-US;"><br /></span></div>
<div class="MsoNormal">
<span lang="EN-US" style="mso-ansi-language: EN-US;">With
micro-segmentation, the industry is moving away from the simplistic leisure
versus business traveller divide and the other common segmentations that have
been used to date. The idea is to apply a finer grained mesh – perhaps with
dozens or even hundreds of micro-segments as opposed to five or ten. With this
systematic approach, applying factors such as willingness to pay and
demand-based factors to individual offers provides considerable price-point
differentiation.<o:p></o:p></span></div>
<div class="MsoNormal">
<span lang="EN-US" style="mso-ansi-language: EN-US;"><br /></span></div>
<div class="MsoNormal">
<span lang="EN-US" style="mso-ansi-language: EN-US;">The
fundamental processes can also be applied to ancillaries, in what is termed
complete offer creation that creates the next level of differentiation. Complete
offer creation involves bundling additional products that are probabilistically
calculated to be desired by the consumer. In the case of the airlines, this
could mean an offer in which the travel, wireless connectivity, a checked bag
and a warm meal is included in the overall offer price. If the brand can add
value to the customer’s request by addressing an additional need or desire, and
the offer is within the consumer’s willingness to pay, an expanded offer can
not only generate additional immediate revenue but also a higher level of
customer satisfaction and potentially additional follow-on revenues. <o:p></o:p></span></div>
<div class="MsoNormal">
<span lang="EN-US" style="mso-ansi-language: EN-US;"><br /></span></div>
<div class="MsoNormal">
<span lang="EN-US" style="mso-ansi-language: EN-US;">This
creates a huge range of possible combinations that means, effectively, pricing
is coming down to the individual. The value created from this investment into
more complex and granular pricing is leaps in revenue through maximizing the
pricing level in each demand period and minimizing the amount of inventory left
unused. <o:p></o:p></span></div>
<div class="MsoNormal">
<span lang="EN-US" style="mso-ansi-language: EN-US;"><br /></span></div>
<div class="MsoNormal">
<span lang="EN-US" style="mso-ansi-language: EN-US;">To find out
more, </span><a href="https://eloqua.eyefortravel.com/LP=24424?extsource=alex_21_june_dynamic_pricing_report_pr"><span lang="EN-US" style="mso-ansi-language: EN-US;">download the Dynamic and
Personalized Pricing report for free now</span></a><span lang="EN-US" style="mso-ansi-language: EN-US;"> and receive:<o:p></o:p></span></div>
<ul style="margin-top: 0cm;" type="disc">
<li class="MsoNormal" style="mso-list: l0 level1 lfo1;"><span lang="EN-US" style="mso-ansi-language: EN-US;">Detailed analysis from a report written by
a pricing expert and consultant. <o:p></o:p></span></li>
<li class="MsoNormal" style="mso-list: l0 level1 lfo1;"><span lang="EN-US" style="mso-ansi-language: EN-US;">A breakdown of modern pricing practice in
travel to help you get to grips with the current environment and how it is
changing. <o:p></o:p></span></li>
<li class="MsoNormal" style="mso-list: l0 level1 lfo1;"><span lang="EN-US" style="mso-ansi-language: EN-US;">Key rules to create your own advanced
pricing regime.<o:p></o:p></span></li>
<li class="MsoNormal" style="mso-list: l0 level1 lfo1;"><span lang="EN-US" style="mso-ansi-language: EN-US;">Real-world examples of advanced pricing
practices from Airbnb, Amazon and more. <o:p></o:p></span></li>
<li class="MsoNormal" style="mso-list: l0 level1 lfo1;"><span lang="EN-US" style="mso-ansi-language: EN-US;">How to integrate dynamic pricing into increasingly
complex distribution networks. <o:p></o:p></span></li>
</ul>
<br /></div>
EyeforTravelhttp://www.blogger.com/profile/13585574813834791963noreply@blogger.comtag:blogger.com,1999:blog-1369440891119854909.post-51995954427099579922019-02-20T07:00:00.000+00:002019-02-20T07:00:04.606+00:00Measuring and making the most of consumer data<div dir="ltr" style="text-align: left;" trbidi="on">
<br />
<div class="MsoNormal">
<div class="MsoNormal">
<div class="separator" style="clear: both; text-align: center;">
<a href="https://eloqua.eyefortravel.com/LP=22681?extsource=press_release" style="clear: left; float: left; margin-bottom: 1em; margin-right: 1em;" target="_blank"><img border="0" data-original-height="1403" data-original-width="991" height="400" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjcTKEJdYa5MtaP9vP0h50otuSGlvOuWJLR3ELcJHA2kjtkDDifABimBnJvDo1fX4Y3C4xP1j9M_voDLjEajyi0RFSs7c7MTS6C6K6Jmlr4F9eF_mRUCheAoXu8v-WcU4_KsnHiDy_Ro0g/s400/BH3+cover.png" width="282" /></a></div>
Travel brands are sitting on huge value in their databases
but are yet to unlock its full potential, which will be game changing<br />
<br /></div>
<div class="MsoNormal">
Virtually every consumer-facing travel brand is capturing
critical data constantly from their site visitors but many are struggling to maximise
its value says <a href="https://eloqua.eyefortravel.com/LP=23344?extsource=press_release">EyeforTravel
and Datumize’s new <i>Understanding Customer
Behaviour Through Demand-Based Analytics </i>white paper</a>. This is because
of the reams of information that are being constantly created across multiple
channels and the need to be always on and live. These factors often prevent travel
companies from getting down to the key metrics that matter and being able to
fully extract and study them. <o:p></o:p><br />
<br /></div>
<div class="MsoNormal">
“Travel companies normally only have access to converted
sales and aren’t able to track all the requests that customers are making
though channels,” explains Datumize’s head of marketing Carlota Feliu.<o:p></o:p><br />
<br /></div>
<div class="MsoNormal">
“Some of them they can track, for example, through their own
website. But the vast majority they are not capable of tracking this data with
the technologies they are using. Everything that you want to do in demand
forecasting starts with good data and good knowledge of your customers –
without this, you won’t be able to understand demand, predict it, or increase
it,” says Feliu.<o:p></o:p><br />
<br /></div>
<div class="MsoNormal">
She points to several key areas where brands can start to
interrogate their data:<o:p></o:p></div>
<div class="MsoNormal">
<b>Inventory</b>: Do you
have the right offer at the right price in each area?<o:p></o:p></div>
<div class="MsoNormal">
<b>Availability</b>: Do
you have the stock available to action all requests, and in the right price
range?<o:p></o:p></div>
<div class="MsoNormal">
<b>Experience</b>: Are
all software links in the chain performing as they should for a quick, smooth
booking?<o:p></o:p><br />
<br /></div>
<div class="MsoNormal">
Vueling Airlines, a Spanish, low-cost provider, has around
five million search queries a day, 50% of which come directly from customers
and 50% from online travel agencies and other tour operators. But since its
business goal is to answer all enquiries for a flight in a second or less, it
was struggling to store and make use of all this demand data.<o:p></o:p><br />
<br /></div>
<div class="MsoNormal">
Jonathan Guerrero Corcho, innovation manager, explains that
a Datumize solution – which monitors everything without adding any code to the
main process or slowing anything down – means that the business can now
understand more which kinds of routes and dates are most in-demand, with
negligible noticeable effects to end users.<o:p></o:p><br />
<br /></div>
<div class="MsoNormal">
“We can see if a route is being asked for more times than we
are operating on for those days and we can not only adjust the current schedule
but we can adjust the next schedule,” he says. “We can say ‘this route is
better to operate on Tuesday than Monday, as the numbers are saying that this
route is more requested on Tuesday.’”<o:p></o:p><br />
<br /></div>
<div class="MsoNormal">
This kind of learning is particularly important for a
business that does not operate the same flights each day, but a limited number
of times a week.<o:p></o:p><br />
<br /></div>
<div class="MsoNormal">
<o:p></o:p></div>
For more case studies of brands that have driven performance
gains from better utilisation of data, <a href="https://eloqua.eyefortravel.com/LP=23344?extsource=press_release">download
the free white paper now</a>.Demand-based analytics promise a step-change in travel
brands’ capabilities, unlocking huge insights that will allow brands to better
target consumers, build superior products and adjust faster to changing
patterns. To understand how to unlock the value contained in demand-based data,
<span class="MsoHyperlink"><a href="https://eloqua.eyefortravel.com/LP=23344?extsource=press_release">download
the <i style="mso-bidi-font-style: normal;">Understanding Customer Behaviour
Through Demand-Based Analytics</i> white paper now!</a></span> It includes: <o:p></o:p></div>
<div class="MsoNormal">
</div>
<ul style="text-align: left;">
<li>Real-world examples and case studies</li>
<li>Industry survey data</li>
<li>Data-based techniques and areas of focus that can improve
business performance immediately</li>
<li>Expert insight.</li>
</ul>
<div class="MsoNormal">
<o:p></o:p></div>
<div class="MsoNormal">
<o:p></o:p></div>
<div class="MsoNormal">
<o:p></o:p></div>
<div class="MsoNormal">
<br />
This white paper features insights from: <o:p></o:p></div>
<div class="MsoNormal">
</div>
<ul style="text-align: left;">
<li>Europcar</li>
<li>IHG</li>
<li>The Travel Corporation</li>
<li>Thomas Cook Hotels & Resorts</li>
<li>Vueling</li>
<li>W2M.</li>
</ul>
<div class="MsoNormal">
<o:p></o:p></div>
<div class="MsoNormal">
<o:p></o:p></div>
<div class="MsoNormal">
<o:p></o:p></div>
<div class="MsoNormal">
<o:p></o:p></div>
<div class="MsoNormal">
<o:p></o:p></div>
<div class="MsoNormal">
<span class="MsoHyperlink"><a href="https://eloqua.eyefortravel.com/LP=23344?extsource=press_release">Click
here to download your copy of the white paper for free!</a></span><o:p></o:p></div>
<br /></div>
EyeforTravelhttp://www.blogger.com/profile/13585574813834791963noreply@blogger.comtag:blogger.com,1999:blog-1369440891119854909.post-65693710179537578212019-02-18T08:30:00.000+00:002019-02-18T08:30:04.295+00:00How simple measurements can make a big difference to travel brands’ performance<div dir="ltr" style="text-align: left;" trbidi="on">
<div class="MsoNormal">
<div class="separator" style="clear: both; text-align: center;">
<a href="https://eloqua.eyefortravel.com/LP=22681?extsource=press_release" style="clear: left; float: left; margin-bottom: 1em; margin-right: 1em;" target="_blank"><img border="0" data-original-height="1403" data-original-width="991" height="400" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjcTKEJdYa5MtaP9vP0h50otuSGlvOuWJLR3ELcJHA2kjtkDDifABimBnJvDo1fX4Y3C4xP1j9M_voDLjEajyi0RFSs7c7MTS6C6K6Jmlr4F9eF_mRUCheAoXu8v-WcU4_KsnHiDy_Ro0g/s400/BH3+cover.png" width="282" /></a></div>
Travel brands can make huge leaps in performance through relatively
simple measurements and metrics finds new white paper<o:p></o:p><br />
<br /></div>
<div class="MsoNormal">
Rigorously monitoring even the most basic of demand-based data
can make a critical difference to overall performance says <a href="https://eloqua.eyefortravel.com/LP=23344?extsource=press_release">EyeforTravel
and Datumize’s new <i>Understanding Customer
Behaviour Through Demand-Based Analytics </i>white paper, which is available to
download now</a>. The paper finds tracking own-site searches, business-to-business
requests, drop-outs across the funnel and service availability can result in
major uplifts to bookings. <o:p></o:p><br />
<br /></div>
<div class="MsoNormal">
“All companies know what they sell – but they don’t know
what they don’t sell,” says Josep Maria Gomis, Travel Solutions Architect, at Datumize.
He suggests that travel brands can grab uplifts in conversions quickly by
monitoring simple elements such as geographies for where requests are received.
“When we deployed our solution with one of our clients five years ago, for
example, we found that the first region they received requests for was Spain.”
The sales director knew this already, and he was also blasé about the discovery
that the second most common type of request was for inventory in France. But
the fourth region – to his astonishment – was China. “He said – ‘you are wrong
– we are not selling in China!’” says Gomis. “And we said, ‘you are not selling
because you don’t have a product, but this is the fourth most popular market for
which you receive requests. You should have a product for them! We consider
this a lost sale.’ And after a month they started offering products for China.
Profits went up.”<o:p></o:p><br />
<br /></div>
<div class="MsoNormal">
Another way of finding these lost sales and improving business
performance quickly through monitoring requests is looking at the languages
used: “One of our customers discovered that people were looking for products on
its Polish webpage but typing in queries in the German language,” says Datumize
founder Nacho Lafuente. “This might seem like a stupid case but it’s tens of
thousands of euros that you are not converting. If you are looking for ‘Crete’,
a Greek island, on a Polish page, then the result is not found.” Analysing
requests can find that some customers are not finding products that you have
available because of a language gap. Not every destination is the same in every
language, which leaves an obvious measurement metric to judge whether the
offering matches what your clients are searching for. <o:p></o:p><br />
<br /></div>
<div class="MsoNormal">
Demand-based analytics create opportunities to match a brand’s
product with the true picture of what customers want and are looking for. <o:p></o:p><br />
<br /></div>
<div class="MsoNormal">
Measuring relatively simple metrics, such as those above,
also gives brands an opportunity to search for patterns and critically when
anomalies occur in those patterns. For Spanish tour operator W2M, which receives
250 million availability requests per day, finding the mismatches has been a
key driver of business performance. W2M has set up some automatic alarms to
flag up higher-than-expected error ratios, so the IT team can respond
immediately. “We went from a 10% level of error to under 5%,” says Ernesto Sigg
Rodríguez, head of clients and supplier performance. “I would say that
represents between 5% and 10% growth in terms of sales,” which has made major difference
to his business where margins are very slim. <o:p></o:p></div>
<br />
<div class="MsoNormal">
Making dynamic changes and working across a business to
implement them requires constant inputs, says Lafuente. “When you are dealing
with a highly competitive business such as travel, margins are so low that they
need to squeeze [every] euro,” he says. “It’s not only about having a general
understanding or perception of how things are going. You need to photograph
every single minute and have alarms for things if they break certain
thresholds.”<o:p></o:p><br />
<br /></div>
<div class="MsoNormal">
Demand-based analytics promise a step-change in travel
brands’ capabilities, unlocking huge insights that will allow brands to better
target consumers, build superior products and adjust faster to changing
patterns. To understand how to unlock the value contained in demand-based data,
<span class="MsoHyperlink"><a href="https://eloqua.eyefortravel.com/LP=23344?extsource=press_release">download
the <i style="mso-bidi-font-style: normal;">Understanding Customer Behaviour
Through Demand-Based Analytics</i> white paper now!</a></span> It includes: <o:p></o:p></div>
<div class="MsoNormal">
</div>
<ul style="text-align: left;">
<li>Real-world examples and case studies</li>
<li>Industry survey data</li>
<li>Data-based techniques and areas of focus that can improve
business performance immediately</li>
<li>Expert insight.</li>
</ul>
<div class="MsoNormal">
<o:p></o:p></div>
<div class="MsoNormal">
<o:p></o:p></div>
<div class="MsoNormal">
<o:p></o:p></div>
<div class="MsoNormal">
<br />
This white paper features insights from: <o:p></o:p></div>
<div class="MsoNormal">
</div>
<ul style="text-align: left;">
<li>Europcar</li>
<li>IHG</li>
<li>The Travel Corporation</li>
<li>Thomas Cook Hotels & Resorts</li>
<li>Vueling</li>
<li>W2M.</li>
</ul>
<div class="MsoNormal">
<o:p></o:p></div>
<div class="MsoNormal">
<o:p></o:p></div>
<div class="MsoNormal">
<o:p></o:p></div>
<div class="MsoNormal">
<o:p></o:p></div>
<div class="MsoNormal">
<o:p></o:p></div>
<div class="MsoNormal">
<span class="MsoHyperlink"><a href="https://eloqua.eyefortravel.com/LP=23344?extsource=press_release">Click
here to download your copy of the white paper for free!</a></span><o:p></o:p></div>
<br /></div>
EyeforTravelhttp://www.blogger.com/profile/13585574813834791963noreply@blogger.comtag:blogger.com,1999:blog-1369440891119854909.post-53488100253855077292019-02-13T08:30:00.000+00:002019-02-13T08:30:02.236+00:00Why demand-based data matters<div dir="ltr" style="text-align: left;" trbidi="on">
<div class="MsoNormal">
<div class="separator" style="clear: left; float: left; margin-bottom: 1em; margin-right: 1em; text-align: center;">
<a href="https://eloqua.eyefortravel.com/LP=22681?extsource=press_release" target="_blank"><img border="0" data-original-height="1403" data-original-width="991" height="400" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEifDXmiHv_NbmF1MHFhyGWnTFqApY2KljPqgJRkO7S9l2yCD78n8lA1vDBZQvNqfg8vs4NsouFbQTSEv0v861WTcjM1q6vftC2PmtL1So9KSwZbvffPXSYTplybs7AkpvqMudBIJQDbP48/s400/BH3+cover.png" width="282" /></a></div>
Demand-based analytics promise a step-change in travel
brands’ capabilities, unlocking huge insights that will allow brands to better
target consumers, build superior products and adjust faster to changing
patterns says new research<o:p></o:p><br />
<br /></div>
<div class="MsoNormal">
Demand-based data is increasingly important and can allow travel
brands to become both more agile in the short-term and better prepared for long-term
trends according to the <a href="https://eloqua.eyefortravel.com/LP=23344?extsource=press_release">new <i>Understanding Customer Behaviour Through
Demand-Based Analytics </i>white paper from EyeforTravel and Datumize, which is
free to download now</a>. Looking at ongoing demand patterns will arm travel
brands with a wide-range of capabilities, such as more responsive marketing, better-adjusted
pricing, more personalised products, superior forecasting capabilities and
increased planning capabilities. <o:p></o:p></div>
<div class="MsoNormal">
<br />
This kind of data is of utmost importance to a youth brand
like Contiki, part of The Travel Corporation’s agglomeration of 30
international brands. Raj Dhawan, senior executive, technology at The Travel
Corporation, explains that understanding and forecasting demand is critical to
keeping Contiki’s catalogue of offerings appealing and up-to-date.<o:p></o:p></div>
<div class="MsoNormal">
<br />
“The one area that we look
at regularly is search terms on our website – the cities and countries where
people are searching,” he explains. “That may result in us culling some trips
and destinations or increasing our inventory on those destinations.<o:p></o:p></div>
<div class="MsoNormal">
<br />
“There are areas and destinations that are hot in the market
versus those that are not, and every year that changes a bit. Based on that,
our product changes to some extent, with variations that could appeal to the
audience that we have.”<o:p></o:p></div>
<div class="MsoNormal">
<br />
Building on this monitoring, the business is experimenting
with a machine learning pilot to give these learnings a concrete and immediate
use: Depending on patterns of searches, for example for a particular area or
cost bracket, Contiki customers will see a website personalised for their type
of customer.<o:p></o:p></div>
<div class="MsoNormal">
<br />
“When people search for certain terms, the website is
curated based on this,” says Dhawan. “That’s something we are piloting, and
that uses machine learning and the search product on the website.”<o:p></o:p></div>
<br />
<div class="MsoNormal">
This is just one example of the insights from brands
featured in the white paper. Download the full research now to get more from industry
leaders, including Europcar, IHG, Thomas Cook Hotels & Resorts, Vueling and
W2M.</div>
<div class="MsoNormal">
<br />
Demand-based analytics promise a step-change in travel
brands’ capabilities, unlocking huge insights that will allow brands to better
target consumers, build superior products and adjust faster to changing
patterns. To understand how to unlock the value contained in demand-based data,
<span class="MsoHyperlink"><a href="https://eloqua.eyefortravel.com/LP=23344?extsource=press_release">download
the <i style="mso-bidi-font-style: normal;">Understanding Customer Behaviour
Through Demand-Based Analytics</i> white paper now!</a></span> It includes: <o:p></o:p></div>
<div class="MsoNormal">
</div>
<ul style="text-align: left;">
<li>Real-world examples and case studies</li>
<li>Industry survey data</li>
<li>Data-based techniques and areas of focus that can improve
business performance immediately</li>
<li>Expert insight.</li>
</ul>
<o:p></o:p><br />
<div class="MsoNormal">
<o:p></o:p></div>
<div class="MsoNormal">
<o:p></o:p></div>
<div class="MsoNormal">
<o:p></o:p></div>
<div class="MsoNormal">
This white paper features insights from: <o:p></o:p></div>
<div class="MsoNormal">
</div>
<ul style="text-align: left;">
<li>Europcar</li>
<li>IHG</li>
<li>The Travel Corporation</li>
<li>Thomas Cook Hotels & Resorts</li>
<li>Vueling</li>
<li>W2M.</li>
</ul>
<o:p></o:p><br />
<div class="MsoNormal">
<o:p></o:p></div>
<div class="MsoNormal">
<o:p></o:p></div>
<div class="MsoNormal">
<o:p></o:p></div>
<div class="MsoNormal">
<o:p></o:p></div>
<div class="MsoNormal">
<o:p></o:p></div>
<div class="MsoNormal">
<span class="MsoHyperlink"><a href="https://eloqua.eyefortravel.com/LP=23344?extsource=press_release">Click
here to download your copy of the white paper for free!</a></span><o:p></o:p></div>
<br /></div>
EyeforTravelhttp://www.blogger.com/profile/13585574813834791963noreply@blogger.comtag:blogger.com,1999:blog-1369440891119854909.post-47643993139922868972019-02-11T08:30:00.000+00:002019-02-11T08:30:02.878+00:00Are travel companies ready for the digital revolution?<div dir="ltr" style="text-align: left;" trbidi="on">
Travel companies are struggling to transform themselves for
the digital age, with digital transformation, technological and data siloes and
internal data quality their top three internal challenges<br />
<div class="separator" style="clear: both; text-align: center;">
<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEg9UlFDxWtWNbpU-SRIzxyzzwkONLkSfLJp2iUEll1IhftvUrbrHgCv5yX5wvO06aTZiaBvSZ3tnUgzT9T6izSNQCjSaQlwn6VSs4iaXL-Asn1aFYUJQNcHLQiUnC9RUGXDgDPk4kx0tqk/s1600/LinkedIn4.png" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" data-original-height="498" data-original-width="1053" height="302" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEg9UlFDxWtWNbpU-SRIzxyzzwkONLkSfLJp2iUEll1IhftvUrbrHgCv5yX5wvO06aTZiaBvSZ3tnUgzT9T6izSNQCjSaQlwn6VSs4iaXL-Asn1aFYUJQNcHLQiUnC9RUGXDgDPk4kx0tqk/s640/LinkedIn4.png" width="640" /></a></div>
<br />
<div class="MsoNormal">
<o:p></o:p></div>
<div class="MsoNormal">
According to the World Economic Forum, digitisation in the
aviation, travel and tourism industries is expected to create up to USD305
billion in value through increased profitability up to 2025. This should make digitisation
a key priority for the travel industry, however, achieving a strong platform to
do so is proving difficult for travel brands. This is one of the findings from
the <a href="https://eloqua.eyefortravel.com/LP=23344?extsource=press_release">new
<i style="mso-bidi-font-style: normal;">Understanding Customer Behaviour Through
Demand-Based Analytics </i>white paper from EyeforTravel and Datumize, which is
free to download now</a>. <o:p></o:p><br />
<br /></div>
<div class="MsoNormal">
<span lang="EN-US" style="mso-ansi-language: EN-US;">In a major
survey of the industry featured in the white paper, travel suppliers (accommodation,
car hire, cruise, ground transport, airlines & tour operators) said that their
greatest internal issue is digital transformation (34.4% of respondents). This is
followed by technological alignment (30.5%) and the perennial concern of data
siloes and internal data quality (29%), both of which are critical to achieving
a digital brand fit for the 21<sup>st</sup> Century. <span style="mso-spacerun: yes;"> </span></span><o:p></o:p><br />
<span lang="EN-US" style="mso-ansi-language: EN-US;"><span style="mso-spacerun: yes;"><br /></span></span></div>
<div class="MsoNormal">
“Our data and the industry interviews conducted for this white
paper suggests that a significant proportion of the travel industry is
struggling to construct the necessary infrastructure to create strong digital brands,”
said Alex Hadwick, Head of Research for EyeforTravel. “Stringent data practices
increasingly underpin the modern travel sector, which is emphasised by our
finding that the most important trend for travel suppliers right now is GDPR
and cyber security, followed by big data and analytics. There is huge value to
be unlocked but brands need to get the basics right first by complying with
regulations, creating secure, structured and accessible databases and measuring
the right metrics.”<o:p></o:p><br />
<br /></div>
<div class="MsoNormal">
The research recommends that brands move data into the cloud
and focus on getting a picture of total demand. This is the approach of hotel
giant IHG: <span lang="EN-US" style="mso-ansi-language: EN-US;">“Before we had a
big data platform, we weren’t able to store and analyze our availability
requests,” said </span>Jeff Garber, vice president of revenue management systems
at IHG during<span style="mso-ansi-language: EN-US;"> <span lang="EN-US">the
EyeforTravel 2018 Digital Data Europe conference. “We had a lot of information
about reservations, and customers that had made reservations. As we bring more
data into that big data platform, we can really understand the choice model.
Our next step is merchandising and being smarter about what people aren’t
buying so that we can reduce the clutter we are showing to them.”<o:p></o:p></span></span><br />
<span style="mso-ansi-language: EN-US;"><span lang="EN-US"><br /></span></span></div>
<div class="MsoNormal">
Demand-based analytics promise a step-change in travel
brands’ capabilities, unlocking huge insights that will allow brands to better
target consumers, build superior products and adjust faster to changing
patterns. To understand how to unlock the value contained in demand-based data,
<span class="MsoHyperlink"><a href="https://eloqua.eyefortravel.com/LP=23344?extsource=press_release">download
the <i>Understanding Customer Behavior
Through Demand-Based Analytics</i> white paper now!</a></span> It includes:</div>
<div class="MsoNormal">
</div>
<ul style="text-align: left;">
<li>Real-world examples and case studies</li>
<li>Industry survey data</li>
<li>Data-based techniques and areas of focus that can improve
business performance immediately</li>
<li>Expert insight.</li>
</ul>
<div class="MsoNormal">
<o:p></o:p></div>
<div class="MsoNormal">
<o:p></o:p></div>
<div class="MsoNormal">
<o:p></o:p></div>
<div class="MsoNormal">
<br />
This white paper features insights from: <o:p></o:p></div>
<div class="MsoNormal">
</div>
<ul style="text-align: left;">
<li>Europcar</li>
<li>IHG</li>
<li>The Travel Corporation</li>
<li>Thomas Cook Hotels & Resorts</li>
<li>Vueling</li>
<li>W2M.</li>
</ul>
<div class="MsoNormal">
<o:p></o:p></div>
<div class="MsoNormal">
<o:p></o:p></div>
<div class="MsoNormal">
<o:p></o:p></div>
<div class="MsoNormal">
<o:p></o:p></div>
<div class="MsoNormal">
<o:p></o:p></div>
<div class="MsoNormal">
</div>
<div class="MsoNormal">
<span class="MsoHyperlink"><a href="https://eloqua.eyefortravel.com/LP=23344?extsource=press_release">Click
here to download your copy of the white paper for free!</a></span><o:p></o:p></div>
<br /></div>
EyeforTravelhttp://www.blogger.com/profile/13585574813834791963noreply@blogger.comtag:blogger.com,1999:blog-1369440891119854909.post-28116031491154740792018-12-11T08:00:00.000+00:002018-12-11T08:00:03.246+00:00Hotels are losing out on metasearch<div dir="ltr" style="text-align: left;" trbidi="on">
<div class="MsoNormal">
Hotels need to improve their competitive performance and
monitoring of metasearch channels finds new research. <o:p></o:p><br />
<br />
<div class="separator" style="clear: both; text-align: center;">
<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgzuMVNwlMUNDwMJgWF4yFERFv_qV49Cb_pxAE1BPK9dtQsvB6K2WLjf2UQQd11hjsIyw0rqVbYfFX0-xd9tgyrRFcRtV3HFFSKnJU5JDplP1vrrlxxiKh-tGBRWBUEDUs-WXFgKtPlqfM/s1600/Meta+2018+front+cover.jpg" imageanchor="1" style="clear: left; float: left; margin-bottom: 1em; margin-right: 1em;"><img border="0" data-original-height="1403" data-original-width="991" height="400" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgzuMVNwlMUNDwMJgWF4yFERFv_qV49Cb_pxAE1BPK9dtQsvB6K2WLjf2UQQd11hjsIyw0rqVbYfFX0-xd9tgyrRFcRtV3HFFSKnJU5JDplP1vrrlxxiKh-tGBRWBUEDUs-WXFgKtPlqfM/s400/Meta+2018+front+cover.jpg" width="282" /></a></div>
<br /></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
Hotels aren’t bidding enough on metasearch sites or
monitoring the space effectively, affecting their bottom lines and brand
loyalty, says <a href="https://eloqua.eyefortravel.com/LP=22681?extsource=press_release">EyeforTravel
and Fornova’s new <i>The State of
Hospitality Distribution: Metasearch</i> white paper, which is free to download
now</a>. <o:p></o:p></div>
<div class="MsoNormal">
<span lang="EN-US"><br /></span></div>
<div class="MsoNormal">
<span lang="EN-US">Data from <a href="https://eloqua.eyefortravel.com/LP=22681?extsource=press_release">the
white paper</a> drawn from nearly 10 million searches on meta engines in 2018
reveals that just 34% of bids monitored featured a direct link posted by a
hotel. <o:p></o:p></span></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
Across March, April, and May 2018, less than a third of the
shops made by data partner Fornova on meta sites had a direct hotel option
being displayed. This rate reached a low of 18% in March 2018 and rose to a
high of 28% of shops made in May. Ranking for hotels was also low on the sites
monitored, with hotels’ bids coming in at the sixth-ranked option on average in
May 2018. <o:p></o:p></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
This is allowing OTAs to dominate the space, one which is
increasingly crucial for attracting consumers. More than 90% of consumers
report using meta sites for price comparison when booking accommodation but the
vast majority of bids and outbound traffic from these hugely popular sites,
including Google, TripAdvisor, and trivago are benefitting Online Travel
Agencies (OTAs) finds <a href="https://eloqua.eyefortravel.com/LP=22681?extsource=press_release">the
white paper</a>. <o:p></o:p></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
Furthermore, hotels are being undercut by both their
contracted OTA partners and by third parties working without agreements. The
research finds that contracted OTAs are undercutting by an average of 5-6% on
meta sites and by an even higher 10-11% by non-contracted OTAs. This means the
consumer, who is largely driven by value, is frequently seeing better rates
than hotels direct bids, meaning wasted spend and lost data and brand loyalty. When
the consumer is searching 14 days or less out from their stay, the research
found that they would see a lower bid the majority of the time from multiple
actors. <o:p></o:p></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
This is a battle for hotels as the average hotel usually
falls short of the labour and technological resources to do so. Furthermore, as
Fornova CEO <u>Dori </u>Stein points out, there’s
no way for a hotel’s revenue or e-commerce manager to know what meta engines
are showing their guests in different countries because of the varying IP
addresses. “Unless the hotel has a way to monitor its top inbound source
markets, it’s a losing battle,” he added.<o:p></o:p></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
Chatchai Pongprapat, assistant vice president, revenue
management at Dusit International
appreciates the issue, “There is crossover between all of the different players
on various channels and that makes it very hard to maintain rate integrity,” he
said. The company’s solution has been to partner with Fornova, which polices
the rates and helps Pongprapat to maintain rate integrity and partner
behaviour.<o:p></o:p></div>
<div class="MsoNormal">
<o:p></o:p></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
More effective monitoring and activity on metasearch sites
can have a very real effect on the bottom line: “We felt we weren’t featured
very visibly as their models evolved and so we hired a third party that could
constantly monitor our meta campaigns and make them effective programs,” said Preferred
Hotels & Resorts, Global Vice President, Revenue Optimization, Rhett Hirko.
Meta-driven bookings jumped 30% after Preferred began working with a
third-party partner to manage meta campaigns. They determine the best ROI from
each individual meta site based on the budget Preferred dedicates to the
channel, as well as meta sites’ performance for Preferred based on
click-through volumes. Hirko noted that in terms of how cost effective the move
was, “it took a while to tweak the program, but we’re definitely getting good returns
for our investment.”</div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
For more on how metasearch is shaping the digital accommodation market, <a href="https://eloqua.eyefortravel.com/LP=22681?extsource=press_release">download the free white paper now</a>.<o:p></o:p></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
<span lang="EN-US">This white paper, made in conjunction with Fornova, gives real-world data on hotel, wholesaler and OTA bidding strategies, alongside consumer behaviours, and meta success metrics. Use these to understand the channel, the competitive landscape and build a winning strategy!<o:p></o:p></span></div>
<div class="MsoNormal">
<span lang="EN-US"><br /></span></div>
<div class="MsoNormal">
<span lang="EN-US">Learn the following from <a href="https://eloqua.eyefortravel.com/LP=22681?extsource=press_release">this white paper</a>:</span></div>
<div class="MsoNormal">
</div>
<ul>
<li>The state of the metasearch market.</li>
<li>Market penetration rates among consumers and hotels.</li>
<li>Consumer behaviours on metasearch.</li>
<li>OTA bidding strategies.</li>
<li>Techniques to succeed on metasearch.</li>
<li>The outlook for meta.</li>
</ul>
<br />
<div class="MsoNormal">
<a href="https://eloqua.eyefortravel.com/LP=22681?extsource=press_release">Click here to download the white paper for free now</a>.</div>
</div>
EyeforTravelhttp://www.blogger.com/profile/13585574813834791963noreply@blogger.comtag:blogger.com,1999:blog-1369440891119854909.post-86700057757236274102018-12-06T10:47:00.001+00:002018-12-06T10:47:12.627+00:00Why every company should put extra effort into customer analytics<div dir="ltr" style="text-align: left;" trbidi="on">
<div class="MsoNormal">
<b>The opportunities for business to extract customer data are expanding.
Therefore, today’s business imperative is to enhance customer analytics. This
is a guest post from Datumize.</b></div>
<div class="MsoNormal">
<b><br /></b></div>
<div class="separator" style="clear: both; text-align: center;">
<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjtDBajP70LmnAxyW1tYD60LtztVnV9Vt7mlUf5U_sR0OdEqjy-rp9TpJtIEuieOmnZq4-pwZhD3Ry3XAYO3Z7j7_NVAdITR_AVlLfAYPjza2sD3XFh8PDF1Ta1-P-4r-Z1rNqa9g-QyYk/s1600/iStock-825180460.jpg" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" data-original-height="1067" data-original-width="1600" height="426" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjtDBajP70LmnAxyW1tYD60LtztVnV9Vt7mlUf5U_sR0OdEqjy-rp9TpJtIEuieOmnZq4-pwZhD3Ry3XAYO3Z7j7_NVAdITR_AVlLfAYPjza2sD3XFh8PDF1Ta1-P-4r-Z1rNqa9g-QyYk/s640/iStock-825180460.jpg" width="640" /></a></div>
<br />
<div class="separator" style="clear: both; text-align: center;">
</div>
<br />
<div class="MsoNormal">
<b>The opportunities for business to extract customer data
are expanding. Therefore, today’s business imperative is to enhance customer
analytics. This is a guest post from Datumize. <o:p></o:p></b></div>
<div class="MsoNormal">
Now, companies can gather data from numerous interactions
and devices. <span style="mso-bidi-font-weight: bold;">From cell phones to
tablets, </span><span style="mso-bidi-font-weight: bold;"><a href="https://blog.datumize.com/how-can-i-increase-my-hotel-sales-online" target="_blank">computers to cashregisters</a></span><span style="mso-bidi-font-weight: bold;">, customers are
continuously generating data.</span> Furthermore, data is produced in both
structured and unstructured forms. For example, traditional data sources like
conversion records are now complemented by unstructured data generated by
social media interactions. The sources are so numerous that some businesses can
find processing the volume of data a challenge. Therefore, <span style="mso-bidi-font-weight: bold;">developing an integrated overview that
reveals connections between these sources is crucial to enhance insights.<o:p></o:p></span></div>
<div class="MsoNormal">
<br />
<b style="mso-bidi-font-weight: normal;">Deploy customer analytics to gain the
advantage</b><br />
<a href="https://www.thinkwithgoogle.com/intl/en-154/insights-inspiration/industry-perspectives/why-customer-analytics-are-key-creating-value/" target="_blank">According to research conducted by Harvard Business Review</a>, <span style="mso-bidi-font-weight: bold;">this intelligence is key to a competitive
edge in today’s market.</span> Harvard Business Review’s report shows how data
is creating added value for both businesses and consumers. By interviewing a
cross-section of academics, data scientists and executives, Harvard they found
that:<o:p></o:p></div>
<div class="MsoNormal">
Companies with comprehensive customer analytics across all
sources were generating <span style="mso-bidi-font-weight: bold;">up to 8.5
times more shareholder value.<br />
</span>Whilst many companies use data to optimize operations or sales, <span style="mso-bidi-font-weight: bold;">meaningful differentiation comes from
customer service</span>. Through these insights, businesses can better
understand their customers’ needs and orient business operations around those
needs.<br />
<span style="mso-bidi-font-weight: bold;">60% of executives reported that siloed
data was the greatest barrier to detailed customer analytics</span>. To
overcome these obstacles, businesses are creating agile teams that develop
solutions with customer experience at their core. Data is valuable, but it is
of little use if businesses cannot analyze the information effectively.<br />
<span style="mso-bidi-font-weight: bold;">Therefore, companies need to ensure
they have </span><span style="mso-bidi-font-weight: bold;">the<a href="https://www.datumize.com/datumize-real-demand" target="_blank"> right tools</a></span>
<span style="mso-bidi-font-weight: bold;">to visualize and interpret data. </span>These
tools are increasingly accessible, making it possible for less data-literate operations
to leverage insights independently from data scientists, in spite of their
continuing importance.<o:p></o:p></div>
<div class="MsoNormal">
<br />
<b style="mso-bidi-font-weight: normal;">Meet customer expectations through data<br />
</b><span style="mso-bidi-font-weight: bold;">Previously, many companies have
adopted a product-centric attitude to data. </span>Essentially, this approach
generates value for the business as opposed to the customer. For instance, <a href="https://blog.datumize.com/the-evolution-of-flight-sales-channels-dynamics" target="_blank">airlineswere trailblazers in dynamic pricing models</a> that adjusted ticket prices according
to demand. However, the new business imperative is customer centricity. This is
because <span style="mso-bidi-font-weight: bold;">an increasingly competitive
market means that service is now the primary product differentiator. </span>Today,
consumers expect every interaction to be instantaneous and seamless. Meeting
these new expectations requires robust analytic capabilities that enhance customer
experience. In contrast to many airlines, hoteliers are using data to strive
towards meeting customer expectations. For instance, <a href="https://www.clickz.com/ritz-carlton-strives-to-improve-customer-stays-with-app-upgrade/29975/" target="_blank">Ritz-Carlton Hotels aredeploying data to generate added value for their customers</a>. Their <span style="mso-bidi-font-weight: bold;">data tools track customer requests, so they
could predict future requirements.</span> So, to illustrate, if a customer
requests a hypoallergenic pillow, Ritz can ensure they have one available for
every stay in the future. <o:p></o:p></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
<b style="mso-bidi-font-weight: normal;">Reap the benefits of
advanced analytics</b><br />
<a href="https://blog.datumize.com/discovering-new-opportunities-with-data-analytics" target="_blank">To profit from customer analytics</a>, <span style="mso-bidi-font-weight: bold;">C-levels
need to implement technology and business cultures that make interfacing with
data seamless.</span> For example, marketing managers need to ensure data
about customer interactions with marketing content is readily available. From
here, they can use data to personalize campaigns and offers. Furthermore, sales
departments need intuitive tools that make actioning insights more
straightforward. <span style="mso-bidi-font-weight: bold;">Once these
capabilities are in place, business can begin reaping the benefits identified
by the Harvard Business Review.</span><o:p></o:p></div>
<br /></div>
EyeforTravelhttp://www.blogger.com/profile/13585574813834791963noreply@blogger.comtag:blogger.com,1999:blog-1369440891119854909.post-27076652490151332072018-12-04T09:00:00.000+00:002018-12-04T09:00:04.186+00:00Wholesalers are the biggest issue in hotel distribution<div dir="ltr" style="text-align: left;" trbidi="on">
<div class="MsoNormal">
<div class="MsoNormal">
Hotels and OTAs are being undercut on the overwhelming
majority of OTA searches by non-authorised players looking to capitalise on
price competitiveness finds a new white paper. <o:p></o:p></div>
<div class="MsoNormal">
<br /></div>
<div class="separator" style="clear: both; text-align: center;">
<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjWIOnBSW3gZ4cKHx35JE1ueGX9DihTsZzIS50lTEMiEmq2KxeQtRH3eH6ycJQFr7O3oDOo9w9ioODvK-rvhbh6Z0UP5GXCIfLhgA9zOPMU4vdddl2Fx13W6yxXCnBQS7mJW7qe68UOS2s/s1600/Press+release+3+image.png" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" data-original-height="438" data-original-width="814" height="344" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjWIOnBSW3gZ4cKHx35JE1ueGX9DihTsZzIS50lTEMiEmq2KxeQtRH3eH6ycJQFr7O3oDOo9w9ioODvK-rvhbh6Z0UP5GXCIfLhgA9zOPMU4vdddl2Fx13W6yxXCnBQS7mJW7qe68UOS2s/s640/Press+release+3+image.png" width="640" /></a></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
<a href="https://eloqua.eyefortravel.com/LP=22681?extsource=press_release">Fornova
and EyeforTravel’s new white paper</a> has uncovered that the greatest factor
impacting rate integrity is contracted wholesalers, which are selling inventory
to Online Travel Agencies (OTAs) that do not have direct agreements with
hotels. This is resulting in lost market share and revenues for both hotels and
partner OTAs. The depth of this is revealed by Fornova monitoring of nearly 10
million shops made through metasearch engines in 2018. <o:p></o:p></div>
<div class="MsoNormal">
<span lang="EN-US"><br /></span></div>
<div class="MsoNormal">
<span lang="EN-US">Contracted
OTAs on average undercut hotels in 14% of the shops with leads times less than
14 days and in 26% of shops with leads times above 14 days. However, when it
comes to non-contracted sellers, the share of shops that were undercut doubled
or trebled, depending on the time frame. 39% of hotels’ direct rates advertised
on meta were undercut by these actors for stays less than 14 days rising to 74%
for those with lead times above 14 days<o:p></o:p></span></div>
<div class="MsoNormal">
<span lang="EN-US"><br /></span></div>
<div class="MsoNormal">
<span lang="EN-US">Furthermore,
non-contracted OTAs are undercutting more aggressively than contracted
counterparts. On average, OTAs working under agreements with the hotel posted
rates that were 5% to 6% lower than the direct rate. This jumps up to 10% for
non-contracted sellers advertising for lead times under 14 days and 11% for
lead times above 14 days <o:p></o:p></span></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
The majority of this is coming from wholesalers moving on
inventory, which is then posted by other sellers. Fornova CEO Dori Stein
estimates that 40% to 50% of hotel inventory contracted to wholesalers is
leaked online, despite the fact that they negotiate for static rates, based on
the fact that those rates will be opaque to consumers who are purchasing the
room as part of a package with other services included. <o:p></o:p></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
The growth of APIs has allowed more players to access and
market inventory to more partners but this is not necessarily in the hotel’s
best interest. Hotels need to have a view on who is selling their inventory and
at what price to protect their brand’s integrity and also to prevent their
prices being consistently undercut by wholesalers who should not be placing
inventory in this manner. Failing to do so means hotels cannot understand the
true effectiveness or cost of their marketing and sales efforts and for
consumers to shift away from seeing value in making a direct booking. <o:p></o:p></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
The issue is ongoing for Thailand-based Dusit International,
which operates primarily in Southeast Asia and which maintains static contracts
with a multitude of traditional wholesalers. “There is crossover between all of
the different players on various channels and that makes it very hard to
maintain rate integrity,” said Chatchai Pongprapat, assistant vice president,
revenue management. The company’s solution has been to partner with Fornova,
which polices the rates and in turn, Dusit tackles rate disparities one-by-one
as they arise, while also reconsidering the terms and conditions of individual
static contracts in order to keep the hotels from being undercut. <o:p></o:p></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
However, resolving each rate discrepancy doesn’t necessarily
remedy the issue in the long-term. The third-party vendor will rectify the
issue at the time it occurs says Stein, but without contractual obligations,
the partner isn’t necessarily obligated to maintain parity in the long-term.
Plus, they will often change the rate in the local market where the hotel’s
revenue or distribution team is located, while leaving incongruent rates in
international markets as it’s more difficult for the hotel to verify that the
changes have been made. According to Fornova CEO Dori Stein, “when hotels have
a bad parity situation and they’re on meta, they’re effectively paying to tell
the world that their brand.com rates aren’t the cheapest.” <o:p></o:p></div>
<div class="MsoNormal">
<br /></div>
For more on how metasearch is shaping the digital accommodation market, <a href="https://eloqua.eyefortravel.com/LP=22681?extsource=press_release">download the free white paper now</a>.<o:p></o:p></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
<span lang="EN-US">This white paper, made in conjunction with Fornova, gives real-world data on hotel, wholesaler and OTA bidding strategies, alongside consumer behaviours, and meta success metrics. Use these to understand the channel, the competitive landscape and build a winning strategy!<o:p></o:p></span></div>
<div class="MsoNormal">
<span lang="EN-US"><br /></span></div>
<div class="MsoNormal">
<span lang="EN-US">Learn the following from <a href="https://eloqua.eyefortravel.com/LP=22681?extsource=press_release">this white paper</a>:</span></div>
<div class="MsoNormal">
</div>
<ul>
<li>The state of the metasearch market.</li>
<li>Market penetration rates among consumers and hotels.</li>
<li>Consumer behaviours on metasearch.</li>
<li>OTA bidding strategies.</li>
<li>Techniques to succeed on metasearch.</li>
<li>The outlook for meta.</li>
</ul>
<br />
<div class="MsoNormal">
<a href="https://eloqua.eyefortravel.com/LP=22681?extsource=press_release">Click here to download the white paper for free now</a>.</div>
</div>
EyeforTravelhttp://www.blogger.com/profile/13585574813834791963noreply@blogger.comtag:blogger.com,1999:blog-1369440891119854909.post-4162585091370089842018-11-28T09:00:00.000+00:002018-11-28T09:00:01.297+00:00Is Google the dominant player in hotel search?<div dir="ltr" style="text-align: left;" trbidi="on">
<div class="MsoNormal">
<div class="MsoNormal">
Google is eating up more and more of the pie when it comes
to hotel metasearch says new research<o:p></o:p></div>
<div class="MsoNormal">
<br /></div>
<div class="separator" style="clear: both; text-align: center;">
<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhU66lQd0WwFs0kYQ4uv55FsGV5j4PhT43niICKvun0Tz0eSsX53_keuIiQMm3O5nPgwjPt54_5mRNDXChciKfOyo4NaeAewzLitKtAm2_5SRaSOKnA36PJLlCNj7h8yqMrIou7NXzWT44/s1600/Press+release+2+image.png" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" data-original-height="369" data-original-width="827" height="284" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhU66lQd0WwFs0kYQ4uv55FsGV5j4PhT43niICKvun0Tz0eSsX53_keuIiQMm3O5nPgwjPt54_5mRNDXChciKfOyo4NaeAewzLitKtAm2_5SRaSOKnA36PJLlCNj7h8yqMrIou7NXzWT44/s640/Press+release+2+image.png" width="640" /></a></div>
<div class="MsoNormal">
<br /></div>
<br />
<div class="MsoNormal">
<a href="https://eloqua.eyefortravel.com/LP=22681?extsource=press_release">A new
white paper from EyeforTravel and Fornova</a> finds that Google has picked up
plenty of fans in the hotel industry, with it leading the pack for hotel
presence on the platform. <o:p></o:p></div>
<div class="MsoNormal">
<span lang="EN-US"><br /></span></div>
<div class="MsoNormal">
<span lang="EN-US">Fornova
monitors 8,000 hotels across a number of metasearch sites, making regular
searches to monitor the space. Fornova's monitoring across Q2 2018 found that
when it came to direct ads from hotels on monitored sites, Google scored
highest with 80% of searches featuring a direct bid, compared to 43% for
HotelsCombined, 30% for Trivago, and just an 8% presence of direct hotel bids
on TripAdvisor. It seems that Google has captured substantial market share, and
offers a strong value proposition for hotels, as other sites appear to be dominated
by OTA bids. <o:p></o:p></span></div>
<div class="MsoNormal">
<span lang="EN-US"><br /></span></div>
<div class="MsoNormal">
<span lang="EN-US">This added
competition and is putting pressure on the results of other metasearch sites. Jafar
Alam, Senior Product Manager for Fornova, expects more hoteliers will turn to
Google Hotel Ads as they look to expand their meta presence because
“TripAdvisor and trivago have run into financial difficulties and haven’t been
making it work commercially.” <o:p></o:p></span></div>
<div class="MsoNormal">
<span lang="EN-US"><br /></span></div>
<div class="MsoNormal">
<span lang="EN-US">trivago has
had the toughest year so far and is in the midst of adjusting its strategy. The
company saw its value plummet across the middle of the year as revenue growth
turned negative, reversing exceptional growth in 2017. Diminished growth has
been put down to a stronger competitive environment and a pull-back in spending
from some of its biggest spenders, including Booking Holdings’ brands. This has
forced trivago to announce a shift away from its hefty marketing budget and
instead to focus on profitability. <o:p></o:p></span></div>
<div class="MsoNormal">
<span lang="EN-US"><br /></span></div>
<div class="MsoNormal">
<span lang="EN-US">TripAdvisor
is also having a mixed year. Whilst its stock value was up from the start of
2018 at the time of writing, results from the hotel sector across the year have
been less than positive. It reported in its second quarter results that
revenues derived from hotels declined by 4%. This fits into a longer-term
picture of struggling to raise revenues from the hotel sector, which is
especially concerning for the brand given how powerful it is for the discovery
and research of accommodation by consumers. <o:p></o:p></span></div>
<div class="MsoNormal">
<span lang="EN-US">The best
performer out of this big three appeared to be the metasearch brands of Booking
Holdings, which reported in its second quarter earnings call that revenues from
meta and OpenTable grew 34% in Q2. <o:p></o:p></span></div>
<div class="MsoNormal">
<span lang="EN-US"><br /></span></div>
<div class="MsoNormal">
<span lang="EN-US">Fornova CEO
Dori Stein theorized that the meta sites struggling to meet financial
projections are victims of Google’s advantage as holders of what he called the
most sought-after real estate in the Western World. “TripAdvisor and Trivago’s
share prices aren’t doing that well and they’re spending more and more on
advertising so that they can reach more consumers,” he noted. “But it’s coming
at tremendous costs while Google is increasing the number of consumers exposed
to their metasearch engine with no real additional costs. No one said it’s a
fair world.”<o:p></o:p></span></div>
<div class="MsoNormal">
<span lang="EN-US"><br /></span></div>
<div class="MsoNormal">
<span lang="EN-US">Google is
sitting on its laurels, however. After upping its game earlier this year by
improving its mobile hotel search experience with enhanced booking
capabilities, price filtering, amenity details and automated comparisons, <span class="MsoHyperlink"><a href="https://www.blog.google/products/ads/hotel-campaigns/">Google, more recently
bettered its hotel ads platform.</a></span> In July, the search engine
announced that later this year, hotel ads will become part of the Google Ads
platform with a new campaign type. The change will allow management of hotel
campaigns in a single platform, alongside advertisers’ other Google campaigns.
A new Hotel Center, rolled out at the same time, aims to simplify the
management of hotel price feeds and the company appeared to be experimenting
with putting Hotel Ads above its usual top-listed paid ads in mid-2018. <o:p></o:p></span></div>
<div class="MsoNormal">
<o:p></o:p></div>
<br />
Therefore, other meta players need beware that the Google
juggernaut is making inroads into this critical market and will need to fight
hard to capture the critical hotel marketing spend and become less reliant on
other online travel agents.<br />
<br />
For more on how metasearch is shaping the digital accommodation market, <a href="https://eloqua.eyefortravel.com/LP=22681?extsource=press_release">download the free white paper now</a>.<o:p></o:p></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
<span lang="EN-US">This white paper, made in conjunction with Fornova, gives real-world data on hotel, wholesaler and OTA bidding strategies, alongside consumer behaviours, and meta success metrics. Use these to understand the channel, the competitive landscape and build a winning strategy!<o:p></o:p></span></div>
<div class="MsoNormal">
<span lang="EN-US"><br /></span></div>
<div class="MsoNormal">
<span lang="EN-US">Learn the following from <a href="https://eloqua.eyefortravel.com/LP=22681?extsource=press_release">this white paper</a>:</span></div>
<div class="MsoNormal">
</div>
<ul>
<li>The state of the metasearch market.</li>
<li>Market penetration rates among consumers and hotels.</li>
<li>Consumer behaviours on metasearch.</li>
<li>OTA bidding strategies.</li>
<li>Techniques to succeed on metasearch.</li>
<li>The outlook for meta.</li>
</ul>
<br />
<div class="MsoNormal">
<a href="https://eloqua.eyefortravel.com/LP=22681?extsource=press_release">Click here to download the white paper for free now</a>.</div>
</div>
EyeforTravelhttp://www.blogger.com/profile/13585574813834791963noreply@blogger.comtag:blogger.com,1999:blog-1369440891119854909.post-43183146070631655072018-11-26T09:00:00.000+00:002018-11-26T09:00:02.122+00:0094% of travel consumers compare hotel prices on metasearch<div dir="ltr" style="text-align: left;" trbidi="on">
<br />
<div class="MsoNormal">
<o:p></o:p></div>
<div class="MsoNormal">
Metasearch is now critical to the travel research process finds
a new white paper, with 94% of travelers reporting that they use metasearch when
booking hotels and 73% doing so regularly. </div>
<div class="MsoNormal">
<br />
<div class="separator" style="clear: both; text-align: center;">
<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEixToQ0HkqOYj1TyIrlRbai9CBS4x6iS54Ov8_pVDp878LFD2vcsGOkw98b6GTa_DvQH0gieIXX9WlZ5QEOCVMrPTWyv_uSBQTXUjAs8Gyk2nz0r3noWOwNQP7CotJ36LfO6bRm3I_G5jM/s1600/Press+release+1+image.png" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" data-original-height="414" data-original-width="837" height="316" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEixToQ0HkqOYj1TyIrlRbai9CBS4x6iS54Ov8_pVDp878LFD2vcsGOkw98b6GTa_DvQH0gieIXX9WlZ5QEOCVMrPTWyv_uSBQTXUjAs8Gyk2nz0r3noWOwNQP7CotJ36LfO6bRm3I_G5jM/s640/Press+release+1+image.png" width="640" /></a></div>
<br />
<br /></div>
<div class="MsoNormal">
<a href="https://eloqua.eyefortravel.com/LP=22681?extsource=press_release">A new white
paper from Fornova and EyeforTravel</a> finds that 94.4% of consumers use price
comparison sites at least occasionally when booking their accommodation. Within
this, 72.5% of consumers across the countries surveyed said that they regularly
used metasearch sites and 43.6% said that they always used the tools. The
results come from an EyeforTravel survey of over 3,000 travel consumers across
Australia, Canada, the United Kingdom and United States, and you can access <a href="https://eloqua.eyefortravel.com/LP=22681?extsource=press_release">the
complete report for free by clicking here now</a>.</div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
<o:p></o:p></div>
<div class="MsoNormal">
This puts metasearch at the forefront of the consumer
research process and makes it a critical area to compete within. “Metasearch
offers price comparisons that show consumers where they can get the best deals
available and there is demand for this among leisure travelers,” said Ujjwal
Suri, vice president, distribution solutions at Fornova. Indeed, when consumers
were asked what made them come back to travel brands again and again to use,
the value proposition came out head and shoulders above other factors, with 62%
of respondents saying that the companies offering the best value were where
they returned to. The next highest category was the digital consumer experience
at 32.4% of travelers. <o:p></o:p></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
Looking closer at consumer trends, Millennials and business
travelers are some of the heaviest metasearch users. <o:p></o:p></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
Travelers between the ages of 18 and 35 are the group most
likely to report using price comparison tools every time they book
accommodations at 46.4% of the demographic cohort, while those aged 36 to 55
are just behind at 45%, whereas the oldest generation of over 55 years see a
noticeably lower 36.8% reporting that they always use metasearch sites. <span style="mso-spacerun: yes;"> </span><o:p></o:p></div>
<div class="MsoNormal">
<span style="mso-spacerun: yes;"><br /></span></div>
<div class="MsoNormal">
Business travelers also far outpace their leisure
counterparts for meta use, at 47.4% comparing rooms every time they shop for a
room, compared with 37.4% of those who have not made a business trip in the
last 12 months. Some 30% of business travelers also report using meta ‘most
times’ they book lodging, compared with 27.2% of leisure travel consumers. <o:p></o:p></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
For more on how metasearch is shaping the digital
accommodation market, <a href="https://eloqua.eyefortravel.com/LP=22681?extsource=press_release">download
the free white paper now</a>. <o:p></o:p></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
<span lang="EN-US" style="mso-ansi-language: EN-US;">This white
paper, made in conjunction with Fornova, gives real-world data on hotel,
wholesaler and OTA bidding strategies, alongside consumer behaviours, and meta
success metrics. Use these to understand the channel, the competitive landscape
and build a winning strategy!<o:p></o:p></span></div>
<div class="MsoNormal">
<span lang="EN-US" style="mso-ansi-language: EN-US;"><br /></span></div>
<div class="MsoNormal">
<span lang="EN-US" style="mso-ansi-language: EN-US;">Learn the
following from <a href="https://eloqua.eyefortravel.com/LP=22681?extsource=press_release">this white
paper</a>:</span></div>
<div class="MsoNormal">
</div>
<ul style="text-align: left;">
<li>The
state of the metasearch market.</li>
<li>Market
penetration rates among consumers and hotels.</li>
<li>Consumer
behaviours on metasearch.</li>
<li>OTA
bidding strategies.</li>
<li>Techniques
to succeed on metasearch.</li>
<li>The
outlook for meta.</li>
</ul>
<br />
<div class="MsoNormal">
<a href="https://eloqua.eyefortravel.com/LP=22681?extsource=press_release">Click
here to download the white paper for free now</a>.</div>
</div>
EyeforTravelhttp://www.blogger.com/profile/13585574813834791963noreply@blogger.comtag:blogger.com,1999:blog-1369440891119854909.post-9633692292777694252018-09-21T15:00:00.000+01:002018-09-21T15:00:01.896+01:00The 4 Week Countdown is on as Travel Industry Elite Set to Gather In Las Vegas On Oct 18-19 – American Airlines, Google, Marriott, Wyndham Hotels & Resorts, Accor Hotels, and More<div dir="ltr" style="text-align: left;" trbidi="on">
<br />
<div class="MsoNormal">
Do you work in travel marketing, distribution, data
analytics, partnerships, revenue management or travel technology? If you have
answered yes to any of the above, then it’s not too late to secure your spot at
<span class="MsoHyperlink"><a href="https://events.eyefortravel.com/travel-distribution-summit-north-america">EyeforTravel
North America 2018 (Oct 18-19, Mandalay Bay Las Vegas)</a></span><o:p></o:p></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
Travel’s leading brands are returning to EyeforTravel’s 20<sup>th</sup>
Annual North America show with the biggest guest list yet, including top
executives from <b>Wyndham Hotels & Resorts, Google, American Airlines,
Cathay Pacific, Marriott International, Booking Holdings, Expedia, Accor
Hotels, Choice Hotels, Facebook, Twitter, Pinterest, Cosmopolitan Las Vegas,
Caesars Corporation</b> and many more.<o:p></o:p></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal" style="background: white; vertical-align: baseline;">
EyeforTravel
know it’s not always easy to get in front of the right people, but they’ve
gathered over 300+ senior travel execs for you to meet over two days! <span class="MsoHyperlink"><b><span style="text-decoration: none; text-underline: none;"><span style="text-decoration: none; text-underline: none;"><a href="http://1.eyefortravel.com/LP=20203?utm_source=Renu&utm_medium=email&utm_campaign=vegasbddownload">Click here to view the line-up
of the year you cannot afford to miss!</a></span></span></b></span><span class="MsoHyperlink"><span style="color: windowtext; text-decoration: none; text-underline: none;"><o:p></o:p></span></span></div>
<div class="MsoNormal" style="background: white; vertical-align: baseline;">
<span class="MsoHyperlink"><b><span style="text-decoration: none; text-underline: none;"><br /></span></b></span></div>
<div class="MsoNormal">
Aside from making valuable contacts, attendees can expect to
leave with a firm grasp of the latest opportunities and threats facing the
industry, with leaders across all areas of travel presenting their answers to
the most pressing questions including: <o:p></o:p></div>
<div class="MsoListParagraphCxSpFirst" style="background: white; line-height: normal; mso-list: l0 level1 lfo1; text-indent: -18.0pt; vertical-align: baseline;">
</div>
<ul style="text-align: left;">
<li><span style="font-size: 7pt; font-stretch: normal; font-variant-east-asian: normal; font-variant-numeric: normal; line-height: normal;"> </span><span style="text-indent: -18pt;">Delivering
a superior CX to delight customers at every turn</span></li>
<li><span style="font-size: 7pt; font-stretch: normal; font-variant-east-asian: normal; font-variant-numeric: normal; line-height: normal;"> </span><span style="text-indent: -18pt;">Personalization
in marketing and driving ancillary revenue</span></li>
<li><span style="font-size: 7pt; font-stretch: normal; font-variant-east-asian: normal; font-variant-numeric: normal; line-height: normal;"> </span><span style="text-indent: -18pt;">Navigating
the crowded field of distribution</span></li>
<li><span style="font-size: 7pt; font-stretch: normal; font-variant-east-asian: normal; font-variant-numeric: normal; line-height: normal;"> </span><span style="text-indent: -18pt;">The
intersection of the world of loyalty and your digital strategy</span></li>
<li><span style="font-size: 7pt; font-stretch: normal; font-variant-east-asian: normal; font-variant-numeric: normal; line-height: normal;"> </span><span style="text-indent: -18pt;">The
future of CX when it comes to travel tech</span></li>
<li><span style="font-stretch: normal; font-variant-east-asian: normal; font-variant-numeric: normal; line-height: normal;"> </span><span style="font-size: 7pt; font-stretch: normal; font-variant-east-asian: normal; font-variant-numeric: normal; line-height: normal;"> </span><span style="text-indent: -18pt;">Artificial
intelligence in travel – going beyond the hype; and much more!</span></li>
</ul>
<!--[if !supportLists]--><br />
<div class="MsoNormal" style="background: white; line-height: normal; vertical-align: baseline;">
<span style="mso-fareast-font-family: "Times New Roman";">Hear case
studies and practical insights from the game-changers in travel, and ditch the
myths about buzzwords such as personalization, AI, Blockchain, and more –
finally come to grips with the truth to enhance your strategy in 2019 and
beyond. <o:p></o:p></span></div>
<div class="MsoNormal" style="background: white; line-height: normal; vertical-align: baseline;">
<span style="mso-fareast-font-family: "Times New Roman";"><br /></span></div>
<span style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-bidi-font-family: Calibri; mso-bidi-theme-font: minor-latin; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">There's plenty to be nervous about
when it comes to enabling a frictionless CX, but don’t let the future scare you
– <i style="mso-bidi-font-style: normal;">The last chance discount expires at the
end of this week (Friday 21<sup>st</sup> Sep!) so <span class="MsoHyperlink"><a href="https://events.eyefortravel.com/travel-distribution-summit-north-america/register.php">click
here to secure your spot now</a></span>.<o:p></o:p></i></span><br />
<span style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-bidi-font-family: Calibri; mso-bidi-theme-font: minor-latin; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;"><i style="mso-bidi-font-style: normal;"><br /></i></span>
<span style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-bidi-font-family: Calibri; mso-bidi-theme-font: minor-latin; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">It’s not too late yet, so don’t risk
on missing out on insights that will propel your business forward. <o:p></o:p></span><br />
<div class="MsoNormal" style="line-height: 14.0pt; margin-bottom: 7.0pt; margin-left: 0cm; margin-right: 0cm; margin-top: 3.0pt;">
<span style="mso-bidi-font-family: Calibri; mso-bidi-theme-font: minor-latin; mso-fareast-language: EN-GB;">Contact the team
directly at – <a href="mailto:renu@eyefortravel.com"><span style="color: windowtext; text-decoration: none; text-underline: none;">renu@eyefortravel.com</span></a><span style="mso-spacerun: yes;"> </span><o:p></o:p></span></div>
<div class="MsoNormal" style="line-height: 14.0pt; margin-bottom: 7.0pt; margin-left: 0cm; margin-right: 0cm; margin-top: 3.0pt;">
<span style="mso-bidi-font-family: Calibri; mso-bidi-theme-font: minor-latin; mso-fareast-language: EN-GB;"><span style="mso-spacerun: yes;"><br /></span></span></div>
<div class="MsoNormal" style="line-height: 14.0pt; margin-bottom: 7.0pt; margin-left: 0cm; margin-right: 0cm; margin-top: 3.0pt;">
<span style="mso-bidi-font-family: Calibri; mso-bidi-theme-font: minor-latin; mso-fareast-language: EN-GB;">EyeforTravel is a
community where the world's top online travel brands – from hotels to airlines,
online travel agents, cruise, car hire firms and more – come to meet to drive
forward growth and innovation in the industry. We aim to provide you with
industry focused news, events, reports, updates and information. EyeforTravel
Limited is a registered company. The Company Registration number is 06286442.
It is also registered in England & Wales. Registered office is 7-9 Fashion
Street, London E1 6PX, United Kingdom.<o:p></o:p></span></div>
<div class="MsoNormal" style="line-height: 14.0pt; margin-bottom: 7.0pt; margin-left: 0cm; margin-right: 0cm; margin-top: 3.0pt;">
<span style="mso-bidi-font-family: Calibri; mso-bidi-theme-font: minor-latin; mso-fareast-language: EN-GB;"><br /></span></div>
<div class="MsoNormal" style="line-height: 14.0pt; margin-bottom: 7.0pt; margin-left: 0cm; margin-right: 0cm; margin-top: 3.0pt;">
<span style="mso-bidi-font-family: Calibri; mso-bidi-theme-font: minor-latin; mso-fareast-language: EN-GB;">Renu Kannu<o:p></o:p></span></div>
<div class="MsoNormal" style="line-height: 14.0pt; margin-bottom: 7.0pt; margin-left: 0cm; margin-right: 0cm; margin-top: 3.0pt;">
<span style="mso-bidi-font-family: Calibri; mso-bidi-theme-font: minor-latin; mso-fareast-language: EN-GB;">EyeForTravel |
Project and Research Director (+ 44 747 118 7217 |<a href="mailto:renu@eyefortravel.com"><span style="color: windowtext; text-decoration: none; text-underline: none;">renu@eyefortravel.com</span></a>)<o:p></o:p></span></div>
<div class="MsoNormal">
<br /></div>
<br /></div>
EyeforTravelhttp://www.blogger.com/profile/13585574813834791963noreply@blogger.comtag:blogger.com,1999:blog-1369440891119854909.post-42656836022426113732018-09-04T19:13:00.000+01:002018-09-04T19:13:25.317+01:00Online travel and the customer experience: Is your organization's strategy equipped for 2018 and beyond?<div dir="ltr" style="text-align: left;" trbidi="on">
<br />
<span style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-bidi-font-family: Calibri; mso-bidi-theme-font: minor-latin; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;"><span style="font-family: Trebuchet MS, sans-serif;">2018 really seems to be flying by, and
that’s not the only scary thing.<o:p></o:p></span></span><br />
<span style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-bidi-font-family: Calibri; mso-bidi-theme-font: minor-latin; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;"><span style="font-family: Trebuchet MS, sans-serif;"><br /></span></span>
<span style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-bidi-font-family: Calibri; mso-bidi-theme-font: minor-latin; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;"><span style="font-family: Trebuchet MS, sans-serif;">Delivering a frictionless customer
experience is, and it continues to keep travel executives up at night. The
online landscape is constantly evolving, disruption is abundant, and the
customers of today are more demanding than ever before. <em>Is your
organization’s CX strategy equipped for 2018 and beyond? </em><o:p></o:p></span></span><br />
<span style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-bidi-font-family: Calibri; mso-bidi-theme-font: minor-latin; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;"><em><span style="font-family: Trebuchet MS, sans-serif;"><br /></span></em></span>
<span style="font-family: Trebuchet MS, sans-serif;"><strong>Benchmark
your CX strategy once and for all, at EyeforTravel North America 2018: </strong><span style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-bidi-font-family: Calibri; mso-bidi-theme-font: minor-latin; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;"><o:p></o:p></span></span><br />
<ul type="disc">
<li class="MsoNormal" style="line-height: normal; mso-list: l0 level1 lfo1; mso-margin-bottom-alt: auto; mso-margin-top-alt: auto; tab-stops: list 36.0pt;"><span style="font-family: Trebuchet MS, sans-serif;"><strong>What do you need to be looking out for in
2019 and beyond?</strong><span style="mso-bidi-font-family: Calibri; mso-bidi-theme-font: minor-latin; mso-fareast-font-family: "Times New Roman";"> Hear from
Barry Goldstein, Executive VP & Chief Commercial Officer at <strong>Wyndham
Hotels & Resorts</strong> as he takes attendees through the
threats and opportunities in travel, and more importantly the collision of
distribution, marketing and digital<o:p></o:p></span></span></li>
<li class="MsoNormal" style="line-height: normal; mso-list: l0 level1 lfo1; mso-margin-bottom-alt: auto; mso-margin-top-alt: auto; tab-stops: list 36.0pt;"><span style="font-family: Trebuchet MS, sans-serif;"><strong>Want to hear from leading travel brands
who have excelled in their CX strategies: </strong><span style="mso-bidi-font-family: Calibri; mso-bidi-theme-font: minor-latin; mso-fareast-font-family: "Times New Roman";">Get insider tips from<strong> Caesars
Corporation, Jet Blue Tech Ventures, </strong>and <strong>Hopper; </strong>who
have delighted customers at every touchpoint. Hear case studies from
brands who’ve not just done it but nailed it!<o:p></o:p></span></span></li>
</ul>
<span style="font-family: Trebuchet MS, sans-serif;"><span class="MsoHyperlink"><span style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-bidi-font-family: Calibri; mso-bidi-theme-font: minor-latin; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;"><a href="https://protect-eu.mimecast.com/s/0vnFC3lYkiG4GoUgINvc?domain=events.eyefortravel.com">Click
here to get the most up-to-date info on our world-class attendee list</a></span></span><span style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-bidi-font-family: Calibri; mso-bidi-theme-font: minor-latin; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;"><o:p></o:p></span></span><br />
<ul type="disc">
<li class="MsoNormal" style="line-height: normal; mso-list: l1 level1 lfo2; mso-margin-bottom-alt: auto; mso-margin-top-alt: auto; tab-stops: list 36.0pt;"><span style="font-family: Trebuchet MS, sans-serif;"><strong>You’ve heard the saying ‘personalization
is king’, but what does this mean? </strong><span style="mso-bidi-font-family: Calibri; mso-bidi-theme-font: minor-latin; mso-fareast-font-family: "Times New Roman";">Hear
from <strong>Wyndham
Hotels & Resorts, Marriott</strong>, <strong>Spirit
Airlines</strong> and <strong>MyFlightSearch</strong> as they
take you through their multi-channel engagement strategy, using data to
personalize and successfully driving loyalty to their businesses<o:p></o:p></span></span></li>
<li class="MsoNormal" style="line-height: normal; mso-list: l1 level1 lfo2; mso-margin-bottom-alt: auto; mso-margin-top-alt: auto; tab-stops: list 36.0pt;"><span style="font-family: Trebuchet MS, sans-serif;"><strong>Ever thought of taking your CX strategy
to the next level but not quite sure how to? </strong><span style="mso-bidi-font-family: Calibri; mso-bidi-theme-font: minor-latin; mso-fareast-font-family: "Times New Roman";">Learn from <strong>Marriott,
Choice Hotels, and Tesla</strong> as they discuss <em>Reimagining
the Customer Journey and Taking your Brand to the Next Level </em>through
UX, design-led innovation and tech innovation to give your business an
edge<o:p></o:p></span></span></li>
<li class="MsoNormal" style="line-height: normal; mso-list: l1 level1 lfo2; mso-margin-bottom-alt: auto; mso-margin-top-alt: auto; tab-stops: list 36.0pt;"><span style="font-family: Trebuchet MS, sans-serif;"><strong>Ditch the myths about AI, VR, and Mobile
Messaging: </strong><span style="mso-bidi-font-family: Calibri; mso-bidi-theme-font: minor-latin; mso-fareast-font-family: "Times New Roman";">Listen to
what <strong>Google,
Cathay Pacific, and</strong> <strong>CruiseBe</strong> have to say in
these emerging tech sessions and come to grips with the truth<o:p></o:p></span></span></li>
</ul>
<span style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-bidi-font-family: Calibri; mso-bidi-theme-font: minor-latin; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;"><span style="font-family: Trebuchet MS, sans-serif;">There's plenty to be nervous about
when it comes to enabling a frictionless CX, but don’t let the future scare
you.<o:p></o:p></span></span><br />
<span style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-bidi-font-family: Calibri; mso-bidi-theme-font: minor-latin; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;"><span style="font-family: Trebuchet MS, sans-serif;"><br /></span></span>
<span style="font-family: Trebuchet MS, sans-serif;"><span class="MsoHyperlink"><span style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-bidi-font-family: Calibri; mso-bidi-theme-font: minor-latin; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;"><a href="https://protect-eu.mimecast.com/s/XP3SC48WlSm8mEtxaVm5?domain=events.eyefortravel.com">Attend
the EyeforTravel North America Summit (Oct 18 – 19, Las Vegas)</a></span></span><span style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-bidi-font-family: Calibri; mso-bidi-theme-font: minor-latin; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;"> and leave with a firm grip on the
latest opportunities and threats you need to be aware of. Take back top-class
insights from travel’s leading influencers and implement them as soon as you’re
back in the office.<o:p></o:p></span></span><br />
<span style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-bidi-font-family: Calibri; mso-bidi-theme-font: minor-latin; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;"><span style="font-family: Trebuchet MS, sans-serif;"><br /></span></span>
<div class="MsoNormal" style="line-height: normal;">
<span style="font-family: Trebuchet MS, sans-serif;"><span style="font-size: 12pt;">Contact the team
directly at – </span><span style="font-size: 12pt;"><a href="mailto:renu@eyefortravel.com"><span style="color: windowtext; text-decoration-line: none;">renu@eyefortravel.com</span></a></span><span style="font-size: 12pt;"> </span><span style="font-size: 12pt;"> </span><span style="font-size: 12pt;"><o:p></o:p></span></span></div>
<div class="MsoNormal" style="line-height: normal;">
<span style="font-family: Trebuchet MS, sans-serif;"><span style="font-size: 12pt;"><br /></span></span></div>
<br />
<div class="MsoNormal" style="line-height: 14.0pt; margin-bottom: 7.0pt; margin-left: 0cm; margin-right: 0cm; margin-top: 3.0pt;">
<span style="font-size: 12pt;"><span style="font-family: Trebuchet MS, sans-serif;">EyeforTravel is a community where the world's top
online travel brands – from hotels to airlines, online travel agents, cruise,
car hire firms and more – come to meet to drive forward growth and innovation
in the industry. We aim to provide you with industry focused news, events,
reports, updates and information. EyeforTravel Limited is a registered company.
The Company Registration number is 06286442. It is also registered in England &
Wales. Registered office is 7-9 Fashion Street, London E1 6PX, United Kingdom.<o:p></o:p></span></span></div>
<div class="MsoNormal" style="line-height: 14.0pt; margin-bottom: 7.0pt; margin-left: 0cm; margin-right: 0cm; margin-top: 3.0pt;">
<span style="font-size: 12pt;"><span style="font-family: Trebuchet MS, sans-serif;">Renu Kannu<o:p></o:p></span></span></div>
<div class="MsoNormal" style="line-height: 14.0pt; margin-bottom: 7.0pt; margin-left: 0cm; margin-right: 0cm; margin-top: 3.0pt;">
<span style="font-family: Trebuchet MS, sans-serif;"><span style="font-size: 12pt;">EyeForTravel | Project and Research Director (+ 44
20 7375 7197 |</span><span style="font-size: 12pt;"><a href="mailto:renu@eyefortravel.com"><span style="color: windowtext; text-decoration-line: none;">renu@eyefortravel.com</span></a></span><span style="font-size: 12pt;">)</span></span><span style="font-family: "Calibri Light",sans-serif; font-size: 12.0pt; mso-ascii-theme-font: major-latin; mso-bidi-theme-font: major-latin; mso-hansi-theme-font: major-latin;"><o:p></o:p></span></div>
<br />
<div class="MsoNormal">
<br /></div>
<br />
<div class="MsoNormal">
<br /></div>
<br /></div>
EyeforTravelhttp://www.blogger.com/profile/13585574813834791963noreply@blogger.comtag:blogger.com,1999:blog-1369440891119854909.post-73288814653234668032018-09-04T09:30:00.000+01:002018-09-04T09:30:08.365+01:00Content and Social Critical to Converting Travelers<div dir="ltr" style="text-align: left;" trbidi="on">
<br />
<div class="MsoNormal">
<b>Content and social media distribution are vital to reaching
and converting travellers finds a new report from EyeforTravel, <a href="http://1.eyefortravel.com/LP=21727?extsource=pr" target="_blank">which can bedownloaded for free now</a>. <o:p></o:p></b></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
Quality content marketing and a strong social media presence
is helping brands build loyal customer bases and underpinning more effective
sales and marketing funnels according to EyeforTravel’s new Converting the
Customer report, <a href="http://1.eyefortravel.com/LP=21727?extsource=pr" target="_blank">which can be downloaded here</a>. <o:p></o:p></div>
<div class="MsoNormal">
<div class="separator" style="clear: both; text-align: center;">
<a href="http://1.eyefortravel.com/LP=21727?extsource=pr" target="_blank"><img border="0" data-original-height="547" data-original-width="848" height="411" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhqXj0jZXv_6Lcwt3cTfBqaIzhxzHS_Ecm82MNbL5it8YH7kFD1BN3XBEoeNqSbXqN5WOiqeHJRRwhhSbzEbzSzE_8ZvgGx47es_DMYOeAjiivqO4NaETWssW6nBStpk6PrpgpWFmgJZa8/s640/PR+social.jpg" width="640" /></a></div>
<br /></div>
<div class="MsoNormal">
Strong content can not only be used to make travellers aware
of a destination or brand but it also gives brands critical clues about
consumer intent that can then be used to build out their marketing. Combining
this effectively with social media strategy and sharing tools turbocharges it
and is giving brands a critical edge.<span style="mso-spacerun: yes;"> </span><o:p></o:p><br />
<br /></div>
<div class="MsoNormal">
<span lang="EN-US" style="mso-ansi-language: EN-US;">“What
helped us boost conversion is that we managed to build up a sustainable brand
loyalty over social media so people are in contact with our brand every day or
when they see things in their news feed,” says David Armstrong, CEO of
HolidayPirates. “That’s why we have managed to have a lot of brand traffic and
organic traffic on our website and on our mobile app, which helps conversion.” <o:p></o:p></span></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
<a href="https://www.blogger.com/null" name="_Case_Study:_HolidayPirates"></a><span lang="EN-US" style="line-height: 107%; mso-ansi-language: EN-US; mso-bidi-font-family: Calibri; mso-bidi-font-size: 12.0pt; mso-bidi-theme-font: minor-latin;">HolidayPirates,
however, has taken social to another level building its brand almost entirely
through the medium. “We invest in content and viral content on social media
[and] after six years we have over 30 million monthly visits, almost 10 million
Facebook fans, over 10 million app downloads and last year an estimated TTV
[total transaction value] of €362m,” <span class="MsoHyperlink"><a href="https://www.eyefortravel.com/mobile-and-technology-social-media-and-marketing-revenue-and-data-management-distribution-32"><span style="mso-spacerun: yes;"> </span>Armstrong told the EyeforTravel Europe summit
2018</a></span>. This growth has come despite not spending anything on search
engine marketing and last year, his business reckons it only paid for 7% of its
traffic.<o:p></o:p></span></div>
<div class="MsoNormal">
<br />
<iframe allow="autoplay; encrypted-media" allowfullscreen="" frameborder="0" height="315" src="https://www.youtube.com/embed/qYkHWhWrMlY" width="560"></iframe>
</div>
<div class="MsoNormal">
<span lang="EN-US" style="line-height: 107%; mso-ansi-language: EN-US; mso-bidi-font-family: Calibri; mso-bidi-font-size: 12.0pt; mso-bidi-theme-font: minor-latin;">It helped, he said, that the business started as a
travel blog recommending fantastic deals. Now, algorithms and technology do
much of this leg work, and the results are posted on social media to hook in
customers and stimulate viral sharing.<o:p></o:p></span></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
<span lang="EN-US" style="line-height: 107%; mso-ansi-language: EN-US; mso-bidi-font-family: Calibri; mso-bidi-font-size: 12.0pt; mso-bidi-theme-font: minor-latin;">“Our recipe for virality has four components – an
entertaining tone of voice, transparency, to be relevant with content deals and
a call to action, and being controversial to foster engagement,” he added. “You
have to inspire people.”<o:p></o:p></span></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
<span lang="EN-US" style="line-height: 107%; mso-ansi-language: EN-US; mso-bidi-font-family: Calibri; mso-bidi-font-size: 12.0pt; mso-bidi-theme-font: minor-latin;">This shows that social media advertising and viral
content can draw eyes to you, even if you are a smaller operator, such as Eurail,
which sells all-in-one train tickets for Europe.<o:p></o:p></span></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
<span lang="EN-US" style="line-height: 107%; mso-ansi-language: EN-US; mso-bidi-font-family: Calibri; mso-bidi-font-size: 12.0pt; mso-bidi-theme-font: minor-latin;">“Our struggle is our brand awareness,” said Roel
Verhagen, head of e-commerce. “We are not top of mind when you think about
travel…but we do have 2,500,000 in traffic a month. Our return on -investment
on ad spend is hugely important.”<o:p></o:p></span></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
<span lang="EN-US" style="line-height: 107%; mso-ansi-language: EN-US; mso-bidi-font-family: Calibri; mso-bidi-font-size: 12.0pt; mso-bidi-theme-font: minor-latin;">They came up with the marketing idea of creating two
videos telling the story of a pair who met by chance in Amsterdam and travelled
Europe together – with longer-play and short versions for paid adverts and
social media pages. At the same time, the team started using Facebook Pixel to
track customer response to this advertising and finding out where people fell
out of the funnel through seven stages, from being made aware of Eurail, to
having purchased a ticket.<o:p></o:p></span></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
<span lang="EN-US" style="line-height: 107%; mso-ansi-language: EN-US; mso-bidi-font-family: Calibri; mso-bidi-font-size: 12.0pt; mso-bidi-theme-font: minor-latin;">“At a certain moment, the return on advertising spend
was better on our own channels like Facebook, and we had success with the
engagement rate,” says Verhagen. The videos of Chloe’s story and Justin’s story
rose to 11 million views, and now the next video is in production with the firm
Boomerang, and a permanent part of marketing policy.<o:p></o:p></span></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
<span lang="EN-US" style="line-height: 107%; mso-ansi-language: EN-US; mso-bidi-font-family: Calibri; mso-bidi-font-size: 12.0pt; mso-bidi-theme-font: minor-latin;">Adding social and review functionality onto your
digital experience doesn’t have to be intimidating either. A growing number of
new digital media companies in this space allow smart partnerships to help
host, monitor and improve social interactions.<o:p></o:p></span></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
<span lang="EN-US" style="line-height: 107%; mso-ansi-language: EN-US; mso-bidi-font-family: Calibri; mso-bidi-font-size: 12.0pt; mso-bidi-theme-font: minor-latin;">Dan Christian, chief digital officer of The Travel
Corporation, believes in harnessing the potential of advertising via social
media recommendation. “Mary Meeker’s latest trend report says selling on social
platforms is very real – people see social content and make purchases,” <span class="MsoHyperlink"><a href="https://www.eyefortravel.com/mobile-and-technology-social-media-and-marketing-revenue-and-data-management-distribution-26">he
told the EyeforTravel Europe Summit 2018 in London</a></span>. “We were looking
to get all of our travel directors active on social media.”<o:p></o:p></span></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
<span lang="EN-US" style="line-height: 107%; mso-ansi-language: EN-US; mso-bidi-font-family: Calibri; mso-bidi-font-size: 12.0pt; mso-bidi-theme-font: minor-latin;">For his group – comprising 30 international brands –
the solution was a partnership with a Toronto-based start-up, PostBeyond, which
connects enthusiastic employee advocates with potential customers on social
media, and Feefo, an independent online review site.<o:p></o:p></span></div>
<div class="MsoNormal">
<br /></div>
<iframe allow="autoplay; encrypted-media" allowfullscreen="" frameborder="0" height="315" src="https://www.youtube.com/embed/L701CP1JZS8" width="560"></iframe>
<br />
<div class="MsoNormal">
<span lang="EN-US" style="line-height: 107%; mso-ansi-language: EN-US; mso-bidi-font-family: Calibri; mso-bidi-font-size: 12.0pt; mso-bidi-theme-font: minor-latin;">“PostBeyond was a tool that our team could use and
with one click could share – their SaaS [software as a service] model worked
perfectly. We also needed user generated reviews – independent reviews from
people who had been on our trip [with Feefo]. We see consumer behavior changing
and we won’t be relevant if we aren’t where they are spending their time, and
we need the tools to do that.”<o:p></o:p></span></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
<span lang="EN-US" style="line-height: 107%; mso-ansi-language: EN-US; mso-bidi-font-family: Calibri; mso-bidi-font-size: 12.0pt; mso-bidi-theme-font: minor-latin;">These case studies from the report demonstrate that
content and social are intertwined with success in the marketing funnel for brands
of all shapes and sizes. </span>To learn more about how to drive up your
conversion rates and revenues download the new <i style="mso-bidi-font-style: normal;">Converting the Customer</i> report for free now by clicking here. This
report includes findings on:<o:p></o:p></div>
<div class="MsoNormal">
</div>
<ul style="text-align: left;">
<li>How to measure and understand intent to purchase.</li>
<li>What content and marketing will drive up conversions.</li>
<li>How to retarget and remarket in a way that brings
customers back.</li>
<li>How to use different channels effectively.</li>
<li>Why social proof is critical and how it can
dramatically raise revenues.</li>
</ul>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
</div>
<div class="MsoNormal">
<span lang="EN-US" style="line-height: 107%; mso-ansi-language: EN-US; mso-bidi-font-family: Calibri; mso-bidi-font-size: 12.0pt; mso-bidi-theme-font: minor-latin;">This report is part of our Behavioral Analytics Report
Series, where we seek to uncover how brands can understand the modern traveler
to drive higher conversion rates, lower acquisition costs, and ultimately give
them the best possible product at the right price. You can find the first
report, <span class="MsoHyperlink"><a href="https://www.eyefortravel.com/social-media-and-marketing/understanding-travel-consumer">Understanding
the Travel Consumer by clicking here</a></span>. You can also <span class="MsoHyperlink"><a href="http://1.eyefortravel.com/LP=3387">sign up to
EyeforTravel’s newsletter</a></span> to be notified when our third report in
the series, which covers dynamic and personalized pricing, is released. <o:p></o:p></span></div>
<br /></div>
EyeforTravelhttp://www.blogger.com/profile/13585574813834791963noreply@blogger.comtag:blogger.com,1999:blog-1369440891119854909.post-6382976056672115162018-08-30T09:30:00.000+01:002018-08-30T09:30:00.522+01:00Why It Can Pay to Be Counterintuitive in Travel Marketing and Sales<div dir="ltr" style="text-align: left;" trbidi="on">
<div class="MsoNormal">
<b>Travel brands are discovering that driving up conversions
requires counterintuitive design and a smart approach to testing<o:p></o:p></b></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
For almost every travel brand, their marketing and sales
funnel is extremely porous, with consumers dropping out at every stage and low
numbers eventually turning into bookings. Pushing up conversion rates isn’t
straightforward either, find EyeforTravel’s new <i>Converting the Customer</i> report, <a href="http://1.eyefortravel.com/LP=21727?extsource=pr" target="_blank">which is free to download now</a>. To
succeed, designers, webmasters and analysts will need to be ready to take a journey
into the sometimes illogical and counterintuitive world of marketing and sales
psychology.<br />
<br /></div>
<div class="MsoNormal">
<div style="clear: left; float: left; margin-bottom: 1em; margin-right: 1em;">
<img border="0" data-original-height="1403" data-original-width="991" height="400" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjQMYjQYTBqOu3FzxAxuQg_AQVW1-U7kmLU63ihj2NamQRE_cteQyb2UytgeNm3WAZ3N9xAcVE5voowrgCKtPDBnE1xV3JKZp7kmXoULvmkjBYV-8ICdLheZeylb392Kso1s87Y8C6w8gQ/s400/Converting+the+Customer+front+cover.jpg" width="282" /><a href="http://1.eyefortravel.com/LP=21727?extsource=pr" target="_blank">http://1.eyefortravel.com/LP=21727?extsource=pr</a>Understanding what does and doesn’t work all starts with a
strong base in thorough testing. Steven Consiglio, product performance manager
at Booking.com, said that it always has “countless, ever-present” different
versions of its site on trial and uses A/B testing to measure the success rate
of one version against another.<o:p></o:p></div>
</div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
“Most of the concrete opinions we’ve brought to the table
have been wrong,” he says. “In terms of hypotheses, we do worse than a coin
flip on things that we feel will improve the guest experience – it really
speaks to the importance of a testing culture. We added a shadow to the
Booking.com search box and conversion increased. There are a hundred of those
[kinds of example] that are nonsensical.”<o:p></o:p></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
<span lang="EN-US" style="line-height: 107%; mso-ansi-language: EN-US; mso-bidi-font-family: Calibri; mso-bidi-font-size: 12.0pt; mso-bidi-theme-font: minor-latin;">Sam Nazari, head of solutions engineering at Sentient
Technologies</span> also finds that small changes can add up but trying to
second guess which ones or why is borderline impossible: “One of our clients
decided to reverse the payment and address fields. So instead of the customer
filling out the address and the payment field, let them start with the payments
and then the address field. We don’t necessarily know why, but our AI told us
that that variation is a top performer.”<o:p></o:p></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
He has also found that it can even pay to create an ugly
website! “Abub Media tested very odd colors, and non-obvious combinations of
colours were actually the best performing design. So, a pink background and
perform widget, a white call to action with black text and a lime green banner
was a top performer. They call it the ugly widget creator! We generated that
design, and it was a 45% lift [in bookings] over [the] control.”<o:p></o:p></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
Product choices and menus are also a place where travel
brands need to apply testing and psychological know-how. Normally, putting in
more product choices and steps before the final checkout leads to noticeable
drop out at each stage and reduces conversion and revenues. However, by
optimising the choice presented to the consumer, there are times when this is
not the case and counterintuitively the opposite is true. <o:p></o:p></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
Take easyjet for example. They introduced new baggage
options in 2018, offering consumers 15kg, 23kg and 26kg hold bag choices. This
would seem to go against the grain of reducing cognitive load for the consumer
by adding more choices in this instance. However, through site optimization,
menu design, and some clever psychological pricing, this is paying off. Whilst
the jump from a 15kg hold bag to a 23kg hold bag costs a few pounds or euros,
the 26kg bag cost over 60% in the example we looked at on their website in
August 2018. This is a classic pricing trick that makes the consumer assume the
middle option is the best value, with the 26kg option essentially a redundant
option, and the 15kg option acting as an anchor price to emphasise the value of
the 23kg hold bag. <o:p></o:p></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
These are all examples of why it is important not to assume
your logic is the same as the customers and to examine any attempt to lift
conversion through comprehensive testing. Whilst changing small items, such as
the colour of the call-to-action, the position of menu items, or the wording
behind ancillary sales items, can seem small and nonsensical, adding them all
up can make a real difference to the bottom line. It therefore pays to test the
counterintuitive and go against your instincts in the pursuit of higher
conversion rates. <o:p></o:p></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
To learn more about how to drive up your conversion rates
and revenues <a href="http://1.eyefortravel.com/LP=21727?extsource=pr" target="_blank">download the new Converting the Customer report for free now by clicking here</a>. This report includes
findings on:<o:p></o:p></div>
<br />
<div class="MsoNormal">
</div>
<ul style="text-align: left;">
<li>How to measure and understand intent to purchase.</li>
<li>What content and marketing will drive up conversions.</li>
<li>How to retarget and remarket in a way that brings
customers back.</li>
<li>How to use different channels effectively.</li>
<li>Why social proof is critical and how it can
dramatically raise revenues.</li>
</ul>
<br />
<div class="MsoNormal">
<span lang="EN-US" style="line-height: 107%; mso-ansi-language: EN-US; mso-bidi-font-family: Calibri; mso-bidi-font-size: 12.0pt; mso-bidi-theme-font: minor-latin;">This report is part of our Behavioral Analytics Report
Series, where we seek to uncover how brands can understand the modern traveler
to drive higher conversion rates, lower acquisition costs, and ultimately give
them the best possible product at the right price. You can find the first
report, <span class="MsoHyperlink"><a href="https://www.eyefortravel.com/social-media-and-marketing/understanding-travel-consumer">Understanding
the Travel Consumer by clicking here</a></span>. You can also <span class="MsoHyperlink"><a href="http://1.eyefortravel.com/LP=3387">sign up to
EyeforTravel’s newsletter</a></span> to be notified when our third report in
the series, which covers dynamic and personalized pricing, is released. <o:p></o:p></span></div>
<br /></div>
EyeforTravelhttp://www.blogger.com/profile/13585574813834791963noreply@blogger.comtag:blogger.com,1999:blog-1369440891119854909.post-26767012426128257372018-08-28T14:30:00.000+01:002018-08-28T14:30:13.894+01:00Google, Facebook, Twitter and Pinterest – Silicon Valley Powerhouses Confirm Participation at The Eyefortravel North America Summit 2018<div dir="ltr" style="text-align: left;" trbidi="on">
<br />
<div class="MsoNormal">
As the travel industry moves into new digital arenas, four
of tech’s biggest brands; Facebook, Twitter, Pinterest & Google, have
confirmed attendance at the EyeforTravel North America Summit - to take place on
<b style="mso-bidi-font-weight: normal;">October 18-19 at the Mandalay Bay in Las
Vegas</b>. With the likes of Wyndham Hotels & Resorts, Marriott International,
American Airlines and Accor Hotels also appearing on the speaker line-up, the
20<sup>th</sup> Annual North America Summit is undoubtedly the year’s most
prestigious travel conference. <o:p></o:p></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
Meet the biggest names in tech and gain a stronger
understanding of how to enact an effective social media and content marketing
strategy. Hear from those travel companies succeeding in integrating the latest
technological innovations into their business plans and learn how they have
used these tools to capture data, own the booking and boost profits. <o:p></o:p></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
<span class="MsoHyperlink"><span style="background: white; border: none windowtext 1.0pt; color: #665ed0; mso-border-alt: none windowtext 0cm; padding: 0cm; text-decoration: none; text-underline: none;"><span style="color: #665ed0; text-decoration: none; text-underline: none;"><a href="http://1.eyefortravel.com/LP=20203?utm_source=Renu&utm_medium=email&utm_campaign=vegasbddownload" target="_blank">Click here to view the line-up of the year you just cannot afford to
miss!</a></span></span></span><o:p></o:p></div>
<div class="MsoNormal">
<span class="MsoHyperlink"><span style="background: white; border: none windowtext 1.0pt; color: #665ed0; mso-border-alt: none windowtext 0cm; padding: 0cm; text-decoration: none; text-underline: none;"><br /></span></span></div>
<div class="MsoNormal">
<b style="mso-bidi-font-weight: normal;">What will the tech
giants be covering this October?<o:p></o:p></b></div>
<div class="MsoListParagraph" style="mso-list: l0 level1 lfo1; text-indent: -18.0pt;">
</div>
<ul style="text-align: left;">
<li>·<span style="font-size: 7pt; font-stretch: normal; font-variant-east-asian: normal; font-variant-numeric: normal; line-height: normal;"> </span><b style="text-indent: -18pt;">Facebook’s
</b><span style="text-indent: -18pt;">Industry Manager for Travel,</span><b style="text-indent: -18pt;"> Kate
Hamill </b><span style="text-indent: -18pt;">will be covering the power of open API partnerships and evaluating
the best distribution partnerships required to diversify your revenue
portfolio.</span><b style="text-indent: -18pt;"> </b><span style="text-indent: -18pt;">Joining her in this
session are </span><b style="text-indent: -18pt;">CIE Tours</b><span style="text-indent: -18pt;">’ CCO</span><b style="text-indent: -18pt;">, Susan Black</b><span style="text-indent: -18pt;">, and </span><b style="text-indent: -18pt;">Hotwire</b><span style="text-indent: -18pt;">’s Director</span><b style="text-indent: -18pt;"> </b><span style="text-indent: -18pt;">of UX
Research, </span><b style="text-indent: -18pt;">Clay Newton</b><span style="text-indent: -18pt;">.</span></li>
<li>·<span style="font-size: 7pt; font-stretch: normal; font-variant-east-asian: normal; font-variant-numeric: normal; line-height: normal;"> </span><b style="text-indent: -18pt;">Google</b><span style="text-indent: -18pt;">’s
Global Head of Business Development in Carrier Messaging</span><b style="text-indent: -18pt;">, Todd Parker</b><span style="text-indent: -18pt;"> will be discussing the next era of mobile messaging
for travel</span></li>
<li>·<span style="font-size: 7pt; font-stretch: normal; font-variant-east-asian: normal; font-variant-numeric: normal; line-height: normal;"> </span><b style="text-indent: -18pt;">Pinterest</b><span style="text-indent: -18pt;">’s
Vertical Strategy Lead for Tech, Travel, & Telco, </span><b style="text-indent: -18pt;">Nicolette Harper </b><span style="text-indent: -18pt;">and </span><b style="text-indent: -18pt;">Sakshi Chadha, </b><span style="text-indent: -18pt;">Partnerships</span><span style="text-indent: -18pt;"> will uncover how travel brands can use Pinterest
to capitalize on pinners who are actively looking for recommendations and how marketers
can use Pinterest to inspire consumers across every aspect of the travel
journey, from dreaming to planning and ultimately booking.</span></li>
<li>·<span style="font-size: 7pt; font-stretch: normal; font-variant-east-asian: normal; font-variant-numeric: normal; line-height: normal;"> </span><b style="text-indent: -18pt;">Twitter</b><span style="text-indent: -18pt;">’s</span><b style="text-indent: -18pt;"> </b><span style="text-indent: -18pt;">Head of Travel & Mobile App
Partnerships, Erin Gilmore will be evaluating how the mobile interface can be
used to maximise personalisation and develop a stronger sense of brand
awareness among consumers. She will be joined by </span><b style="text-indent: -18pt;">Michael Childers</b><span style="text-indent: -18pt;">, Chief Consultant in Content & Media Strategy
at </span><b style="text-indent: -18pt;">Lufthansa Systems</b><span style="text-indent: -18pt;">.</span></li>
</ul>
<!--[if !supportLists]--><o:p></o:p><br />
<div class="MsoListParagraph" style="mso-list: l0 level1 lfo1; text-indent: -18.0pt;">
<o:p></o:p></div>
<div class="MsoListParagraph" style="mso-list: l0 level1 lfo1; text-indent: -18.0pt;">
<o:p></o:p></div>
<div class="MsoListParagraph" style="mso-list: l0 level1 lfo1; text-indent: -18.0pt;">
<o:p></o:p></div>
<div class="MsoNormal">
<span class="MsoHyperlink"><a href="http://1.eyefortravel.com/LP=20203?utm_source=Renu&utm_medium=email&utm_campaign=vegas2">Click
here to receive the latest speaker and agenda updates!</a></span><o:p></o:p></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
Just as the speaker line-up continues to make strides, so
does the attendee list, which is becoming increasingly populated by big
industry players. Among the latest brands to confirm their attendance are <b style="mso-bidi-font-weight: normal;">Expedia Group, Copa Airlines, Accor Hotels
and Royal Resorts.</b> <o:p></o:p></div>
<div class="MsoNormal">
<b style="mso-bidi-font-weight: normal;"><br /></b></div>
<div class="MsoNormal">
Numerous networking opportunities will take place throughout
the duration of the event. EyeforTravel are using the event app Brella this
year – enabling attendees to set up meetings well in advance to make the most
of catching up with industry representatives. <o:p></o:p></div>
<div class="MsoNormal">
<br /></div>
<span class="MsoHyperlink"><span style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-bidi-font-family: Calibri; mso-bidi-theme-font: minor-latin; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;"><a href="https://events.eyefortravel.com/travel-distribution-summit-north-america/attendees.php">Attend
the EyeforTravel North America Summit (Oct 18 – 19, Las Vegas)</a></span></span><span style="font-family: "Verdana",sans-serif; font-size: 10.0pt;"> </span>and leave
with a firm grip on the latest opportunities and threats you need to be aware
of. Take back top-class insights from travel’s leading influencers and
implement them as soon as you’re back in the office.<o:p></o:p><br />
<br />
<b style="mso-bidi-font-weight: normal;">PS. The early bird discount has been
extended for one more week due to popular demand - contact the team directly at
renu@eyefortravel.com to secure your discounted pass and save $200!<o:p></o:p></b><br />
<b style="mso-bidi-font-weight: normal;"><br /></b>
<div class="MsoNormal">
EyeforTravel is a community where the world's top online
travel brands – from hotels to airlines, online travel agents, cruise, car hire
firms and more – come to meet to drive forward growth and innovation in the industry.
We aim to provide you with industry focused news, events, reports, updates and
information. EyeforTravel Limited is a registered company. The Company
Registration number is 06286442. It is also registered in England & Wales.
Registered office is 7-9 Fashion Street, London E1 6PX, United Kingdom.<o:p></o:p></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
<br /></div>
<br /></div>
EyeforTravelhttp://www.blogger.com/profile/13585574813834791963noreply@blogger.comtag:blogger.com,1999:blog-1369440891119854909.post-9891130295346930822018-08-28T09:30:00.001+01:002018-08-28T09:30:01.545+01:00Six Steps to Convert Travel Consumers<div dir="ltr" style="text-align: left;" trbidi="on">
<div class="separator" style="clear: both; text-align: center;">
</div>
<div class="separator" style="clear: both; text-align: center;">
<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEinxZSFu7pDuqmQdf-ypErk1BvwkEs6CH9j6H5a6ofacGVQbmQ2Ha8PrCPyd2Z7w3TbAmRxp23G0dm8HJwkLz69ZzoQiX4UQMkkml8oMjxooxq_JJn3XwOUmMHD2aBp3jQ5qVzyW1mtgfg/s1600/Converting+the+Customer+PR+1.jpg" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" data-original-height="633" data-original-width="953" height="424" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEinxZSFu7pDuqmQdf-ypErk1BvwkEs6CH9j6H5a6ofacGVQbmQ2Ha8PrCPyd2Z7w3TbAmRxp23G0dm8HJwkLz69ZzoQiX4UQMkkml8oMjxooxq_JJn3XwOUmMHD2aBp3jQ5qVzyW1mtgfg/s640/Converting+the+Customer+PR+1.jpg" width="640" /></a></div>
<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhq0peguOQKp8O_QLqDCriItU_rB489tJPixhyphenhyphen3GjKy3hOu4GW30P7rJQNdsjcsGQBVMxySNmeieBG1ql_ySew2THS_J_9L-AEKGQvTxBUgAnfk1YNRvQtIj3gW5vZdrYQlmv1VcA8PDSU/s1600/Converting+the+Customer+PR+1a.jpg" imageanchor="1" style="clear: right; float: right; margin-bottom: 1em; margin-left: 1em;"><br /></a><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhq0peguOQKp8O_QLqDCriItU_rB489tJPixhyphenhyphen3GjKy3hOu4GW30P7rJQNdsjcsGQBVMxySNmeieBG1ql_ySew2THS_J_9L-AEKGQvTxBUgAnfk1YNRvQtIj3gW5vZdrYQlmv1VcA8PDSU/s1600/Converting+the+Customer+PR+1a.jpg" imageanchor="1" style="clear: right; float: right; margin-bottom: 1em; margin-left: 1em;"><br /></a><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhq0peguOQKp8O_QLqDCriItU_rB489tJPixhyphenhyphen3GjKy3hOu4GW30P7rJQNdsjcsGQBVMxySNmeieBG1ql_ySew2THS_J_9L-AEKGQvTxBUgAnfk1YNRvQtIj3gW5vZdrYQlmv1VcA8PDSU/s1600/Converting+the+Customer+PR+1a.jpg" imageanchor="1" style="clear: right; float: right; margin-bottom: 1em; margin-left: 1em;"><br /></a><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhq0peguOQKp8O_QLqDCriItU_rB489tJPixhyphenhyphen3GjKy3hOu4GW30P7rJQNdsjcsGQBVMxySNmeieBG1ql_ySew2THS_J_9L-AEKGQvTxBUgAnfk1YNRvQtIj3gW5vZdrYQlmv1VcA8PDSU/s1600/Converting+the+Customer+PR+1a.jpg" imageanchor="1" style="clear: right; float: right; margin-bottom: 1em; margin-left: 1em;"><br /></a><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhq0peguOQKp8O_QLqDCriItU_rB489tJPixhyphenhyphen3GjKy3hOu4GW30P7rJQNdsjcsGQBVMxySNmeieBG1ql_ySew2THS_J_9L-AEKGQvTxBUgAnfk1YNRvQtIj3gW5vZdrYQlmv1VcA8PDSU/s1600/Converting+the+Customer+PR+1a.jpg" imageanchor="1" style="clear: right; float: right; margin-bottom: 1em; margin-left: 1em;"><img border="0" data-original-height="195" data-original-width="291" height="133" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhq0peguOQKp8O_QLqDCriItU_rB489tJPixhyphenhyphen3GjKy3hOu4GW30P7rJQNdsjcsGQBVMxySNmeieBG1ql_ySew2THS_J_9L-AEKGQvTxBUgAnfk1YNRvQtIj3gW5vZdrYQlmv1VcA8PDSU/s200/Converting+the+Customer+PR+1a.jpg" width="200" /></a><span style="font-family: "arial" , "helvetica" , sans-serif;"><br /><b>EyeforTravel’s new <a href="http://1.eyefortravel.com/LP=21727?extsource=pr" target="_blank">Converting the Customer report</a> reveals six key tactics to push your site’s visitors from lookers to bookers. </b></span><br />
<span style="font-family: "arial" , "helvetica" , sans-serif;"><b><br /></b>Converting a travel customer is a tricky business for any brand but EyeforTravel’s new Converting the Customer report, <a href="http://1.eyefortravel.com/LP=21727?extsource=pr" target="_blank">which is free to download now</a>, is here to help with six key tactics that will help you go from booking bust to a conversion king!<br /><br /><b><u>Test and Test Consistently</u></b><br />What will and won’t succeed in increasing conversions when it comes to site look and layout is frequently not obvious and often frustratingly irrational. A/B testing is a must in this arena, as even the most adept of web designers may miss out on a conversion positive tactic. Note that you will need good levels of traffic to the test pages, especially for more subtle changes to avoid freak results or misleading conclusions. </span><br />
<span style="font-family: "arial" , "helvetica" , sans-serif;"><br /><b><u>Reduce the Steps to the Completing the Booking </u></b></span><br />
<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgQqgvJpjwNjF5LbxkKZX5xglUVqFYQvVzQWITU5rmtGrMZxue0XbxiipFvZq_Tbg4lt76MklBNzbzaEBFgydLXPr8DrbhBvAmQOVnasleNTJ-tNgQatdyOOs_QJxVjq2Ys5GZVUWjk0Dw/s1600/Converting+the+Customer+PR+1b.jpg" imageanchor="1" style="clear: right; float: right; margin-bottom: 1em; margin-left: 1em;"></a><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgQqgvJpjwNjF5LbxkKZX5xglUVqFYQvVzQWITU5rmtGrMZxue0XbxiipFvZq_Tbg4lt76MklBNzbzaEBFgydLXPr8DrbhBvAmQOVnasleNTJ-tNgQatdyOOs_QJxVjq2Ys5GZVUWjk0Dw/s1600/Converting+the+Customer+PR+1b.jpg" imageanchor="1" style="clear: right; float: right; margin-bottom: 1em; margin-left: 1em;"><br /></a><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgQqgvJpjwNjF5LbxkKZX5xglUVqFYQvVzQWITU5rmtGrMZxue0XbxiipFvZq_Tbg4lt76MklBNzbzaEBFgydLXPr8DrbhBvAmQOVnasleNTJ-tNgQatdyOOs_QJxVjq2Ys5GZVUWjk0Dw/s1600/Converting+the+Customer+PR+1b.jpg" imageanchor="1" style="clear: right; float: right; margin-bottom: 1em; margin-left: 1em;"><img border="0" data-original-height="202" data-original-width="175" height="200" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgQqgvJpjwNjF5LbxkKZX5xglUVqFYQvVzQWITU5rmtGrMZxue0XbxiipFvZq_Tbg4lt76MklBNzbzaEBFgydLXPr8DrbhBvAmQOVnasleNTJ-tNgQatdyOOs_QJxVjq2Ys5GZVUWjk0Dw/s200/Converting+the+Customer+PR+1b.jpg" width="173" /></a><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjZtzBPqSyCHr0YZV1S6BHlhwga6ssPsQE45InpweEeAJzvUxgitE29GMIiuonLN3AhFGNrgC4hDv8E-KBtHBX0XyBUpK5M5FNCIdbdkMV5BMn3LiZFzhnIFD_EUr12xCYcD2NIoWu3lpQ/s1600/Converting+the+Customer+PR+1c.jpg" imageanchor="1" style="clear: right; float: right; margin-bottom: 1em; margin-left: 1em;"><br /></a><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjZtzBPqSyCHr0YZV1S6BHlhwga6ssPsQE45InpweEeAJzvUxgitE29GMIiuonLN3AhFGNrgC4hDv8E-KBtHBX0XyBUpK5M5FNCIdbdkMV5BMn3LiZFzhnIFD_EUr12xCYcD2NIoWu3lpQ/s1600/Converting+the+Customer+PR+1c.jpg" imageanchor="1" style="clear: right; float: right; margin-bottom: 1em; margin-left: 1em;"><br /></a><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjZtzBPqSyCHr0YZV1S6BHlhwga6ssPsQE45InpweEeAJzvUxgitE29GMIiuonLN3AhFGNrgC4hDv8E-KBtHBX0XyBUpK5M5FNCIdbdkMV5BMn3LiZFzhnIFD_EUr12xCYcD2NIoWu3lpQ/s1600/Converting+the+Customer+PR+1c.jpg" imageanchor="1" style="clear: right; float: right; margin-bottom: 1em; margin-left: 1em;"><br /></a><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjZtzBPqSyCHr0YZV1S6BHlhwga6ssPsQE45InpweEeAJzvUxgitE29GMIiuonLN3AhFGNrgC4hDv8E-KBtHBX0XyBUpK5M5FNCIdbdkMV5BMn3LiZFzhnIFD_EUr12xCYcD2NIoWu3lpQ/s1600/Converting+the+Customer+PR+1c.jpg" imageanchor="1" style="clear: right; float: right; margin-bottom: 1em; margin-left: 1em;"><br /></a><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjZtzBPqSyCHr0YZV1S6BHlhwga6ssPsQE45InpweEeAJzvUxgitE29GMIiuonLN3AhFGNrgC4hDv8E-KBtHBX0XyBUpK5M5FNCIdbdkMV5BMn3LiZFzhnIFD_EUr12xCYcD2NIoWu3lpQ/s1600/Converting+the+Customer+PR+1c.jpg" imageanchor="1" style="clear: right; float: right; margin-bottom: 1em; margin-left: 1em;"><br /></a><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjZtzBPqSyCHr0YZV1S6BHlhwga6ssPsQE45InpweEeAJzvUxgitE29GMIiuonLN3AhFGNrgC4hDv8E-KBtHBX0XyBUpK5M5FNCIdbdkMV5BMn3LiZFzhnIFD_EUr12xCYcD2NIoWu3lpQ/s1600/Converting+the+Customer+PR+1c.jpg" imageanchor="1" style="clear: right; float: right; margin-bottom: 1em; margin-left: 1em;"><br /></a><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjZtzBPqSyCHr0YZV1S6BHlhwga6ssPsQE45InpweEeAJzvUxgitE29GMIiuonLN3AhFGNrgC4hDv8E-KBtHBX0XyBUpK5M5FNCIdbdkMV5BMn3LiZFzhnIFD_EUr12xCYcD2NIoWu3lpQ/s1600/Converting+the+Customer+PR+1c.jpg" imageanchor="1" style="clear: right; float: right; margin-bottom: 1em; margin-left: 1em;"><br /></a><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjZtzBPqSyCHr0YZV1S6BHlhwga6ssPsQE45InpweEeAJzvUxgitE29GMIiuonLN3AhFGNrgC4hDv8E-KBtHBX0XyBUpK5M5FNCIdbdkMV5BMn3LiZFzhnIFD_EUr12xCYcD2NIoWu3lpQ/s1600/Converting+the+Customer+PR+1c.jpg" imageanchor="1" style="clear: right; float: right; margin-bottom: 1em; margin-left: 1em;"><br /></a><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjZtzBPqSyCHr0YZV1S6BHlhwga6ssPsQE45InpweEeAJzvUxgitE29GMIiuonLN3AhFGNrgC4hDv8E-KBtHBX0XyBUpK5M5FNCIdbdkMV5BMn3LiZFzhnIFD_EUr12xCYcD2NIoWu3lpQ/s1600/Converting+the+Customer+PR+1c.jpg" imageanchor="1" style="clear: right; float: right; margin-bottom: 1em; margin-left: 1em;"><br /></a><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjZtzBPqSyCHr0YZV1S6BHlhwga6ssPsQE45InpweEeAJzvUxgitE29GMIiuonLN3AhFGNrgC4hDv8E-KBtHBX0XyBUpK5M5FNCIdbdkMV5BMn3LiZFzhnIFD_EUr12xCYcD2NIoWu3lpQ/s1600/Converting+the+Customer+PR+1c.jpg" imageanchor="1" style="clear: right; float: right; margin-bottom: 1em; margin-left: 1em;"><br /></a><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjZtzBPqSyCHr0YZV1S6BHlhwga6ssPsQE45InpweEeAJzvUxgitE29GMIiuonLN3AhFGNrgC4hDv8E-KBtHBX0XyBUpK5M5FNCIdbdkMV5BMn3LiZFzhnIFD_EUr12xCYcD2NIoWu3lpQ/s1600/Converting+the+Customer+PR+1c.jpg" imageanchor="1" style="clear: right; float: right; margin-bottom: 1em; margin-left: 1em;"><br /></a><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjZtzBPqSyCHr0YZV1S6BHlhwga6ssPsQE45InpweEeAJzvUxgitE29GMIiuonLN3AhFGNrgC4hDv8E-KBtHBX0XyBUpK5M5FNCIdbdkMV5BMn3LiZFzhnIFD_EUr12xCYcD2NIoWu3lpQ/s1600/Converting+the+Customer+PR+1c.jpg" imageanchor="1" style="clear: right; float: right; margin-bottom: 1em; margin-left: 1em;"><br /></a><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjZtzBPqSyCHr0YZV1S6BHlhwga6ssPsQE45InpweEeAJzvUxgitE29GMIiuonLN3AhFGNrgC4hDv8E-KBtHBX0XyBUpK5M5FNCIdbdkMV5BMn3LiZFzhnIFD_EUr12xCYcD2NIoWu3lpQ/s1600/Converting+the+Customer+PR+1c.jpg" imageanchor="1" style="clear: right; float: right; margin-bottom: 1em; margin-left: 1em;"><br /></a><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjZtzBPqSyCHr0YZV1S6BHlhwga6ssPsQE45InpweEeAJzvUxgitE29GMIiuonLN3AhFGNrgC4hDv8E-KBtHBX0XyBUpK5M5FNCIdbdkMV5BMn3LiZFzhnIFD_EUr12xCYcD2NIoWu3lpQ/s1600/Converting+the+Customer+PR+1c.jpg" imageanchor="1" style="clear: right; float: right; margin-bottom: 1em; margin-left: 1em;"><br /></a><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjZtzBPqSyCHr0YZV1S6BHlhwga6ssPsQE45InpweEeAJzvUxgitE29GMIiuonLN3AhFGNrgC4hDv8E-KBtHBX0XyBUpK5M5FNCIdbdkMV5BMn3LiZFzhnIFD_EUr12xCYcD2NIoWu3lpQ/s1600/Converting+the+Customer+PR+1c.jpg" imageanchor="1" style="clear: right; float: right; margin-bottom: 1em; margin-left: 1em;"><br /></a><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjZtzBPqSyCHr0YZV1S6BHlhwga6ssPsQE45InpweEeAJzvUxgitE29GMIiuonLN3AhFGNrgC4hDv8E-KBtHBX0XyBUpK5M5FNCIdbdkMV5BMn3LiZFzhnIFD_EUr12xCYcD2NIoWu3lpQ/s1600/Converting+the+Customer+PR+1c.jpg" imageanchor="1" style="clear: right; float: right; margin-bottom: 1em; margin-left: 1em;"><br /></a><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjZtzBPqSyCHr0YZV1S6BHlhwga6ssPsQE45InpweEeAJzvUxgitE29GMIiuonLN3AhFGNrgC4hDv8E-KBtHBX0XyBUpK5M5FNCIdbdkMV5BMn3LiZFzhnIFD_EUr12xCYcD2NIoWu3lpQ/s1600/Converting+the+Customer+PR+1c.jpg" imageanchor="1" style="clear: right; float: right; margin-bottom: 1em; margin-left: 1em;"><br /></a><span style="font-family: "arial" , "helvetica" , sans-serif;"><br />Once customers have reached checkout, keep it to crucial information only, or even confirm the booking and look at payments later in the case of hotels or tours and activities. This is especially true on mobile as reduced real estate makes it harder for the customer to enter details and move through stages. “On mobile, we have found that entering in credit card information, and/or address details, overwhelmingly became the highest bounce rate,” says Steven Consiglio, product performance manager at Booking.com. “It was a tremendous [source of] friction once you already shrink the screen and shrink the steps to book.” So, the business created a product to allow hotels to waive the need for a credit card to be entered, in certain circumstances. “It has a huge conversion-positive boost [for] last-minute [bookings],” he adds.<br /><br /><b><u>If They Haven’t Asked for the Product, You Need a Reason to Offer It</u></b></span><br />
<span style="font-family: "arial" , "helvetica" , sans-serif;"><b><u><br /></u></b>If consumers drop off for every extra hurdle they have to jump then why put them there? Keep your extra products simple and make it obvious what the benefit is to the customer at every single stage. If at all possible use previous sales data, intent information and cookie tracking to find out what products are most likely to be taken up by the customer and also an optimal pricing level. To return to testing again, run an A/B test to see if trying to sell an ancillary product is genuinely conversion and revenue positive versus not offering it or offering it more subtly. Small page changes or product variations can lead to big jumps. <br /><br /><b><u>Keep Friction as Low as Possible </u></b></span><br />
<span style="font-family: "arial" , "helvetica" , sans-serif;"><b><u><br /></u></b>All of these points are really about keeping friction down for the customer at every stage of their journey. Think about user intent at each stage and what would get them to their desired outcome as fast and accurately as possible. ““We recommend taking a look at average order value and revenue per variation,” explains Sam Nazari, head of solutions engineering at Sentient Technologies. “Maybe you increase your overall conversion rate but AOV and revenue goes down, so you need to take account of that. Typically, as a best practice, removing any kind of distraction that takes the user away from going to the end of that funnel and converting, is always a good idea.” Nowadays it is very cheap to run user testing through on-demand services that can source large number of remote testers at short notice. Some have even taken it further, with Expedia running its own in-house user lab. </span><br />
<div>
<span style="font-family: "arial" , "helvetica" , sans-serif;"><br /><b><u>Retarget Where Possible</u></b></span><br />
<span style="font-family: "arial" , "helvetica" , sans-serif;"><br /></span>
<span style="font-family: "arial" , "helvetica" , sans-serif;">Just because the customer dropped off, doesn’t mean they are gone forever. Indeed, the majority of final bookers will return to the product they last viewed or a similar one. This is a golden opportunity to close the deal. If you can track and retarget them then you are increasing your probability of conversion. While using banner ads is an established tactic, you can now get even more sophisticated. Saving their search criteria and viewed items can give you a crucial advantage in reducing their steps to checkout when they return. You can serve them their searches or preferred products via a chatbot offering a discount, or push notifications on-site or on-app to bring them back to their previous searches. </span></div>
<div>
<span style="font-family: "arial" , "helvetica" , sans-serif;"><br /><b><u>Give Them Reasons to Believe</u></b></span></div>
<div>
<span style="font-family: "arial" , "helvetica" , sans-serif;"><b><u><br /></u></b>Social proof tactics are all relatively simple but are some of the most effective possible changes you can make to optimize an e-commerce process. <br /><br />Adding in reviews and user feedback is the main method of social proof when it comes to online travel sales, but also you can create a sense that the booking may disappear due to demand from scarcity messaging, which can be combined with a deadline to purchase for an added psychological push. A meta-analysis of 6,700 A/B tests conducted by e-commerce company Qubit across 2014 to 2017 found that social proof, introducing the idea of inventory scarcity and using messages with sales deadlines to create urgency were by far the most effective tactics from the 29 categories they tested. This is because they increased consumer perception of product value and encouraged them to push on with the purchase. They found that these tactics gave the following bump to revenue per visitor: </span><br />
<ul style="text-align: left;">
<li><span style="font-family: "arial" , "helvetica" , sans-serif;">Scarcity created a +2.9% uplift.</span></li>
<li><span style="font-family: "arial" , "helvetica" , sans-serif;">Social proof created a +2.3% uplift.</span></li>
<li><span style="font-family: "arial" , "helvetica" , sans-serif;">Urgency created a +1.5% uplift.</span></li>
</ul>
<span style="font-family: "arial" , "helvetica" , sans-serif;">Furthermore, out of all of the tactics tested, scarcity and social proof had the highest probability of creating an uplift in their experiments.</span></div>
<div>
<span style="font-family: "arial" , "helvetica" , sans-serif;"><br /></span></div>
<div>
<span style="font-family: "arial" , "helvetica" , sans-serif;">To learn more about how to drive up your conversion rates and revenues <a href="http://1.eyefortravel.com/LP=21727?extsource=pr" target="_blank">download the new Converting the Customer report for free now by clicking here</a>. This report includes findings on:</span><br />
<ul style="text-align: left;">
<li><span style="font-family: "arial" , "helvetica" , sans-serif;">How to measure and understand intent to purchase. </span></li>
<li><span style="font-family: "arial" , "helvetica" , sans-serif;">What content and marketing will drive up conversions. </span></li>
<li><span style="font-family: "arial" , "helvetica" , sans-serif;">How to retarget and remarket in a way that brings customers back. </span></li>
<li><span style="font-family: "arial" , "helvetica" , sans-serif;">How to use different channels effectively. </span></li>
<li><span style="font-family: "arial" , "helvetica" , sans-serif;">Why social proof is critical and how it can dramatically raise revenues.</span></li>
</ul>
<div>
<span style="font-family: "arial" , "helvetica" , sans-serif;">This report is part of our Behavioral Analytics Report Series, where we seek to uncover how brands can understand the modern traveler to drive higher conversion rates, lower acquisition costs, and ultimately give them the best possible product at the right price. You can find the first report, <a href="https://www.eyefortravel.com/social-media-and-marketing/understanding-travel-consumer">Understanding the Travel Consumer by clicking here</a>. You can also <a href="http://1.eyefortravel.com/LP=3387">sign up to EyeforTravel’s newsletter</a> to be notified when our third report in the series, which covers dynamic and personalized pricing, is released. </span></div>
</div>
</div>
EyeforTravelhttp://www.blogger.com/profile/13585574813834791963noreply@blogger.comtag:blogger.com,1999:blog-1369440891119854909.post-16561527221769787262018-08-22T11:45:00.002+01:002018-08-22T11:45:42.568+01:00NEW FREE REPORT: Converting the Customer<div dir="ltr" style="text-align: left;" trbidi="on">
<br />
<div class="separator" style="clear: both; text-align: center;">
<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhl6Gw0me8dp3Otful7cJCxJojLwgiLSgo1jP4_2FL1YTWSHErPZGwTLYHRb3CG-pXJuWLZoaz451gwY-UVy_1GMIBo3zWR6Vuvtyf7lXYl_fvmZv53HHbbqLqashU8GsHoIRefzwX81bQ/s1600/Converting+the+Customer+front+cover.jpg" imageanchor="1" style="clear: left; float: left; margin-bottom: 1em; margin-right: 1em;"><img border="0" data-original-height="1403" data-original-width="991" height="400" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhl6Gw0me8dp3Otful7cJCxJojLwgiLSgo1jP4_2FL1YTWSHErPZGwTLYHRb3CG-pXJuWLZoaz451gwY-UVy_1GMIBo3zWR6Vuvtyf7lXYl_fvmZv53HHbbqLqashU8GsHoIRefzwX81bQ/s400/Converting+the+Customer+front+cover.jpg" width="282" /></a></div>
<div class="MsoNormal">
<b style="mso-bidi-font-weight: normal;"><span lang="EN-US" style="line-height: 107%; mso-ansi-language: EN-US; mso-bidi-font-family: Calibri; mso-bidi-font-size: 12.0pt; mso-bidi-theme-font: minor-latin;">Download this free report
now to become a conversion king!<o:p></o:p></span></b></div>
<div class="MsoNormal">
<b style="mso-bidi-font-weight: normal;"><span lang="EN-US" style="line-height: 107%; mso-ansi-language: EN-US; mso-bidi-font-family: Calibri; mso-bidi-font-size: 12.0pt; mso-bidi-theme-font: minor-latin;"><br /></span></b></div>
<div class="MsoNormal">
<span lang="EN-US" style="line-height: 107%; mso-ansi-language: EN-US; mso-bidi-font-family: Calibri; mso-bidi-font-size: 12.0pt; mso-bidi-theme-font: minor-latin;">From understanding where the customer is in their
journey, to delivering personalized content, to creating fantastic digital
experiences, we are investigating exactly what will drive customers towards
your brand and push them over the line to make a booking. Download this
completely free report now to optimize your conversion process and generate
higher revenues. <o:p></o:p></span><br />
<span lang="EN-US" style="line-height: 107%; mso-ansi-language: EN-US; mso-bidi-font-family: Calibri; mso-bidi-font-size: 12.0pt; mso-bidi-theme-font: minor-latin;"><br /></span>
<span lang="EN-US" style="line-height: 107%; mso-ansi-language: EN-US; mso-bidi-font-family: Calibri; mso-bidi-font-size: 12.0pt; mso-bidi-theme-font: minor-latin;"><b><a href="http://1.eyefortravel.com/LP=21727?extsource=pr" target="_blank">Click here to download the report.</a></b></span></div>
<div class="MsoNormal">
<span lang="EN-US" style="line-height: 107%; mso-ansi-language: EN-US; mso-bidi-font-family: Calibri; mso-bidi-font-size: 12.0pt; mso-bidi-theme-font: minor-latin;"><br /></span></div>
<div class="MsoNormal">
<span lang="EN-US" style="line-height: 107%; mso-ansi-language: EN-US; mso-bidi-font-family: Calibri; mso-bidi-font-size: 12.0pt; mso-bidi-theme-font: minor-latin;">Raising conversion rates is critical, as customer
acquisition can be a painfully expensive business, which worsens every time a
potential shopper departs the funnel not to return. <o:p></o:p></span></div>
<div class="MsoNormal">
<span lang="EN-US" style="line-height: 107%; mso-ansi-language: EN-US; mso-bidi-font-family: Calibri; mso-bidi-font-size: 12.0pt; mso-bidi-theme-font: minor-latin;"><br /></span></div>
<div class="MsoNormal">
<span lang="EN-US" style="line-height: 107%; mso-ansi-language: EN-US; mso-bidi-font-family: Calibri; mso-bidi-font-size: 12.0pt; mso-bidi-theme-font: minor-latin;">The good news is that improving this process doesn’t
have to be a huge challenge. <o:p></o:p></span></div>
<div class="MsoNormal">
<span lang="EN-US" style="line-height: 107%; mso-ansi-language: EN-US; mso-bidi-font-family: Calibri; mso-bidi-font-size: 12.0pt; mso-bidi-theme-font: minor-latin;"><br /></span></div>
<div class="MsoNormal">
<span lang="EN-US" style="line-height: 107%; mso-ansi-language: EN-US; mso-bidi-font-family: Calibri; mso-bidi-font-size: 12.0pt; mso-bidi-theme-font: minor-latin;">Introducing engaging, appropriate content, operating
well-designed A/B tests, creating a streamlined checkout process and adding in
strong social proof are all proven methods to bump up conversions but at
relatively low costs. It is all about doing the basics well, and this report
will help you to get those building blocks in place and create a superior
digital experience.<span style="mso-spacerun: yes;"> </span><o:p></o:p></span></div>
<div class="MsoNormal">
<span lang="EN-US" style="line-height: 107%; mso-ansi-language: EN-US; mso-bidi-font-family: Calibri; mso-bidi-font-size: 12.0pt; mso-bidi-theme-font: minor-latin;"><span style="mso-spacerun: yes;"><br /></span></span></div>
<div class="MsoNormal">
<span lang="EN-US" style="line-height: 107%; mso-ansi-language: EN-US; mso-bidi-font-family: Calibri; mso-bidi-font-size: 12.0pt; mso-bidi-theme-font: minor-latin;">Key learnings from the report include: <o:p></o:p></span></div>
<div class="MsoListParagraphCxSpFirst" style="margin-left: 54.0pt; mso-add-space: auto; mso-list: l0 level1 lfo1; text-indent: -18.0pt;">
<!--[if !supportLists]--><span lang="EN-US" style="font-family: "symbol"; line-height: 107%;"><span style="mso-list: Ignore;">·<span style="font: 7.0pt "Times New Roman";">
</span></span></span><!--[endif]--><span lang="EN-US" style="line-height: 107%; mso-ansi-language: EN-US; mso-bidi-font-family: Calibri; mso-bidi-font-size: 12.0pt; mso-bidi-theme-font: minor-latin;">How to measure and understand intent to purchase. <o:p></o:p></span></div>
<div class="MsoListParagraphCxSpMiddle" style="margin-left: 54.0pt; mso-add-space: auto; mso-list: l0 level1 lfo1; text-indent: -18.0pt;">
<!--[if !supportLists]--><span lang="EN-US" style="font-family: "symbol"; line-height: 107%;"><span style="mso-list: Ignore;">·<span style="font: 7.0pt "Times New Roman";">
</span></span></span><!--[endif]--><span lang="EN-US" style="line-height: 107%; mso-ansi-language: EN-US; mso-bidi-font-family: Calibri; mso-bidi-font-size: 12.0pt; mso-bidi-theme-font: minor-latin;">What content and marketing will drive up conversions. <o:p></o:p></span></div>
<div class="MsoListParagraphCxSpMiddle" style="margin-left: 54.0pt; mso-add-space: auto; mso-list: l0 level1 lfo1; text-indent: -18.0pt;">
<!--[if !supportLists]--><span lang="EN-US" style="font-family: "symbol"; line-height: 107%;"><span style="mso-list: Ignore;">·<span style="font: 7.0pt "Times New Roman";">
</span></span></span><!--[endif]--><span lang="EN-US" style="line-height: 107%; mso-ansi-language: EN-US; mso-bidi-font-family: Calibri; mso-bidi-font-size: 12.0pt; mso-bidi-theme-font: minor-latin;">How to retarget and remarket in a way that brings
customers back. <o:p></o:p></span></div>
<div class="MsoListParagraphCxSpMiddle" style="margin-left: 54.0pt; mso-add-space: auto; mso-list: l0 level1 lfo1; text-indent: -18.0pt;">
<!--[if !supportLists]--><span lang="EN-US" style="font-family: "symbol"; line-height: 107%;"><span style="mso-list: Ignore;">·<span style="font: 7.0pt "Times New Roman";">
</span></span></span><!--[endif]--><span lang="EN-US" style="line-height: 107%; mso-ansi-language: EN-US; mso-bidi-font-family: Calibri; mso-bidi-font-size: 12.0pt; mso-bidi-theme-font: minor-latin;">How to use different channels effectively. <o:p></o:p></span></div>
<div class="MsoListParagraphCxSpLast" style="margin-left: 54.0pt; mso-add-space: auto; mso-list: l0 level1 lfo1; text-indent: -18.0pt;">
<!--[if !supportLists]--><span lang="EN-US" style="font-family: "symbol"; line-height: 107%;"><span style="mso-list: Ignore;">·<span style="font: 7.0pt "Times New Roman";">
</span></span></span><!--[endif]--><span lang="EN-US" style="line-height: 107%; mso-ansi-language: EN-US; mso-bidi-font-family: Calibri; mso-bidi-font-size: 12.0pt; mso-bidi-theme-font: minor-latin;">Why social proof is critical and how it can
dramatically raise revenues.</span></div>
<div class="MsoListParagraphCxSpLast" style="margin-left: 54.0pt; mso-add-space: auto; mso-list: l0 level1 lfo1; text-indent: -18.0pt;">
<br /></div>
<div class="MsoNormal">
<span lang="EN-US" style="line-height: 107%; mso-ansi-language: EN-US; mso-bidi-font-family: Calibri; mso-bidi-font-size: 12.0pt; mso-bidi-theme-font: minor-latin;"><a href="http://1.eyefortravel.com/LP=21727?extsource=pr" target="_blank">Download the report now!</a></span><br />
<span lang="EN-US" style="line-height: 107%; mso-ansi-language: EN-US; mso-bidi-font-family: Calibri; mso-bidi-font-size: 12.0pt; mso-bidi-theme-font: minor-latin;"><br /></span>
<span lang="EN-US" style="line-height: 107%; mso-ansi-language: EN-US; mso-bidi-font-family: Calibri; mso-bidi-font-size: 12.0pt; mso-bidi-theme-font: minor-latin;">This report is part of our Behavioral Analytics Report
Series, where we seek to uncover how brands can understand the modern traveler
to drive higher conversion rates, lower acquisition costs, and ultimately give
them the best possible product at the right price. You can find the first
report, <span class="MsoHyperlink"><a href="https://www.eyefortravel.com/social-media-and-marketing/understanding-travel-consumer">Understanding
the Travel Consumer by clicking here</a></span>. You can also <span class="MsoHyperlink"><a href="http://1.eyefortravel.com/LP=3387">sign up to
EyeforTravel’s newsletter</a></span> to be notified when our third report in
the series, which covers dynamic and personalized pricing, is released. <o:p></o:p></span></div>
<br /></div>
EyeforTravelhttp://www.blogger.com/profile/13585574813834791963noreply@blogger.comtag:blogger.com,1999:blog-1369440891119854909.post-19229620577993703722018-08-13T19:20:00.000+01:002018-08-13T19:20:56.976+01:00Marriott, Wyndham Hotels & Resorts and MyFlightSearch Discuss Personalization in Travel Marketing & Driving a 360 Degree of the Customer<div dir="ltr" style="text-align: left;" trbidi="on">
<div class="MsoNormal">
This presentation and panel discussion will be featured on
Day 1 at the upcoming <a href="http://events.eyefortravel.com/san-francisco-summit/"><span style="color: windowtext; text-decoration: none; text-underline: none;">EyeforTravel
North America 2018</span></a> Summit on Oct 18-19 in Las Vegas. <o:p></o:p></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
<b style="mso-bidi-font-weight: normal;">Expert speakers to
present on this topic include:<o:p></o:p></b></div>
<div class="MsoListParagraph" style="mso-list: l1 level1 lfo1; text-indent: -18.0pt;">
</div>
<ul style="text-align: left;">
<li><span style="font-size: 7pt; font-stretch: normal; font-variant-east-asian: normal; font-variant-numeric: normal; line-height: normal;"> </span><span style="text-indent: -18pt;">Sean
Brevick, VP - Marketing and Digital Services, <b>Marriott</b></span></li>
<li><span style="font-size: 7pt; font-stretch: normal; font-variant-east-asian: normal; font-variant-numeric: normal; line-height: normal;"> </span><span style="text-indent: -18pt;">Eliot
Hamlisch, VP - Worldwide Loyalty & Partnerships, <b>Wyndham Hotels & Resorts</b></span></li>
<li><span style="font-size: 7pt; font-stretch: normal; font-variant-east-asian: normal; font-variant-numeric: normal; line-height: normal;"> </span><span style="text-indent: -18pt;">Abhishek
Mago, VP - Product & SEM, <b>MyFlightSearch</b></span></li>
</ul>
<!--[if !supportLists]--><br />
<div class="MsoNormal">
<b style="mso-bidi-font-weight: normal;">The panel will cover:</b></div>
<div class="MsoListParagraph" style="mso-list: l0 level1 lfo2; text-indent: -18.0pt;">
</div>
<ul style="text-align: left;">
<li><span style="text-indent: -18pt;">Perfect your multi-channel engagement strategy
and omnichannel approach - how can you continue to deliver on the guest
experience on all fronts?</span></li>
<li><span style="text-indent: -18pt;">What is the role of personalization,
particularly given the consolidation in the industry?</span></li>
<li><span style="text-indent: -18pt;">The blending of marketing + sales + CX on your
overall strategy - using data more effectively to better personalize and drive
loyalty in your business</span></li>
</ul>
<!--[if !supportLists]--><br />
<div class="MsoNormal">
<a href="http://1.eyefortravel.com/LP=20203">Will your marketing
strategy stack up in 2018 and beyond? Click he<span style="mso-bookmark: _Hlt508207898;"><span style="mso-bookmark: _Hlt508207897;">r</span></span>e to learn more and don’t
miss your chance of what is set to be the travel event of the year!<o:p></o:p></a><!--[if !supportNestedAnchors]--><a href="https://www.blogger.com/null" name="_Hlt508207897"></a><a href="https://www.blogger.com/null" name="_Hlt508207898"></a><!--[endif]--></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
The EyeforTravel North America Summit currently holds the
hottest attendee list in digital travel with brands confirmed to attend
including: <b style="mso-bidi-font-weight: normal;">Expedia, Marriott, Wyndham
Hotels & Resorts, Hilton Worldwide, Twitter, Cathay Pacific, Accor Hotels,
Hyatt, Air Canada Vacations, Choice Hotels, Cosmopolitan Las Vegas,
Booking.com, American Airlines, Lufthansa Systems, The Travel Corporation</b>
and many more!<o:p></o:p></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
The summit will tackle topics such as the changing
distribution landscape, utilizing data driven customer insights, the role of
emerging technologies in travel, diversifying your revenue portfolio, and
developing global partnerships. And this is just the start.<o:p></o:p></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
<span class="MsoHyperlink"><a href="http://1.eyefortravel.com/LP=20203">Click here to get your copy of the
brochure and to view the full speaker line up and agenda</a></span> <o:p></o:p></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal" style="line-height: normal;">
Contact the team directly at – <a href="mailto:renu@eyefortravel.com"><span style="color: windowtext; text-decoration: none; text-underline: none;">renu@eyefortravel.com</span></a><span style="mso-spacerun: yes;"> </span><o:p></o:p></div>
<div class="MsoNormal" style="line-height: normal;">
<span style="mso-spacerun: yes;"><br /></span></div>
<div class="MsoNormal" style="line-height: 14.0pt; margin-bottom: 7.0pt; margin-left: 0cm; margin-right: 0cm; margin-top: 3.0pt;">
EyeforTravel is a community where the
world's top online travel brands – from hotels to airlines, online travel
agents, cruise, car hire firms and more – come to meet to drive forward growth
and innovation in the industry. We aim to provide you with industry focused
news, events, reports, updates and information. EyeforTravel Limited is a
registered company. The Company Registration number is 06286442. It is also
registered in England & Wales. Registered office is 7-9 Fashion Street,
London E1 6PX, United Kingdom.<o:p></o:p></div>
<div class="MsoNormal" style="line-height: 14.0pt; margin-bottom: 7.0pt; margin-left: 0cm; margin-right: 0cm; margin-top: 3.0pt;">
<br /></div>
<div class="MsoNormal" style="line-height: 14.0pt; margin-bottom: 7.0pt; margin-left: 0cm; margin-right: 0cm; margin-top: 3.0pt;">
Renu Kannu <o:p></o:p></div>
<div class="MsoNormal" style="line-height: 14.0pt; margin-bottom: 7.0pt; margin-left: 0cm; margin-right: 0cm; margin-top: 3.0pt;">
EyeForTravel | Project and Research
Director (+ 44 20 7375 7197 |<a href="mailto:renu@eyefortravel.com"><span style="color: windowtext; text-decoration: none; text-underline: none;">renu@eyefortravel.com</span></a>)<o:p></o:p></div>
</div>
EyeforTravelhttp://www.blogger.com/profile/13585574813834791963noreply@blogger.comtag:blogger.com,1999:blog-1369440891119854909.post-34928966431521417012018-08-06T18:47:00.002+01:002018-08-06T18:47:49.193+01:00Blockchain, Artificial Intelligence, and Reimagining your CX: EyeforTravel North America Promises to be the Travel Event of the Year This October <div dir="ltr" style="text-align: left;" trbidi="on">
<br />
<div class="MsoNormal">
<b style="mso-bidi-font-weight: normal;"><span style="font-family: "Candara",sans-serif; font-size: 12.0pt; line-height: 107%; mso-bidi-font-family: Arial;">Hilton Worldwide, Hoteles City Express, Royal Resorts
and Castle Resorts & Hotels</span></b><span style="font-family: "Candara",sans-serif; font-size: 12.0pt; line-height: 107%; mso-bidi-font-family: Arial;">
are among the latest brands to have confirmed their attendance at
EyeforTravel’s 20<sup>th</sup> Annual North America Summit. As the attendee
list grows exponentially, this year’s event is set to provide better networking
opportunities than any other travel conference in the US. <o:p></o:p></span></div>
<div class="MsoNormal">
<span style="font-family: "Candara",sans-serif; font-size: 12.0pt; line-height: 107%;">Aside from making valuable contacts, attendees can expect
to leave with a firm grasp of the latest opportunities and threats facing the
industry - with industry influencers across all areas of online travel presenting
their answers to the most pressing questions. <o:p></o:p></span></div>
<div class="MsoNormal">
<span style="font-family: "Candara",sans-serif; font-size: 12.0pt; line-height: 107%;"><br /></span></div>
<div class="MsoNormal">
<b style="mso-bidi-font-weight: normal;"><span style="font-family: "Candara",sans-serif; font-size: 12.0pt; line-height: 107%;">This
year’s summit centres on the following five key areas:<o:p></o:p></span></b></div>
<div class="MsoNormal">
<b style="mso-bidi-font-weight: normal;"><span style="font-family: "Candara",sans-serif; font-size: 12.0pt; line-height: 107%;"><br /></span></b></div>
<div class="MsoListParagraphCxSpFirst" style="mso-list: l0 level1 lfo1; text-indent: -18.0pt;">
<!--[if !supportLists]--><span style="font-family: "Candara",sans-serif; font-size: 12.0pt; line-height: 107%; mso-bidi-font-family: Candara; mso-fareast-font-family: Candara;"><span style="mso-list: Ignore;">1.<span style="font: 7.0pt "Times New Roman";">
</span></span></span><!--[endif]--><b style="mso-bidi-font-weight: normal;"><span style="font-family: "Candara",sans-serif; font-size: 12.0pt; line-height: 107%;">Distribution</span></b><span style="font-family: "Candara",sans-serif; font-size: 12.0pt; line-height: 107%;"> - <b style="mso-bidi-font-weight: normal;">Wyndham Hotels & Resorts, VTrips and
Las Vegas Sands</b> are gearing up to evaluate how we can use the crowded field
of distribution to our advantage. Find out how voice search will impact
distribution and consider the role that metasearch plays in the power play
between OTA dominance and driving direct sales.<o:p></o:p></span></div>
<div class="MsoListParagraphCxSpFirst" style="mso-list: l0 level1 lfo1; text-indent: -18.0pt;">
<span style="font-family: "Candara",sans-serif; font-size: 12.0pt; line-height: 107%;"><br /></span></div>
<div class="MsoListParagraphCxSpLast" style="mso-list: l0 level1 lfo1; text-indent: -18.0pt;">
<!--[if !supportLists]--><b style="mso-bidi-font-weight: normal;"><span style="font-family: "Candara",sans-serif; font-size: 12.0pt; line-height: 107%; mso-bidi-font-family: Candara; mso-fareast-font-family: Candara;"><span style="mso-list: Ignore;">2.<span style="font: 7.0pt "Times New Roman";"> </span></span></span></b><!--[endif]--><b style="mso-bidi-font-weight: normal;"><span style="font-family: "Candara",sans-serif; font-size: 12.0pt; line-height: 107%;">Partnerships </span></b><span style="font-family: "Candara",sans-serif; font-size: 12.0pt; line-height: 107%;">– <b style="mso-bidi-font-weight: normal;">Magnuson Hotels, HotelsComined.com, MGM
Resorts, Spirit Airlines and Hotwire</b> explain how you can build strategic
partnerships that enhance personalization, boost revenue and drive customer
loyalty. Hear from the experts about the kinds of distribution partnerships
that will guarantee success, about how to pair customer insight with
partnership strategies, and discover how API partnerships could improve your
revenue portfolio. <b style="mso-bidi-font-weight: normal;"><o:p></o:p></b></span></div>
<div class="MsoListParagraphCxSpLast" style="mso-list: l0 level1 lfo1; text-indent: -18.0pt;">
<span style="font-family: "Candara",sans-serif; font-size: 12.0pt; line-height: 107%;"><br /></span></div>
<div class="MsoNormal">
<span class="MsoHyperlink"><b style="mso-bidi-font-weight: normal;"><span style="font-family: "Candara",sans-serif; font-size: 12.0pt; line-height: 107%;"><a href="http://1.eyefortravel.com/LP=20203">Click here to download the brochure
and view the full speaker line-up and agenda<o:p></o:p></a></span></b></span></div>
<div class="MsoNormal">
<span class="MsoHyperlink"><b style="mso-bidi-font-weight: normal;"><br /></b></span></div>
<div class="MsoListParagraphCxSpFirst" style="mso-list: l0 level1 lfo1; text-indent: -18.0pt;">
<!--[if !supportLists]--><b style="mso-bidi-font-weight: normal;"><span style="font-family: "Candara",sans-serif; font-size: 12.0pt; line-height: 107%; mso-bidi-font-family: Candara; mso-fareast-font-family: Candara;"><span style="mso-list: Ignore;">3.<span style="font: 7.0pt "Times New Roman";"> </span></span></span></b><!--[endif]--><b style="mso-bidi-font-weight: normal;"><span style="font-family: "Candara",sans-serif; font-size: 12.0pt; line-height: 107%;">Marketing </span></b><span style="font-family: "Candara",sans-serif; font-size: 12.0pt; line-height: 107%;">–<b style="mso-bidi-font-weight: normal;">Marriott, MyFlightSearch, Accor Hotels,
Lufthansa Systems, Melia Hotels International and Twitter</b> join to help us
rethink traditional marketing strategies. Discover the latest innovations in
travel marketing, from using social media and the mobile interface to boost
personalisation, to establishing loyalty through the mobile interface. <b style="mso-bidi-font-weight: normal;"><o:p></o:p></b></span></div>
<div class="MsoListParagraphCxSpFirst" style="mso-list: l0 level1 lfo1; text-indent: -18.0pt;">
<span style="font-family: "Candara",sans-serif; font-size: 12.0pt; line-height: 107%;"><br /></span></div>
<div class="MsoListParagraphCxSpMiddle" style="mso-list: l0 level1 lfo1; text-indent: -18.0pt;">
<!--[if !supportLists]--><b style="mso-bidi-font-weight: normal;"><span style="font-family: "Candara",sans-serif; font-size: 12.0pt; line-height: 107%; mso-bidi-font-family: Candara; mso-fareast-font-family: Candara;"><span style="mso-list: Ignore;">4.<span style="font: 7.0pt "Times New Roman";"> </span></span></span></b><!--[endif]--><b style="mso-bidi-font-weight: normal;"><span style="font-family: "Candara",sans-serif; font-size: 12.0pt; line-height: 107%;">Data & Revenue Management </span></b><span style="font-family: "Candara",sans-serif; font-size: 12.0pt; line-height: 107%;">–
Join <b style="mso-bidi-font-weight: normal;">American Airlines, Margaritaville </b>and
<b style="mso-bidi-font-weight: normal;">Amazon </b>as they present how their
business models have been overturned using data. Discover how customer-centric
revenue management and cross-selling can serve to optimize profits. <b style="mso-bidi-font-weight: normal;"><o:p></o:p></b></span></div>
<div class="MsoListParagraphCxSpMiddle" style="mso-list: l0 level1 lfo1; text-indent: -18.0pt;">
<span style="font-family: "Candara",sans-serif; font-size: 12.0pt; line-height: 107%;"><br /></span></div>
<div class="MsoListParagraphCxSpLast" style="mso-list: l0 level1 lfo1; text-indent: -18.0pt;">
<!--[if !supportLists]--><b style="mso-bidi-font-weight: normal;"><span style="font-family: "Candara",sans-serif; font-size: 12.0pt; line-height: 107%; mso-bidi-font-family: Candara; mso-fareast-font-family: Candara;"><span style="mso-list: Ignore;">5.<span style="font: 7.0pt "Times New Roman";"> </span></span></span></b><!--[endif]--><b style="mso-bidi-font-weight: normal;"><span style="font-family: "Candara",sans-serif; font-size: 12.0pt; line-height: 107%;">Travel Technology – Booking.com,
Expedia, Winding Tree, United Airlines</span></b><span style="font-family: "Candara",sans-serif; font-size: 12.0pt; line-height: 107%;"> and <b style="mso-bidi-font-weight: normal;">CruiseBe.com</b> evaluate the latest trends in travel technology and
explain which ones travel brands should be investing in. From AI to Voice, the
expert speaker line-up will help brands decide suitable technology for their
business models. <b style="mso-bidi-font-weight: normal;"><o:p></o:p></b></span></div>
<div class="MsoNormal" style="line-height: normal; margin-bottom: .0001pt; margin-bottom: 0cm;">
<span style="font-family: "Candara",sans-serif; font-size: 12.0pt;">This
summit is truly the only place you will be able to meet the cream of the crop
in travel and walk away with insights you can action as soon as you get back to
the office. <o:p></o:p></span></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
<b style="mso-bidi-font-weight: normal;"><span style="font-family: "Candara",sans-serif;"><a href="http://1.eyefortravel.com/LP=20203">Will your CX strategy stack up in
2018 and beyond? Click here to learn more and don’t miss your chance to be a part
of North America’s largest travel conference on Oct 18-19!<span style="font-size: 12.0pt; line-height: 107%;"><o:p></o:p></span></a></span></b></div>
<div class="MsoNormal">
<b style="mso-bidi-font-weight: normal;"><br /></b></div>
<div class="MsoNormal" style="line-height: normal;">
<span style="font-family: "Candara",sans-serif; font-size: 12.0pt;">Contact the team directly at – <a href="mailto:renu@eyefortravel.com"><span style="color: windowtext; text-decoration: none; text-underline: none;">renu@eyefortravel.com</span></a> <span style="mso-spacerun: yes;"> </span></span><span style="font-family: "Candara",sans-serif;"><o:p></o:p></span></div>
<div class="MsoNormal" style="line-height: 14.0pt; margin-bottom: 7.0pt; margin-left: 0cm; margin-right: 0cm; margin-top: 3.0pt;">
<span style="font-family: "Candara",sans-serif; font-size: 12.0pt;">EyeforTravel is a community where the world's top online
travel brands – from hotels to airlines, online travel agents, cruise, car hire
firms and more – come to meet to drive forward growth and innovation in the
industry. We aim to provide you with industry focused news, events, reports,
updates and information. EyeforTravel Limited is a registered company. The
Company Registration number is 06286442. It is also registered in England &
Wales. Registered office is 7-9 Fashion Street, London E1 6PX, United Kingdom.<o:p></o:p></span></div>
<div class="MsoNormal" style="line-height: 14.0pt; margin-bottom: 7.0pt; margin-left: 0cm; margin-right: 0cm; margin-top: 3.0pt;">
<span style="font-family: "Candara",sans-serif; font-size: 12.0pt;">Renu Kannu<o:p></o:p></span></div>
<div class="MsoNormal" style="line-height: 14.0pt; margin-bottom: 7.0pt; margin-left: 0cm; margin-right: 0cm; margin-top: 3.0pt;">
<span style="font-family: "Candara",sans-serif; font-size: 12.0pt;">EyeForTravel | Project and Research Director (+ 44 20
7375 7197 |<a href="mailto:renu@eyefortravel.com"><span style="color: windowtext; text-decoration: none; text-underline: none;">renu@eyefortravel.com</span></a>)</span></div>
<br /></div>
EyeforTravelhttp://www.blogger.com/profile/13585574813834791963noreply@blogger.comtag:blogger.com,1999:blog-1369440891119854909.post-14455909686374900572018-07-16T22:55:00.003+01:002018-07-16T22:55:54.206+01:00Wyndham Hotel Group, United Airlines, Caesars Corporation, And Hopper Among the Many Confirmed to Deliver Keynote Presentations In Las Vegas <div dir="ltr" style="text-align: left;" trbidi="on">
<br />
<div class="MsoNormal">
<b style="mso-bidi-font-weight: normal;"><span style="font-family: "Calibri Light",sans-serif; font-size: 12.0pt; line-height: 107%; mso-ascii-theme-font: major-latin; mso-bidi-theme-font: major-latin; mso-hansi-theme-font: major-latin;">Wyndham Hotel Group, United Airlines, Caesars Corporation, And
Hopper Among the Many Confirmed to Deliver Keynote Presentations In Las Vegas <o:p></o:p></span></b></div>
<div class="MsoNormal">
<b style="mso-bidi-font-weight: normal;"><span style="font-family: "Calibri Light",sans-serif; font-size: 12.0pt; line-height: 107%; mso-ascii-theme-font: major-latin; mso-bidi-theme-font: major-latin; mso-hansi-theme-font: major-latin;"><br /></span></b></div>
<div class="MsoNormal">
<span style="font-family: "Calibri Light",sans-serif; font-size: 12.0pt; line-height: 107%; mso-ascii-theme-font: major-latin; mso-bidi-theme-font: major-latin; mso-hansi-theme-font: major-latin;">With just over three months left
until the EyeforTravel North America Summit 2018 (October 18-19) the line-up of
keynote speeches is shaping up to be one of the most diverse and informative
yet.<o:p></o:p></span></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
<span style="font-family: "Calibri Light",sans-serif; font-size: 12.0pt; line-height: 107%; mso-ascii-theme-font: major-latin; mso-bidi-theme-font: major-latin; mso-hansi-theme-font: major-latin;">The summit will tackle the
industry’s most pressing concerns including the importance of data as a tool
for marketing and customer insight, the heightened importance of investing in cross-industry
partnerships as well as staying afloat the ever-changing distribution landscape. <o:p></o:p></span></div>
<div class="MsoNormal">
<span style="font-family: "Calibri Light",sans-serif; font-size: 12.0pt; line-height: 107%; mso-ascii-theme-font: major-latin; mso-bidi-theme-font: major-latin; mso-hansi-theme-font: major-latin;"><br /></span></div>
<div class="MsoNormal">
<span style="font-family: "Calibri Light",sans-serif; font-size: 12.0pt; line-height: 107%; mso-ascii-theme-font: major-latin; mso-bidi-theme-font: major-latin; mso-hansi-theme-font: major-latin;">Other leading brands confirmed to
speak include <b style="mso-bidi-font-weight: normal;">Wyndham Hotel Group,
United Airlines, Accor Hotels, Marriott, Choice Hotels, Cathay Pacific, Jet
Blue Ventures, Amazon, Skyscanner and Twitter</b>. <o:p></o:p></span></div>
<div class="MsoNormal">
<span style="font-family: "Calibri Light",sans-serif; font-size: 12.0pt; line-height: 107%; mso-ascii-theme-font: major-latin; mso-bidi-theme-font: major-latin; mso-hansi-theme-font: major-latin;"><br /></span></div>
<div class="MsoNormal">
<span style="font-family: "Calibri Light",sans-serif; font-size: 12.0pt; line-height: 107%; mso-ascii-theme-font: major-latin; mso-bidi-theme-font: major-latin; mso-hansi-theme-font: major-latin;">The summit’s first few keynote
sessions will shed light on topics including: <o:p></o:p></span></div>
<div class="MsoListParagraphCxSpFirst" style="mso-list: l0 level1 lfo1; text-indent: -18.0pt;">
</div>
<ul style="text-align: left;">
<li><span style="font-size: 7pt; font-stretch: normal; font-variant-east-asian: normal; font-variant-numeric: normal; line-height: normal;"> - </span><b style="text-indent: -18pt;"><span style="font-family: "Calibri Light",sans-serif; font-size: 12.0pt; line-height: 107%; mso-ascii-theme-font: major-latin; mso-bidi-theme-font: major-latin; mso-hansi-theme-font: major-latin;">What are the real threats and opportunities that the latest
developments in technology pose to your business?</span></b><span style="font-family: "Calibri Light", sans-serif; font-size: 12pt; line-height: 107%; text-indent: -18pt;"> Wyndham Hotel will evaluate how price, sale and distribution of
travel are being impacted by technological innovations and the rise of digital</span></li>
<li><b style="text-indent: -18pt;"><span style="font-family: "Calibri Light",sans-serif; font-size: 12.0pt; line-height: 107%; mso-ascii-theme-font: major-latin; mso-bidi-theme-font: major-latin; mso-hansi-theme-font: major-latin;"> How can travel companies capture the travel customer at the point
that they show intent without renouncing to Google?</span></b><span style="font-family: "Calibri Light", sans-serif; font-size: 12pt; line-height: 107%; text-indent: -18pt;"> The Travel Corporation, Mozio and Bond Brand Loyalty will provide
case studies considering the ‘ideal’ digital product, so efficient that it
guarantees loyalty</span></li>
<li><span style="font-family: Calibri Light, sans-serif;"> </span>H<b style="font-family: "Calibri Light", sans-serif; font-size: 12pt; text-indent: -18pt;">ow can the mobile interface be used to
enhance customer engagement and satisfaction? </b><span style="font-family: "Calibri Light", sans-serif; font-size: 12pt; text-indent: -18pt;">What is the value of design
in relation to mobile? Caesars Corporation, Jet Blue Technology Ventures and
Hopper will shed light on the relationship between mobile and marketing,
providing tips on how best to use digital to ensure customers love their
experience with the brand</span></li>
</ul>
<br />
<div class="MsoNormal">
<b style="mso-bidi-font-weight: normal;"><span style="font-family: "Calibri Light",sans-serif; font-size: 12.0pt; line-height: 107%; mso-ascii-theme-font: major-latin; mso-bidi-theme-font: major-latin; mso-hansi-theme-font: major-latin;"><a href="https://events.eyefortravel.com/travel-distribution-summit-north-america/conference-agenda.php">Click here to
see the full agenda and the confirmed speaker line up</a></span></b><b style="mso-bidi-font-weight: normal;"><u><span style="font-family: "Calibri Light",sans-serif; font-size: 12.0pt; line-height: 107%; mso-ascii-theme-font: major-latin; mso-bidi-theme-font: major-latin; mso-hansi-theme-font: major-latin;"><o:p></o:p></span></u></b></div>
<div class="MsoNormal">
<b style="mso-bidi-font-weight: normal;"><br /></b></div>
<div class="MsoNormal">
<span style="font-family: "Calibri Light",sans-serif; font-size: 12.0pt; line-height: 107%; mso-ascii-theme-font: major-latin; mso-bidi-theme-font: major-latin; mso-hansi-theme-font: major-latin;">Given the scope of content to
cover, EyeforTravel have included keynote debates at the end of Day 1 as well.<o:p></o:p></span></div>
<div class="MsoNormal">
<span style="font-family: "Calibri Light",sans-serif; font-size: 12.0pt; line-height: 107%; mso-ascii-theme-font: major-latin; mso-bidi-theme-font: major-latin; mso-hansi-theme-font: major-latin;"><br /></span></div>
<div class="MsoNormal">
<span style="font-family: "Calibri Light",sans-serif; font-size: 12.0pt; line-height: 107%; mso-ascii-theme-font: major-latin; mso-bidi-theme-font: major-latin; mso-hansi-theme-font: major-latin;">The first keynote debate on Day 1will
consider key strategies required to remain competitive in today’s
platform-dominated world. Considering how to thrive as a travel brand without
giving in to the media monopolies are: <o:p></o:p></span></div>
<div class="MsoNormal">
<span style="font-family: "Calibri Light",sans-serif; font-size: 12.0pt; line-height: 107%; mso-ascii-theme-font: major-latin; mso-bidi-theme-font: major-latin; mso-hansi-theme-font: major-latin;"><br /></span></div>
<div class="MsoListParagraphCxSpFirst" style="mso-list: l1 level1 lfo2; text-indent: -18.0pt;">
<!--[if !supportLists]--><span style="font-size: 12.0pt; line-height: 107%; mso-ascii-font-family: Calibri; mso-bidi-font-family: Calibri; mso-fareast-font-family: Calibri; mso-hansi-font-family: Calibri;"><span style="mso-list: Ignore;">-<span style="font: 7.0pt "Times New Roman";"> </span></span></span><span style="font-family: "Calibri Light",sans-serif; font-size: 12.0pt; line-height: 107%; mso-ascii-theme-font: major-latin; mso-bidi-theme-font: major-latin; mso-hansi-theme-font: major-latin;">Oliver
Dlouhy, CEO, Kiwi.com<o:p></o:p></span></div>
<div class="MsoListParagraphCxSpMiddle" style="mso-list: l1 level1 lfo2; text-indent: -18.0pt;">
<!--[if !supportLists]--><span style="font-size: 12.0pt; line-height: 107%; mso-ascii-font-family: Calibri; mso-bidi-font-family: Calibri; mso-fareast-font-family: Calibri; mso-hansi-font-family: Calibri;"><span style="mso-list: Ignore;">-<span style="font: 7.0pt "Times New Roman";"> </span></span></span><span style="font-family: "Calibri Light",sans-serif; font-size: 12.0pt; line-height: 107%; mso-ascii-theme-font: major-latin; mso-bidi-theme-font: major-latin; mso-hansi-theme-font: major-latin;">David
Armstrong, CEO, TravelPirates<o:p></o:p></span></div>
<div class="MsoListParagraphCxSpLast" style="mso-list: l1 level1 lfo2; text-indent: -18.0pt;">
<!--[if !supportLists]--><span style="font-size: 12.0pt; line-height: 107%; mso-ascii-font-family: Calibri; mso-bidi-font-family: Calibri; mso-fareast-font-family: Calibri; mso-hansi-font-family: Calibri;"><span style="mso-list: Ignore;">-<span style="font: 7.0pt "Times New Roman";"> </span></span></span><span style="font-family: "Calibri Light",sans-serif; font-size: 12.0pt; line-height: 107%; mso-ascii-theme-font: major-latin; mso-bidi-theme-font: major-latin; mso-hansi-theme-font: major-latin;">Tim
Hentschel, CEO, HotelPlanner<o:p></o:p></span></div>
<div class="MsoListParagraphCxSpLast" style="mso-list: l1 level1 lfo2; text-indent: -18.0pt;">
<span style="font-family: "Calibri Light",sans-serif; font-size: 12.0pt; line-height: 107%; mso-ascii-theme-font: major-latin; mso-bidi-theme-font: major-latin; mso-hansi-theme-font: major-latin;"><br /></span></div>
<div class="MsoNormal">
<span style="font-family: "Calibri Light",sans-serif; font-size: 12.0pt; line-height: 107%; mso-ascii-theme-font: major-latin; mso-bidi-theme-font: major-latin; mso-hansi-theme-font: major-latin;">The second keynote debate on Day 2
will consider the innovation potential held by the latest technologies –
particularly looking at how AI, Machine Learning, AR and blockchain are set to
change the way your brand works. Speakers include the VP – Commercial
Technology & Corporate Systems, from United Airlines and the Chief
Technology Officer & Co-Founder, from CruiseBe.com. <o:p></o:p></span></div>
<div class="MsoNormal">
<span style="font-family: "Calibri Light",sans-serif; font-size: 12.0pt; line-height: 107%; mso-ascii-theme-font: major-latin; mso-bidi-theme-font: major-latin; mso-hansi-theme-font: major-latin;"><br /></span></div>
<div class="MsoNormal">
<b style="mso-bidi-font-weight: normal;"><span style="font-family: "Calibri Light",sans-serif; font-size: 12.0pt; line-height: 107%; mso-ascii-theme-font: major-latin; mso-bidi-theme-font: major-latin; mso-hansi-theme-font: major-latin;">The summit will be buzzing, with insight on other topics including:
<o:p></o:p></span></b></div>
<div class="MsoNormal">
<b style="mso-bidi-font-weight: normal;"><span style="font-family: "Calibri Light",sans-serif; font-size: 12.0pt; line-height: 107%; mso-ascii-theme-font: major-latin; mso-bidi-theme-font: major-latin; mso-hansi-theme-font: major-latin;"><br /></span></b></div>
<div class="MsoListParagraphCxSpFirst" style="line-height: 150%; mso-list: l1 level1 lfo2; text-indent: -18.0pt;">
<!--[if !supportLists]--><span style="font-size: 12.0pt; line-height: 150%; mso-ascii-font-family: Calibri; mso-bidi-font-family: Calibri; mso-fareast-font-family: Calibri; mso-hansi-font-family: Calibri;"><span style="mso-list: Ignore;">-<span style="font: 7.0pt "Times New Roman";">
</span></span></span><!--[endif]--><span style="font-family: "Calibri Light",sans-serif; font-size: 12.0pt; line-height: 150%; mso-ascii-theme-font: major-latin; mso-bidi-theme-font: major-latin; mso-hansi-theme-font: major-latin;">Integrating
the Augmented Reality Ecosystem into your Travel Brand<o:p></o:p></span></div>
<div class="MsoListParagraphCxSpMiddle" style="line-height: 150%; mso-list: l1 level1 lfo2; text-indent: -18.0pt;">
<!--[if !supportLists]--><span style="font-size: 12.0pt; line-height: 150%; mso-ascii-font-family: Calibri; mso-bidi-font-family: Calibri; mso-fareast-font-family: Calibri; mso-hansi-font-family: Calibri;"><span style="mso-list: Ignore;">-<span style="font: 7.0pt "Times New Roman";">
</span></span></span><!--[endif]--><span style="font-family: "Calibri Light",sans-serif; font-size: 12.0pt; line-height: 150%; mso-ascii-theme-font: major-latin; mso-bidi-theme-font: major-latin; mso-hansi-theme-font: major-latin;">Creating a
Boutique Approach while Maintaining Brand Affinity in your Global Brand<o:p></o:p></span></div>
<div class="MsoListParagraphCxSpMiddle" style="line-height: 150%; mso-list: l1 level1 lfo2; text-indent: -18.0pt;">
<!--[if !supportLists]--><span style="font-size: 12.0pt; line-height: 150%; mso-ascii-font-family: Calibri; mso-bidi-font-family: Calibri; mso-fareast-font-family: Calibri; mso-hansi-font-family: Calibri;"><span style="mso-list: Ignore;">-<span style="font: 7.0pt "Times New Roman";">
</span></span></span><!--[endif]--><span style="font-family: "Calibri Light",sans-serif; font-size: 12.0pt; line-height: 150%; mso-ascii-theme-font: major-latin; mso-bidi-theme-font: major-latin; mso-hansi-theme-font: major-latin;">Incorporating
Blockchain Technology to Reduce Distribution Costs<o:p></o:p></span></div>
<div class="MsoListParagraphCxSpMiddle" style="line-height: 150%; mso-list: l1 level1 lfo2; text-indent: -18.0pt;">
<!--[if !supportLists]--><span style="font-size: 12.0pt; line-height: 150%; mso-ascii-font-family: Calibri; mso-bidi-font-family: Calibri; mso-fareast-font-family: Calibri; mso-hansi-font-family: Calibri;"><span style="mso-list: Ignore;">-<span style="font: 7.0pt "Times New Roman";">
</span></span></span><!--[endif]--><span style="font-family: "Calibri Light",sans-serif; font-size: 12.0pt; line-height: 150%; mso-ascii-theme-font: major-latin; mso-bidi-theme-font: major-latin; mso-hansi-theme-font: major-latin;">Adopting a
Multi-Channel Marketing Approach to Enhance Customer Engagement<o:p></o:p></span></div>
<div class="MsoListParagraphCxSpMiddle" style="line-height: 150%; mso-list: l1 level1 lfo2; text-indent: -18.0pt;">
<!--[if !supportLists]--><span style="font-size: 12.0pt; line-height: 150%; mso-ascii-font-family: Calibri; mso-bidi-font-family: Calibri; mso-fareast-font-family: Calibri; mso-hansi-font-family: Calibri;"><span style="mso-list: Ignore;">-<span style="font: 7.0pt "Times New Roman";">
</span></span></span><!--[endif]--><span style="font-family: "Calibri Light",sans-serif; font-size: 12.0pt; line-height: 150%; mso-ascii-theme-font: major-latin; mso-bidi-theme-font: major-latin; mso-hansi-theme-font: major-latin;">Diversifying
your Revenue Portfolio with Yield Management Technology<o:p></o:p></span></div>
<div class="MsoListParagraphCxSpMiddle" style="line-height: 150%; mso-list: l1 level1 lfo2; text-indent: -18.0pt;">
<!--[if !supportLists]--><span style="font-size: 12.0pt; line-height: 150%; mso-ascii-font-family: Calibri; mso-bidi-font-family: Calibri; mso-fareast-font-family: Calibri; mso-hansi-font-family: Calibri;"><span style="mso-list: Ignore;">-<span style="font: 7.0pt "Times New Roman";">
</span></span></span><!--[endif]--><span style="font-family: "Calibri Light",sans-serif; font-size: 12.0pt; line-height: 150%; mso-ascii-theme-font: major-latin; mso-bidi-theme-font: major-latin; mso-hansi-theme-font: major-latin;">Investing in
Customer Intelligence<o:p></o:p></span></div>
<div class="MsoListParagraphCxSpLast" style="mso-list: l1 level1 lfo2; text-indent: -18.0pt;">
<!--[if !supportLists]--><span style="font-size: 12.0pt; line-height: 107%; mso-ascii-font-family: Calibri; mso-bidi-font-family: Calibri; mso-fareast-font-family: Calibri; mso-hansi-font-family: Calibri;"><span style="mso-list: Ignore;">-<span style="font: 7.0pt "Times New Roman";">
</span></span></span><!--[endif]--><span style="font-family: "Calibri Light",sans-serif; font-size: 12.0pt; line-height: 107%; mso-ascii-theme-font: major-latin; mso-bidi-theme-font: major-latin; mso-hansi-theme-font: major-latin;">Video, Social
Media and Influencer Marketing and much more! <o:p></o:p></span></div>
<div class="MsoListParagraphCxSpLast" style="mso-list: l1 level1 lfo2; text-indent: -18.0pt;">
<span style="font-family: "Calibri Light",sans-serif; font-size: 12.0pt; line-height: 107%; mso-ascii-theme-font: major-latin; mso-bidi-theme-font: major-latin; mso-hansi-theme-font: major-latin;"><br /></span></div>
<div class="MsoNormal">
<span style="font-family: "Calibri Light",sans-serif; font-size: 12.0pt; line-height: 107%; mso-ascii-theme-font: major-latin; mso-bidi-theme-font: major-latin; mso-hansi-theme-font: major-latin;"><a href="https://events.eyefortravel.com/travel-distribution-summit-north-america/conference-speakers.php">Click here to see the full speaker line up</a></span><span style="font-family: "Calibri Light",sans-serif; font-size: 12.0pt; line-height: 107%; mso-ascii-theme-font: major-latin; mso-bidi-theme-font: major-latin; mso-hansi-theme-font: major-latin;"> <o:p></o:p></span></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
<span style="font-family: "Calibri Light",sans-serif; font-size: 12.0pt; line-height: 107%; mso-ascii-theme-font: major-latin; mso-bidi-theme-font: major-latin; mso-hansi-theme-font: major-latin;">With some of the biggest names in
the travel industry appearing as speakers and attendees, the EyeforTravel North
America 2018 Summit is the only place you’ll be able to catch up to your
competition and network with industry elite – giving attendees the formula to
truly <b style="mso-bidi-font-weight: normal;"><i style="mso-bidi-font-style: normal;">own the booking</i></b>. <o:p></o:p></span></div>
<div class="MsoNormal">
<span style="font-family: "Calibri Light",sans-serif; font-size: 12.0pt; line-height: 107%; mso-ascii-theme-font: major-latin; mso-bidi-theme-font: major-latin; mso-hansi-theme-font: major-latin;"><br /></span></div>
<div class="MsoNormal">
<span style="font-family: "Calibri Light",sans-serif; font-size: 12.0pt; line-height: 107%; mso-ascii-theme-font: major-latin; mso-bidi-theme-font: major-latin; mso-hansi-theme-font: major-latin;">Don’t risk missing out on insights
that will propel your business into the future. </span><a href="http://events.eyefortravel.com/travel-distribution-summit-north-america/register.php"><b style="mso-bidi-font-weight: normal;"><span style="font-family: "Calibri Light",sans-serif; font-size: 12.0pt; line-height: 107%; mso-ascii-theme-font: major-latin; mso-bidi-theme-font: major-latin; mso-hansi-theme-font: major-latin;">Click here to
reserve your pass at the Super Early Bird rate</span></b></a><span style="font-family: "Calibri Light",sans-serif; font-size: 12.0pt; line-height: 107%; mso-ascii-theme-font: major-latin; mso-bidi-theme-font: major-latin; mso-hansi-theme-font: major-latin;"> or contact Renu on her details below.<o:p></o:p></span></div>
<div class="MsoNormal">
<span style="font-family: "Calibri Light",sans-serif; font-size: 12.0pt; line-height: 107%; mso-ascii-theme-font: major-latin; mso-bidi-theme-font: major-latin; mso-hansi-theme-font: major-latin;"><br /></span></div>
<div class="MsoNormal" style="line-height: normal;">
<span style="font-family: "Calibri Light",sans-serif; font-size: 12.0pt; mso-ascii-theme-font: major-latin; mso-bidi-theme-font: major-latin; mso-fareast-font-family: "Times New Roman"; mso-fareast-language: EN-GB; mso-hansi-theme-font: major-latin;">Contact the team
directly at – </span><a href="mailto:renu@eyefortravel.com"><span style="color: windowtext; font-family: "Calibri Light",sans-serif; font-size: 12.0pt; mso-ascii-theme-font: major-latin; mso-bidi-theme-font: major-latin; mso-hansi-theme-font: major-latin; text-decoration: none; text-underline: none;">renu@eyefortravel.com</span></a><span style="font-family: "Calibri Light",sans-serif; font-size: 12.0pt; mso-ascii-theme-font: major-latin; mso-bidi-theme-font: major-latin; mso-fareast-language: EN-GB; mso-hansi-theme-font: major-latin;"> </span><span style="font-family: "Calibri Light",sans-serif; font-size: 12.0pt; mso-ascii-theme-font: major-latin; mso-bidi-theme-font: major-latin; mso-fareast-font-family: "Times New Roman"; mso-fareast-language: EN-GB; mso-hansi-theme-font: major-latin;"><span style="mso-spacerun: yes;"> </span></span><span style="font-family: "Calibri Light",sans-serif; font-size: 12.0pt; mso-ascii-theme-font: major-latin; mso-bidi-theme-font: major-latin; mso-hansi-theme-font: major-latin;"><o:p></o:p></span></div>
<div class="MsoNormal" style="line-height: 14.0pt; margin-bottom: 7.0pt; margin-left: 0cm; margin-right: 0cm; margin-top: 3.0pt;">
<span style="font-family: "Calibri Light",sans-serif; font-size: 12.0pt; mso-ascii-theme-font: major-latin; mso-bidi-theme-font: major-latin; mso-fareast-font-family: "Times New Roman"; mso-fareast-language: EN-GB; mso-hansi-theme-font: major-latin;">EyeforTravel is a community where the world's top
online travel brands – from hotels to airlines, online travel agents, cruise,
car hire firms and more – come to meet to drive forward growth and innovation
in the industry. We aim to provide you with industry focused news, events,
reports, updates and information. EyeforTravel Limited is a registered company.
The Company Registration number is 06286442. It is also registered in England &
Wales. Registered office is 7-9 Fashion Street, London E1 6PX, United Kingdom.<o:p></o:p></span></div>
<div class="MsoNormal" style="line-height: 14.0pt; margin-bottom: 7.0pt; margin-left: 0cm; margin-right: 0cm; margin-top: 3.0pt;">
<span style="font-family: "Calibri Light",sans-serif; font-size: 12.0pt; mso-ascii-theme-font: major-latin; mso-bidi-theme-font: major-latin; mso-fareast-font-family: "Times New Roman"; mso-fareast-language: EN-GB; mso-hansi-theme-font: major-latin;">Renu Kannu<o:p></o:p></span></div>
<div class="MsoNormal" style="line-height: 14.0pt; margin-bottom: 7.0pt; margin-left: 0cm; margin-right: 0cm; margin-top: 3.0pt;">
<span style="font-family: "Calibri Light",sans-serif; font-size: 12.0pt; mso-ascii-theme-font: major-latin; mso-bidi-theme-font: major-latin; mso-fareast-font-family: "Times New Roman"; mso-fareast-language: EN-GB; mso-hansi-theme-font: major-latin;">EyeForTravel | Project and Research Director (+ 44
20 7375 7197 |</span><a href="mailto:renu@eyefortravel.com"><span style="color: windowtext; font-family: "Calibri Light",sans-serif; font-size: 12.0pt; mso-ascii-theme-font: major-latin; mso-bidi-theme-font: major-latin; mso-hansi-theme-font: major-latin; text-decoration: none; text-underline: none;">renu@eyefortravel.com</span></a><span style="font-family: "Calibri Light",sans-serif; font-size: 12.0pt; mso-ascii-theme-font: major-latin; mso-bidi-theme-font: major-latin; mso-fareast-font-family: "Times New Roman"; mso-fareast-language: EN-GB; mso-hansi-theme-font: major-latin;">)</span></div>
<br /></div>
EyeforTravelhttp://www.blogger.com/profile/13585574813834791963noreply@blogger.comtag:blogger.com,1999:blog-1369440891119854909.post-521092491855723402018-07-06T07:30:00.000+01:002018-07-06T07:30:06.287+01:00Free Friday Video! Solve Marketing's Biggest Problem<div dir="ltr" style="text-align: left;" trbidi="on">
<div style="text-align: left;">
<span style="font-family: inherit;"><span style="background-color: white;">In this week's free video, Stuart Greif</span><span style="background-color: white; color: #111111; white-space: pre-wrap;">, Practice Lead - Travel & Hospitality at Amperity presents at EyeforTravel's </span></span><span style="background-color: white; color: #111111; white-space: pre-wrap;">San Francisco Summit 2018. Stuart's subject is </span><span style="background-color: white; color: #111111; font-family: inherit; white-space: pre-wrap;">trapped, unusable customer data: Breakthroughs in </span><span style="background-color: white; color: #111111; font-family: inherit; white-space: pre-wrap;">machine learning, solve marketing's biggest problem.</span></div>
<span style="font-family: inherit;"><br /></span>
<br />
<br />
<iframe allow="autoplay; encrypted-media" allowfullscreen="" frameborder="0" height="315" src="https://www.youtube.com/embed/2ZSooUf2hOA" width="560"></iframe>
<span style="font-family: inherit;"><br /></span>
<br />
<div style="text-align: left;">
<span style="font-family: inherit;">All videos from EyeforTravel's events are available at through our content hub, <a href="https://www.eyefortravel.com/audio-video-hub/all" target="_blank">EyeforTravel On Demand</a>. You can also find a selection of videos from our events and webinars through <a href="https://www.youtube.com/user/Eyefortravel" target="_blank">our YouTube page</a>. </span></div>
<div style="text-align: left;">
<span style="font-family: inherit;"><br /></span></div>
<div style="text-align: left;">
<span style="font-family: inherit;"><a href="http://1.eyefortravel.com/LP=3387" target="_blank">Sign up to our newsletter</a> to get our free Friday videos direct to your inbox, along with all the great <a href="https://www.eyefortravel.com/free-white-papers" target="_blank">white papers</a>, <a href="https://www.eyefortravel.com/" target="_blank">articles </a>and <a href="https://www.eyefortravel.com/reports-list" target="_blank">reports </a>we make throughout the year. </span></div>
</div>
EyeforTravelhttp://www.blogger.com/profile/13585574813834791963noreply@blogger.comtag:blogger.com,1999:blog-1369440891119854909.post-50983013071392805202018-06-29T07:30:00.000+01:002018-06-29T07:30:01.241+01:00Free Friday Video! The Hopper Way<div dir="ltr" style="text-align: left;" trbidi="on">
<div style="text-align: left;">
<span style="font-family: inherit;">Thsi week <span style="color: var(--yt-primary-text-color); white-space: pre-wrap;">Krista Bekkevold, Director of Hotel Supply at Hopper, presents on capitalizing on the proliferation of mobile for travel search, planning and customer engagement at the San Francisco Summit 2018.</span></span></div>
<br />
<iframe allow="autoplay; encrypted-media" allowfullscreen="" frameborder="0" height="315" src="https://www.youtube.com/embed/4Pn3700i2Ck" width="560"></iframe>
<div style="text-align: left;">
<span style="font-family: inherit;">All videos from EyeforTravel's events are available at through our content hub, <a href="https://www.eyefortravel.com/audio-video-hub/all" target="_blank">EyeforTravel On Demand</a>. You can also find a selection of videos from our events and webinars through <a href="https://www.youtube.com/user/Eyefortravel" target="_blank">our YouTube page</a>. </span></div>
<div style="text-align: left;">
<span style="font-family: inherit;"><br /></span></div>
<div style="text-align: left;">
<span style="font-family: inherit;"><a href="http://1.eyefortravel.com/LP=3387" target="_blank">Sign up to our newsletter</a> to get our free Friday videos direct to your inbox, along with all the great <a href="https://www.eyefortravel.com/free-white-papers" target="_blank">white papers</a>, <a href="https://www.eyefortravel.com/" target="_blank">articles </a>and <a href="https://www.eyefortravel.com/reports-list" target="_blank">reports </a>we make throughout the year. </span></div>
</div>
EyeforTravelhttp://www.blogger.com/profile/13585574813834791963noreply@blogger.com