1. Travel Insights
Business Value from Word of Mouth
0

2. Goals and focus
 Trusted, impactful, and more content drives greater
results
 Travellers consult many sources across their journey &
have many questions
 Many travellers belong to many loyalty programs, so
must continually reinforce differentiators and drive
loyalty
1

3. Bazaarvoice in the travel sector
23.9M
Reviews collected
in Travel since
2005
14
Average no. of
reviews per travel
listing
38
Different languages
for reviews
50+
Countries submitting
reviews
2

4. Topics in Conversations
3

5. Topics in Conversations
4

6. Engage. Respond. React.
•
Overall Average Rating: 3.66
•
35-44 & 55-64 write the most
reviews
Personalise
•
65+ rate highest
•
Younger families have the lowest
ratings.
Segment
•
Average rating decreases as Trips per
year increases
5

7. Tips from Reviewers….
 Pay closer attention to the needs of travelers with children and
frequent travelers.
 Capture more content from younger age groups by adapting
(e.g., Facebook, Instagram, Mobile).
 Continue delighting the older groups, but impress the youth.
 Be receptive to family needs during Spring and Summer
6

8. But why?
7

9. Benchmark KPI’s
Site Behavior KPI’s
+79%
AVG. TIME ON SITE
+25%
RETURN VISITS
eCommerce KPI’s
+51%
CONVERSION
+1%
AVERAGE
ORDER VALUE
+50%
REVENUE
PER VISITOR
8

10.  Engage
 Respond
 React
 Personalise
 Segment
 Measure
9

11. Questions?
10

12. Workshop Extras
11

13. NPS Overview
• Net Promoter Score: 45
• 92% response rate
• 58% promoters
• 13% detractors
• 4 out of 5 travelers would
recommend to a friend
12
Confidential and Proprietary. © 2013 Bazaarvoice, Inc.
12

14. Bazaarvoice Client ROI Benchmarks
Percentages shown are the increases in behavior and eCommerce KPI’s for site visitors who interacted
with Bazaarvoice content as compared to those who did not.
Behavioural Benchmarks
All Clients
Travel
Average Time on Site
+143%
+79%
Page Views per Visit
+89%
+54%
Repeat Visits
+13%
+25%
All Clients
Travel
+82%
+51%
+7%
+1%
+96%
+50%
eCommerce Benchmarks
Conversion Rate
Average Order Value (AOV)
Revenue per Visit
13
Confidential and Proprietary. © 2013 Bazaarvoice, Inc.

15. Ratings Increase with Age
•
Ages 35-44 & 55-64 contribute the most OTA reviews
•
Oldest age group gives the highest ratings
14
14

16. Frequent Travelers are More Critical
•
Pay closer attention to the needs of frequent travelers
15
15

17. Frequent Travelers are More Critical
•
Occasional travelers give above-average NPS scores
16
16

18. Summer Volume Boost
•
Review submissions increased 48% from January to July
•
Prepare for the travel season early
17
17

19. Traveler Types
•
Ratings increase when traveling for pleasure, with friends, or with a significant other
18
18

20. Recommendations from Word of Mouth
19

21. Themes
Business
•
Top positive themes:
•
Sensitive to amenities
Top negative themes:
–
Location, distance
–
Breakfast
– Internet service
–
Front desk, staff
– Fitness room
Pleasure
•
Top positive themes:
–
Location, distance
–
Breakfast
–
Front desk, staff
Sensitive to bathroom
features
•
Top negative themes:
– Water temperature & pressure
– Small room
20
20

22. Family & Friends
•
Be receptive to family needs during peak travel in the
summer
21
21

23. Themes
Family
•
Top positive themes:
–
Location, distance
–
Breakfast
–
Front desk, staff
Friends
•
•
Top positive themes:
Sensitive to smoke
and noise
Top negative themes:
–
Cigarette smoke
–
Small pool
–
Street noise
Sensitive to room
features
•
Top negative themes:
–
Location, distance
–
Air conditioning
–
Breakfast
–
Bathrooms
–
Front desk, staff
–
Sofa bed
22
22

24. Singles & Couples
•
Couples travel together more consistently in summer & fall
•
Singles travel regularly throughout the year
23
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25. Themes
Singles
•
Top positive themes:
–
Location, distance
–
Breakfast
–
Front desk, staff
Couples
•
•
Top positive themes:
Sensitive to bathroom
features
Top negative themes:
–
Air conditioner
–
Hot water
–
Shower head
Sensitive to NOISE!
•
Top negative themes:
–
Location, distance
–
Street noise
–
Breakfast
–
Thin walls
–
Front desk, staff
–
Loud music
24
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