Who is trusted in Travel and Tourism - IULM Master Tourism Management

Who is trusted in Travel and Tourism?

Customer Reviews, Word of Mouth and Influencers

#tbe12 | www.travelbloggerelevator.com

Michele Aggiato, IULM April 17, 2012


CIAO!

Michele Aggiatotwitter.com/michelelaggiato


CIAO!Founder of 1st Travel Blogger Conference in Italy




Founder of the Italian Twitter Chat about Travel





Business Developer New Media Relations Specialist and Blogger





Business Developer New Media Relations Specialist and Blogger


If you wanna learn anything more about meDON'T watch my Youtube Channel!


BrandsI worked for


Who is trusted?


[Video] onhttp://youtu.be/cbe7qb6uzvg


http://youtu.be/cbe7qb6uzvg


1. Friends or relatives recommendation: 38%2. World renowned must-see destination: 32%3. Information on the web: 22%4. Cheap deal / special offer: 15%5. Geographically close destination: 14%6. Travel agency recommendation: 8%7. Article in a magazine / newspaper: 6%8. Movie realized in the country: 5%9. Appealing advertising on it: 5%10. Heard about in the TV news: 2%

TOP TEN FACTOR - WHAT MOSTLY PROMPTED YOUR DECISION TO CHOOSE THIS DESTINATION?

Provisional 2011 data - 15,000+ international tourists from 30+ markets and visiting a destination for the first time SOURCE: TRAVELSAT Competitive Index

CHALLENGES FOR HOLIDAY REVIEW SITES TODAY

Information Overload Anonymity of Reviewers Content Quality Conversion Visitor vs. Contributor Channel Competitors



Travelers ... visiting in av. of 22 sites before deciding on a destination ... making in av. 9.5 searches [Source: bazaarvoice, 2011]

Travelers are most highly influenced at ZMOT (99%), looking 10.2 sources of info online before booking online. [Google, Zero Moment of Truth]


Travelers ... visiting in av. of 22 sites before deciding on a destination ... making in av. 9.5 searches [Source: bazaarvoice, 2011]


PEOPLE MUST GO CRAZY BY SEARCHING THEIR HOLIDAY...


WHICH OF THE FOLLOWING DO YOU USE MOST FREQUENTLY WHEN TRAVELLING?

Survey conducted by WAYN for the World Travel & Tourism Council. SOURCE: Tnooz.com, 2010

- Mobile maps: 56% (US) and 63% (non-US)- Social networks: 38% (US) and 64% (non-US)- Virtual/3D tourism: 30% (US) and 27% (non-US)- Blogs: 32% (US) and 22% (non-US)- Podcasts: 9% (US) and 7% (non-US)- Virtual worlds: 0% (US) and 10% (non-US)- RSS feeds: 7% (US) and 11% (non-US)

image by thebrandbuilder.wordpress.com


Facebook user is connected to between 100 and 200 friends and spends an av. 55 minutes per day posting updates, recommandations, sharing link endorsing products and brands ... [From Social Media ROI by Olivier Blanchard]



image by thebrandbuilder.wordpress.com

The Power Of Customer Reviews



WORD OF MOUTH INFLUENCES REPUTATION

Consumer seek facts & details not opinions and subjective comparisons when the price and complexity of products and services increase! [bazaarvoice: The Conversation Index 2011/2012]


54 percent of cruise agents actively use social media tools such as Facebook, Twitter and others to generate cuirse leads [Amadeus.com / CLIA survey USA 2011]


#tbe12 | www.travelbloggerelevator.com#tbe12 | www.travelbloggerelevator.com

EVEN ADVERTISEMENT GO FOR IT


IDENTIFYING THE INFLUENCERS

10%CREATE, COMMENT, SHARE

90%PRIMARILY CONSUME

CONTENT



TRAVEL BLOGGERS


SOURCE: Technorati "State of the Blogosphere 2012"


INCREASING REACH AND ENGAGEMENTTWITTER CHAT ABOUT TRAVEL

UNIQUE REACH EXPOSURE31/05/2011 5997 3866615/06/2011 6011 4954622/06/2011 5341 7637128/06/2011 7211 7821406/07/2011 6014 3525713/07/2011 5680 6726220/07/2011 9301 5572426/07/2011 15643 18768404/08/2011 7547 6853710/08/2011 5327 2774331/08/2011 8209 5558707/09/2011 6539 5777214/09/2011 4636 2645421/09/2011 6426 44845


INCREASING REACH AND ENGAGEMENTTWITTER CHAT ABOUT TRAVEL

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Grazie!

Who is trusted in Travel and Tourism - IULM Master Tourism Management

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