#btoeng 2010: the year of the Guest – Buy Tourism Online, Florence Italy

Olivier Jager – Market Metrix

the last 10 years:

• growth of travel
• explosion of electronic distribution
• 30% + yearly multiplication of distribution channels
• Internet – enabler of direct distribution for hotels

The indsutry was focus on distribution ò- it helped to grow.

Now ?

• the market is flat
• price product and promotion in the spotlight
• retention is key stratigic move for hotels
• Immediate impact of social medias

Reviews significantly influence hotel selection (up to 87% of people interviewed say reviews influence their decision 79% restaurants)

To regain control and influence consumer feedback hoteliers need to

• monitor
• respond
• improve

The changing market – Economic Impact

with SM the impact of guest satisfaction and dissatisfaction is multiplied and has a quicker economic impact

• potential profit from SM referrals
• potential profit from traditional referrals
• potential profit from additional stays
• potential profit from room one year

The real value of a customer

• averae rate
• non romm revenue
• avg lenght of stay
• favorable comments on SM and how long the way can generate positive buzz on your hotel

• loyalty of a guest with no problems: 91%
• loyalty of a guest with a problem 69%
• loyalty of a guest if problem resolved 87%

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