1. OpenTourism
Ποιος Τι Που Πότε?
Έρευνα και ανάλυση δεδομένων για τουριστικές επιχειρήσεις.
Θανάσης Δημάκης
Μarketing research &
e-business development
@ Tourix.gr

2. Τι θα δούμε σήμερα?
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Εργαλεία και μέθοδοι έρευνας & ανάλυσης
1. Πριν
2. Κατά τη διάρκεια, και
3. Μετά την επίσκεψη του ταξιδιώτη
Πηγές δεδομένων + Στατιστικά + AdWords + Analytics + STP = Action
oriented Ανάλυση δεδομένων

3. Data

4. Travel Data Sources (some of many)
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Tourism ORGs
Internal data
email marketing
Industry Leaders
Think Insights
Expos & Events
consumer surveys
Media
Academia
OpenTourism

5. Many sources - Limited resources
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The GOOD news:
1. Πλήθος πληροφοριών
2. Δωρεάν!
The BAD news:
1. Πλήθος πληροφοριών
2. Δωρεάν!
The OPPORTUNITY:
Αξιοποίηση δεδομένων → Ορθές αποφάσεις → Περισσότεροι πελάτες

6. New verbs: “Google it” (γκούκλαρέ το)
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1+ δισ.
81%
52%
98%
70%
αναζητήσεις ανά ημέρα από 181 χώρες
των χρηστών στο ίντερνετ βρίσκει ιστοσελίδες μέσω της Google
των Ελλήνων είναι συνδεδεμένοι στο Internet
των Ελλήνων χρησιμοποιεί την Google ως πηγή πληροφοριών
των Ελλήνων κάνει έρευνα online πρωτού αγοράσει κάτι
Sources: 1.http://www.google.com/competition/howgooglesearchworks.html, 2. Forrester Research Inc., “UK Internet User Monitor” ,3. Google Touchpoints Consumer Survey January 2009.

7. Source: Google Engage Hangout Jul/13

8. Αντίστοιχο ποσοστό για Ελλάδα
12%
Source: Google Engage Hangout Jul/13

9. .
Source: Google Engage Hangout Jul/13

10. Source: Google Engage Hangout Jul/13

11. Action: Τι πρέπει να κάνω εγώ τώρα;
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1. Επένδυση στο internet για έρευνα και
απόκτηση πελατών
2. Δημιουργία φιλικών προς smartphones
ιστοσελίδων με δυνατότητα online κράτησης
3. Στόχευση σε αγορές με έντονο ενδιαφέρον

12. Data Data Data Data Data Data..
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● a 1 point increase in a hotel’s average user rating on a 5-point scale
makes travelers 13.5% more likely to book that hotel, Cornell University
● 83% of leisure travelers and 76% of business travelers plan their vacations
online, Google/Ipsos OTX MediaCT
● 1/3 of mobile users are planning on the go, Expedia/comScore
● 51 % of meta search users save time during the planning process' and 52
% agree that meta search ‘has helped me find the right hotel at the right
price', TripAdvisor/PhoCusWright

13. 68% began researching online before they decided where or how to travel
80% use the internet to plan their travel (49% family, friends or colleagues)
60% of leisure & 52% of business travelers rely on Search engines (Hotel websites: 58% & 68%, OTA: 47% & 48%)
58% of leisure & 64% of business travelers always start their travel booking and planning process with search
65% of business travelers book directly on company sites more often than via online travel agencies (11% increase from 2012)
43% of business travelers plan to research or use peer-to- peer sharing alternatives, such as Airbnb
TOP 3 important features when selecting Lodging 1. Price 2. Most convenient location 3. Past experience with establishment
66% of leisure, 60% of business & 52% of affluent travelers, plan to spend more time researching before booking
TOP 3 important features when choosing a destination: 1. Price (85%), 2 Activities specific to my interests (73%), 3. past experience with destination (64%) (
51% of leisure travelers rely on OTAs when considering a few destinations, 43% when they know where they're going, 6% when considering many destinations
TOP sources used for activity/excursion decisions: Brochures/Books in my room/house (42%), Destination website/app (41%), Walking around destination
(41%) Other people on trip (27%) Accommodation website/app (25%) TV in my room/house (22%) Other travel websites/apps (21%) Online videos (14%)
25% of smartphone travel planners book hotel via smartphones
65% of leisure & business travelers view videos when looking for activity ideas at a particular destination
60% of leisure travelers turn to the internet for inspiration (62% turn to family, friends or colleagues)
80 percent say the site's reviews help them feel more confident in their travel decisions
77 percent usually or always reference TripAdvisor reviews before selecting a hotel.
There is no denying that reviews are a powerful and significant part of the travel planning experience," comments Barbara Messing, chief marketing officer
Not only are travellers referencing reviews before they book, they are clearly more highly engaged by businesses that respond to reviews
87 percent of users agree that an appropriate management response to a bad review "improves my impression of the hotel"
70 percent of users agree that an aggressive/defensive management response to a bad review "makes me less likely to book that hotel"
62 percent of users agree that seeing hotel management responses to reviews generally "makes me more likely to book it
When researching places to stay on TripAdvisor, 80 percent of respondents read at least 6-12 reviews before making their decision, and they're most interested
in recent reviews that will give them the freshest feedback.
64 percent of respondents tend to ignore extreme comments when reading reviews
74 percent of travellers stating that they ‘feel good about sharing useful information with other travellers'
70 percent of respondents stating that they wanted to share a good experience with other travellers
Respondents in Russia and Japan were the only two markets to prefer to read a lot of reviews (multiple pages) to get an overall sense of people's opinions users in Spain read the most hotel reviews before booking. Thirty four percent read eleven or more hotel reviews before deciding on a hotel
- 69%) Brazil respondents are more likely to book a hotel that has hotel management responses, significantly higher than most other markets.
- Australians usually read 6-12 reviews before making a decision on hotels, restaurants or local attractions (45%), whilst 24% will go through 13-20 reviews
whilst planning
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14. έρευνα και ανάλυση δεδομένων
ΠΡΙΝ
την άφιξη του επισκέπτη

16. ΠΟΥ
να στοχεύσω?

20. ΠΟΤΕ
ψάχνουν για την επιχείρησή μου;

21. Search seasonality - kalamata
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22. Search seasonality - kalamata hotel
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23. ΤI
ψάχνουν;

24. Perfect competition markets & Price wars
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Μεγάλος αριθμός πωλητών & αγοραστών
Μη διαφοροποιημένα προϊόντα/υπηρεσίες
Πλήρης πληροφόρηση καταναλωτών

26. STP & differentiation in action
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Τουρισμός για λίγους
Στόχευση σε εξειδικευμένες ανάγκες/target groups:
ηλικιωμένους, διαβητικούς, ζευγάρια με μικρά
παιδιά, ζευγάρια που δεν θέλουν γύρω τους παιδιά,
με συγκεκριμένα χόμπι, ενδιαφέροντα, κατοικίδια,
σεξουαλικές προτιμήσεις, κτλ κτλ κτλ =
Διαφοροποίηση από τον ανταγωνισμό.

27. έρευνα και ανάλυση δεδομένων
ΕΝΩ
ο ταξιδιώτης είναι εδώ

28. On-stay surveys
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1. No tech research → Τι ρωτάει & ζητάει;
2. Social media monitoring → Τι λέει για εμάς και την πόλη μας;
3. Mobile searches → Τι ψάχνει ενώ είναι εδώ;

29. - more than 50% of global respondents do not want to make a booking commitment until they read reviews and find out what other travellers
thought about the property.
- 80 percent say the site's reviews help them feel more confident in their travel decisions
- 77 percent usually or always reference TripAdvisor reviews before selecting a hotel.
- There is no denying that reviews are a powerful and significant part of the travel planning experience," comments Barbara Messing, chief
marketing officer
- Not only are travellers referencing reviews before they book, they are clearly more highly engaged by businesses that respond to reviews
- 87 percent of users agree that an appropriate management response to a bad review "improves my impression of the hotel"
- 70 percent of users agree that an aggressive/defensive management response to a bad review "makes me less likely to book that hotel"
- 62 percent of users agree that seeing hotel management responses to reviews generally "makes me more likely to book it (versus a
comparable hotel that didn't respond to travellers
- When researching places to stay on TripAdvisor, 80 percent of respondents read at least 6-12 reviews before making their decision, and they're
most interested in recent reviews that will give them the freshest feedback.
- of respondents (53%) will not book a hotel that does not have reviews
- 64 percent of respondents tend to ignore extreme comments when reading reviews
- 74 percent of travellers stating that they ‘feel good about sharing useful information with other travellers'
- 70 percent of respondents stating that they wanted to share a good experience with other travellers
- Respondents in Russia and Japan were the only two markets to prefer to read a lot of reviews (multiple pages) to get an overall sense of
people's opinions - users in Spain read the most hotel reviews before booking. Thirty four percent read eleven or more hotel reviews before
deciding on a hotel
- 69%) Brazil respondents are more likely to book a hotel that has hotel management responses, significantly higher than most other markets.
- Australians usually read 6-12 reviews before making a decision on hotels, restaurants or local attractions (45%), whilst 24% will go through 1320 reviews whilst planning
ACTION: need for business owners to not only monitor their online reputation, but to engage as much as possible with their past and potential
customers. The benefits are clear - the more engaged the property, the more likely travellers are to book
81% of travelers find user reviews important; where as 49% of travelers won’t book a property without reviews. It is also highlighted that online
reviews and reputation affect sales conversion rates, Mashable
META

30. Οι επισκέπτες των Online Review Sites:
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Διαβάζουν τα σχόλια που άφησαν οι πελάτες μας,
και μας επιλέγουν έναντι των ανταγωνιστών,
βάσει της αξιολόγησης που λάβαμε
και των απαντήσεων που δώσαμε στις αρνητικές κριτικές.
Actions:
● Παρακολούθηση και άμεση ανταπόκριση σε αρνητικά σχόλια.
● Βελτίωση υπηρεσιών βάσει αξιολογήσεων.

31. Online / Offline Questionnaires
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1. Ικανοποίηση
2. Προτάσεις βελτίωσης
3. Προτροπή online review και social profile follow
Σε επίπεδο τουριστικής μονάδας αλλά και προορισμού

32. Τι να κάνω εγώ τώρα;
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Επένδυση σε έρευνα και προβολή μέσω του internet
Εκκίνηση από τα εύκολα και εστίαση στα βασικά

33. OpenTourism
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Ευχαριστώ!
Ερωτήσεις?
t.dimakis@tourix.gr
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