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3 Key Takeaways from the iperceptions Hospitality Report


Aug 1, 2013, By iperceptions

Key Takeaways from the iPerceptions Hospitality Report

Share of Bookers Up

The share of website visitors looking to make a reservation or find hotel information increased significantly over the year, among both Business and Leisure travelers.  As seen historically, Bookers are more prevalent among Business than Leisure travelers, while Leisure travelers are more focused on finding hotel information and comparing rates than their Business counterparts. This is not surprising given the Leisure traveler’s level of involvement in the travel decision, which would assume a higher degree of researching into hotel information, rates, etc.

Purpose of Visit

iPerceptions Hospitality Report - Purpose of Visit graph  

 

Significant Drop in Program Membership

There was a sharp drop in overall loyalty program membership in Q1 2013 from 79% membership in Q1 2012 to 73% in Q1 2013. This finding continues to show that travelers have reached the saturation point in terms of the number of programs they wish to join, and that brands need to develop new initiatives in order to build interest and secure loyalty.

Loyalty Program Membership by Type of Traveler

iPerceptions Hospitality Report - Loyalty Program Membership by Type of Traveler graph


Search Engines Most Popular Path

Search engine use remains the leading path to site, and has increased year on year (34% up from 31%). However, 24% type in the brand URL, and 12% use a bookmark, suggesting that travelers do keep a particular brand in mind when planning their trip. The challenge for brands, therefore, is staying top of mind in an increasingly competitive environment.

Path to Site

iPerceptions Hospitality Report - path to site graph 

 

Update: The iperceptions' Hospitality Report Q1 2013 is no longer available to be downloaded.

iperceptions

iperceptions is a global leader in Voice of the Customer (VoC) solutions, guiding the world’s customer-centric brands to the insights they need to improve the customer experience.

3 Key Takeaways from the iperceptions Hospitality Report


Aug 1, 2013, By iperceptions
|0 comments

Key Takeaways from the iPerceptions Hospitality Report

Share of Bookers Up

The share of website visitors looking to make a reservation or find hotel information increased significantly over the year, among both Business and Leisure travelers.  As seen historically, Bookers are more prevalent among Business than Leisure travelers, while Leisure travelers are more focused on finding hotel information and comparing rates than their Business counterparts. This is not surprising given the Leisure traveler’s level of involvement in the travel decision, which would assume a higher degree of researching into hotel information, rates, etc.

Purpose of Visit

iPerceptions Hospitality Report - Purpose of Visit graph  

 

Significant Drop in Program Membership

There was a sharp drop in overall loyalty program membership in Q1 2013 from 79% membership in Q1 2012 to 73% in Q1 2013. This finding continues to show that travelers have reached the saturation point in terms of the number of programs they wish to join, and that brands need to develop new initiatives in order to build interest and secure loyalty.

Loyalty Program Membership by Type of Traveler

iPerceptions Hospitality Report - Loyalty Program Membership by Type of Traveler graph


Search Engines Most Popular Path

Search engine use remains the leading path to site, and has increased year on year (34% up from 31%). However, 24% type in the brand URL, and 12% use a bookmark, suggesting that travelers do keep a particular brand in mind when planning their trip. The challenge for brands, therefore, is staying top of mind in an increasingly competitive environment.

Path to Site

iPerceptions Hospitality Report - path to site graph 

 

Update: The iperceptions' Hospitality Report Q1 2013 is no longer available to be downloaded.

iperceptions

iperceptions is a global leader in Voice of the Customer (VoC) solutions, guiding the world’s customer-centric brands to the insights they need to improve the customer experience.

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