With so many different hospitality providers to choose from, brand loyalty is a key to secure bookings
Montreal, Canada (Vocus) September 14, 2010
iPerceptions Inc. (TSX-V: IPE), a leading provider of web-focused Voice of Customer analytics, released its Hospitality & Tourism Industry Report for Q2 2010. As the economy continues to improve in Q2, this report shows that the hospitality industry is gaining momentum as well.
The iPerceptions report found that hotels and airlines have recovered much of the business lost during 2008 and 2009. A key indicator that the hotel industry is gaining strength is that the average room rates are up approximately 5 percent.
The recent economic downturn resulted in many hospitality brands investing in the growth of their membership programs in order to foster loyalty. As a result, there was a significant increase in loyalty program members in Q2, indicating that hospitality providers are seeing a return on their investment.
“With so many different hospitality providers to choose from, brand loyalty is a key to secure bookings,” said Claude Guay, president and CEO of iPerceptions. “Membership programs are an excellent way to incentivize potential customers and remain a top of mind brand consideration.”
The report analyzed real-time feedback from more than 160,000 people visiting over 100 hospitality and tourism sites to identify the most important issues and trends facing this unique industry.
Other important findings from the report include:
- Task completion (ie. visitors’ ability to accomplish their intended purpose of visit) increased significantly, partly due to more loyalty program members, who are more familiar with the websites
- Price is still a leading barrier to task completion for visitors who intended to make a reservation, however perceptions of prohibitive prices have decreased considerably
- Hotel/Room availability decreased in Q2, likely due to more summer vacation travel
- Availability problems could often be resolved by calling the hotel directly, but this lowered visitors’ overall site experience
Opportunities for marketers in Q3 include:
- Focus on how rooms are priced versus competitors
- Clarify brand advantages
- Resolve technical issues to avoid losing potential customers to another brand, which is only a click away
- Integrate inventory systems to resolve discrepancies in room availability online, to avoid direct calls to the hotel
Data contained in the Hospitality & Tourism Industry Report for Q2 2010 represents aggregated information obtained from iPerceptions’ enterprise solution webValidator™ and free 4Q surveys deployed on the websites of many leading hospitality brands. The full report can be found on the iPerceptions website at: http://www.iperceptions.com/resource-center/.
iPerceptions is a leading web-focused Voice of Customer analytics provider. Its webValidator Continuous Listening solution, free website survey solution 4Q, Web Analytics Solution Profiler (WASP) and proprietary iPerceptions Satisfaction Index (iPSI) turn thousands of data points into easy-to-understand strategic and tactical decision support for website marketers. iPerceptions’ clients include such well-known brands as InterContinental Hotels, General Motors, Dell, Hyundai, LG Electronics, Choice Hotels International, BMW and Monster Worldwide. For more information, please visit our website at http://www.iperceptions.com.
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