语音的力量：发现推动直接预订的渠道.pdf

1、The power of voiceDiscover the channel that drives direct bookingsJohn MullenSales Director UKIndustry trendsLeveraging opportunities01Benchmarking0203AGENDARESEARCH SOURCESIndustry TrendsTravelAn update on the UK consumer sentiment:Caution prevails,but some are ready to treat themselvesSource:McKin

2、sey CONSUMER SENTIMENTIndustry TrendsINDUSTRY TRENDSSourceCo StarDeloitteMcKinseyIndustry TrendsShare of booking agency revenue,%OPPORTUNITY:FRAGMENTED EXPERIENCES SPACEIndustry Trends38,000 digital moments|19 different touchpointsAWARENESSRESEARCH&PLANNINGBOOKINGSPREPAREARRIVAL&STAYPOST-STAY&SHAREE

3、MAILPAID&ORGANICSEARCHPHONE&CHATREVIEWSSOCIAL&DIGITALWEBSITEDIRECTWEB/APPOTA/GOOGLE/METAPHONE&CHATAMENITIESEMAILREVIEWSSOCIALSURVEYSEMAILREVIEWSSOCIALEMAILEVENTSOCIALWORD OFMOUTHLeveraging Opportunity70%Bookers read reviews before making a purchase85%Guests Abandon on the Booking Engine58%travelers

4、rely on user generated content to assist with decisions60%Guests Call the Property Before Booking OnlineTraveler distractionsIndustry TrendsData is everywhere.So are your guests.Leveraging Opportunitydifferent touch points before making a bookingof travelers who book via an OTA had called the proper

5、ty at least once prior to bookingSources:1)Ahla 2)Travel Daily News 3)Silo.tipsThe impact the voice channel has on direct revenue58%19of customer loyalty is driven by the sales experience53%Industry TrendsLeveraging OpportunityBenchmark data overviewWe tapped into our customer data,using insights dr

6、awn from over 12,500 hoteliersTo create this report,we analysed:2.3 billionemails24 millionreviews5.9 millioncalls23 millionmessagesBenchmark DataBenchmark DataNOT JUST CALL TAKERSReservation agents are revenue bookers.And outbound call agents-Driving direct bookings-Maximising u