Have you seen The Customer Experience Factbook?

In this 180+ page report, you'll find all the information and support you need to build a profitable, effective CX Improvement Program that spans every part of your business. You'll be able to implement and manage meaningful and profitable change, and grow your bottom line despite a slowing economy.

Get it on Amazon (Kindle/Print)

Search trumps loyalty for hospitality websites

Only one in four visitors to these web sites actually typed in the brand's web address or domain name to reach the website, although this number did actually increase over the past year, suggesting that promotional efforts may have helped with brand awareness and recall.

The share of visitors accessing hospitality and tourism websites via an email link also increased significantly from 2% the previous year to 7% in Q3 2012. This indicates that marketing efforts employed by brands has been working to drive visitors to their websites. Bookmarking tracked as a distant third with only 9% of visitors accessing the website through this channel. This suggests either that brand loyalty has not been optimised, or that typing in the web address serves as a proxy for bookmarking since recalling the address is a form of brand identification.

"The hospitality space is becoming exponentially more competitive and therefore it is imperative for brands they provide an intuitive website with content that is clearly laid out with a smooth, hassle-free booking process," said Duff Anderson, vice president of insight for iPerceptions. "Voice of Customer (VoC) data provides an excellent basis for which brands can identify what the pain points are for their customers, but understanding how they should be addressed and repaired can be complex. Usability audits compliment VoC research and, together, they can provide a roadmap for site improvement strategies and optimising overall online brand health."

Most hospitality and tourism websites experienced mostly repeat visitors (72%) in Q3 2012 and, because business travellers tend to be more frequent travellers than their leisure counterparts, repeat website visits were more common among this group. Importantly, however, first time visitors within the business demographic increased significantly over the previous 12 months.

The full 'Hospitality Industry Report Q3 2012' has been made available as a PDF download from the iPerceptions web site - click here (free registration required).

Have you seen The Customer Experience Factbook?

In this 180+ page report, you'll find all the information and support you need to build a profitable, effective CX Improvement Program that spans every part of your business.

You'll be able to implement and manage meaningful and profitable change, and grow your bottom line despite a slowing economy. Grab this goldmine of easily adaptable and up-to-date strategies, walk-throughs, trends, technologies, research, suppliers and partners, plus all the supporting arguments you need to build a solid CX strategy.

While most marketers could list maybe a dozen key points for improving their brand's Customer Experience (CX), the researchers and writers at The Marketing Factbook have identified FORTY main 'CX Keys' which will help you drive your customers to new levels of delight, loyalty, advocacy and profitability.

The areas in which customers have direct contact with your organization are perhaps the most obvious places in which CX improvements can be made, and this report addresses all 24 of these 'Direct CX Keys', applicable to offline and online businesses alike.

At the same time there are many other areas that indirectly affect CX (such as the supply chain, policies and processes) in which every business can make simple but far-reaching improvements. This report guides you through the problems and solutions for all 16 of these 'Indirect CX Keys', many of which are often forgotten or under-played even in the best CX strategies.

Get it on Amazon (Kindle/Print)