Insights to drive travel & hospitality brand and digital strategies
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This document discusses how SinoTech Group can help travel and hospitality brands understand online consumer behavior and discussions. It notes that today's consumers research and communicate about brands across many online channels. SinoTech Group monitors user-generated content to provide insights into how consumers feel about brands, topics of discussion, and trends to help brands engage loyalty and increase marketing effectiveness. It offers metrics on online buzz and discussions around destinations, products, and competitors to optimize strategies.
Insights to drive travel & hospitality brand and digital strategies
- 1. Insights to Drive Travel & Hospitality Brand and Digital Strategies Solutions for Travel & Hospitality Marketers Today’s travel consumer is tweeting, texting, emailing, communicating with friends via Facebook, and commenting, often in real-time, on restaurants and hotels via review sites like Ctrip, Yelp and TripAdvisor. How will you reach these hyper-interactive consumers at multiple touch points during the research process? And once your hotel has their attention, what should you do to encourage loyalty to your brand, increase site stickiness, create buzz around your hotel, and ultimately increase bookings? User-Generated Content • How consumers feel (UGC) about your brand, product or Millions of Consumers are service—in their words Talking Online—Are You • Specific issues that Listening? are being discussed SinoTech Group works around your brand, organization or services. with the worlds' top worlds' Consumer advocacy is the single most important gauge • Events, trends and Hotels, Airlines and tour issues influencing the buzz of your brand’s growth around your brand operators as well as potential. Consumers often put higher levels of trust in • Insights into the topics others working in the word-of-mouth being discussed that are travel and hospitality recommendations from relevant to your brand marketplace including ad others- more than they do from traditional advertising. Media and Market agencies, OTAs and PATA Measurement to provide rich insights on SinoTech Group SinoBuzz’s Measure the Impact of Online gives you the most Marketing using SinoTech online behavior and social comprehensive view of your Group’s SinoBuzz. When media discussions. online buzz and word-of- companies are making digital mouth reach. This product marketing investments, it is delivers insights to proactively critical manage your on-line exposure: Version 1.1 2010 © SinoTech Group (China) Limited
- 2. Brand and Digital Strategies for Travel & Hospitality Marketers SinoTech Group’s Travel & Hospitality practice covers a broad range of digital marketing solutions that you understand and gain insights about the travel sector and those consuming your brand messages and engaging in discussions about your company. Comprehensive Insights Deliver are going on-line to discuss and seek Intelligence to: information about your brand or • Measure and analyze on-line buzz product around a destination, a tour product • Aggressively manage brand issues or an airline. Is it positive or negative? and challenges Increasing or declining? • Develop the right content strategies • Listen to candid conversations to drive brand advocacy about your hotel on Ctrip, eLong, • Measure and analyze Web site tripadvisor or other online travel sites. traffic—including brand and • Identify your brand’s vocal product sites, travel sites and others supporters and detractors and relevant to your category learn how to leverage their • Access demographics to understand influence consumer lifestyles and purchasing • Identify areas of product preferences satisfaction/dissatisfaction • Use the insights from SinoBuzz to • Develop new products based on support product launches feedback,consumer need and • Track your competitors’ strategy and preference on-line brand reputation • Determine where your consumers • Optimize your online marketing strategy More than 75% of Internet users seek travel information online. SinoTech Group’s research suggest that Group’ consumers have a high level of trust in user generated content on travel related Web sites and would even change hotel and airline reservations based on negative comments found online. Insights in Action: Insights include: • How do consumers perceive your hotel, airline or your competitors brands? • Get direct feedback about specific areas relating to their stay at the hotel or the travel on various airlines • Is your marketing message resonating with consumers? • What influences travelers to stay at a particular hotel or use a particular airline; or not • What is the main language being used by the people talking about your brand? • Who is contributing to the discussions relating to your brand? • Where are the conversations taking place? Is there one site that is producing more of the discussions or is there one particular location contributing? For more information, contact your Account Manager, e-mail us at [email protected], or visit www.sinotechgroup.com.cn Version 1.1 2010 © SinoTech Group (China) Limited
- 3. Version 1.1 2010 © SinoTech Group (China) Limited