Issue 3: 25th January 2013

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    Divided loyalties

    Hotel loyalty programmes have either little or no impact on travellers' purchase decisions, according to a study from Deloitte. The report found that only 8% of travellers were loyal to the same hotel brand and said that, in the worst-case scenario, the programmes drove brand-switching behaviour. The survey – A restoration in hotel loyalty: Developing [...]
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    Hotels on the hook

    Hotel consumers are increasingly booking rooms over the phone, according to a study from the Marchex Institute. The report found that the use of call centres and direct calls to properties was driven by increased smartphone usage and called on suppliers to improve their call centres. The Marchex Institute, an arm of Marchex, a call-based [...]
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    Location trumps reviews

    Location and choice remain the two biggest factors for guests when choosing a hotel, according to the latest Market Metrix Hospitality Index. The benchmarking company found that positive online reviews were a factor less than 3% of the time. The results go against previous reports by brands such as TripAdvisor, which claimed that reviews played [...]
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    Facebook digs deeper

    Facebook is making its first foray into search with Facebook Graph Search, a feature which allows users to search via the information provided by other users. For hotels, the move may finally give them the chance to effectively access friend recommendations, making their own interaction with the social media network even more important. Facebook is [...]
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    TripAdvisor hones metasearch

    TripAdvisor has confirmed that it is trialling a hotel meta-search platform providing pricing and availability information to its users. The company is the latest to join what is so far the key trend of 2013, following Priceline’s acquisition of Kayak and Expedia’s investment in Trivago. TripAdvisor has not said if or when it will roll [...]