Issue 47: 12th October 2012

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    Reviews prove their worth

    Peer generated reviews have long been recognised as being key to driving conversions across a wide range of online product platforms. In the hotel sector, the dramatic impact of Tripadvisor demonstrates the power of reviews, and now evidence is starting to appear to support the value of displaying reviews on hotel brand sites. Speaking at [...]
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    Big and small traffic strategies

    According to Gillian Corley of Disney, constant testing, measurement and incremental improvement can have a significant impact on the volume of business delivered through a website, often beating comprehensive rebuilds. Over a five year period, such a succession of small changes has led to conversion rates rising from 0.3% to 2.5% on the Disney website. [...]
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    Consolidation plays

    Intense competition in the online travel space is driving a spate of merger and acquisition activity. AirBnB, TripAdvisor and Hotel Tonight have all made acquisitions in the past week, illustrating the pace with which well financed online players are swallowing up smaller fry, to gather skills, take out potential opposition, add scale or further expand [...]
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    OTAs supreme in social and search

    According to an analysis carried out on UK search by consultancy QuBit, OTAs are routinely beating branded hotel websites both on social media and on search. Hotels.com is the top performing website and leads in search engine placement, while Bookings.com is the top performer in social media connections. The report from QuBit analysed 10 leading [...]
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    iPad revolution takes hold in hotels

    A new report by technology company Intelity on in-room tablet usage shows guests enjoy using the technology when provided by hotels in their guestrooms, while properties who provide such facilities also typically enjoy improved efficiencies. The company, which provides software that enables iPads to connect with a wide range of hotel systems, first installed tablets [...]
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    OTAs and hotels battle over guest data

    War is breaking out between hotels and Booking.com in the European online travel space, amid claims that that OTA has downgraded the terms and conditions under which it works with its hotel suppliers. The OTA stands accused of dramatically restricting hotel’s access to client contact details such as email, as well as of failing to [...]