Issue link: https://digital.copcomm.com/i/348155
Trend #6 Trend #8 B M & T ••• May/June 2014 ••• www.blackmeetingsandtourism.com 19 Online Travel Reviews and their Effect It's huge, according to TAs, and growing. An overwhelming number – 80% – feel we've only seen the beginning of this con- sumer phenomenon. And over 50% of the travel agents sur- veyed use these online reviews in determining booking deci- sions for their customers. Hoteliers and airlines take note! Most Important Features at Hotels & Resorts Well, yes, location is #1 for apparent reasons. But #2 isn't free parking, or the availability of spa services, or numerous other possible traveler con- cerns. It's Free Internet, and properties that continue to charge for this service should take note that this is deemed more important for travelers than the number of stars or dia- monds a property achieves. Free Internet access is seen as a traveler's right! Hotel Websites Sell An attractive, appealing and user-friendly website with a direct booking option gener- ates reservations. Maybe not a surprise to most, but what is interesting is that travel agents use this method 34% of the time for making reservations (GDS is 38% of TA bookings). You can toss your fax machine, though; it's used for bookings only 1% of the time according to the study. This Changes Everything! Well over half of the travel agents responding felt a para- digm shift occurred when the world went mobile. With around the clock accessibility, pop-up travel deals, immediate rate checks and even securing directions on your phone en route to a destination has given travelers, for the first time, the world at their fingertips no mat- ter where they are on the globe. Hotels and resorts with- out mobile sites are left in the dust. A few key words from the TAs: mobile sites should be rel- evant, brief, readable, and for- matted for ease of use. Advice to the Hotel Industry from Travel Agents(eb) Ok, maybe not officially a trend, but this is increasingly top of mind with travel professionals and they wanted to share these words of advice with hoteliers: Keep your rooms and water glasses clean. Replace worn carpet. Invite us over – FAM trips are back and there's no better way for us to meet you and experience your property. Never forget the impor- tance of customer service, ever! Partner with us for a win-win. We understand what "incidental rev- enue" means, but please don't nickel & dime our customers. Your websites are beautiful, but we urge you to have your vital information just one click away. Always deliver value. And finally, we've said it before and we're saying it again – travelers want Internet access to be FREE! Trend #7 Trend #9 Trend #10