iPerceptions Inc., a leading provider of online Voice of Customer (VoC) analytics derived from actual visitor feedback, today announced the release of its 'Online Satisfaction and Experience in the Hospitality Industry' report for Q4 2012.
The report discovered that there has been significant growth of visitors to hospitality and tourism websites coming from email links, up from 1% in Q1 2012 to 9% in Q4 2012. This suggests that email campaigns over the past months have become more effective at driving visitors to hospitality and tourism websites. Search Engines still remain the leading path to site (35%), but email links are on the rise, especially among first time website visitors, of which 11% used this medium to access a hospitality or tourism website in Q4 2012.
"It's important for marketers to be aware of this change in user behavior, but at the same time realize that it only tells one side of the story," said Nancy Wiesenfeld, Director of Insight at iPerceptions. "As with any change in user behavior it is essential for companies to look at both attitudinal and behavioral data to fully understand what is happening and accurately measure campaign success. Companies can combine behavioral data with Voice of the Customer attitudinal data to find out why customers did what they did. With this powerful combination of data, marketers can continually adjust marketing campaigns to improve effectiveness."
This study also found that loyalty programs may have reached saturation with travelers at the maximum number of programs that they are willing to join. Over three quarters (77%) of hospitality and tourism website visitors were members of a loyalty program in Q4 2012 -- a slight decrease since last quarter (78%), and a greater drop since Q4 2011 where membership was at 81%.
Findings from the report are based on immediate post-experience feedback from nearly 48,000 visitors to 256 hospitality websites. The data represents aggregated information obtained from iPerceptions' surveys.
The full report can be found on the iPerceptions website at www.iperceptions.com/en/knowledge/industry-reports.
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