iPerceptions Releases Hospitality and Tourism Industry Report Q2 2011
August 18 2011 - 2:24PM
Marketwired
iPerceptions Inc. (TSX-V: IPE), a leading provider of web-focused
Voice of Customer (VoC) analytics based on actual visitor feedback,
today announced the release of its Hospitality and Tourism Industry
Report for Q2 2011. Although the hospitality industry is seeing
renewed enthusiasm to travel, the report shows that hospitality
companies should improve website responsiveness in order to
maximize travel purchases.
Despite the volatile economic climate, there was an increase in
bookers to hospitality websites since Q1 2011, as well as an
increase in loyalty program members. Importantly, the metrics of
Overall Satisfaction and Task Completion on websites improved
significantly not only since the past quarter, but versus the same
quarter last year, suggesting that hospitality providers are
continually improving not only their online offering, but their
overall brand experience as well.
But the report also uncovered that website responsiveness, which
involves interactive elements associated with the booking process
such as calendar functionality, room selection, personal
information input, etc., was both the lowest rated key driver of
the visitor's overall satisfaction, and the most influential.
Therefore, when it comes to prioritizing website enhancements,
streamlining and optimizing, the booking process should be the area
on which to focus in order to promote booking.
"Hospitality companies' ability to provide a seamless, intuitive
experience from beginning to end is the most powerful driver of
visit satisfaction," said Claude Guay, President and CEO of
iPerceptions. "Conclusive research shows that website
responsiveness is more influential than a website's ability to save
visitors money on room rates."
The report indicates that price is still important. Visitors are
still skeptical about the rates they see on a website and will shop
around in order to find the best deal. However, many visitors are
used to shopping around and therefore place more importance on
issues related to the website, such as features and functions, when
it comes to optimizing their experience.
Other important findings from the report include:
- Loyalty program members increased from 72% in Q1 2011 to 74% in
Q2 2011. (68% to 71% for leisure travelers and 82% to 85% for
business travelers).
- Overall Satisfaction increased from 71 in Q1 2011 to 72 in Q2
2011 and Task Completion rose from 69% to 71% during the same
period.
- Leisure travel increased from 60% in Q1 2011 to 62% in Q2 2011,
while business travel decreased from 32% to 29%.
- Midscale hotel stays increased from 38% in Q1 2011 to 45% in Q2
2011. As a result, there was a decrease in visitors who stayed at
luxury and extended stay hotels.
The report analyzed immediate post-experience feedback from more
than 130,000 people visiting over 100 hospitality and tourism sites
to identify the most important online issues and trends facing this
unique industry.
Data contained in the Hospitality & Tourism Industry Report
for Q2 2011 represents aggregated information obtained from
iPerceptions' webValidator and 4Q Suite surveys deployed on the
websites of many leading hospitality brands. The full report can be
found on the iPerceptions website at
www.iperceptions.com/resource-center.
About iPerceptions iPerceptions is a
leading web-focused Voice of Customer analytics provider. Its
webValidator Continuous Listening solution, 4Q Suite solution, Web
Analytics Solution Profiler (WASP) and proprietary iPerceptions
Satisfaction Index (iPSI) turn millions of data points into
easy-to-understand strategic and tactical decision support for
website marketers. iPerceptions' clients include such well-known
brands as InterContinental Hotels, Hyatt, Fairmont, Best Western,
Choice Hotels International and Wyndham Worldwide. For more
information, please visit www.iperceptions.com.
The TSX Venture Exchange does not accept responsibility for the
adequacy or accuracy of this press release.
All trademarks and registered trademarks in
this document are the properties of their respective
owners.
Media Contact Barbara Reichert Reichert Communications,
LLC 415-248-0230 x7012 Email Contact
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