How NOT to build a travel brand, using mistakes to learn what customers really want

How not to build a travel brand if you want happy customers

by Tine Thygesen @tahitahi

I am Tine Thygesen a digital entrepreneur & strategist

Digital transformation for ambitious organisations

100+ travel apps for brands & DMOs

Authentic travel content in 135 countries

www.tinethygesen.com

times a year we complain about brands

on social media

879 million

10%find something to be angry about publicly

every single day

Brands completely ignore it

32.8 percent of the time

(that’s 288 million ignored complaints a year)

70% actually hope to receive response • Only 38% receive one • 71% complain on social media due to failing of traditional

service. This is the company’s last chance • 23% have given up. They post for vengeance

Travel brands, despite managing the world most beloved hobby, are among most disliked in the world

http://www.insightsfromanalytics.com/blog/bid/324678/Top-10-U-S-Net-Promoter-Scores-NPS-for-2013

Best other: Insurance: USAA 80% Best travel: Airlines: Southwest 66%

The largest decrease in entire study, 22 point drop from 2nd to second-to-last place was a travel company

Best ‘Travel Website’ (Tripadvisor) rated only 36% (!) Only lower: Internet Service 29%

The travel industry is falling behind in Net Promoter Score

*How likely to recommend us to friend or colleague? 0-6 detractor, 7-8 neutral, 9-10 promoter

Negative 47%

Positive 20%

209% increase brand mentions accelerates problem

Airlines among world’s least popular brands

http://fortune.com/2015/05/21/these-airlines-get-the-most-hate-on-social-media/

• Delays and no communication • Inadequate leg- room • Lost luggage • Food in-flight • Toilets in-flight

ihateryanair.co.uk

Airlines making themselves unpopular

• Aggressive up-sell • Agressive re-tarketing • "buy-now-or-else" • False-sense-of-urgency • Hidden fees - up to 30%

http://www.inc.com/erik-sherman/hate-selling-travel-sites-beg-to-be-hated-by-customers.html

“Hate-selling"

• Room not ready • Hotel further away than

advertised

Service

Hotels & hotel sites hated 2nd most

Hotel complaints: 51% said free wi-fi is crucial to enjoyment of their escape. Ranking higher than hotel having a swimming pool

(49%) or being close to the attractions (41%)

“They should not allow topless sunbathing on the beach. It was very distracting for my husband who just wanted to relax."

Prague: 10 of 13 highest rated have no stars

Managing ExpectationsBerlin: First 5 star property

comes in as #17

Airline of the YearWinner 2016: Air New Zealand Winner 2015: Air New Zealand Winner 2014: Air New Zealand

Info at fingertip Delay Gates, Weather Seat

Well managed expectations

x

Poorly managed expectations

Conclusion

Psyche of consumer: Are you on my side?

On my side: Cash point. Use when you want

Not: Complicated point system, hard to utilise

Destinations can use content to

Build trust & Manage expectations

Why, whatGoogle images Experience

How, where, whenDriving times Detail about attractions Hotel, food detail Flight price & routes

strategic level

detailed level

Content for destinations

Honest, credible, non-marketing, personal, selective, opinionated, niche, biased

Detailed Strategic

Distributed Amplify, users, viral, blogs, media, external writers

Be a distributed media company

Authentic OfficialOwn, marketing, agency, promoting, PR, campaigns

Owned channelsWebsite, social media sites, campaign sites, apps, brocures

100s external contributors Spread via our channels

For developed destinations there’s plenty authentic content to amplify

1. Flight price 2. Google images 3. Quick hotel search 4. AttractionsDecision

5. ebook guidebook 6. Driving times, 7. Detailed info about

Other destinations need to accumulate and create content

Your detailed content can even be a revenue stream

This layers enables planning and is often missing on destination sites

One-on-one content messenger & chat

Responding to complaints has 3 factors: • speed of response • quality of solution • the human touch.

Next big thing for travel

• Promise more than you can keep • Minimal communication • Don’t respond to complaints • Never be on customers side • Expect people come to your sites

Conclusion: How NOT to build a travel brand

Thank you!

tinethygesen.com

System for inexpensive travel apps

Authentic travel content

Assistance + talks

Tine Thygesen @tahitahi www.tinethygesen.com

End

imagehttp://www.eatweartravel.com/wp-content/uploads/2015/08/IMG_5125-e1440463612966-1600x900.jpg

http://roomscesme.com/wp-content/uploads/2015/02/wander-compulsion.jpg

http://dailyurbanista.com/wp-content/uploads/2014/07/o-TRAVELING-facebook.jpg

http://img05.deviantart.net/6283/i/2010/202/9/5/faith_trust_by_arancioneamante.jpg

https://www.youtube.com/watch?v=R33nDgemDdM

danniellaporte.com

http://vignette1.wikia.nocookie.net/creepypasta/images/d/d4/Our_Future_-_Nuclear_Symbol.jpg/revision/latest?cb=20130403203738

http://www.oyster.com/hotels/photo-fakeouts/

http://edge.alluremedia.com.au/m/l/2014/08/RainUmbrella.jpg

SAS, Norwegian Airlines, Car 2 Go, Drive Now

http://www.magic4walls.com/wp-content/uploads/2014/06/little-girl-rain-sadness-umbrella-pattern-lovely-background-for-children-picture.jpg

http://revelwallpapers.net/d/343443536D6C36317272716F6837716730474B64313943327A74686565773D3D/umbrella-in-the-summer-rain.jpg