In post Expedia's got no reservations on hotel analytics , are revealed the results of a survey of web analytics Expedia to try to categorize and predict the behavior of the visitor.
I am not surprised to read that most users do not use the advanced search tools neither go to great lengths to try the hotel best suited to its needs, but merely a book of the top 5 hotels of the results standard.
This may nevertheless have different interpretations:
1) Expedia's customers trust the brand so much they consider the top hotels offered by Expedia as the best from all points of view. On the other hand, if they were not sold and therefore the most favorite Expedia not put them on top of the list. This is very likely.
2) The advanced search functions of Expedia are not well studied or well-structured, or visible, or those that do not reflect the real needs of rierca score, and then not used. This assumption seems implausible but you never know.
3) If you book online a hotel did not then all those claims that would be expected, especially not considering spending too much time to choose where to sleep. This may be so, but it would limit repeater customers who already know the system or have already booked in the past, so they know in order to get straight.
Expedia's survey continues to implement assuming statistical systems are able to present to the client for the first hotels that best fit their profile, however this is determined, even with 70% accuracy, stuff from big brother .
Beyond this joke of marketing-behavioral-prediction is no doubt that users are acting often impulsive and buy on-line is almost always done instinctively based on aesthetic factors rather than economic or emotional.
My interpretation, also based on my data analytics, is that opening up a huge list of hotels where quality and prices are more or less the same, the user feels a sense of powerlessness in making an informed choice, and understands that take your time to look at the details of all the hotels and then proceed in a logical and rational. Search in vain for a lifeline, but the classic buttons sorting and filtering are not enough or too complicated, increasing anxiety, then let instincts take over and click on the one with the most photos inspires him, or the one with the name that reminds him of something, and so on.
I had already spoken in this marginally post.
My statistics show that spend on average about ten seconds between viewing the hotels and click to enter the page of one of them, a time when the user has not even been able to scroll across the page . That is the most clicks is concentrated in the early hotels, those at the top is visible without scrolling.
So far nothing new, this has already been extensively documented by the studies of usability, and I agree with Expedia that a good marketing tool needs to do to show in the top positions Hotels that are more likely to attract potential customers to maximize conversions.
careful not to stumble into the error of creating filters that make you feel the pre-mass-client: For example, a switch-only hotels for business travelers "may annoy the manager who loves the hotels of a certain fascination for the trips 'business, and frankly I hate to stay in an anonymous suburban hotel business, I prefer when a more typical downtown hotel.
However, I wonder if indeed there is no magic filter to offer to clients to lift it from having to choose or at least to limit its choice to a reasonable number proposals. This filter should stimulate the emotional part evoking images of the choice and concrete actions, relying on the basic needs of travelers for any reason.
guess filters to find hotels where "no parking problems," "you walk to the metro", "eating well", "sleep and just," "spend little, you complain," you're treated like a king " , "no noise in the room", "excellent breakfast"
With a good system of tags and customer feedback could be achieved with little effort. Someone has already done?
