I’m brooding on an article about Tripadvisor for quite some time now. In anticipation I’m putting several snippets here.
TripAdvisor and similar user review websites now influence corporate decisions on hotels to the tune of £500m a year, according to research firm BDRC.
In a BDRC survey of 1,000 business travellers, 28% said they actively seek advice on websites featuring consumer reviews; 46% were influenced in their hotel selection by consumer reviews, while 41% decided to change their original hotel choice after reading about other travellers’ experiences.
The influence of word of mouth recommendations – both on and off line – outweighs the star ratings offered by the AA and RAC and official ratings and advice from travel agents, the survey revealed.
Coincidentally I got into contact with Bianca Maoua of the Dutch Branch of Travel Counsellors. A thriving franchise that is branching out despite the travel agent walk or kick out all over the world.
It was a very nice first encounter and I do believe this is the future alternative for the High Street Travel Agent.
Off course I’m biased, because I’m so used to the home working travel agent already: In my former life I worked 24/7 and had to change travel itineraries the very last moment (usually between 10 PM and 2.30AM). We then used a lady whose name I’ve forgotten sadly, but who was located in LA and worked there from home and from an office and helped us with airline leg scheduling and Hotel reservations when all Travel Agents here in The Netherlands were closed. This was in the late 80ies and early 90ies, way before Internet, but she had acces to GDS and could work with it and, more importantly knew how to trick the system…the now not permitted reverse your leg trip and so. Later I used a guy wo could tweak the same GDS with … just an embryonal PC…
About Travel Counsellors
Founded : 1994 by Chairman David Speakman
200 staff are located at the company’s Headquarters in the UK headquarters in Bolton. 40 more in overseas offices.
Over 1,000 home based self employed agents, located throughout the UK along with Ireland, the Netherlands, the US, Germany, South Africa and Australia. Further overseas expansion is planned. 83% of the agents are women, 77% have children, 71% are aged between 31 and 50 with an average of 19 years experience. Before joining Travel Counsellors 60% were either managers, deputy mangers or owners of high street / retail travel agencies
The company’s turnover has increased from its 1993 level of £510,000 to £245m for the financial year ending October 31 2008.
What they sell:
Packages represent 20% of total sales, including traditional package holidays from the (UK) big four. Tailor made holidays are about two thirds (65%) of our business, booked either with specialist tour operators or dynamically packaged using our own award winning Phenix system. The remaining 15% consists of cruise and business travel bookings.
Impressive! Even if you are net savvy they can save you tremendous time! They claim their Phenix system makes them better informed than any customer shopping on the internet….
I do permit myself a comment: Their site needs loads of more content! Syndication perhaps?
And a question: Are there genuine travel agent review sites out there?
Recently, after a testing 6 months with 3 numbers, KLM Royal Dutch Airlines has launched number 4 of its interactive multimedia on-line in-flight magazine iFly. It is available in the Dutch and English language.
It is not KLM’s intention to scrap the paper magazine (yet?), but it is an interesting experiment. The topic presented to the viewer are based on the viewers behavior and interests, for instance the time a viewer spends on a certain topic.
An very interesting format for future blogs and hotel sites as well. Media gurus love the clickrate and time spent on the site….
Update.
I was a bit surprised not having found more on the subject.
After each new issue they send an e-mail to their subscribers.
* After their third issue, KLM has found that iFly is their best marketing tool ever used to sell repeat tickets.
* The average reader spends 20 minutes reading the magazine.
* 20% read the entire magazine.
* Frequent flyers are heavy users of the magazine.
* The click-through rate of iFly is higher than any other online campaign from KLM.
Happy to present a Twitter Friend @Wouter Blok to you:
1) Who Am I according to… My passport? Wouter Blok, born on the 4th of September 1979 in Heemstede, The Netherlands. Travels abroad on regular basis. Uses retina-scan Privium for fast custom passage and use of their excellent lounge on Schiphol. Trip details will follow in Q’s 5-9. The Dutch Government? Wouter Blok, CMO of EasyToBook.com, in relationship with Anneloes Visser, flight attendant KLM, one son Bram(1), one child on the way (ETA mid July). Living in Haarlem, the Netherlands. Wouter could slow down a bit in traffic, considering his speeding tickets. My colleagues? Marketing director, who leads the team that spends quite a bit, but every euro with good ROI. Loves to present, an ambitious young dog that is very eager to bring EasyToBook.com to the highest level possible. My ex-colleagues? Sales guy that sells ice to Inuit, energetic Sales Trainer, manager and participant in startup ClearSense which was sold to World Directories in 2007. My friends? Although he wasn’t cut out of the right wood to finish KLM Flight Academy, he surely has found his true calling. Has swapped the wild lifestyle for family life, lot’s of travelling and the occasional crazy night in town with friends. My wife? Ask her! My son? His biggest hero and driver of ‘auto papa, hard’ which means ‘daddy’s car, fast’
2) What do you like about what you do?
Wherever I work, I want to be able to work like an entrepreneur. I have that feeling very strongly with EasyToBook.com. Why? It’s a young (average age around 30), international (13 nationalities amongst 45 employees) and fast growing company (aiming for the top 20 Deloitte Fast500 this year). My responsibility is, together with the VP operations, to roll out our ambitious growth strategy. In one sentence: get people to find us, like us and book with us again and again. This is done through SEO, SEA, metasearch, display, our unique affiliate program, smart DB marketing and clever use of Analytics. In the process I get to work with big companies like Google, Kayak and Tripadvisor, and smaller renewing ones like Trivago and HotelVideoReviews. All online possibilities that might add value are explored, like Twitter (@easytobook for hotel queries and @wouterblok if you would like to connect with me). To stay ahead of the game I go to the trade fairs like Adtech, Eyefortravel and ITB to meet interesting people and get inspired even more. The results of our endeavours are visible each minute, so we can steer where we have to. It’s a fast game and I love it!
3) What don’t you like about what you do?
It’s not my own company. 😉
4) Please tell us all about your site and your aims with it. EasyToBook.com offers over 35,000 hotels in more than 6,000 destinations worldwide. A site for all who need to make a hotel reservation with the best rates and availability (with lowest rate guarantee). We strive to show the most relevant and complete content, in combination with a killer usability. We find it very important for travellers to be flexible. Therefore most bookings are changeable up to 24 hours before arrival and payment is done at the hotel, upon departure. The site is in constant development to achieve an even better (information) offering, user interface, usability and connectivity. And frankly, we are not easily satisfied!
5) Your top 3 destination experiences you’ve ever stayed to date and why?
1) Island hopping in the Seychelles. By far the most romantic trip I’ve made with my girl. Walking on the beaches of Anse sous l’Argent is a very unreal experience. It was very quiet and felt like we were in the movie ‘the blue lagoon’. Scuba diving was even more special, with an up and close encounter with a Whale Shark and tons of other magnificent creatures.
2) Cape Town, South Africa. I almost moved there. What a vibrant city, beautiful people, good partying, amazing countryside, wines to die for, cagedives with Great Whites…. If you like to go off the beaten track, hire a convertible and go to Worcester Glider club and take a flight with one of the instructors. http://www.cgc.org.za/
3) Zermatt, Switzerland. My favorite skiing resort. Although expensive, the area is worth it. Where else in the world can you ski from 3880m and descent to 1500m in one go? The views on the Matterhorn are priceless.
6) Your top 3 accommodations you’ve ever stayed to date and why?
1) Equatorial Bangi Hotel near Kuala Lumpur, Malaysia. Where the monkeys steal your golf balls, the sushi is pure art and the service is unsurpassed. The building is very nicely built in a colonial style.
2) The Westin Grand Cape Town Arabella Quays. Where you can moon the city from the rooftop sauna.
3) The Taj Mahal hotel in Mumbai. Exquisite service, perfect pool and an incredibly dedicated staff that will not let a terrorist attack keep them from going to work. They are rebuilding the damaged floors in record time, an unknowing guest will not notice anything happened there last November. I especially appreciated this hotel, because the night before I stayed in hotel Kushbu, see question 8.
7) Your top 3 most memorable food / wine experiences to date and why?
1) Restaurant Buerehiesel, Strasbourg. This used to be a 3 star restaurant. When the parents retired and the son took over, he decided to keep the great cooking, but drop the stars. That way he could lower the threshold for mere mortals to enjoy the splendid kitchen www.buerehiesel.fr.
2) Muratie Wine Estate, Stellenbosch. One of the oldest estates in the Cape area and my goodness, the thought of the Ansela van de Caab Red wine still makes my mouth www.muratie.co.za/
3) Restaurant Aqua, Hong Kong. Located in Kowloon on the 20th floor overlooking HK island. I had my first ‘fatty tuna’ sashimi there, while the city lit up in the light show and fireworks lighted the sky www.aqua.com.hk/.
8) Your 3 worst destination/ accommodation /food experiences to date and why?
1) Haggis in Glasgow. Perhaps I should have had it before I got sober and hung over?
2) The B&B Villa de Roses in Beau Vallon, Seychelles. Breakfast was the same for the whole 2 weeks. only 1 egg, you couldn’t get 2. Service included a very grumpy lady that moves in slow motion. The location made up for this of course.
3) Hotel Kushbu, Keshod, Gujarat, India. Last May my Indian colleague Bharat got married and didn’t want to mis it for world and flew over there for 1 weekend. (if only I had more holidays). His place of birth was 2 flights and a 3 hour ride away, we were the first foreigners to come there. The nearest hotel was in Keshod, had no shower, no toiletpaper, no towels and beds so dirty, we wrapped our dirty laundry around our pillows. All worth it, considering the ceremonies we attended were beautiful and derived from ancient traditions (they spoke in Sanskrit), and the presence of foreigners (Omri, founder ETB and me) meant a lot for the family.
9) Can you offer the readers 3 destination/ food / accomodation / things to do tips about the city you are currently living in?
1) Steak restaurant Castell in Amsterdam. If you like nice, wood-grilled steak, www.castellamsterdam.nl/.
2) Restaurant Willendorff in Haarlem. My old colleague Michel Boesmans runs the kitchen and does an excellent job! www.willendorf.nl/.
3) Visit Amsterdam on Queensday, wear something orange and act as if you are just as completely bonkers as the rest of us.
10) Any Question(s) you’d expected me to ask that you would like to answer? “If you didn’t have to work anymore, what would you do?”
He who’s in love with his job, shall not work another day in his life.
My take:
Well done Wouter! Just before the arrival of son nr 2. Thanks! Good luck with the delivery!
A question: What makes Easy to Book different or better than the likes of Booking, Venere and Expedia? Why no Blog?
Awesome scuba shot and good skiing taste, although you really need nice weather for Zermatt, otherwise the lifts close down early in comparison to other resorts in the neighbourhood (been there several times:-).
Update: After years…better l8 than never… Wouter has started his own Blog, Wouter Blog…I just wonder if this is a prelude to him setting up his own company:-)
1) Who are you?
My name is Melanie Fine; I am a wife, step mother, perpetual traveler, business partner, webmaster and a certified public accountant that really doesn’t like accounting. My main business is with my husband – Complete Systems – a local IT consulting for small and medium sized businesses. I am also the creator of 2 websites Excellent Vacations Ideas and Transform Your Money.
We live just outside of Toronto, Canada. I have always had a passion for traveling. Growing up my parents made sure we travelled every year while we were young, even if money was tight. This put the travel bug in me and I was hooked. When I married my husband I infected him with the travel bug which has led us to traveling at least 5-6 times a year together as a family or as a couple.
I myself have visited all of the world’s continents except for Antarctica (but will get there!) and always have stories to tell. That is what inspired my website and travel journal.
We spend a lot of time in Florida and Las Vegas, and at least once a year we take a longer international trip. Last year was a 4 week family trip to Australia and Hawaii. This year will be a romantic 3 weeks in Hong Kong, Thailand and Malaysia. We also enjoy cruising as we can experience a variety of places and choose which ones we would like to go back to, without packing and unpacking at each destination.
2) What do you like about what you do?
This is the easiest question to answer. I get to travel and then share my adventures on my website, twitter and blog and live it all over again. In my travels I get to learn about new cultures, destinations and adventures everyday, what could be better than that?
Through my website and online conversations I love to inspire others to live life outside their box. I try to inspire them to experience the world by getting away together. I get to inspire couples to take time away together and nurture their relationship or families to get away and enjoy each other! Our motto is a family that plays together stays together!
3) What don’t you like about what you do?
I’m sure you hear this from a lot of people but I hate that there is not enough time to do it all – I wish I could write more content everyday – but then I would need at least 4 extra hours in the day. Between the day to day activities of our computer consulting business, being a wife and step mother, and working on my websites, I find that I am always feeling like I am falling behind with something.
Sometimes it’s tough to keep up with all the information out there. I get excited about one destination or sharing one of our experiences and start to write about it, then something else comes along that is just as exciting. The secret is to prioritize and stick to it.
4) Please tell us all about your blog and your aims with it.
My goal with my blog and website is to inspire families and couples with great vacation ideas to enhance their bonding as a family or couple. I hope that by sharing our travel experiences or something that I find in my internet travels, I will inspire them to spend time exploring this amazing world together.
I find that traveling as a family really bonds us together. Not only does it create an opportunity for us to spend a lot of time together, it also shows Montana (my 13 year old step daughter) that there is more to life then the everyday. She has learned to appreciate what she has and patience, tolerance and love for other cultures and types of people.
I also want to show how travelling without the kids is just as important as travelling with the kids. It gives couple a chance to nurture and enrich their relationship. I have found that as a couple we have learned how to solve challenges together while traveling and enrich our relationship while traveling then by doing anything else together – well except for maybe hanging wallpaper together (something we have learned not to do together!)
So by sharing our experiences I hope that others will see the value in traveling together. And maybe step outside their normal “vacations†and try something new and different.
5) Your top 3 destination experiences you’ve ever stayed to date and why?
I love to travel anywhere – even somewhere close like Niagara Falls. I find it hard to think of 3 specific experiences, in fact I had to go to my “Where I have been map†for inspiration to try to figure out 3 of my top destination experiences because they are all AMAZING experiences. I always find the best in every destination.
One of my top destinations is Kenya. I was fortunate enough to travel to Kenya when I was 21. It not only changed my view of the world, taught me to appreciate the world and the absolute beauty there is in the world. The animals and safaris were incredible, and even over 15 years later I can still remember the majority of the trip as if it happened last year. We were fortunate enough to be invited to a local village for dinner just outside of Mombasa. The people that lived in the village were incredibly generous and kind and opened their homes to us even though they had very little. That experience changed the way that I thought about the world, and for the first time I really got how privileged I am to live in Canada and to have the life I live.
While in university I spent a semester in Melbourne, Australia. I then returned with my family in the summer of 2008. I love Australia for its diversity and its people. There are so many things to see and do; dining in the amazing restaurants in cosmopolitan Melbourne, watching the penguins at Philip Island, diving the Great Barrier Reef, sand tobogganing on Moreton Island, whale watching off of Brisbane, to staying in an Aboriginal village and camping out under the stars.
As we visit there often there must be a reason, so I will also include Las Vegas, in the USA. Warren and I enjoy at least 2 weekends a year in Las Vegas. We love it as we take this time to reconnect and enjoy the sun, food and resort hotels. We enjoy the service and we like to play. Warren loves Baccarat and I play poker. We find it a great way to unwind from our busy and hectic lives. We have done most activities, from taking a helicopter to the Grand Canyon, to skydiving, to seeing the shows. I find that some people don’t like Las Vegas because of the “tackiness†etc. but to be honest there is so much more to Las Vegas than the lights and over the top feeling of it.
6) Your top 3 accommodations you’ve ever stayed to date and why?
Well, before I met my husband, you would have found me in a hostel or cheaper hotel. When I traveled alone, I enjoyed meeting others in these types of environments. After I met Warren and entered my 30’s, I started to prefer what I call, luxury value. Luxury value is where you find a luxury hotel and get to experience it for a value. My top 3 are definitely not in any order.
Our first cruise experience with NCL was on the Norwegian Dawn. Through a great booking agent, and some luck, we upgraded to the Owner’s suite for a week long cruise to Bermuda from New York City. It ruined regular cabins for us forever. We were greeted by our Concierge at the dock in Manhattan and were waited on hand and foot for the rest of the week. The cabin was luxurious and huge by cruise experiences. Including two balconies (one on the front of the ship and one on the side), a living/dining room, and a guest bathroom. The Dawn was one of the best cruise experiences and accommodations we have ever had.
My husband may not agree with my second top accommodation, but I loved it. Many years ago we stayed for a few days at Journeys End Resort in Belize before a live aboard diving trip out of Belize City. My parents and I are scuba divers; my husband is not really a water person. He decided to come with us for the first few days in Belize, and then went home when we went on the live aboard.
It really was at journey’s end, as we had to fly to Belize City, take a small plane to San Pedro and then a boat to the resort. There had been a hurricane a few months before and was in the process of repairs, although we couldn’t tell other than the phones and TV were not working. We had a beautiful room/cabin right on the ocean. Our deck was over the water, and the view was amazing.
There were a lot of flies, not a lot do, and no internet (hence my husband not really being a fan). We hired a guide to take us into the jungle and to the ruins of Belize. It was an awesome day and I will never forget the feeling of peacefulness in the rainforest. There wasn’t anything spectacular about the resort as it was going through repairs; I just really loved the feel of it. It felt like we were at the end of the world, or in this case at Journeys End.
Finally, I held off submitting this to you as we were about to vacation in Las Vegas. We were invited to stay in the Skylofts at the MGM Grand Hotel and Casino. We had heard that it was going to be an incredible experience and to be honest incredible can’t begin to describe it. From the moment we were picked up in one of the MGM Maybach limousines, until we were dropped off by one at the airport when we left Las Vegas, we were pampered and tended to for everything we desired. We were met at the Skylofts lobby by one of the 24 hour concierge’s, and escorted through the VIP lounge to their private elevator. 29 floors later, we were greeted at our suite by our butler.
The Skylofts had 24 hour butler and concierge service, digital controls for the sound and video system (it also controlled the drapes and lights) and was a beautiful 2 level suite. The bathroom had an infinity tub, and a steam room in the beautiful shower, and to top it all off the butler unpacked our suitcases for us! I had never seen our stuff so neat before! I asked if she would come home with me, but she couldn’t. The Skylofts were so beautiful we never wanted to leave. It will be hard to ever stay anywhere else in Las Vegas again!
7) Your top 3 most memorable food / wine experiences to date and why?
Unfortunately I am not a wine drinker. I wish I was, as I love the experience of wine. So I will have to share only my memorable food experiences.
While touring in Brisbane, Australia as a family, we took the ferry to Southbank, a dining, shopping and park area. We were hungry, but because it was winter and getting late most restaurants were closing up. Wang Dynasty Chinese Restaurant right by the water was still open. It looked like a chain type Chinese restaurant, but as we got closer and looked inside we could tell it was a lovely family run Chinese restaurant. We had one of the best Chinese food experiences ever. The food was fresh and tasty. The staff could speak little English, which made it feel more authentic. The Olympics were on the TV and it was fun watching the staff cheer on China! We loved our dinner there and we recommend it to everyone we know going to Brisbane Australia.
Another memorable food experience was this past January in Waikiki, Hawaii. We were there to attend the wedding of our very good friends. They got married at the Hilton Hawaiian Village and had their wedding dinner at the restaurant in the Rainbow Tower, Bali by the Sea. The food was amazing. The Maui Onion Soup had layers of flavor, none of which were onion. The filet mignon melted in our mouth and to top it all off, the chef made a special “Erupting Diamondhead†for dessert. It was a volcano shaped chocolate truffle structure that was spewing smoke that covered the table, as if the volcano had just erupted. It was fabulous!
While I was studying in Australia, I took an 18-35 tour through the Outback. It was a great experience including staying in Aboriginal Camps and learning how to fend for ourselves in the outback, and dreamtime stories by the fire by the head of the families.
Our cook on the trip kept promising that as we got closer to Alice Springs, we would have Witchetty Grubs, the white larvae of the Ghost Moth. She kept telling us it was a delicacy and not to be missed. So as we got closer to the Red Centre, on our last night, we were sleeping under the stars in the desert, and it was time. The cook went out to find them. She came back and prepared them on the fire in aluminum foil.
Some of the girls chickened out, so I decided to try it first. It was dark, and I couldn’t see much which was probably better anyway. I decided to throw it back and whammo, it tasted like banana, then chocolate. I was confused, and then it dawned on me. They were pulling our leg all week. So I went along with the joke. It didn’t take long and the others figured it out to. It was a great tradition to trick the foreigners! The banana and chocolate mixture was amazing! So was the joke!
8) Your 3 worst destination/ accommodation /food experiences to date and why?
We try to find the good in all experiences, so this was really tough. I will say that we aren’t fans of the food in the main dining room on cruise ships. In fact we usually try to avoid the main dining room for dinner, or go in expecting it to be ok to not so great. Once we ordered steak and had to return it 3 times.
One of the worst experiences we have had was staying in a “first class†cabin while traveling from Rome, Italy to Nice, France. When we arrived at 10 pm for our train, there seemed to be mass panic. We finally found someone that spoke a little English and were told the train staff were about to go on strike. We were a little panicked, as we had no where to stay that night, but took a deep breath and decided to see what would happen.
The people waiting for the train kept running from platform to platform, so we did the same, not realizing that we had a reserved first class cabin and they were all running for seats in the main car. Once we figured it out, we walked into a room that was the size of my closet with a sink in it and 3 bunks. We could barely turn around or do anything but sit on the bed. We were promised a snack and breakfast, turned out breakfast and the snack were the same thing, a couple of crackers and a piece of cheese. We laugh about it now.
Finally, I remember taking a road trip with a girlfriend through upstate New York. We were driving back home and were going to try to drive all the way. We didn’t make it as we were exhausted. We were students and didn’t have much money so we pulled into a motel that was offering a special for the night – $25/night. It fit our budget, but it wasn’t even worth $25. The whole place was clean but run down. The guy that checked us in was really creepy and we were both afraid to go to sleep that night. The walls were made of cinderblock and we felt like we were in jail. We ended up staying up most of the night anyway!
9) Can you offer the readers 3 destination/ food / accommodation / things to do tips about the city you are currently living in?
I live just outside of Toronto, Ontario, Canada and I love this city. I love that there are always things to do, places to eat and awesome places to visit. Toronto is a multi-cultural city and you can see it in the different neighborhoods. You can find just about any type of food as you walk through the different areas of town. So I guess my recommendations are these:
Take a walk around the Distillery District and the St. Lawrence Market area of town – especially on the weekend. The St. Lawrence market is a great place to shop for local produce and have lunch. Make sure you try the apple fritters!
On a clear day, you must take a trip up the CN Tower to see the view. It is a “typical†tourist attraction, but the view is worth it. They have a glass floor to walk on and an outside observation deck. If you are looking for a unique dining experience they have a revolving restaurant, which revolves once every hour. It’s quite amazing how you don’t’ really feel the movement and is an experience. The food is ok and a little expensive but the experience really is quite neat.
Spend the day at Centre Island. In the spring, summer and fall you can take a Toronto Harbour ferry to Centre Island. Not only do you have a spectacular view of the city’s waterfront, you also have a beautiful park on the island. The kids (or kids at heart) can enjoy Centreville, a kid’s amusement park; you can enjoy a picnic in the park, or spend the afternoon on the beach. There are many walking, biking and roller blading trails to enjoy. And if you time it right, you may even find a great festival to partake in.
I am going to add a fourth as it is more of a day trip. Take a day and drive to Niagara Falls (1 ½ – 2 hours drive from Toronto). Niagara Falls is a great town and the Falls are spectacular. Make sure that you spend some time on Clifton Hill and do the Maid of the Mist (take a boat tour to almost right under the falls).
10) Any Question(s) you’d expected me to ask that you would like to answer?
Hmmm, maybe where are you off to next? We are spending our 10th wedding anniversary with Montana in New York, and then Hong Kong, Macau, Malaysia and Thailand in July. Back to Las Vegas in August, and a cruise from Barcelona to Turkey, Italy, Greece and Egypt over Christmas and New Years. Next year we have plans to take a family cruise in March, and South Africa over Christmas. So I guess stay tuned for more stories to share…..
My Observations:
Thank you very much for being my guest, Melanie. You have taken a lot of care of this interview. You also have send a couple of very nice photos. Unfortunately placing them all here was a bit too much. It was not easy to make a choice. Am I right in suspecting you are spending way more time on Twitter than on your blog lately?