Presentation: The Role of Traveler Reviews and Social Media in China's Online Travel Landscape, in Partnership With Brand Karma

Summary

In Partnership With Brand Karma

The battle for consumer attention is fierce in China's booming travel market. And as travel providers pursue the fast-growing cohort of online shoppers – throughout the travel life cycle and across myriad devices – user-generated content plays a crucial role. Asia-Pacific's biggest travel market is shifting rapidly toward online and especially mobile channels, and facilitating the sharing of travel reviews has become a top priority for intermediaries. The volume of reviews posted nearly doubled in 2013, and this constantly expanding trove influences not only where travelers go, but also where they shop for travel products.

This August 13, 2014 webinar features Maggie Rauch, Phocuswright research analyst, who shares data and insights on the role and impact of traveler review content on China's online travel ecosystem. This one-hour event also includes George Mitchell, CTO and co-founder of Brand Karma and is moderated by Phocuswright's vice president, research, Douglas Quinby. The webinar wraps up with 15 minutes of Q&A.

Topics include:

• An analysis of China's social media environment and the role and impact of traveler reviews on the online travel market
• How mobile is playing a role in the social and review landscape
• The volume of traveler reviews posted on traveler review websites, metasearch sites and online travel agencies (OTAs), and how this has trended over 2012 to 2013
• Key benchmarks – buzz and social travel advocacy index (STAI) – to gauge social travel performance in terms of review volume (buzz) and sentiment scoring (STAI) for hotels
• The latest Chinese OTA and hotel market metrics

Download the presentation deck and audio recording now for analysis on traveler reviews posted on social travel sites, leading metasearch sites and OTAs.

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