News for the Hospitality Executive
|San Diego, CA, February 19, 2007 - The nation’s first web
shopping service, The Avalon Report, www.avalonreport.com, has completed
a two year process of research and development by successfully transitioning
its comprehensive shopping service to a web enabled format. Founded in
2001, the Avalon Report now delivers subscriber and competitor information,
including rates, page placement, page position, photography, web screens,
traveler reviews and competitive threat analysis, from any computer in
the world, 24/7.
“It’s an entirely new level of service for hotels interested in seeing the big picture of Revenue Management in real time, not just rates spooled from a database,” indicates founder Maureen Dime. “As we were at the start, Avalon Report remains committed to the idea that Revenue Management is about understanding how you are perceived on the web, not just about following the latest rate trend in your market.”
As an example, Dime points out it may not be necessary to drop your web rates if a hotel is on page one of major third party sites, but their competitors appear later. “By page five, only six percent of the people who were on page one are still searching,” she claims. “Knowing your page placement before you change a rate is critical to maximizing average rate.”
The Avalon Report shops websites based on research into consumer behavior and is designed to survey the key touchstones of a buying decision. “Each site is searched as a potential guest would. What they see on the site is returned to the subscriber,” says Ms. Dime. In addition to delivery of page placement, along with page position, on major third party sites, the Avalon Report also delivers copies of web screens so hotels may view what customers see and read on all sites, without taking the time to visit the sites themselves.
The Avalon Report continues its track record of industry innovation by becoming the first company to deliver traveler reviews to subscribers. “No one can deny the power of web 2.0,” continues Dime. “Still, the Avalon Report is the first service to recognize how persuasive guest comments can be in a buying decision.” Customer research indicates consumers are more likely to believe other travelers than believe advertising or hotel web site content. In fact, an increasing number of guests are shopping on third party sites or networking sites, such as tripadvisor.com, and buying on brand or hotel sites once their decisions are made. “If you don’t know what guests are saying about your hotel on these sites, you’re driving with your eyes closed,” concludes Ms. Dime.
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