Hotel Online
News for the Hospitality Executive


Leisure Travel Continues to Increase while 33% of Online Bookers
Do Not Complete their Intended Reservation

According to Q2 2012 Report from HSMAI and
iPerceptions Analyzing the
'Online Satisfaction and Experience in the Hospitality Industry'
MONTREAL--(Marketwire - Sep 13, 2012) - iPerceptions Inc., a leading provider of online Voice of Customer (VoC) analytics derived from actual visitor feedback, and the Hospitality Sales and Marketing Association International (HSMAI), a thought leader and catalyst for hotel revenue growth, today announced the release of their 'Online Satisfaction and Experience in the Hospitality Industry' report for Q2 2012. For the second consecutive year, the outlook for summer/fall travel brightened, with more than three in five U.S. adults planning on taking at least one trip for leisure purposes before November.

Although the share of leisure travelers increased significantly in Q2 2012 to 64%, compared to 59% in Q1, the report uncovered that almost 1 in 3 online bookers do not complete their intended reservation. Room unavailability and usability issues such as navigational difficulties and cluttered layout were the main reasons identified for not completing a reservation. The data further underscores the importance of hospitality sites ensuring that room inventory is up-to-date online and that all features are working smoothly to boost the chances of conversion.

"The recent increase in leisure travelers is very encouraging news for the hospitality and tourism sector which has suffered setbacks during the recent financial recession," said Duff Anderson, VP of Insight at iPerceptions. "But the recent economic downturn has also led consumers to become quite savvy when it comes to securing the best value they can find. Therefore, offering competitive rates and standing by the Best Rate Guarantee will be important to build confidence with website visitors."

The study also determined that the majority (68%) of hospitality and tourism website visitors are repeat visitors. Over three-quarters (77%) of leisure travelers were members of a loyalty program in Q2 2012, a slight yet significant increase over Q1 (76%), suggesting positive intentions of future travel among this website visitor group.

"As hospitality brands compete to keep customer loyalty, content personalization will become increasingly important to maintain traction with website visitors," Anderson added. "Brands should look to implement programs that personalize content based on visitor profiles and preferences. Delivering more relevant content to online visitors offers new opportunities for brands to create a competitive advantage as they explore content optimization and personalization solutions. Content personalization improves the website visit and ultimately, increases revenue and customer loyalty."

The report is based on immediate post-experience feedback from nearly 81,000 visitors to 163 hospitality websites. The data represents aggregated information obtained from iPerceptions' webValidator and 4Q Suite surveys.

The report can be found on the iPerceptions website at

The Hospitality Sales and Marketing Association International (HSMAI) is committed to growing business for hotels and their partners, and is the industry’s leading advocate for intelligent, sustainable hotel revenue growth. The association provides hotel professionals & their partners with tools, insights, and expertise to fuel sales, inspire marketing, and optimize revenue through programs such as HSMAI’s MEET, Adrian Awards, and Revenue Management Strategy Conference. HSMAI is an individual membership organization comprising more than 7,000 members worldwide, with 40 chapters in the Americas Region. Connect with HSMAI at,, and

About iPerceptions
iPerceptions is the leader in online Voice of Customer analytics, using advanced intercept surveys to gather feedback from representative samples of actual visitors. Its webValidator Continuous Listening solution and 4Q Suite solution turn millions of data points into easy-to-understand strategic and tactical decision support, while its Web Analytics Solution Profiler (WASP) provides superior web analytics quality assurance. iPerceptions' clients include such well-known brands as InterContinental Hotels, Fairmont, Best Western, Choice Hotels International and Wyndham Vacations. For more information, please visit

Barbara Reichert
Reichert Communications, LLC

Receive Your Hospitality Industry Headlines via Email for Free! Subscribe Here

To Learn More About Your News Being Published on Hotel-Online Inquire Here
Also See: HSMAI’s MEET to Feature Meeting Professionals International (MPI) Sessions as Part of New Partnership; The Meeting and Event-Planning Industry Show Occurs this Week, Sept. 5 & 6, in Washington, D.C. / September 2012

HSMAI Relaunches Enhanced Website; HSMAI's Foundation Sponsors Knowledge Center Offering Expanded, Segmented Content / August 2012

HSMAI’s 2012 Adrian Awards Looking for the Best in Travel Marketing; Call for Entries Open for Annual Competition Honoring Excellence in Travel Advertising, Digital Marketing and PR / July 2012

HSMAI to Host Second Annual Show Dedicated to Helping Growth of Industry Professionals; Registration Open for HSMAI’S MEET National Event to Occur September 5-6, 2012 in Washington, D.C. / July 2012

HSMAI Names Melissa Graves as Revenue Management Professional of the Year and Agnelo A. Fernandes as Resort Marketer of the Year / June 2012

Survey Discussing Future of Meetings Highlights Key Themes of Technology and Social Media; HSMAI Foundation Partnered with Maritz Research to Release Findings / June 2012

HSMAI Foundation to Award Scholarships to Students Pursuing Hospitality Industry Degrees; Applications Due by June 15, 2012 for the Scholarships which Have Been Awarded Annually Since 1983 / May 2012

Following the Success of National and Mid-America Events, HSMAI to Debut HSMAI’s MEET West in Anaheim, California, May 30-31, 2012 / April 2012

HSMAI Revenue Optimization Conference (ROC) to Focus on the Evolution of Revenue Management; To Occur June 25, 2012, Co-Located with HITEC in Baltimore, Maryland / March 2012

Agnelo Fernandes, Vice President of Sales and Marketing for Terranea Resort in California, Recognized by HSMAI as One of the Top 25 Most Extraordinary Minds in Sales and Marketing / March 2012

HSMAI's 55th Annual Adrian Awards Event Honors Top Individuals and Companies for Achievements in Hospitality Advertising, Public Relations, and Digital Marketing / February 2012

HSMAI Extends New MEET Format to All 2012 Events; Janine Driver, of Body Language Institute, to Keynote Series / February 2012

HSMAI Names 2012 Americas Executive Committee and Board of Directors; The Peabody Orlando’s Barb Bowden Named as Board Chair / February 2012

Eric Danziger and Mary Gendron to Receive HSMAI Lifetime Achievement Awards at HSMAI's Upcoming Adrian Awards Gala / January 2012

HSMAI Names the Top 25 Minds in Hospitality Sales and Marketing for 2011; Winners to be Honored at Reception and Adrian Awards Gala February 27, 2012 / January 2012

HSMAI Names the 29 Advertising Division Gold Award Winners, the 74 Public Relations Division Gold Award Winners and the 50 Digital Marketing Division Gold Award Winners for the Year 2011 / December 2011

HSMAI Names the Top 25 Minds in Hospitality and Travel Sales and Marketing; Winners to be Honored at Reception and Adrian Awards Gala January 31 / January 2011

HSMAI Names the Top 25 Minds in Hospitality and Travel Sales and Marketing; Winners to be Honored at Adrian Awards Gala / January 2010

HSMAI Names the 37 Advertising Division Award Winners, the 53 Public Relations Division Award Winners and the 33 Web Marketing Division Award Winners for the Year 2009 / December 2009

HSMAI's 52nd Adrian Awards Honors Top Companies and Individuals in Hospitality Advertising, Public Relastions and Web Marketing / January 2009

HSMAI's Adrian Awards, Known as the “Oscars” of Travel and Hospitality Marketing, Presented at Gala In New York City / February 2008

To search Hotel Online data base of News and Trends Go to Hotel.OnlineSearch

Home | Welcome | Hospitality News
| Industry Resources

Please contact Hotel.Online with your comments and suggestions.