Consumers & online reviews
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- Gary McCoy
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1 Consumers & online reviews Michela VUERICH Programme Manager, Sustainability & Services Panel 4 - European Tourism Forum September 2015, Luxembourg 1
2 Rise of Online Reviews - Benefits 2
3 Consumer studies on challenges ANEC survey* - accommodation booking method: 73 % via internet (24.6% comparison sites) 10.9 % in person 9.7 % over the phone Complaint? 30% used reviews to share negative experience UK NCF investigated trust schemes - Input to 2014 DG SANCO study on fake online hotel reviews *Carried out in 2013 for ANEC study European cross-border travel and tourism - Learning from consumer experiences and complaints, by J. Hunter (January 2014) 3
4 Consumer articles on challenges ANEC members analyse sharing economy trends: - Showing pros & cons - Giving tips to consumers renting rooms/accommodations as travellers or as landlords - Raising awareness of possible problems (incl. with accommodation comparison platforms) 4
5 Online Reviews and platforms - Challenges Potential for abuse in review systems/hotel platforms: Inaccurate or misleading information Lack of comparability and clarity of offers and of criteria for ranking & costumer satisfaction Confusion caused with sponsored rankings Detriment for both consumers and businesses 5
6 Finding solutions ANEC views on needs Key issues to achieve reliable review websites: Clear & transparent information ownership of site, impartiality, criteria for reviews Structure of reviews feedback template Verification of reviews processes to ensure reviews are genuine Dealing with complaints and abuse Privacy protection & possibility of anonymisation of reviewers 6
7 Scope of ISO TC 290 Online reputation - Online reviews Establish codes of practice for online reputation to enhance transparency & trust for all stakeholders involved - Common terminology - Best practices of customer relationship - Guidance on management of online reputation for organizations - Best practices for collection of online consumer reviews 7
8 Understanding standards Voluntary Complement legislation or industry codes Developed & written by consensus in technical committees with relevant stakeholders Can also increase assurance of compliance with regulatory requirements Standards cannot tackle those that operate unfairly 8
9 Meeting consumer expectations Consumer complaints collected in ANEC 2014 Study*, key problems: poor quality; not getting what asked or expected from description Main reason of dissatisfaction (Extract)* Poor standard of accommodation (e.g. cleanliness, state of repair) 47.2% Accommodation not as described 21.6% Poor customer service 19.1% Information given was unclear 15.1% Different size/ type of room to the one I booked 14.1% Lack of information 11.3% Poor choice/ unable to book exactly what I wanted 7% *ANEC study European cross-border travel and tourism - Learning from consumer experiences &complaints, by J. Hunter (January 2014) 9
10 Lessons for all Key prerequisites for achieving consumer service quality: - Safe provision of the service - Clear, credible, comparable, accessible information provision - Competent staff (customer care, disability awareness, languages, IT skills) - Enforcement of travellers rights 10
11 Thank you ANEC is supported financially by the European Union & EFTA 11
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