Analysis of four travel/feedback websites

This post will analyse four feedback or travel websites – TripAdvisor, Webjet, Urbanspoon and Wotif. 

What is Webjet?

 www.webjet.com.au

 

Source: Webjet

Source: Webjet

 

Webjet is listed as an online travel agent, but they are use primarily as a comparison site that allows the consumer to enter in their trip details and produce options for their travel. They allow comparisons for flights, hotels, cars and most recently cruise packages. Essentially Webjet is an aggregator of travel options.

Comparison of flights from Canberra to Cebu Source: Webjet

Comparison of flights from Canberra to Cebu
Source: Webjet

 

Recently Webjet have been making acquisitions to boost their B2B market as the domestic market has not experienced any growth recently although they have managed to grow their overall profits by 195 percent (SMH, August 20, 2014).

 

Webjet offers 24/7 customer support however due to their low capital costs, this does not seem to be entirely true. Webjet scores a 1.4 out of 5 on product review with many of the reviews scathing of the customer service.

 

Site Traffic:

 

  • According to the Experian Travel Q2 Report for 2014, Webjet is the third most used website after Flight Centre and Expedia for booking travel
  • From 2011 to 2012, the website traffic has grown 17.41 (Experian Travel Q2 Report)
  • Globally, the AU website is ranked 15,583 which is higher than the US counterpart which is only ranked at 76,680 globally
  • Daily page views per visitor is 4.94 – due to the nature of the website this is approximately the amount of pages that you would need to surf through to get the desire content

 

Target Market:

 

  • No one from schools browses Webjet. This is not unexpected due to the nature of the website as the predominant use of the website is for international travel. Most school aged travellers who would travel internationally would be travelling with their parents
  • After ‘webjet’ the four top keywords that direct traffic to the website is ‘tiger airways’, ‘qantas’, ‘singapore airlines’ and ‘airasia’ indicating that most are comparing fares and then using webjet as a comparison site.
  • The gender demographic is considerably higher for females however this seems to be consistent with the other travel and feedback websites viewed.

 

Sources:

 

Elley, R. 28 August 2014. Webjet launches 4,000 cruises including Princess Cruises, P&O, Royal Caribbean and Carnival, viewed 8 September 2014 from http://mozo.com.au/travel-money/articles/webjet-launches-4-000-cruises-including-princess-cruises-p-o-royal-caribbean-and-carnival/7255465019

 

Freed, J. August 20, 2014. Webjet earnings soar by 195 per cent. Sydney Morning Herald, viewed 8 September 2014 from http://www.smh.com.au/business/webjet-earnings-soar-by-195-per-cent-20140820-10622s.html

 

http://www.productreview.com.au/p/webjet.html viewed 8 September 2014

 

http://www.alexa.com/siteinfo/www.webjet.com.au viewed 8 September 2014

 

www.alexa.com viewed 08 September 2014

 

Australian Quarterly Travel Snapshot Q2 2014 Experian Marketing Services, viewed 7 September 2014 from http://www.experian.com.au/assets/marketing-services/white-papers/travel-snapshot-q2-2014.pdf

 

 

What is Trip Advisor?

 http://www.tripadvisor.com

 

Source: TripAdvisor

Source: TripAdvisor

 

TripAdvisor was originally an international feedback website on hotels, sites and restaurants. It also was a forum when travellers could ask other travellers for hints or advice on their upcoming travel plans.

 

Through TripAdvisor’s popularity, it has also become an intermediary for booking websites allowing users to enter their travel dates and to compare hotels and their prices at the same time. Trip Advisor has become an internationally recognised website. However implications for this feedback is that everyone has their own opinion and those may find faults unsuitable while others are able to dismiss them. This causes for a skewed rating system and business owners who have received bad reviews try to have these taken down.

 

TripAdvisor display when searching accommodation in Sentosa in Singapore.  Source: TripAdvisor

TripAdvisor display when searching accommodation in Sentosa in Singapore.
Source: TripAdvisor

Site traffic:

  • According to Experian, TripAdvisor is the leader travel website in crowd sourcing.
  • Global ranking is 199
  • The rank in the US is 74
  • Daily time on site is 3:81
  • Over 100,000 websites are linked in to TripAdvisor which is significantly more than the other websites analysed

 

Target Market:

  • Consistent with the other travel and feedback websites analysed, Trip Advisor is predominately used by females
  • Unlike Webjet, TripAdvisor has a quite high market for those browsing at schools. This could be due to the restaurant element of the website which Webjet does not have.
  • According to the AFR article, TripAdvisor will slowly remove from being a third party booking website

 

Source:

The Economist for Australian Financial Review, 22 August 2014, TripAdvisor looks set to take on Goliaths, viewed 8 September 2014 from http://www.afr.com/p/national/tripadvisor_looks_set_to_take_on_jW64wHAyCJffuspHeMcw4I

 

www.alexa.com viewed 08 September 2014

 

Australian Quarterly Travel Snapshot Q2 2014 Experian Marketing Services, viewed 7 September 2014 from http://www.experian.com.au/assets/marketing-services/white-papers/travel-snapshot-q2-2014.pdf

 

 

What is Urbanspoon?

 www.urbanspoon.com

 

Source: Urbanspoon

Source: Urbanspoon

Urbanspoon is a feedback website that is only food restaurants. The restaurants are given ratings based on whether or not someone likes it. Unlike TripAdvisor which uses a point system, it is just rated on either ‘likes it’ or ‘doesn’t like it’. The reviewer is able to leave a comment if they wish.

 

The app is a major site traffic stimulator. The Urbanspoon app was previously the #1 free app on the iTunes store and has rating of 4 and a half stars. One of the benefits of the app is able to use the location information on your phone to display which restaurants are nearby and their rating.

 

Display of Paper Box Thai in Sydney. Source: Urbanspoon

Display of Paper Box Thai in Sydney.
Source: Urbanspoon

Site traffic:

  • Global rank: 1,789
  • Rank in the US: 617
  • Daily page views per visitor: 3.57
  • Daily time on site: 2:38
  • Total sites linking in: 20,446

 

Target Market:

  • Consistent with the other travel and feedback websites analysed, Urbanspoon is predominately used by females however it has a much higher percentage than the others.
  • All of the browsing locations are below average, this is consistent with the app being utilised the most.

 

Sources:

 

https://itunes.apple.com/au/app/urbanspoon-restaurant-food/id284708449?mt=8 viewed 8 September

 

www.alexa.com viewed 08 September 2014

 

What is Wotif?

 

Wotif was originally a intermediary hotel booking website that allowed the consumer to compare hotels and their rating (either AAA or self-rated). The rates given on Wotif are usually considerably lower as they are prepaid and non-refundable. The reduced rates on Wotif are also advantageous for the hotels as they are able to lower the rates and not damage their branding.

 

Due to the popularity of Wotif, they now also offer flights and packages for example the package for The Lion King in Sydney in which you could select flights, hotels and a ticket to the show.

 

Site traffic:

  • Global Rank: 10,341
  • Rank in Australia: 177

 

Target Market:

  • Consistent with the other travel and feedback websites analysed, Wotif is predominately used by females
  • Very high percentage of people browsing at schools this is consistent with having cheaper rates which are more desirable for school attendees.

 

Sources:

www.alexa.com viewed 08 September 2014

 

Australian Quarterly Travel Snapshot Q2 2014 Experian Marketing Services, viewed 7 September 2014 from http://www.experian.com.au/assets/marketing-services/white-papers/travel-snapshot-q2-2014.pdf

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One thought on “Analysis of four travel/feedback websites

  1. Hey.
    Good blog entry! I liked how you mentioned the top four key words that had directed the site traffic. Its interesting that these are all airlines – in comparison I had researched stayz and their traffic was generated using key words such as pet friendly accommodation, or holiday rentals.
    Interesting read!
    If you get a chance check out my blog.
    Dannie

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