A common operator complaint about online travel agencies (OTAs) is the lack of transparency surrounding conversion rates. In other words, what percentage of visitors to a product listing page complete a booking? This common metric for tracking website performance has not been available to operators for the product pages on OTAs.
This is something GetYourGuide is promising to remedy with their latest product update, announced today, which makes more detailed analytics available, along with a suite of other features.
GetYourGuide CEO Johannes Reck teased the feature recently at Arival 360 | Berlin, on stage with Douglas Quinby for an extended conversation during the “Lunch and Learn” event. Arival Insider Pro Access members can watch that session on demand here.
Conversion Rates Made Available to Operators
According to information shared by GetYourGuide, the analytics will allow operators to see a detailed breakdown of revenue, bookings, conversion rates, tickets sold, customer ratings, cancellations, and more. Operators will be able to filter by date or product, compare year-on-year data, and download reports. The information will be updated daily.
GetYourGuide competitor Viator provides some analytics through Viator Accelerate, a program in which operators voluntarily pay a higher commission for increased visibility (learn more about Accelerate here); however, their analytics stop short of providing conversion rates.
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Other Updates That Caught Our Eye
When companies promote product updates, we are always a bit skeptical, but GetYourGuide appears to have packed a lot of new features with this “Unlocked” announcement. Here are a few that caught our eye:
AI-generated content suggestions: a new auto-suggestion feature to help operators with product setup and descriptions.
Pre-populated fields for connected operators: tour and activity operators connected to GetYourGuide via select booking systems will see some fields for new products pre-populated directly via the system connectivity.
Discounts and special offers: new pricing features let operators create special discounts or limited-time offers with strike-through pricing.
Guest photos: customers can upload photos when they write reviews. We love this. OK, not everyone is a great photographer, but guests want to hear from other travelers and see how people like them experienced the tour.
Guest rescheduling: In the never-ending quest to reduce cancellations, GetYourGuide is introducing a feature to enable guests to reschedule their booking for alternative dates.
There seems to be a lot to this product release, and not all of the features promoted by the company are currently out. Some will be released later in the spring, according to the company.
As with all new developments, we’ll be speaking to operators and partners working with the new features to get their reaction and see how it’s impacting their business.
Learn more about the new GetYourGuide features on their website here. What do you think of GetYourGuide’s latest updates to its tools for operators? Let us know what you think.
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