Irish tourism businesses need to take steps to manage their online reputations on sites such as TripAvisor, a major report on distribution channels for Irish tourism recommends.
Commissioned by the Irish Tourist Industry Confederation (ITIC), and launched today by Tourism Minister Mary Hanafin TD, the study looks at the internet’s impact on travel and the implications for the Irish tourist industry. The study was carried out by CHL Consulting and AMAS.
- The Minister for Tourism, Culture and Sport, Mary Hanafin TD (centre) with Tom Haughey, (Chair of ITIC), Michael Counahan (Managing Director, CHL), Aileen O’Toole (Managing Director, AMAS), Eamonn McKeon (Chief Executive of ITIC)
The internet has had a profound effect on the tourism sector over the past decade, particularly in how people purchase travel and tourism products.
The power of TripAdvisor is just one example, with five million pages about Ireland being viewed and 130,000 reviews being published in a typical month.
ITIC Chair Tom Haughey said: “The message is the need to recognise the fundamental changes in distribution channels and to respond to the internet’s increasing role in researching, planning and booking holidays. “
Online bookings
Research among 700 tourism businesses – Irish providers and representatives of the international travel trade – is overwhelmingly positive on how the internet is being used.
Michael Counahan, Managing Director of CHL, said that 94% of Irish hotels surveyed had online reservations systems, compared with 67% of B&Bs and 34% of self catering properties. He added that Ireland ranks well compared with other destinations among the international travel trade in terms of its use of the internet.
AMAS Managing Director Aileen O’Toole said that there has been significant change in how tourism businesses are using the internet, since the last AMAS study for ITIC in 2007. She noted that 90% of businesses surveyed for the new study said that the internet had a positive impact on their businesses, she said.
Action points
At today’s launch, Minister Hanafin praised the practical nature of the study and urged tourism businesses to use the resources and advice included in the report to improve their presence on the internet.
The study has a series of action points for tourism product providers, industry bodies, the State agencies and tourism policy makers.
Among the practical steps all providers, large and small, needs to take are to:
- Use their own websites as a very important channel for transactions and promotion
- Continually review and revise the number and profile of channels that they use, particularly their online channels
- Take account of traditional channels, such as incoming tour operators or global distribution systems (GDSs)
- Manage their reputations online and, specifically, monitor and manage what is being said about their businesses by tourists on websites such as TripAdvisor
- Continuously invest as much in their company’s skills as in technology
The report details practical resources to assist tourism businesses in implementing these action points, including guidance and links on online reputational management website management, monitoring and marketing.
About ITIC
ITIC is the representative body for this diverse industry, dealing with Government on issues influencing tourism policy and performance, investment strategies and funding priorities, particularly for international marketing and product development. Its focus is on the economic development of tourism in Ireland, nationally and regionally.
Downloads
Download Tourism and Travel Distribution in a Changed World, Volume 1 (PDF, 2.8 MB)
Download Tourism and Travel Distribution in a Changed World, Volume 2 – Research Findings (PDF, 1.1 MB)
