One in Two UK Accommodation Owners/Managers Expect to be More Profitable in 2012

TripAdvisor’s Industry Index 2012 survey results were released today in the UK, U.S., Spain, Italy and France. The Industry Index survey is one of the world’s largest hotel business surveys incorporating responses from more than 9000 accommodation owners and managers from around the world, of which 1,100 were from the UK.

The Index gauges the industry’s outlook for the year ahead. From the survey results, we discovered that:

• 85% of UK accommodation owners report being profitable in 2011, making the UK the third most profitable region surveyed
• 50% percent of UK respondents are also optimistic about their businesses’ profitability in 2012, expecting their business to be more profitable this year, as compared to a global average of 58%
• Only 12% of UK respondents are planning to create new jobs due to the current economy

UK accommodation owners were less optimistic about the general economy with only 19% of respondents believing the economy will improve in 2012, with 65% of respondents stating that concerns about the economy have influenced financial planning for 2012.

In addition, less than 50% of the UK’s hospitality industry plans to engage with travellers using mobile devices in 2012, one of this year’s emerging travel marketing trends, putting them behind the global response of 53%.

“The TripAdvisor Industry Index reveals scepticism among UK accommodation owners. Despite being one of the most profitable regions in 2011, they are cautious with their business plans for 2012 due to concerns over the country’s economic recovery,” said Christine Petersen, president of TripAdvisor for Business.

See the coverage of this on Tnooz, Caterer and Hotelkeeper and MSN Money.

For more data from the TripAdvisor Industry Index, please download the report here.

U.S. Accommodations are Industry’s Most Optimistic about the Economy and Profitability in 2012

TripAdvisor’s Industry Index 2012 survey results were released today in the UK, U.S., Spain, Italy and France. The Industry Index survey is one of the world’s largest hotel business surveys incorporating responses from more than 9000 accommodation owners and managers from around the world, of which 1,276 were from the U.S.

The Index gauges the industry’s outlook for the year ahead. Among the survey’s key findings, we have discovered that:

• 65% of U.S. respondents are optimistic about the prospect of an economic recovery in 2012, which is 27% higher than the global average of 38%
• 76% of the U.S. respondents expect their businesses to be more profitable in 2012 than they were in 2011
• 27% of U.S. respondents are planning to create new jobs in 2012

In addition, the TripAdvisor Industry Index also reveals the hospitality industry’s top trends, ranging from hotel representatives’ economic outlook and plans to engage travelers using mobile devices to property investments and the top deals hoteliers plan to offer their guests.

“The TripAdvisor Industry Index reveals an economic optimism among U.S. accommodation owners which reflects data showing one-third of U.S. travelers are planning to increase travel spending in 2012***,” said Christine Petersen, president of TripAdvisor for Business.

For more data from the TripAdvisor Industry Index, please download the report here.

Turndown is out, WiFi is in: New survey reveals marketing opportunities for hoteliers

The results of the first-ever 360° survey from TripAdvisor were released this week, with a focus on lodging amenities from the points of view of more than 1,000 U.S. travelers and more than 600 U.S. hotel representatives. The responses reveal that where guests are concerned, amenities truly count:  

Of the travelers surveyed, 54 percent said they have canceled a lodging reservation because they found better amenities at a different property.  

 

 

 

 

 

 

 

 

 

 

 

 

As for the most important amenities, Wi-Fi Internet access and breakfast included with booking ranked top for travelers. And according to the survey, hotel owners and managers correctly assessed the importance of these and other amenities to their guests. Turndown service was the least important according to both groups, with 87% of guests and 83% of hoteliers indicating that this luxurious extra is becoming a thing of the past.

 

 

 

 

 

 

 

 

 

But hoteliers have the opportunity to appeal to more travelers by placing further value on other amenities guests care about, like shuttle service to local attractions or the airport. 66% of travelers indicated the importance of shuttle service, vs. only 41% of hoteliers.

The advantage of room service and a hotel’s pet policies, on the other hand, was overestimated by hoteliers. Turns out travelers care only slightly more about whether an establishment will welcome their pooch than they do about turndown service.

While hotels seem to have a good sense of what is important to travelers, TripAdvisor’s 360° survey does reveal opportunities for establishments to better meet traveler needs when it comes to certain amenities. These days, it seems free Internet will get you a whole lot further than a chocolate on the pillow.

See Gadling.com’s coverage of the survey, as well as the full press release here.

The St. Ermin’s Hotel story: listening to guest reviews truly pays off

“Look elsewhere if things like service and comfort are among your top priorities” said one guest in a review from years ago. After changing hands 3 times in 5 years, the St. Ermin’s Hotel was falling into disrepair. Reviews of the London hotel were mediocre, often citing outdated furnishings and amenities and sub-par service. And the TripAdvisor Popularity Index rating reflected it: out of more than 1,000 hotels in London, St. Ermin’s had a rating of below 400.

TripAdvisor for Business heads to Caribbean for first Master Class of 2012

We’re kicking off the year on a four-mile strip of sun-drenched sand surrounded by sparkling water; for the first 2012 installment of our popular Master Class series, we’re headed to the Bahamas’ aptly-named Paradise Island. While the setting may be reason enough to join us, this new 2012 seminar will cover innovative marketing strategies and tips specifically for tourism industry professionals.

The best address on the block

For many travelers choosing a hotel, the “where” is as important as the “how much” or even the type of property.  So close to Times Square that you can see the lights? Or right in the heart of a beautiful, remote spot? How about a convenient, short ride from a major airport? You can put the best things about your location front-and-center for potential guests by including them in your property description. Many properties on TripAdvisor are successfully using this space to that end.

More information on new owner verification procedures

Recently, we introduced increased security measures on TripAdvisor, to further protect the integrity of our site. Since then, we have received a few questions about the process and wanted to follow-up with some more information.

What’s the story? Tell 50 million+ travelers why your property is unique

A breathtaking view, recently-renovated bathrooms, or a particularly memorable turndown service: guests want to hear about your property’s unique qualities. The interesting details or little extras that define an establishment are often what draw guests to choose one over another of comparable price and quality.

A great way to make sure you highlight your property’s best and most memorable features is to enter some descriptive information into the “Hotel amenities” section of your business’ page.

Management Center now always within reach – literally

You may have noticed a couple of subtle changes this week to the links that connect you with your owner’s tools. In our latest improvement for registered business owners, we’ve made accessing your Management Center even easier by giving you two simple ways to get there from any TripAdvisor page.

New slideshow feature brings photos to life

On TripAdvisor, rave reviews, thoughtful management responses, and a lovely business description will get you far. But a stunning photo is worth a thousand words.

Site research has shown that travelers are 150% more engaged with listings that have 20+ photos than with those that have only a few. This means that the more visual proof of your inviting amenities you give to travelers, the more interested in your business they become. And quality matters!