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.

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.

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.

Those same TripAdvisor reviews would be part of the catalyst for change. When Amerimar Enterprises acquired the hotel in 2010, they saw that a clear trend had emerged; time and again, reviewers on TripAdvisor were pinpointing the tiredness of the property and the lackluster service. For owners, this was the “green light” they needed – with direction from guest reviews, they knew what they needed to fix.

And fix it they did. Amerimar addressed the building issues with a sizable renovation, and they instituted an entirely new approach to customer service based on continually listening to, and heeding, guest feedback.

The result? Six months after reopening, St. Ermin’s had climbed from the 400s in the rankings for London hotels on TripAdvisor to #18. Listening to what customers had to say put the hotel on the right path to becoming a beloved London destination.

Sign up and learn more about this event here.

Williamsburg, Virginia’s Fife & Drum Inn has good reason to highlight its address. As the management tells us in the property description, the Inn is “Historic Williamsburg’s only downtown lodging,” a unique fact that could have tourists choosing it over something similar nearby.

This description space is perfect for telling potential guests about proximity to popular attractions. Not far from the Fife & Drum, the Holiday Inn Patriot Old Williamsburg, for example, makes a case for itself with a whole list of well-known and accessible activities in the area. With so many lodging options in this historic city, the hotel’s detailed information on its distance to interesting places to visit makes it an even more attractive option.

Of course other elements of a lodging’s site – not just those relating to well-known tourist attractions – can make it a great choice. This might include proximity to the best authentic, hole-in-the-wall restaurants, convenient access to major highways or airports, or spectacular views (…and who says a hotel right at the airport can’t also have a view or two?).

Don’t forget to use the Amenities box to your advantage – tell travelers why you are the best spot on the map in 2012.

Why is TripAdvisor asking me to submit credit card information?

As part of our new owner verification process, we are asking for either credit card information or documentation from business owners and managers in an effort to enhance security for properties’ accounts. This process helps control who gains access to an account, and should a business listed on TripAdvisor suspect that information was fraudulently added to their TripAdvisor listing, this additional information gives us even greater recourse to contact an individual and work with the property to help resolve the issue. Our goal is to manage the integrity of the content on our site and create more accountability. Thousands of properties have successfully completed the verification process in the first few days following the launch of the new policy.

How long is credit card information stored?

The credit card information is stored by a secure third-party billing and payment provider.  If someone will no longer be associated with the business for which they have completed verification, they can request that the data be expunged. Their verification will also be nullified. This request may be submitted to verify@tripadvisor.com.

Will TripAdvisor share the credit card information with anyone?

The credit card information submitted through the verification process is stored by a secure third-party billing and payment provider, and will never be shared with any other parties. Your credit card will not be charged, nor will this information be used to enroll you in any TripAdvisor products, such as Business Listings.

If an owner is to delete their TripAdvisor account, what will happen to their stored credit card information?

The credit card information is stored by a secure third-party billing and payment provider until the owner of the credit card requests that the data be expunged. This request may be submitted to verify@tripadvisor.com.

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. When travelers click the “Hotel amenities” link, it brings up a box that not only shows them what basic amenities you offer (fitness center, WiFi, etc.), but also a description of your property, which could include your trademark characteristics, special services, etc. This gives you a chance to highlight, in your own words, what makes your property such a great choice.

Over the next couple of posts we’ll look at how several properties on TripAdvisor are already using the “Hotel amenities” box description to their advantage in different ways.

 Renovations

After your property has been refurbished, repaired, or renovated, you’ll want to spread the word so that travelers know that now is the perfect time to come stay. In their “Hotel amenities” box, The Kingsley by Thistle hotel in London, for example, cites a £10 million restoration and refurbishment program, as a result of which “every area of the hotel has been transformed – our bedrooms have been completely modernised with a contemporary design and vibrant soft furnishings.” An enticing description that lets guests know that they are in for a treat if this is the hotel they select.

Renovations that consist of making a tired space feel modern and new, as with The Kinglsey by Thistle, can be a valuable draw for potential guests. But over on the other side of the pond, the Belton Chalet in Montana describes a refurbishment that didn’t really update the space, but rather restored and preserved the 1910 building, which is now a National Historic Landmark. Belton Chalet invites guests, via its descriptive text, to “be a part of their history” in a property that has been maintained to reflect its cultural and historical significance.

Both properties take the opportunity, in the “Hotel amenities” box, to proudly showcase the work they have done to improve their establishment for guests.

Regardless of your own situation, it is important to tell visitors what they can expect from your property, and the “Hotel amenities” box is the perfect place to do it. Has your property been beautifully renovated or restored? Invite travelers into your new (or old) space by heading to your Management Center and clicking “Edit property description/amenities.”

For more, see our guide on Marketing your property on TripAdvisor for free.

First, where you previously saw the link “Manage your listing” in the top right of the homepage, you’ll now see “Your Business & Account.” Clicking here will give you the option to visit your Management Center (if you have multiple registered businesses on TripAdvisor you will see a list of these to choose from), or to manage your TripAdvisor account itself (your profile, subscriptions, contributions, and more). Everything you need to manage your relationship with TripAdvisor can be found via this link, making it a great place to start when you visit the site to update your registered business’ listing or your account.

There is also a new second way to get quickly and directly to your Management Center. The main navigation bar at the top of each page on the site which gives you links to the major categories on TripAdvisor such as hotels, flights, etc. (the big green one – you can’t miss it!), now also has a tab on the right entitled “Your Business.” Click here and you’ll head straight to your Management Center (if you have multiple businesses you’ll again have the choice of which to manage first).

Both links remain available all across the site, making it simple for you to get access to your TripAdvisor tools whenever you need them.

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!

To that end, we are now making it easier for Business Listings subscribers to present guests with an inviting look inside their business with an elegant, professional-looking slideshow that takes a few minutes at most to create. We do the work for you – all you do is choose the photos.

Through your Management Center, you can add anywhere from 5 to 25 photos (we recommend the latter) to your property for inclusion in your slideshow. As a Business Listing subscriber, both your direct contact details and any Special Offers you are running will appear at the bottom of the slideshow at all times.

You also have complete control over this new feature, and can update photos at any time based on seasonality or your own marketing needs. Does your property transform itself into a Winter Wonderland for the holidays? You may want to showcase that in your photos this month. Does your property pride itself on a small, intimate, family feel? Is it known for a specific event or celebration? Let your pictures do the talking! Choose photos that truly represent your business and the best you have to offer. There is no better feeling for a traveler than to choose a property based in part on its fabulous photos…and then to arrive to find exactly what they were expecting (or more). Get travelers excited about visiting you!

To get started with your slideshow (it really does take just a matter of minutes), login in to your account and in your Management Center you will see a note telling you that your slideshow is not yet active. Click on “Create one now” and follow the instructions to upload your photos. Your slideshow will be live on the site within 12-24 hours.