Today, TripAdvisor is pleased to announce the results of the world’s largest accommodation and traveler survey¹ – the TripBarometer by TripAdvisor. We couldn’t have done it without feedback from our global community.
This study, conducted on behalf of TripAdvisor by independent research firm StrategyOne, a division of Edelman Berland, will be conducted biannually. It reports top travel and hospitality industry trends, according to more than 35,000 travelers and hoteliers around the world.
Here are key points identified by the study that are relevant to your business:
- 50% of global travelers expect to increase their 2013 travel spending, while 68% of global hoteliers are optimistic about profitability this year.
- 96% of hoteliers and 93% of travelers believe reviews have an impact on bookings.
- 90% of hoteliers will use deals & offers in 2013 to entice guests, with 59% planning to offer free Wi-Fi. This is essential because 80% of travelers say that free in-room Wi-Fi is important and impacts their choices.
Want access to more data from the TripBarometer study? We’ll be sharing more insights in upcoming posts. In the meantime, you can visit www.tripadvisorTripBarometer.com for more details.
¹ Methodology: The TripBarometer by TripAdvisor is based upon an online survey conducted in Dec. 2012 – Jan. 2013. A total of 35,042 people participated in the online survey from 26 countries spanning 7 regions. The sample is made up of 15,595 consumers and 19,447 businesses, making it the world’s largest combined accommodation and traveler survey.
The results of a recent TripAdvisor study reveal that North American properties saw a rise in owner engagement based on how many reviews, visuals and management responses there are on their TripAdvisor pages.
Having more reviews positively affects traveler engagement.
- Accommodations with 11+ reviews see 26% more engagement than those with fewer reviews
- Accommodations with 50+ reviews see 27% more engagement than those with 10 or fewer reviews
The more you respond, the better. Properties that write management responses also tend to have higher ratings.
- Accommodations with more than 5 management responses see 10% more traveler engagement than those with less than or equal to 5 responses
Travelers are drawn to photos and videos – adding visual content can have a big impact!
- Accommodations with 30 or more photos have 41% more engagement than those with 10 or fewer photos
- Accommodations with at least one video have 34% more engagement than properties without a video
To add or update photos and videos, go to the “Manage your TripAdvisor page” section of your Management Center.
To encourage reviews, write management responses and post photos and videos, go to your TripAdvisor Management Center.
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.
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.