TripBarometer measures traveler sentiments, emerging hospitality trends and more. All based on the world’s largest accommodation and traveler survey (view the global report for detailed methodology). Get the latest travel insights below.
ON-DEMAND WEBINAR2018 Insights: Traveler Mindsets and How to Influence Them Charlie Ballard, Director, Strategic Insights at TripAdvisor, unveils recent research from a TripBarometer study — uncovering global travel trends about attitudes toward travel, recent trip trends, and TripAdvisor's role in the traveler journey. In this on-demand webinar we cover research on:
- How travelers get started planning their trips
- What drives destination choice
- What influences accommodation choice
- How travelers budget their trip
- Using free TripAdvisor marketing tools in the Management Center
- Leveraging traveler reviews to power your online reputation
- Unlocking exclusive TripAdvisor data in the Analytics Suite to understand who your travelers are
- Tailoring your TripAdvisor page to exceed traveler expectations with Business Advantage
- Using Sponsored Placements to attract the attention of highly targeting travelers as they're researching on TripAdvisor
2017-2018 TripBarometer Global Report Available in English only
The Four Booking Behaviors Driving Travelers TripAdvisor study reveals travel booking patterns and traveler personas.
Men spend less time booking trips than women. Younger travelers tend to start their planning later. And 59% of travelers begin researching their next trip between one and three months before departure.
Those are just a few of the findings in the latest TripBarometer1 survey from TripAdvisor. Together with independent research firm Ipsos, we asked 36,000 travelers how they plan and book their vacations – and discovered four booking behavior trends and six distinct traveler personas. To download the full 2016 TripBarometer report (in English) click the "Full Report" link on the right.
Four behaviors based on how travelers book their trips:
- Flight bookers (48% of respondents):
- Book flight and destination first.
- Are destination-orientated – they travel mostly to experience different cultures.
- Are most common among those taking longer vacations, in which flights are often more expensive.
- Hotel bookers (29% of respondents):
- Start by researching and booking accommodations.
- Make decisions based on price, and prefer family-friendly destinations.
- Travel for just a weekend break in half of all bookings.
- Mavericks (13% of respondents):
- Book quickly and don’t spend as much time on research.
- Tend to be business travelers, or go on long vacations.
- Are creatures of habit: 17% choose destinations they visit every year.
- Balanced bookers (10% of respondents):
- Combine their interest in cultures with their desire for good travel deals.
- Invest time researching destinations.
- Travel for about as long as other travelers.
Six travel personas based on attitude, booking preferences, age, and income:
- Value seekers are those who say, “We want to make the most of our vacation.” Often traveling with children, they have a medium income and fall mostly into the 25-34 age group. They particularly value TripAdvisor to help them find deals, babysitting services and kid clubs -- and they tend to research on their smartphones. Beach holidays are a favorite for people in this group.
- Luxury travelers are those who say, “We want to enjoy and spend.” These are high earners who travel with a partner, have a substantial budget, and are most prevalent in the 25-49 age group. They like their destinations hot and sunny, and cities and beaches top their lists of places to go. They check TripAdvisor before booking—90% say ratings on review sites are important when making a final accommodation booking decision.
- Social travelers are those who say, “We want to share and engage with others.” They don’t travel alone, preferring to spend time with friends and family. They also appreciate babysitting services and kid clubs since they often travel with children. They’re very influenced by word of mouth and recommendations from other travelers and tend to prefer beach holidays. They trust TripAdvisor to help them identify hidden treasures, have medium to high income, and tend to fall into the 25-49 age group.
- Independent travelers are those who say “I want it my way.” They love to go solo and make travel choices independently. They want adventure and use online research to find it. Culture matters to them – climate doesn’t. They are mostly low or high earners, falling into the 25-49 age group. They are most likely to share a TripAdvisor review on social media.
- Researchers are those travelers who say “We want it perfect.” They spend a lot of time researching destinations, activities, restaurants and accommodations, usually on laptops. They spend a little extra for something special. They are often high earners in the 25-49 age group who travel with a partner. Researchers trust TripAdvisor to provide the voice of the consumer when deciding on each stage of the journey.
- Habitual travelers are those who say “We want it simple and easy”: They tend to go to the same locations repeatedly, so they don’t need to spend much time planning or researching. Travel is more about relaxing than activities. Mostly male, they often go away by themselves and tend to be low earners in the 35-64 age bracket.
To download the full 2016 TripBarometer report (in English) click the "Full Report" link on the right.
- 1. Methodology: The TripBarometer study, by TripAdvisor, is based upon an online survey conducted from 21st of June to the 8th of July 2016, conducted by Ipsos, a global research firm. A total of 36,444 interviews were completed in 33 markets, spanning 7 regions. The sample is made up of TripAdvisor website users and Ipsos online panelists who chose to take part in the survey and have researched their travel plans online in the last year. The survey data is weighted to represent the known profile of the global online population, to keep in line with previous waves of TripBarometer.
New Insights on Today’s Asian Travelers The 2016 TripBarometer study answers big questions about this rapidly growing market.
Travel from Asia is booming—and will only increase in the years ahead. According to a recent report from the Boston Consulting Group and TripAdvisor, by 2030 more than 50% of growth in global travel traffic will come from the Asia-Pacific region. As many as 1 billion people from the region could be traveling 15 years from now, creating what the BBC calls “continental shifts … in terms of travel, tourism and spending power.”
So how can you connect with this fast-growing market? The new TripBarometer study provides some insights. Conducted on behalf of TripAdvisor by independent research firm Ipsos, TripBarometer is the world’s largest traveler and accommodation survey.1 More than 5,000 travelers and hoteliers across Asia took part; here’s what they said about their 2016 plans.
- One-third of Asian travelers say they plan to spend more on travel in 2016 than they did in 2015—52% because they feel that they and their families deserve it.
- Japanese travelers plan to spend the most of the Asian countries surveyed, with an average travel budget of US $5,600 for the year, followed by China (US$3,600) and India (US$3,100).
- 42% of Asian travelers surveyed choose to visit a country because of its culture and people.
- One in four (25%) has chosen to visit a destination because of a cheap flight.
- More than a quarter (27%) have visited a destination because it was recommended by a friend or relative.
- One in four (25%) visited a destination because of seeing it on television, while 15% said they had been motivated to visit a place by a film they had seen.
Types of activities
- The majority of Asian travelers (76%) plan to try something new in 2016—well above the global average of 69%.
- Popular new activities include solo travel (25%), going on a cruise (21%) and adventure travel (20%).
- 67% of Asian travelers surveyed said air conditioning is an essential when choosing a place to stay.
- Travelers’ preferences vary when it comes to WiFi, but it’s especially important to Chinese travelers, 60% of whom said they would look elsewhere if in-room WiFi was not offered. 39% of Chinese travelers surveyed said they would not book an accommodation without super-fast WiFi.
- 36% of Asian travelers say they would look elsewhere if an accommodation does not provide a rate-inclusive breakfast or offer a kettle in the room.
PLUS: A look at the hospitality industry in Asia in 2016
- 39% of hoteliers in the region plan to raise their room rates in 2016 (compared with 47% globally).
- Nearly two in three (64%) Asian accommodation owners are optimistic about profitability in 2016.
- 94% of accommodation owners said online reviews are the most important factor for the future of their business.
- 61% of Asian hospitality businesses say that they are planning to invest in staff training in 2016, higher than the Americas (55%) and Europe (38%).
- 1. Methodology: The TripBarometer study, by TripAdvisor, is based upon an online survey conducted from 15th to the 29th of October 2015, conducted by Ipsos, a global research firm. A total of 44,782 interviews were completed in 32 markets, spanning 7 regions. The sample is made up of 34,026 consumers who are TripAdvisor members and website users, and Ipsos online panelists who chose to take part in the survey and have researched their travel plans online in the last year; and 10,756 representatives from accommodation properties who use TripAdvisor free marketing services, making it the world’s largest combined accommodation and traveler survey. In Asia there were 4,708 consumer participants and 1,309 business representatives in the following markets: China, India, Indonesia, Japan, Malaysia and Thailand. The consumer survey data is weighted to represent the known profile of the online population in the markets covered, to keep in line with previous waves of TripBarometer. Equal weighting is also applied at country level for the business survey.
6 key travel trends for 2016 We asked more than 44,000 travelers and hoteliers about their plans. Here’s what we heard.
Why will people travel in 2016? How will these travelers decide what to do and where to stay? Will they spend more or less than they did in 2015? And what impact are their choices having on the travel industry as a whole?
Our latest TripBarometer study answers all of these questions and more. Conducted on behalf of TripAdvisor by independent research firm Ipsos, TripBarometer is the world’s largest traveler and accommodation survey, analyzing more than 44,000 responses from travelers and hoteliers around the globe.1 Download the full report from the menu on the right, and read on for a look at trends that will shape the travel landscape in 2016.
Trend #1 – Seeking new experiences
In the coming year, travelers of all ages will seek out things they haven’t tried before, from cruises to solo travel and more.
- Globally, 69% of travelers plan to try something new in 2016.
- 1 in 5 global travelers said they would try a cruise for the first time next year.
- 17% will try solo travel for the first time in 2016; 15% will try adventure travel for the first time.
Trend #2 – Spending more because it’s “worth it”
Worldwide, travelers are open to spending more in 2016 than they have in the past—and not just because of rising costs.
1 in 3 travelers are planning to spend more in 2016 than they did in 2015.
- 1 in 3 travelers (33%) are planning to spend more on travel in 2016 than they did the previous year.
- Among those who plan to increase their travel budget, 49% said they will do so because “because I or my family deserve it.”
- 31% said they would spend more on travel because “it’s important for my health and well-being.”
Trend #3 – Choosing destinations based on culture, special offers
Today’s travelers choose destinations for a number of reasons, including special offers from accommodations.
- Globally, 47% of travelers say they have visited a destination because of the culture and people of the specific country.
- 1 in 5 travelers (21%) have chosen a destination because a hotel had a special offer or package.
- “TV tourism” is on the rise: 1 in 5 global travelers have visited a destination because they saw it on a TV show.
Trend #4 – Staying cool and connected
Among the amenities that travelers will look for when they book an accommodation in 2016, air conditioning and WiFi stand out.
- Globally, 63% of travelers said air conditioning is a must-have when choosing a place to stay. That makes it more of a deal-breaker than breakfast (40%) or a swimming pool (26%).
- 46% said free in-room WiFi is a must-have amenity—meaning that, if an accommodation did not provide it, they would look elsewhere.
- 26% of travelers said that they require an accommodation that has super-fast WiFi; 11% are willing to pay extra for this service.
Trend #5 – Rising room rates (and optimism)
Many accommodations plan to raise their room rates next year, while the majority of hoteliers say they’re optimistic about profitability in 2016.
3 out of 4 business owners are optimistic about profits in 2016.
- Nearly half of hoteliers globally plan to increase room rates in 2016 (47%).
- Most accommodations are increasing rates to compensate for increased overhead costs (65%), although more than a third are increasing rates because of recently completed renovations (37%) or because of increased demand (35%).
- 3 in 4 business owners are optimistic about profitability in 2016. The majority of those who are optimistic say it’s because of local events and conferences taking place in their markets next year (65%).
- 91% of hoteliers see increasing direct bookings as key for the future of their business.
Trend #6 – Managing reputations online
Online presence remains important: In 2016, businesses will be keeping a close eye on what people are saying about them on the web.
- 93% of hoteliers said that online traveler reviews are important for the future of their business.
- Online reputation management is still the biggest area of investment for accommodation owners in 2016, with 59% investing more in this area than they did the previous year.
- 1. Methodology: The TripBarometer study, by TripAdvisor, is based upon an online survey conducted from 15 to 29 October 2015 by Ipsos, a global research firm. A total of 44,782 interviews were completed in 32 markets, spanning 7 regions. The sample is made up of 34,026 consumers who are TripAdvisor website users and Ipsos online panelists who chose to take part in the survey and have researched their travel plans online in the last year; and 10,756 representatives from accommodation properties who use TripAdvisor free marketing services, making it the world’s largest combined accommodation and traveler survey. The consumer survey data is weighted to represent the known profile of the global online population, to keep in line with previous waves of TripBarometer. Equal weighting is also applied at country level for the business survey.
Research: What makes a helpful review
TripAdvisor recently conducted a survey — of both travelers and business owners — to gather information on what makes a helpful review.1 Read on for key global findings from your peers in the hospitality industry.
How often do you check your reviews on TripAdvisor?
- 60% of business owners who responded say they check their reviews “whenever a new one comes in”
- 19% check their reviews daily
- 12% check their reviews weekly
Do online review sites like TripAdvisor have a positive impact on the hospitality industry?
- 82% of business owners agree with this statement
- 43% strongly agree
- 6% disagree
70% of surveyed businesses have taken steps to improve their quality of service as a result of a review
Have you improved your business’s service as a result of a review?
- 70% of surveyed businesses say yes
What’s important in the content of a review?
It’s all about the service: accommodation, restaurant and attraction owners agree that the quality of service is the most important factor to mention in a review.
What about writing style?
- 63% of business owners feel it’s important to provide a context for opinions
- 58% of respondents say it’s important to share a balanced view, including pros and cons
- 30% of respondents feel it’s important to explain the context of why they visited, or who they were traveling with
- 29% think good grammar and spelling matter
Biggest turn-offs in a review
- 51%: when a reviewer doesn’t provide enough detail
- 45%: overly nitpicky comments
- 40%: reviews written by someone who “sounds angry”
- 31%: bad grammar
What makes a great management response?
- 48%: be specific
- 41%: be professional
- 40%: show your personality
- 36%: be original
Most useful factors in a review
- Useful, detailed information about the business
- Written within 3 months of the experience
- Relate personal, unique experiences
- Use specific examples and hard facts
- Mention how the service offering could be improved
Least useful factors
- Extreme opinions or phrasing, whether positive or negative, without much explanation or justification
- Reviews written long after the experience (3 months to a year later)
- Use of personal feeling, without explanation
The message is clear: reviews are most relevant when they’re timely, use specifics and include references to the level of service provided. Want to collect more of these reviews for your property? Try using Review Express. It’s the free TripAdvisor tool that lets you email a review request to up to 1,000 recent guests at once.
- 1. Survey included 95,608 travelers and 7,215 hospitality business owners
Are you reaching the lucrative Connected Traveler? TripBarometer report reveals that “Connected Travelers” are twice as likely to make travel bookings via mobile.
There’s a growing subset of Connected Travelers, or travelers who have used their smartphone to plan or book travel. And reaching these Connected Travelers is a big opportunity for travel and hospitality businesses.
In fact, our TripBarometer Connected Traveler report shows that more and more travelers are planning and booking travel on their mobile. Findings from TripBarometer, the world’s largest accommodation and traveler survey1, show that smartphones are now an essential travel companion. How prevalent is mobile usage for planning and enjoying travel?
Travelers booking via mobile apps has doubled since last year.
In 2014, 4% of TripBarometer respondents booked an accommodation using a mobile app. This year, it’s doubled to 8%. And for the Connected Traveler segment, that rises to 11%.
Booking lodging on mobile is becoming more habitual.
1 in 4 Connected Travelers who book their accommodation through a mobile app say they do so routinely. 1 in 5 say they booked through a mobile app because of the ease and speed. And 3 out of 10 did so because they felt they got a better price.
Booking travel activities is especially popular on mobile.
And it’s not limited to last minute, what’s nearby booking either. 45% of Connected Travelers use their smartphone to book travel activities pre-trip.
Travelers are big into using their mobile during their trips.
The lucrative Connected Travelers segment is especially engaged on mobile while on holiday:
Getting directions/using maps
- Connected Travelers: 81%
- Global travelers: 67%
Looking for restaurants
- Connected Travelers: 72%
- Global travelers: 56%
Looking for activities
- Connected Travelers: 67%
- Global travelers: 51%
- Connected Travelers: 64%
- Global travelers: 47%
Looking for an accommodation
- Connected Travelers: 50%
- Global travelers: 36%
Accommodations are enabling convenient bookings.
Accessibility is on the rise for travelers, thanks to a growing number of accommodations that accept digital bookings. 73% of accommodations worldwide accept online bookings, while 55% accept mobile bookings.
There’s room for improvement with mobile check-in.
34% of the smartphone-loving Connected Travelers audience wants a mobile check-in option. Yet only 11% of lodgings offer this option that saves time for both guests and front desk staff.
- 1. Data based on results from online survey of 10,261 accommodations and 34,016 travelers by TripAdvisor and Ipsos, collected January-February 2015.
[Research] Key Insights from “Using Guest Reviews to Pave the Path to Greater Engagement” Want to learn what top performing hotels on TripAdvisor have in common? Looking for tips to get more traffic from TripAdvisor, increase booking conversion and more? Read on for insights from “Using Guest Reviews to Pave the Path to Greater Engagement” from Atmosphere Research Group.
Atmosphere Research Group, an independent travel industry research firm, in partnership with TripAdvisor, has released a new report on the correlations between hotel engagement and TripAdvisor performance. The study is based on data from over 12,000 properties located in the top 25 traffic markets on TripAdvisor, as well as interviews with executives from four global hotel chains.
Read on for a summary of key findings from this report along with tips on how to apply them and improve your business’s performance on TripAdvisor:
Key finding #1: Highly Engaged Hotels Perform Better on TripAdvisor
In analyzing TripAdvisor data, Atmosphere found that highly engaged hotels on the site saw:
- More page views*: Hotels with higher engagement receive nearly four times more page views on TripAdvisor
- Higher market visibility: The average Popularity Ranking for highly engaged hotels was 63% higher than their non-engaged counterparts. As a result, highly engaged hotels could be seen by two of every three travelers searching that market
- More revenue: The study revealed that highly engaged hotels see 30 to 40% more traveler interaction with revenue-driving products like Business Listings
So what makes a hotel highly engaged? Atmosphere discovered four common actions that these properties take:
- Take ownership of the property's page on TripAdvisor by registering in the TripAdvisor Management Center
- Publish at least 10 Management Photos to their listing on TripAdvisor
- Respond to at least 25% of reviews on TripAdvisor
- Add direct contact information to the property’s TripAdvisor page with Business Listings
*Note: To help better measure the quality of the traffic visiting your page, we enhanced the way we report on this information in Q2 2017 – evolving from page views to unique visits.
Tip #1: To become more highly engaged on TripAdvisor, properties will need to take full advantage of the Management Center. For a cheat sheet on how to quickly register, publish Management Photos, write Management Responses and more, click here.
Tip #2: Take your TripAdvisor listing to next level by adding your property’s contact details, Special Offers and more. Learn more here.
Key finding #2: Successful Hotels Employ a “Virtuous Circle” of Guest Engagement
In addition to hotel engagement, Atmosphere found that the most successful hotels follow a “virtuous circle” approach to engage their guests:
“If you put a focus on getting reviews, you will see the positive results. You need to make it easy for guests to post their reviews.”
- Javier Carazo, Senior Vice President, Operations and Quality, NH Hotel Group
- The hotel commits to systematically encouraging reviews from guests after their stays
- Review feedback is constantly monitored and analyzed
- The hotel makes improvements based on those insights
- These improvements lead to more satisfied guests, better reviews, and ultimately more visibility on TripAdvisor
- This enhanced visibility results in more traveler bookings, which causes the cycle to repeat again
Atmosphere found “…when well-planned and executed, the result of this ‘virtuous cycle’ is a hotel highly attuned to its guests’ insights and nimble in its ability to respond and act on feedback as required.”
Tip #3: Keep in mind, an important part of the “virtuous circle” is asking all guests to write reviews. This will ensure you’re getting the full scope of feedback and incorporating it into your business. Learn more about why it’s important to request honest feedback from all guests here.
Key finding #3: Systematically Encouraging New Guest Reviews Drives Results
As part of the study, Atmosphere analyzed data from properties that used TripAdvisor’s Review Collection Platform (RCP) to systematically request reviews from each guest. The results clearly demonstrate the importance of a programmatic approach:
- More guest reviews: When properties launched a solution like RCP, they saw an increase in reviews of 30 to 80% over pre-launch numbers
- More page views*: Highly engaged hotels using RCP saw 40% more page views than highly engaged hotels that did not have a similar solution in place
- Improved revenue-driving performance: These hotels also saw a 25% increase in Business Listings** link activity and a 32% increase in CPC clicks, when compared to those that did not use it
Tip #4: While RCP is primarily available to larger hotel chains, TripAdvisor offers a wide range of tools that enable business owners to systematically collect reviews, including Review Express. Learn more here.
Key finding #4: The Importance of Incorporating Reviews into the Booking Process
Atmosphere interviews with key hotel chain executives revealed another benefit to collecting reviews. When review content is published within the hotel’s direct booking channel, they provide travelers with a sense of transparency and credibility. In fact, when in-line reviews are added to a hotel’s booking site, they can improve “competitive effectiveness against third-party intermediaries, such as online travel agencies, by providing helpful information in the booking path that a traveler can use to determine whether a hotel is right for a particular trip.”
Tip #5: Want to get more from your reviews? Use TripAdvisor widgets to add them to your property’s website.
Want more insights? Download the full “Using Guest Reviews to Pave the Path to Greater Engagement” report on the right side of this page.
*Note: To help better measure the quality of the traffic visiting your page, we enhanced the way we report on this information in Q2 2017 – evolving from page views to unique visits.
**Beginning in January 2017, Business Listings will be replaced by an exciting, new subscription product for accommodations: TripAdvisor Business Advantage. Learn more here.Last Updated: August 31, 2015
Video: Review insights you can’t miss Get the latest facts on the power of reviews…all in under 90 seconds
The results are in! Recent research conducted by Phocuswright,1 on behalf of TripAdvisor, continues to demonstrate the importance of reviews and the key role they play in a traveler’s decision-making process. Among the key findings:
- 86% of TripAdvisor users would recommend TripAdvisor to others for trip planning
- 84% of users consider reviews “extremely” or “highly” important when booking a hotel
- 63% percent of respondents prefer one location where they can read reviews, compare prices and book
Don’t miss the video above for even more insights from the research!
And be sure to watch TripAdvisor Insights – and your email inbox – for even more relevant data from this study coming soon.
- 1. 2015 ‘Custom Survey Research Engagement,’ an independent study of 14,991 respondents conducted by Phocuswright on behalf of TripAdvisor
PhoCusWright insights plus TripAdvisor tips, Part 2 Keep your momentum going with three more PhoCusWright insights and TripAdvisor tips.
Continuing to follow up on our 24 insights to shape your TripAdvisor strategy infographic, here’s part 2 of our trends and tips for you.
TripAdvisor Insights exclusive: Power the feedback loop
The insight: Amenities and hotel description are in the top 3 factors for choosing a hotel (along with location and price).
“Globally, travelers want to see pictures, they like to book properties that win awards, and they like to read the most recent reviews to get a fresh perspective.” – Barbara Messing, Chief Marketing Officer, TripAdvisor
The tip: Track your TripAdvisor reviews for feedback to help determine what amenities you should introduce or improve. You can also track the property features and amenities that guests consistently praise in reviews so you can include them in your marketing. Mentioning these positive attributes in your TripAdvisor property description and amenities, as well on your website, will help you attract your traveler target market.
Travelers want the full picture before booking
The insight: 3 in 4 TripAdvisor users rely on photos from other travelers to help pick a hotel.
The tip: Ask travelers to upload photos as well as write a review. Include the photo request whenever you encourage a review, such as during checkout, in your “thanks for your stay!” email or in your customizable Review Express emails.
Right hotel, right price, right away
The insight: The majority of TripAdvisor travelers say the TripConnect meta search, or price comparison, feature helps them “find the right hotel at the right price” and “save time when planning”.
The tip: TripConnect isn’t just for travelers. If you’re a small or independent property, visit our TripConnect page for accommodations for videos, webinars and step-by-step walkthroughs to help you master how to drive more direct bookings using TripConnect.Last Updated: February 25, 2014
Drive mobile bookings with these TripBarometer insights
TripBarometer, the world’s largest accommodation and traveler survey1, takes a close look at The Connected Traveler trend.
Want to make the right calls for engaging travelers who use their mobile phone to plan and book travel?
Then take a look at these insights based on TripBarometer survey responses from more than 40,000 travelers and hoteliers around the globe. You’ll be better prepared to reach the lucrative Connected Travelers segment, or travelers who are keen on planning and booking travel on their smartphone.
Connected Travelers care more about your reviews and ratings than amenities and promotions.
Not only do Connected Travelers put more emphasis on reviews and ratings compared to other travelers, but they even care more about them than other booking drivers.
In fact, here’s a sample of what travelers find very important when choosing where to book:
Ratings/scores on review sites
- Connected Travelers: 59%
- Overall travelers: 53%
- Connected Travelers: 58%
- Overall travelers: 53%
Recommendations from friends
- Connected Travelers: 49%
- Overall travelers: 45%
- Connected Travelers: 44%
- Overall travelers: 40%
Promotions or discounts
- Connected Travelers: 39%
- Overall travelers: 36%
Emerging markets have a higher proportion of Connected Travelers.
If your guests tend to come from the following markets, you should strongly consider investing more in mobile marketing:
- Thailand – 65%
- China – 65%
- Brazil – 59%
- Indonesia – 59%
- Malaysia – 53%
- Italy – 49%
- USA – 48%
- India – 47%
- Australia – 47%
- Russia – 44%
Where are Connected Travelers planning to visit this year?
Here are the destinations most popular with Connected Travelers:
- China – 61%
- Australia – 57%
- Thailand – 55%
- Italy – 54%
- UK – 53%
- Germany – 53%
- USA – 53%
- Spain – 53%
- Caribbean – 52%
- Canada – 52%
Connected Travelers are more influenced by user-generated content.
Compared to the average global traveler, Connected Travelers are significantly more likely to make decisions based on recommendations from others.
Influenced by TripAdvisor
- Connected Travelers: 45%
- Overall travelers: 38%
Influenced by word of mouth
- Connected Travelers: 32%
- Overall travelers: 27%
Influenced by online content from friends
- Connected Travelers: 29%
- Overall travelers: 24%
Influenced by travel guide websites
- Connected Travelers: 19%
- Overall travelers: 16%
Connected Travelers plan activities in advance – and book directly.
Not only are Connected Travelers more likely to book activities in advance, they’re also big into booking directly. While laptops are still the most common method for booking (55%), mobile booking isn’t far behind at 45% for Connected Travelers.
Hoteliers are making inroads with providing mobile amenities.
There are significant gaps between what Connected Travelers want and what accommodations are offering today. Luckily, this presents assorted opportunities – especially for chains.
Most importantly, 45% of Connected Travelers want a mobile app with booking functionality, yet only 16% of accommodations provide this. Similarly, 34% of Connected Travelers want mobile check-in, with just 11% of accommodations offering the time-saving convenience.
Also note that 64% of connected travelers want power adapters or converters provided, with 49% of accommodations following suit. Along the same lines, 60% of Connected Travelers like when accommodations offer chargers for assorted smartphones and tablets. Unfortunately, only 35% of properties meet this need.
1 Data based on results from online survey of 10,261 accommodations and 34,016 travelers by TripAdvisor and Ipsos, collected January-February 2015.Last Updated: July 8, 2015
TripBarometer 2015: Four Key Accommodation Trends Stay informed with these insights into the global hotelier and innkeeper landscape for 2015.
Each year, we survey hospitality professionals to get a better sense of the Global Travel Economy. Here’s what you need to know about your competition.
1. Optimism is growing most among small properties.
Overall, 74% of accommodations are optimistic about 2015 profitability, up from 70% in 2014. Interestingly, properties with the fewest rooms are seeing the biggest increase in optimism about profitability.
So who’s coming on strong when it comes to year-over-year change in optimism about profitability? Here’s how properties by size rank:
- Properties with 6-10 rooms
- Properties with 1-5 rooms
- Properties with 100+ rooms
- Properties with 11-50 rooms
- Properties with 51-100 rooms
Tip: As they say, you have to spend money to make money. Invest in mobile marketing, providing technology amenities in rooms and a better CRM database. Pessimistic properties are less likely to view these areas as important to their future.
2. Accommodations are focusing on their reputation.
As a result of this optimism about profitability, 60% of hoteliers and innkeepers worldwide are spending more on online reputation management than they did last year. That puts gathering public and private guest feedback at number one out of eleven key spending categories.
With online reputation leading the way at 60%, the percentage of accommodations increasing their budget for the other ten investment priorities breaks down as follows:
- Small scale renovations: 53% / Large scale renovations: 33%
- Marketing/advertising: 51% / Search engine marketing and optimization: 50%
- Staff training: 47% / Staff hiring: 27%
- Improving guest internet: 46% / Providing in-room technology amenities: 35%
- Room distribution: 32% / Back office: 32%
Tip: Looking at the spending priorities above, the industry trend is to be somewhat thrifty by improving rather than replacing. However, you can upgrade your review collection efforts without adding a budget line item by using Review Express. You’ll get more reviews in less time – on the world’s largest travel site – all for free.
3. Local events and transport connections continue to positively influence profitability.
Year over year, local events and improved transport connections are increasingly important for impacting profitability. When it comes to local events, accommodations in Russia, Turkey and Mexico are especially expecting to benefit. Regarding better transport connections, the same is true for China, Turkey, Greece and India.
A variety of external factors are positively impacting 2015 profitability, according to hoteliers. In particular, the factors seeing an uptick this year are:
- Local events: 64% (up 4%)
- Press coverage: 53% (up 2%)
- Changes in area transport connections: 45% (up 6%)
- National economy 43% (up 6%)
- Current exchange rates: 39% (up 8%)
Tip: Stay in regular contact with your destination marketing organization or convention and visitor bureau so you have the latest information on upcoming events. And remember how search engine marketing is an increasing priority for 1 in 2 hoteliers? If you have the budget for international marketing, target travelers from countries that have a favorable exchange rate.
4. Nearly 1 in 10 say TripAdvisor is their most effective booking channel.
9% of hoteliers worldwide say that TripAdvisor is their top booking channel. To put that into perspective, that’s more than other travel review websites, airline and other travel operator websites, brochures and travel guide book advertising combined.
Overall, 59% of accommodations use TripAdvisor as a channel to generate bookings. Here are the five most popular channels for driving bookings:
- Property’s website: 84%
- Word of mouth: 74%
- TripAdvisor: 59%
- Online travel agents: 56%
- Telephone: 54%
Tip: Get your share of bookings on TripAdvisor by signing up for a Business Advantage subscription. Your Special Offers will drive travelers to your property page, where they can book directly with you through your website, phone or email.Last Updated: March 19, 2015
Excellent service reviews influence 77% of travelers Reviews that mention excellent service are a frequent influencer for travelers when it comes time to book.
As you know from our recent “The New Guest Service: Social, Real-Time and 24/7” webinar that’s now available on-demand (in English), the nature of service is changing. Luckily, reviews from recent guests can impress potential guests and demonstrate your commitment to delivering excellent service.
If you’re wondering just how influential they can be, we asked thousands of travelers around the world1 if reviews mentioning excellent service are influential when booking.
“It’s about anticipating needs and exceeding them in ways that are convenient for the guest.”
When researching accommodations, do reviews mentioning excellent service influence which hotel you choose?
- Always: 30%
- Often: 47%
That means 77% of travelers worldwide put an emphasis on receiving excellent service from you. Or the competitor down the street, if they’re doing a better job of delighting guests and collecting reviews from those happy customers.
Of the travelers surveyed, those from Southeast Asia, Germany and New Zealand are most influenced by reviews mentioning excellent service.
Whether travelers are coming from a neighboring town or the other side of the world, providing them with excellent service is a big priority. Here’s how to demonstrate and broadcast your commitment to special hospitality.
How to emphasize your excellent service
1. Deliver great experiences
You can’t just rely on ocean views or comfortable bedding. Excellent service is what you do, not what you have. It’s about anticipating needs and exceeding them in ways that are convenient for the guest. Depending on the situation, that could mean following a rigid mindset (such as, all room service orders must be delivered within 25 minutes) or a more open policy (such as, ask yourself how you’d want this request or issue handled if your mother were the guest).
2. Get more reviews
The more guests who review your property, the more potential opportunities you have for glowing mentions of the great service you provide. But we know that whether you have a 5-room B&B or a 600-room resort, it’s hard to find time to ask recent guests to write a review. That’s why we created Review Express, a free tool that makes it easy to email a review request to up to 1,000 recent guests at once.
3. Make your reviews work for you
As you gather more positive reviews, promote them to impress potential guests. Free widgets from TripAdvisor let you display your latest reviews or your rating on your website. And responding to the reviews you get – positive or negative – further demonstrates that you value your guests and providing the best experience possible. Respond to positive comments with sincere thanks – you can also share additional details about that service, or mention other things that are related. For negative comments, say how you’ll rectify the issue to reassure future guests reading the review and response.
4. Turn new feedback into action
Responding to a review isn’t enough. To close the service feedback loop, you need to analyze, share and act on that feedback with your team. For instance, if you spot a glowing review that mentions one housekeeper leaving a charming personal touch during turndown service, integrate that across all staff. Or if you spot a service trend causing unhappy reviews, tell the relevant staff members and update operations and training accordingly.
- 1. TripAdvisor traveler poll, August 2014. 12,659 responses.
TripBarometer tips: Travel phase (September 2014) “Psychology of Travel” survey reveals what travelers want during trips and what popular properties do to keep repeat guests coming back.
Travelers rely on TripAdvisor to have the perfect trip. Based on the latest TripBarometer data, here’s what you need to know so you play your part in creating a memorable, fulfilling vacation for your guests.
Trading excitement for fulfillment
In our TripBarometer follow up on the pre-trip phase, we took a closer look at the excitement travelers feel leading up to their vacation. When you look at the full travel cycle, you see that as excitement dips, a traveler’s sense of fulfillment increases.
Logically, this makes sense. Excitement fades because expectation turns into reality, and – with some help from you – that reality is a positive and fulfilling experience.
Tip: Only 31% of accommodations say they provide guests with an authentic, local experience. To further enhance a sense of fulfillment, help travelers expand their cultural horizons. Incorporate decorations, amenities and services that are relevant to your locale and cultures. Artwork from local artists, locally made soap and experiences like a “key phrases to know” language lesson are a good start.
More than just lounging by the pool
The common perception of a vacation is relaxing and doing nothing. Yet travelers are nine times more likely to want an interesting rather than a pampered experience. And still, 22% of properties make pampering guests their top goal.
Tip: You might not have the hot air balloons of Cappadocia or the Great Barrier Reef nearby, but you do have unique experiences to offer your guests. Draw inspiration from your daily life and listen to your guests. What might be common for you could be exciting and new for travelers. For instance, you could offer a Japanese tea ceremony, an authentic Finnish sauna onsite or a birdwatching tour at a nearby park. There’s always something you can do to deliver the experiences that your guests crave.
What do properties focus on during the stay?
Because travelers are so focused on interesting and cultural experiences, it’s surprising that properties don’t cater enough to these desires during a guest’s stay. B&Bs and inns are doing a better job than other property types, but all accommodation types could do much more to satisfy eager travelers.
Only 1 in 3 properties worldwide offer excursions, tours and other experiences.
- B&Bs: 36%
- Resorts: 31%
- Hotels: 26%
Tip: Form a partnership with a local guide who can provide a custom excursion or tour based on the activities and interests that are popular among your guests. Ask guests pre-arrival what their interests are so you can customize the outing just for them.
Only 1 in 4 properties actively suggest local restaurants, attractions or itineraries.
- B&Bs: 35%
- Hotels: 19%
- Resorts: 15%
Tip: During check-in, have front desk staff note on a map where their favorite or popular restaurants and attractions are. If you create a handout featuring your top suggestions, name it something that reinforces a personal connection, such as Yoko’s Favorites or Recommended By The Friendly Hotel.
Repeat after them
Accommodations that get at least 75% of their guests to come back are doing something right. Perhaps it has something to do with making exceptional service their top priority during a guest’s stay?
Of course, exceptional service comes in many forms. For instance, authorizing employees to spend up to USD $2,000 to solve a guest’s issue, as is the policy at Ritz-Carlton properties. Or adding a personal touch to guest service, such as a happy hour with the owners. Or using social media to enhance the customer’s experience.
Tip: At checkout, ask your guests what they appreciated most during their stay. Include a question in your post-stay survey asking, “What new offering would most compel you to stay with us again?” Share trends in your reviews with your staff and implement their best ideas for how to enhance the positive trends and minimize the negative ones.Last Updated: October 9, 2014