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.
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.
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.
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
TripBarometer 2015 (Global) – Global Travel Economy The world’s largest accommodation and traveler survey.* Download global report in the “Download supporting documents” section.
The 2015 edition of TripBarometer looks at the Global Travel Economy. This infographic features traveler spending trends and hotelier confidence levels are across markets.
* 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: March 10, 2015
TripBarometer 2015: Five Key Traveler Trends Five important 2015 traveler behaviors, including the top five markets or motivators for each trend.
We recently released the 2015 TripBarometer infographic on the Global Travel Economy. Here are key traveler trends you need to know for this year.
1. Amenities continue to be an opportunity to win bookings.
Price, travel reviews and convenient location are most influential for travelers when booking an accommodation. However, 77% say amenities are also influential during the decision process. So, which amenities should you focus on to encourage bookings?
Amenities that travelers find most influential when booking an accommodation:
- Free in-room Wi-Fi – 74%
- Free breakfast – 60%
- In-room amenities – 58%
- Free shuttle service – 35%
- Staff who speak the traveler’s language – 35%
Tip: Offer two tiers of in-room Wi-Fi. While travelers continue to want a free Wi-Fi option, nearly 30% would be willing to pay extra for a super-fast connection. As music and video streaming continue to grow, offering a separate, higher-speed connection lets you satisfy guest needs and drive additional revenue.
2. International leisure trips are expected to increase by 15%
We asked travelers how many international trips they took in 2014, and how many they plan to take in 2015. Globally, the average number is set to increase by 15% this year.
Travelers from these countries are especially planning to increase their trips abroad in 2015:
- Turkey – up 58%
- India – up 45%
- New Zealand – up 39%
- South Africa – up 38%
- Brazil – up 37%
Tip: Make sure your marketing gets international exposure, especially to travelers from these key countries for 2015. Did you know that you can grab attention and engage with potential guests on the world’s largest travel site with TripAdvisor Business Advantage?
3. Local exploration is a main motivator for choosing destinations.
When travelers worldwide were asked why they picked a particular destination, many said that local activities, experiences and culture are highly influential.
Common reasons for visiting a specific place in 2015:
- It’s somewhere I’ve always wanted to go – 42%
- It suits the holiday activities I want – 33%
- There’s a particular attraction I want to visit – 33%
- I love exploring the area – 29%
- I love the local cuisine – 23%
Tip: If you manage an attraction or activity, highlight your cultural connections to your location on your website. You can also partner with a local restaurant and encourage guests to dine there when they stay with you. That way, travelers get a true-local experience and you gain a relationship with a neighboring business.
4. Twice as many travelers plan to spend more than less in 2015.
32% of travelers plan to spend more this year than they did last year, compared to 16% who plan to reduce travel spending.
Which countries have the highest percentage of travelers increasing their budgets?
- New Zealand – 52%
- Thailand – 49%
- South Africa – 47%
- Australia – 45%
- Argentina – 44%
Tip: Align your marketing messaging (such as Special Offers on TripAdvisor) with the personal reasons why travelers are willing to spend more in 2015. The two most popular reasons for spending more this year? Feeling like they deserve the experience or want to cross off something on their travel wish list.
5. Travelers are more likely to splurge on sightseeing.
Compared to other vacation expenses, sightseeing is the most common “special treat.” In fact, more travelers are likely to spend more on sightseeing than on shopping, souvenirs and nightlife combined.
Here are the most common things travelers are willing to spend more on as a treat:
- Sightseeing – 53%
- Special dining experiences – 41%
- Accommodation – 41%
- Activities – 35%
- Shopping – 24%
Tip: Encourage direct booking referrals by partnering with a local tour operator to create compelling Special Offers. For guests who don’t choose a package when booking, you can upsell them via e-mail before they arrive or in person during check-in.Last Updated: March 12, 2015
TripBarometer 2015: Four Key Hotelier Confidence Trends Three confidence indicators. Four big trends. Only one world’s largest accommodation and traveler survey.*
As part of our recent TripBarometer 2015 Global Travel Economy study, we measured hotelier and innkeeper confidence.
Here are key insights into global trends related to optimism about profitability, room rates and priority investments.
Profitability: Local economy plays a bigger role in optimism.
Hoteliers and innkeepers understand that some factors influencing profitability are outside their control. For instance, industry professionals are balanced when it comes to the global economy. 39% say it will have a positive impact on their profitability, while 36% say it will have a negative impact. Looking closer to home, views of the national economy are more promising. 43% say their national economy will positively influence profitability, compared to just 34% on the negative side.
Which key travel markets have the most faith in their national economy playing a positive role in business profitability?
- India – 67%
- Spain – 63%
- USA – 58%
- Indonesia – 56%
- New Zealand – 56%
Tip: In marketing efforts, highlight amenities that will especially appeal to domestic travelers. For instance, call out your free parking in emails to your database. However, don’t neglect to mention the amenities that influence all travelers when booking an accommodation, including free in-room Wi-Fi and free shuttle service.
Room rates: Half of all accommodations are increasing room rates in 2015.
While 42% of lodgings will maintain 2014 room rates, expect an even 50% of lodgings to raise them this year. Leading the way are South Africa (72%), Brazil (68%) and Indonesia (62%). The markets least likely to charge more per night year over year? Italy (30%), Spain (37%) and France (41%).
If you’re considering raising your room rate, consider that the majority of properties increasing their rates are doing so by 3% to 10%.
- Increase by 21% or more: 2%
- Increase by 11% to 20%: 5%
- Increase by 6% to 10%: 19%
- Increase by 3% to 5%: 16%
- Increase up to 2%: 8%
Tip: Focus on getting more new reviews, such as by using tools like Review Express. Why? In addition to improving your online reputation, getting more reviews can also affect your ability to raise room rates. A Cornell study that links reviews, pricing power and occupancy reveals that increasing your rating from reviews allows you to raise room rates by up to 11% without hurting occupancy rates.
Room rates: Rate increases aren’t just to cover rising costs.
Yes, accommodations are primarily raising room rates to cover increasing costs – especially in South America and Australasia. Yet as you’ll see below, there’s also a rising tide trend. For instance, properties that are raising room rates are increasingly doing so because their competitors are too. Increasing traveler demand is also playing a significant role, particularly in the Middle East and North America.
Here are the most common reasons why accommodations are increasing 2015 room rates:
- To pay for increased overhead costs – 62% (up from 58% in 2014)
- To reflect recently completed renovations – 34% (2014 data not available)
- To stay in line with competition – 32% (up from 26% in 2014)
- To reflect increased demand – 31% (up from 24% in 2014)
- To achieve a bigger profit – 29% (up from 22% in 2014)
Tip: Make it a priority to regularly log in to your TripAdvisor Management Center. For instance, it’s easy to add new Management Photos to show off your recent renovations. Plus, if you’re a Business Advantage subscriber, you can use the exclusive Analytics Suite to get in-depth analytics on your competitors, when travelers searching TripAdvisor plan to visit your area and more.
Investments: 1 in 2 accommodations are increasing their marketing/advertising budget.
Consider this: 93% of accommodations worldwide say that increasing the number of guests who book directly is important to the future of their business.
So it’s no surprise that 51% of accommodations are investing more in marketing and advertising this year. Which markets are most focused on increasing their marketing spend?
- Brazil – 73%
- Mexico – 73%
- Indonesia – 71%
- Turkey – 71%
- India – 70%
Tip: Get more direct bookings referrals with TripAdvisor Business Advantage. Your Contact Details make it easy for travelers to book with you using your website, phone or email and Special Offers attract attention to your property page.
*Data based on results from an online survey of 10,261 accommodations and 34,016 travelers by TripAdvisor and Ipsos, collected January - February 2015.Last Updated: March 31, 2015
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
New Study: Influencing Diner Engagement on TripAdvisor
Download our 2017 Diner Engagement Study to learn how to improve your TripAdvisor listing, take advantage of exclusive restaurant marketing tools, and get more reservations from one of the world’s largest restaurant sites.1
With over 150 million average monthly restaurant browsers, TripAdvisor is one of the world’s largest restaurant sites.1 In a recent study, we analyzed the behavior of these customers on our restaurant pages, along with the best practices used by our most successful restaurant partners. Based on this analysis, we've uncovered the key factors that are most likely to turn browsers into bookers.
Download our 2017 TripAdvisor Diner Engagement Study via the “Full Report” link to the right to see the findings. In the report you’ll find:
- Customer behavior insights: See the things TripAdvisor consumers look for on every restaurant’s page before making their dining decisions
- Restaurant marketing best practices: More details on exclusive restaurant marketing tools and best practices that can improve your TripAdvisor listing and bring in more reservations
- Keys to engaging guests: Learn how to create a self-fulfilling, virtuous circle of customer engagement on TripAdvisor that can help you bring in more and more business
- 1. Source: comScore Media Metrics for TripAdvisor Site, worldwide, May 2016 and TripAdvisor log files Q2 2016
New Research: 2017 TripAdvisor Restaurant Marketing Study The 2017 TripAdvisor Restaurant Marketing Study reveals the latest trends in restaurant marketing today
With over 4 million restaurants listed, TripAdvisor is one of the world’s largest restaurant sites.1 To learn more about the evolving marketing trends that are impacting restaurants today, we’ve surveyed our partners for their thoughts. The result is the largest TripAdvisor Restaurant Marketing Study to date -- spanning five markets including the United States, United Kingdom, Spain, France and Italy.2 Read on for the latest restaurant marketing trends.
Time Invested in Restaurant Marketing
Time Spent: In the United States, nearly half of respondents spend less than 10% of their time on marketing activities. This is consistent with the majority of global respondents who also report spending 10% or less of their time on marketing activities (56%).
Employees and Consultants: Only 17% of United States survey respondents have hired a dedicated marketing employee and just 1% report using an outside marketing consultant. Globally, 9% of respondents have hired a dedicated marketing resource and 3% have hired a marketing consultant.
Time Spent on Marketing Activities by Country
Monetary Investments in Restaurant Marketing
Marketing Channels: The top 3 channels where US restaurateurs invest their marketing dollars are Social Media (82%), Print Advertising (68%) and Online Listing Services (56%).
Reputation or Social Monitoring Services: In the US, and across the globe, 13% of respondents report paying for a professional reputation or social media monitoring service.
Percentage of Owners Investing in Top 3 Marketing Channels
Effectiveness of Marketing Activities
Overall effectiveness: The vast majority of US respondents (85%) believe they should be doing more to promote their businesses. This compares to 71% of global respondents.
Effectiveness of channels: Worldwide, restaurateurs report that their most effective marketing channels for driving more business are Social Media (1), Online Listing Services (2) and Search Engine Marketing (3). Online voucher/coupon services were reported to be least effective by worldwide respondents. It’s interesting to note that Print Advertising is not among the top three most effective channels, despite its place among the top three most popular channels in which restaurants invest their marketing spend.
Restaurateurs Who Feel They Could Do More Promotion
Online Reputation Monitoring
Reputation Monitoring: In the United States, 94% of restaurateurs report that they are monitoring the reputations of their businesses. This is very consistent globally, with 93% of respondents indicating they’re monitoring their reputations regularly.
Frequency: The majority of worldwide restaurateurs report that they monitor their online reputation several times each week.
- 1. Source: TripAdvisor log files, Q2 2016
- 2. Methodology: The TripAdvisor Restaurant Marketing Study is based upon an online survey conducted in April 2017. A total of 2,157 surveys were completed in the United States, United Kingdom, Spain, France and Italy. The sample is made up of restaurateurs who have claimed their listings on TripAdvisor.
[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