Hotel Online
News for the Hospitality Executive


advertisement


TripAdvisor Business Survey Reveals U.S. Hotels
Optimistic for 2012 Economy

Data Indicates that One-Third of U.S. Travelers have Plans for Increased Travel Spending in 2012

NEWTON, Mass., Feb. 21, 2012 -- TripAdvisor, Inc. (NASDAQ: TRIP), the world's largest travel site*, today announced the results of the annual TripAdvisor Industry Index — one of the world's largest hotel business surveys, incorporating responses from more than 9,000 accommodation owners and managers worldwide, of which 1276 were from the U.S. The Index, TripAdvisor's first of this size and scale, gauges the industry's outlook for the year ahead. Among the survey's key findings: the discovery that 65 percent of U.S. respondents are optimistic about the prospect of an economic recovery in 2012, a full 27 percent higher than the global average of 38 percent.

U.S. respondents also expressed a bullish outlook on their own profitability in 2012. Seventy-six percent said they expect their businesses to be more profitable in 2012 than they were in 2011, as compared to a global average of 58 percent.

This optimism extended to hiring plans. Twenty-seven percent of U.S. respondents said they are planning to create new jobs in 2012, while the global industry average was slightly lower at 22 percent.

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

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

Social and Mobile Marketing: Engaging Travelers Online and "On the Go"






Social media marketing:

U.S.

WORLD
Expect social media marketing budget to increase in 2012
(of those who had such a budget in 2011)
52% 50%
Plan to monitor social media for mentions of the property 80% 76%

Plan to respond to guest reviews about their property on TripAdvisor 91% 87%




Mobile marketing:



Plan to offer a program to engage travelers using mobile devices
(e.g., a mobile app, special offers on mobile, booking through a mobile device) in 2012
61% 53%




Plan to offer a program to engage travelers using mobile devices for the first time in 2012 27% 28%

Property Investments: Renovations and Acquisitions




U.S.

WORLD

Planning to purchase/build new accommodation properties in 2012 13% 17%

Services and Amenities: Free or Fees




U.S.

WORLD

Plan to add services or amenities in 2012

28% 38%
Foresee adding fees for services or amenities in 2012

10% 15%
Plan to offer free in-room Internet access to guests in 2012 89% 77%

Top Deals and Special Offers: Attracting Guests in 2012




U.S. WORLD
Discounts on rooms

59% 52%
Special amenities/services (e.g., free Wi-Fi Internet access)

58% 56%
Free parking 38% 32%

"Hoteliers' plans to engage with travelers using social media and mobile devices are also important trends this year," said Petersen. "While it's encouraging to see so many planning to respond to online guest reviews in 2012, TripAdvisor's data show that only 15 percent of property reviews currently have management responses. The owners and managers who follow through on plans to respond to reviews will have an advantage over their competition."

For more data from the TripAdvisor Industry Index, please download the report here: cdn.tripadvisor.com/pdfs/email/IndustryIndex_English.pdf

Methodology
The TripAdvisor Industry Index survey was designed in conjunction with Brainbox Research and conducted from Dec. 21, 2011 – Jan. 4, 2012. The survey was sent by email to a random sample of global accommodation owners and managers and generated 9,441 completed responses worldwide. Some of the questions in the survey were offered in a "select all that apply" format and therefore result in responses that yield percentages totaling a number greater than 100 percent.

About TripAdvisor
TripAdvisor® is the world's largest travel site, enabling travelers to plan and have the perfect trip. TripAdvisor offers trusted advice from real travelers and a wide variety of travel choices and planning features with seamless links to booking tools. TripAdvisor-branded sites make up the largest travel community in the world, with more than 50 million unique monthly visitors*, and over 60 million reviews and opinions. The sites operate in 30 countries worldwide, including China under daodao.com. TripAdvisor also includes TripAdvisor for Business, a dedicated division that provides the tourism industry access to TripAdvisor's millions of monthly visitors.

TripAdvisor, Inc. (NASDAQ: TRIP) manages and operates websites under 18 other travel media brands, and together the sites attract more than 65 million unique monthly visitors**. TripAdvisor's travel media brands include: www.airfarewatchdog.com, www.bookingbuddy.com, www.cruisecritic.com, www.familyvacationcritic.com, www.flipkey.com, www.holidaylettings.co.uk, www.independenttraveler.com, www.onetime.com, www.seatguru.com, www.sniqueaway.com, www.smartertravel.com, www.travelpod.com, www.virtualtourist.com, and www.kuxun.cn.

*Source: comScore Media Metrix for TripAdvisor Sites, Worldwide, August 2011

**Source: comScore Media Metrix for TripAdvisor Inc. and its subsidiaries, Worldwide, August 2011

***Source: TripAdvisor 2012 Travel Trends Survey, November 2011

©2012 TripAdvisor, Inc. All rights reserved.

Contact: 

Stephanie Boyle
+44 (0)20 3194 2157
sboyle@tripadvisor.com

Web Site: http://www.tripadvisor.com

 


Receive Your Hospitality Industry Headlines via Email for Free! Subscribe Here

 
To Learn More About Your News Being Published on Hotel-Online Inquire Here

 
Also See: TripAdvisor Reveals Asia's Best Hotels with 2012 Travelers' Choice Awards; 16 Asian Countries Recognized by TripAdvisor Travellers / January 2012

TripAdvisor Reveals World's Best Hotels with 2012 Travelers' Choice Awards; 10th Year of Awards Honors the Most Outstanding Properties, Now Expanded to 30 Countries and 8 Regions Worldwide / January 2012

Expedia, Inc. Stockholders Approve Spin-Off of TripAdvisor, Inc.; Transaction Expected to Close on or about December 20, 2011 / December 2011

Expedia Offers Hoteliers Tips for Working with Online Travel Agencies to Maintain Demand During Holiday Season / November 2011

Bookings to Brazil Have Increased Over 90% From a Year Ago Reflecting High Demand for International Travelers According to New Expedia Data / October 2011

TripAdvisor Launches New Widget Centre Simplifying the Use of TripAdvisor Content for Hospitality Industry Business Sites; Offers Free Online Marketing Tools / September 2011

Expedia Offers Hoteliers Tips on Tapping Into the Expansive Growth of International Travelers to the U.S.; Spending in June 2011 was $1 billion Higher than Same Period One Year Ago / September 2011

Expedia Reveals 2011 “Insiders’ Select” List Featuring the World’s Top Hotels for Quality and Value; 500 Hotels Earn Designation as Insider Select Properties / May 2011

TripAdvisor's 2011 Accommodation Owners Survey Shows Majority of U.S. Hotels Don't Foresee Room Rate Increases in 2011; More than Half of Owners Planning Property Renovations this Year Along with Increased Use of Online Engagement as 99% Plan to Respond to Online Guest Reviews / February 2011
..
To search Hotel Online data base of News and Trends Go to Hotel.OnlineSearch

Home | Welcome | Hospitality News
| Industry Resources

Please contact Hotel.Online with your comments and suggestions.