Sabre Hospitality Solutions Reports TripAdvisor Business Listings Yielded Strong ROI for Hotel Clients in 2010By Tripadvisor, PRNE
Sunday, February 13, 2011
Independent Study Reveals Business Listings is Projected to Produce a 410% Risk-Adjusted ROI over Three Years for Properties Participating in Sabre Hospitality's Online Buying and Planning Programme in 2010
LONDON, February 14, 2011 - TripAdvisor(R) (www.tripadvisor.co.uk/), the world's largest
travel site*, today announced that Sabre Hospitality Solutions(R)
(www.sabrehospitality.com/), a global provider of technology,
marketing and distribution tools for the hotel industry, is seeing strong
results from TripAdvisor Business Listings (
www.tripadvisor.com/BusinessListings). As reported in a January 2011
Forrester Consulting Total Economic Impact(TM) study, Sabre hotel clients are
receiving an average of six dollars in incremental bookings for every dollar
TripAdvisor Business Listings allows property managers to directly
connect to TripAdvisor's community of millions of researching travellers,
converting potential customers to paying guests.
According to the Forrester Consulting study, which was commissioned by
TripAdvisor, Business Listings produced a "very positive 410 percent
risk-adjusted Return On Investment and a two-month horizon to recoup the
investment" for hotels participating in Sabre Hospitality's online media
buying and planning programme last year. According to the Forrester
Consulting study, TripAdvisor Business Listings is projected to provide
incremental bookings of $4.7 million over a three-year period for Sabre
Hospitality's represented hotels. The study notes: "By tracking only
click-throughs, the benefits and ROI are almost certainly underreported."
The Forrester Consulting study also notes that Sabre Hospitality's
clients experiencing Business Listings success range in size from four to 720
room hotels, and had notable geographic diversity-50 percent of properties
were located in the U.S., while 50 percent were located in EU and APAC.
As part of a Business Listings subscription, accommodation businesses may
display any combination of contact information on their TripAdvisor listing,
including their URL, email address and phone number. Subscribers also gain
access to TripAdvisor's Special Offers feature, (
properties to attract travellers with customised offers.
"We are encouraging our clients to renew their TripAdvisor Business
Listings subscriptions, as many of our participating hotels have seen
excellent results. The hotels we represent that utilize RezTrack(R) to
measure results averaged six dollars in incremental bookings for every dollar
spent on Business Listings, and some hotels are even seeing $20 for every
dollar spent," said Amanda Webb, director of online advertising and media for
Sabre Hospitality Solutions.
"Sabre Hospitality has done a great job identifying new online marketing
opportunities for its clients, including TripAdvisor Business Listings, which
has generated remarkable results, as the Forrester study reveals," said
Christine Petersen, president TripAdvisor for Business. "We look forward to a
strong and ongoing relationship with Sabre and its clients."
"For more information about this and other Forrester Consulting studies
on TripAdvisor Business Listings, please visit the TripAdvisor for Business
(Due to the length of this URL, it may be necessary to copy and paste
this hyperlink into your Internet browser's URL address field. Remove the
space if one exists.)
Methodology of Forrester Consulting Total Economic Impact(TM) Study
The average cost of TripAdvisor Business Listings per property
represented by Sabre Hospitality was $2,499. For every dollar spent, the
hotel group saw an average incremental booking rate of 1:6 (i.e., for every
dollar spent, the hotel received six dollars in incremental bookings). This
equates to spending $2,499 and receiving $14,994 in bookings over three
Sabre Hospitality Solutions views Business Listings as a low-risk
investment, but wanted to be conservative to account for unforeseen risks.
Therefore, Forrester reduced the value of projected bookings resulting from
Business Listings by 15 percent resulting in a risk adjusted 410 percent ROI
over three years. Forrester Consulting's calculations apply this risk
equation across all 154 properties over three years.
For its study, Forrester applied a 15 percent risk adjustment (reduction
of 15%) to all benefits.
About Sabre Hospitality Solutions
Sabre Hospitality Solutions leverages the strength and breadth of Sabre
Holding's technology, internet marketing and distribution tools to bring
hotel suppliers a global end-to-end solution. Sabre's hospitality expertise
and portfolio of solutions has grown significantly over the last several
years and now includes SynXis, which provides distribution technology and
marketing services; E-site Marketing, the leading hospitality Internet
marketing solutions provider; Sabre Hotels GDS; Sabre Hotel RFP, which
develops, delivers and manages hotel requests for proposals into a single
organisation; and Sabre Media Solutions for GDS and other creative services
TripAdvisor(R) is the world's largest travel site, enabling travellers to
plan and have the perfect trip. TripAdvisor offers trusted advice from real
travellers and a wide variety of travel choices and planning features
(including Flights search, TripAdvisor Mobile and TripAdvisor Trip Friends)
with seamless links to booking tools.
TripAdvisor(R) Media Group, operated by TripAdvisor LLC, attracts more
than 50 million unique monthly visitors* across 17 popular travel brands**.
TripAdvisor-branded sites make up the largest travel community in the world,
with more than 40 million unique monthly visitors***, 20 million members, and
over 40 million reviews and opinions. The sites operate in 27 countries
worldwide****, including China under daodao.com. TripAdvisor also operates
TripAdvisor for Business, a dedicated division that provides the tourism
industry access to TripAdvisor's millions of monthly visitors. The division
includes Business Listings, which allows hoteliers to connect directly to
millions of researching travellers, and Vacation Rentals, which helps
property managers and individual home owners list their properties and
showcase hotel alternatives.
TripAdvisor Media Group websites have been recognized as top travel
resources in 2010 by Conde Nast Traveller, Good Housekeeping, TIME magazine
and Travel + Leisure.
TripAdvisor and the sites comprising the TripAdvisor Media Group are
operating companies of Expedia, Inc. (NASDAQ: EXPE).
TripAdvisor and the TripAdvisor logo are trademarks or registered
trademarks of TripAdvisor LLC in the U.S. and/or other countries. Other logos
or product and company names mentioned herein may be the property of their
(c)2011 TripAdvisor LLC. All rights reserved.
*Source: comScore Media Metrix for TripAdvisor Media Group Sites,
Worldwide, August 2010
** In addition to TripAdvisor, The TripAdvisor Media Group of websites
includes: www.airfarewatchdog.com, www.bookingbuddy.com,
www.onetime.com, www.seatguru.com, www.sniqueaway.com,
www.travelpod.com, www.virtualtourist.com and www.kuxun.cn.
*** Source: comScore Media Metrix for TripAdvisor Sites, Worldwide,
**** TripAdvisor sites operate in 27 countries worldwide:
www.tripadvisor.es, www.tripadvisor.de, www.tripadvisor.fr,
www.tripadvisor.jp, www.daodao.com, www.tripadvisor.in,
www.tripadvisor.com.gr/, www.tripadvisor.co.id and
Emma O’Boyle, Media Relations Manager TripAdvisor, +44-203-320-3210
Tags: February 14, London, TripAdvisor, United Kingdom