TripAdvisor Survey Reveals Mobile Among Hoteliers Top Priorities
By Tripadvisor, PRNETuesday, June 28, 2011
LONDON, June 29, 2011 -
Two-thirds of UK Hoteliers and
B&B Owners Say it is Important
to Allow Booking Via Mobile Devices
TripAdvisor®, the
world’s largest travel site*, today announces the results of its
brand new UK accommodation owners survey, revealing mobile
marketing as a priority for the British hospitality trade.
Almost 800 hoteliers and B&B owners shared their current
and upcoming marketing strategies in the survey.
Two-thirds (66%) of respondents say it is important to offer
travellers a method of booking their inventory via mobile devices,
showing the industry is keeping pace with the rapidly developing
mobile market. The numbers, however, vary between property
types - hoteliers prioritise mobile the most with 75% saying it’s
important, while 62% of B&B owners feel the same.
The survey revealed a number of other hospitality marketing
trends.
Marketing budgets stable or
growing
Three-quarters (74%) of survey respondents have a marketing
budget. Of those, the vast majority say marketing budgets are
increasing on last year’s or staying the same:
- 30% say their 2011 marketing budget is bigger than 2010’s
- 54% say their 2011 marketing budget is the same as 2010’s
- 16% have decreased their marketing budget in 2011
When asked about budget allocations, UK owners revealed online
marketing takes precedence: nearly one-third (32%) of
respondents cited this as their single greatest marketing
expense.
Successful social media practices
Of the 74% of respondents who have a social media programme, the
overwhelming majority say TripAdvisor is the most effective
channel:
- 71% cite TripAdvisor as the most effective social media channel
for marketing their property - 16% say Facebook
- 4% say Twitter
- Less than 1% for each Foursquare, LinkedIn, Yelp and
Groupon - No one cited MySpace, Flickr or Gowalla
- 8% say other sites are most effective
Summer deals and marketing
For summer 2011, room discounts will be the most common deal
offered:
- 40% will offer discounts on rooms
- 38% will offer special amenities (i.e. free wireless internet,
etc.) - 37% will offer free parking
- 14% will offer one night’s free stay with booking
- 9% will offer deals on local attractions
- 4% will offer reward points
- 4% will offer free local transportation
- 11% will offer other deals
According to survey respondents, a property’s own website is the
most popular way of marketing deals to potential customers:
- 75% use their property’s website to market deals to potential
customers - 39% use email
- 25% use user-generated review sites
- 22% use social media
- 20% use online travel agencies
- 14% use direct mail newsletters or coupons
- 8% use travel agencies
- 5% use blogs
- 8% user other methods
“The latest TripAdvisor Accommodation Owners Survey reveals
that, whatever the future may hold, owners’ marketing budgets have
for now generally increased or stayed the same, which is an
encouraging economic indicator,” said Christine Petersen, president
of TripAdvisor for Business. “Owners are placing great importance
on online marketing, social media and mobile marketing, as these
strategies become increasingly important for reaching discerning
travellers online or on-the-go.”
Methodology
The TripAdvisor Accommodation Owners Survey was sent by email to
a random sample of accommodation businesses. The survey was
conducted from May 18 to June 3, 2011 and generated 791 completed
responses. Several questions were offered in a “select all that
apply” format and therefore result in responses that yield
percentages totalling a number greater than 100 percent.
About TripAdvisor
TripAdvisor® 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 Instant Personalization) with seamless links
to booking tools.
TripAdvisor® Media Group, operated by TripAdvisor LLC, attracts
more than 50 million unique monthly visitors* across 18 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 45 million
reviews and opinions. The sites operate in 29 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 Condé Nast Traveller, Good
Housekeeping, TIME magazine and Travel + Leisure.
TripAdvisor Media Group generated $486 million in revenue in
2010. 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 respective owners.
©2011 TripAdvisor LLC. All rights reserved.
*Source: comScore Media Metrix for TripAdvisor Media Group
Sites, Worldwide, May 2011
** In addition to TripAdvisor, The TripAdvisor Media Group of
websites includes:
www.everytrail.com,
www.flipkey.com,
www.onetime.com,
www.travelpod.com,
and www.kuxun.cn.
***Source: comScore Media Metrix for TripAdvisor Sites,
Worldwide, May 2011
**** TripAdvisor sites operate in 29 countries worldwide:
www.tripadvisor.ca,
www.tripadvisor.it,
www.tripadvisor.es,
www.tripadvisor.de,
www.tripadvisor.fr,
www.tripadvisor.jp,
www.daodao.com,
www.tripadvisor.dk,
www.tripadvisor.ie,
no.tripadvisor.com,
www.tripadvisor.tw
and
For more information please contact Laurel Greatrix / lgreatrix at tripadvisor.co.uk / +44(0)777-801-3639
Tags: June 29, London, TripAdvisor, United Kingdom
