LONDON, February 21, 2012 /PRNewswire/ --
UK Hospitality Trails Global Average in Terms of Economic Outlook for 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 1,100 were UK owners. 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: 85 percent of UK accommodation owners report being profitable in 2011, making the UK the third most profitable region surveyed. UK respondents are also optimistic about their businesses' profitability in 2012 with 50 percent expecting to be more profitable this year, as compared to a global average of 58 percent.
UK accommodation owners were less optimistic about the general economy however, with only 19 percent of respondents believing the economy will improve in 2012. Compared to the global average of 38 percent, it seems British hoteliers are sceptical about the economic recovery, with 65 percent of respondents stating that concerns about the economy have influenced financial planning for 2012.
This cautious approach extended to hiring plans, with just 12 percent of UK respondents saying they are planning to create new jobs, trailing the global industry average of 22 percent. Less than half of the UK's hospitality industry plans to engage with travellers using mobile devices in 2012, one of this year's emerging travel marketing trends, putting them behind the global response of 53 percent.
"The TripAdvisor Industry Index reveals a scepticism among UK accommodation owners. Despite being one of the most profitable regions in 2011, they are cautious with their business plans for 2012 due to concerns over the country's economic recovery," said Christine Petersen, president of TripAdvisor for Business.
The TripAdvisor Industry Index reveals the hospitality industry's top trends, ranging from hotel representatives' economic outlook and plans to engage travellers using mobile devices to property investments and the top deals hoteliers and other accommodation owners plan to offer their guests.
Social and Mobile Marketing: Engaging Travelers Online and "On the Go"
U.K. WORLD Social media marketing: Expect social media marketing budget to increase in 2012 (of those who had such a budget in 2011) 17% 50% Plan to monitor social media for mentions of 76% the property 64% Plan to respond to guest reviews about their property on TripAdvisor 82% 87% Mobile marketing: Plan to offer a program to engage travellers using mobile devices (e.g., a mobile app, special offers on mobile, booking through a mobile device) in 2012 40% 53% Plan to offer a program to engage travellers using mobile devices for the first time in 2012 20% 28%
Property Investments: Renovations and Acquisitions
U.K. WORLD Planning to purchase/build new accommodation properties in 2012 9% 17%
Services and Amenities: Free or Fees
U.K. WORLD Plan to add services or amenities in 2012 23% 38% Foresee adding fees for services or amenities in 2012 10% 15% Plan to offer free in-room Internet access to guests in 2012 82% 77%
Top Deals and Special Offers: Attracting Guests in 2012
U.K. WORLD Discounts on rooms 53% 52% Special amenities/services (e.g., free Wi-Fi Internet access) 48% 56% Free parking 37% 32%
"Hoteliers' plans to engage with travellers 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 from the TripAdvisor for Business blog.
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.
TripAdvisor, Inc. (NASDAQ: TRIP) is the world's largest travel site, enabling travellers to plan and have the perfect trip. TripAdvisor® offers travel advice from millions of travellers 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 operates TripAdvisor for Business, a dedicated division that provides the tourism industry access to TripAdvisor's millions of monthly visitors.
TripAdvisor and its 18 subsidiary travel sites, operated by TripAdvisor Inc., attract more than 65 million unique monthly visitors**. TripAdvisor's subsidiaries include: http://www.airfarewatchdog.com, http://www.bookingbuddy.com, http://www.cruisecritic.com, http://www.everytrail.com, http://www.familyvacationcritic.com, http://www.flipkey.com, http://www.holidaylettings.co.uk, http://www.holidaywatchdog.com, http://www.independenttraveler.com, http://www.onetime.com, http://www.seatguru.com, http://www.sniqueaway.com, http://www.smartertravel.com, http://www.travel-library.com, http://www.travelpod.com, http://www.virtualtourist.com, http://www.whereivebeen.com, and http://www.kuxun.cn.
TripAdvisor and the TripAdvisor logo are trademarks or registered trademarks of TripAdvisor Inc. in the U.S. and/or other countries. All other trademarks are the property of their respective owners.
©2012 TripAdvisor, Inc. All rights reserved.
*Source: comScore Media Metrix for TripAdvisor Sites, Worldwide, August 2011
**Source: comScore Media Metrix for TripAdvisor Inc. and its subsidiaries, Worldwide, August 2011