TripAdvisor Survey Reveals Mobile Among Hoteliers Top Priorities

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29 Jun, 2011, 14:02 BST

LONDON, June 29, 2011 /PRNewswire/ --

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.

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

** In addition to TripAdvisor, The TripAdvisor Media Group of websites includes: 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 and http://www.kuxun.cn.

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

SOURCE TripAdvisor