Online Reputation Management, Mobile Experience and Driving Direct Bookings Critical Areas of Focus for U.S. Travel Businesses, According to New TripAdvisor-Ipsos MORI Study
"We asked travel business owners and operators in the U.S. and around the globe about the key industry trends that are top of mind for them in 2018, and the results provide a rare look into today's evolving digital travel marketplace," said
Travel Industry Adapting to a Growing Digital Marketplace
U.S. hoteliers, restaurateurs and experiences, tours and attractions operators are facing a vast mobile marketplace and their responses are telling: 87% of those surveyed said that having a mobile enabled website/app is important, while 71% said that taking bookings online is important.
These findings complement the latest Mary Meeker "Internet Trends Report," which notes that consumers are increasing their mobile and Internet usage so fast that advertising dollars can't keep up, creating a
Online Reputation Management is Imperative
U.S. respondents of the TripAdvisor-Ipsos MORI study also showcased the outsized importance of maintaining a positive presence online and engaging with their current and potential customers.
- 97% say online reputation management is important to their business
- 98% say online reviews are important to their business
- 92% say social presence is important to their business
To support businesses in their online reputation management efforts,
https://www.tripadvisor.com/TripAdvisorInsights/w590
Choosing the Right Marketing Channels Remains Important
U.S. hospitality business owners and operators revealed the importance of staying ahead of online marketing opportunities.
- 89% say that keeping up with online marketing important
- 80% of respondents said that working with the right online marketing service is important
"For all the hospitality businesses looking for easier ways to manage their online reputation and better engage with high-intent travelers, we encourage them to claim their listing on
Other Key Travel Industry Trends
Top 3 Areas of Focus for Hospitality Businesses this Year
- Customer Service and Retention – 27%
Staffing – 25%- Marketing Efforts – 20%
Top 3 Forces Expected to Have a Positive Impact
- Hiring the best staff – 43%
- Global Economic Conditions – 30%
- Overtourism – 29%
Methodology
The 2018 Hospitality Sector Report is a study into the pressing issues, challenges and opportunities currently facing the hospitality industry globally and more locally, within six focus markets. It is based on an Ipsos MORI study which was conducted online in January-
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* Source: comScore Media Metrix for TripAdvisor Sites, worldwide,
** Source:
TRIP-G
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SOURCE
Kevin Carter, uspr@tripadvisor.com