TripAdvisor Global Study Reveals Traveler Spending and Accommodation
Profitability Expected To Rise in 2013
TripAdvisor Announces Results of TripBarometer: World's Largest Accommodation
and Traveler Survey with More than 35,000 Global Respondents
NEWTON, Mass., March 6, 2013
NEWTON, Mass., March 6, 2013 /PRNewswire/ --TripAdvisor®, the world's largest
travel site*, today announces the results of the world's largest accommodation
and traveler survey¹ – the TripBarometer by TripAdvisor. This study, conducted
on behalf of TripAdvisor by independent research firm StrategyOne, a division
of Edelman Berland, will be biannual and covers top travel and hospitality
industry trends according to more than 35,000 travelers and accommodations
from around the world.
(Photo: http://photos.prnewswire.com/prnh/20130306/NE71894-INFO )
(Logo: http://photos.prnewswire.com/prnh/20080902/TRIPADVISORLOGO )
The results of the TripBarometer highlight country level, regional and global
trends within the travel sector and reveal insights into economic outlook,
travel planning, booking methods and traveler expectations. Specific to the
U.S., the report shows strong indicators for increased travel spending and
accommodation profitability in 2013.
U.S. Accommodations Optimistic About Profitability in 2013
Forty-two percent of U.S. travelers are planning to increase travel spending
this year and 79 percent of U.S. hoteliers are optimistic about increased
profit this year, leading the world average of 68 percent.
Region % of respondents optimistic about business profitability in 2013
United States 79%
North America 82%
South America 77%
Middle East 71%
Perhaps fueled by this optimism, 56 percent of U.S. accommodations plan to
increase their room rates in the next three months, making them the most
bullish about rate hikes of all countries polled.
Region % of respondents who plan to increase room rates
United States 56%
South America 48%
North America 43%
Middle East 39%
Looking at hiring trends within the accommodation industry, 19 percent of U.S.
accommodations plan to add new jobs in 2013, which matches the global average.
Key 2013 Booking Factors for U.S. Travelers
What are U.S. travelers looking for in 2013 — and how and when do they plan to
book? The TripBarometer offers some important insights:
oBeach (21%), culture (17%) and adventure (15%) trips are U.S. travelers'
oU.S. travelers most often travel with a significant other (60%), followed
by flying solo (17%) and with kids (15%).
oFor a long trip, 80 percent of U.S. travelers begin planning their
vacation two or more months ahead of time. For a short excursion, 77
percent plan their trip within a month of departure.
oGlobally, travelers look at an average of seven properties before booking
an accommodation, with 55 percent of U.S. travelers considering 1-5
options, and 26 percent considering 6-10.
oThe top three decision making factors for global travelers are: price
(76%), location (68%) and online reviews (44%). U.S. travelers agree.
oWhat deals will motivate U.S. travelers to book in 2013? Room discounts
(79%), a free night's stay with booking (51%) and free Wi-Fi (45%).
Online Channels Acting As Megaphone For Traditional 'Word of Mouth'
The TripBarometer reveals that travel review websites surpass feedback from
family and friends as the "most useful" sources of information when
researching and planning a trip.
Information Source Percent of U.S. respondents finding source "most
Travel review websites 49%
Web-based travel agencies 19%
Travel operator websites 14%
Friends and family 9%
Social media 3%
Travel magazines & brochures 2%
Store-front travel agencies 1%
With travelers going online for their travel research and planning, they are
also showing preference for online as the primary booking channel. In the
U.S., the majority of travelers are booking via accommodations' websites
(32%), closely followed by web-based travel agencies (28%).
In line with these findings, U.S. business owners report their own website as
the channel that generates the most bookings (50%), followed by the telephone
Accommodations Not Meeting Travelers' Mobile Expectations
According to the TripBarometer, 62 percent of U.S. travelers think it is
beneficial that properties allow them to book an accommodation via a mobile
device. Similarly, 78 percent of accommodations think it is important to allow
guests to book their property on a mobile device.
However, despite the perceived importance of mobile booking capabilities and
consumer demand for this, only 37 percent of U.S. business respondents
currently engage with guests via mobile devices. Of those that do engage with
travelers via mobile, 69 percent allow guests to book rooms on mobile devices.
"The TripBarometer has revealed useful insights into what global travelers are
planning and shone a light on the areas where accommodation providers can do
more to meet guests' expectations," said Christine Petersen, President,
TripAdvisor for Business. "With travelers choosing digital channels for their
travel planning and research, traditional word of mouth has been amplified and
online booking has become the norm across the globe. The next logical step is
mobile, especially considering that travelers in some emerging markets are
bypassing desktops and getting online for the first time using mobile
For the full TripBarometer report, infographic and U.S.-specific findings,
please visit http://www.tripadvisortripbarometer.com
¹ Methodology: The TripBarometer by TripAdvisor is based upon an online survey
conducted in December 2012 – January 2013. A total of 35,042 people
participated in the online survey from 26 countries spanning 7 regions. The
sample is made up of 15,595 consumers and 19,447 businesses, making it the
world's largest combined accommodation and traveler survey. More than 2,000
U.S. travelers and more than 3,000 U.S. accommodation businesses participated
in the survey.
TripAdvisor^® is the world's largest travel site,* enabling travelers to plan
and have the perfect trip. TripAdvisor offers trusted advice from real
travelers 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 60 million unique monthly
visitors*, and over 75 million reviews and opinions. The sites operate in 30
countries worldwide, includingChina underdaodao.com. TripAdvisor also
includes TripAdvisor for Business, a dedicated division that provides the
tourism industry access to millions of monthly TripAdvisor visitors.
TripAdvisor, Inc. (NASDAQ: TRIP) manages and operates websites under 19 other
travel media brands, and together the sites attract more than 75 million
unique monthly visitors.** TripAdvisor, Inc.'s travel media brands include
www.airfarewatchdog.com, www.bookingbuddy.com, www.cruisecritic.com,
www.everytrail.com, www.familyvacationcritic.com, www.flipkey.com,
www.sniqueaway.com, www.smartertravel.com, www.tingo.com,
www.travel-library.com, www.travelpod.com, www.virtualtourist.com,
www.whereivebeen.com, and www.kuxun.cn.
*Source: comScore Media Metrix for TripAdvisor Sites, Worldwide, January 2013
**Source: comScore Media Metrix forTripAdvisor, Inc.and its subsidiaries,
Worldwide, January 2013
©2013 TripAdvisor, Inc. All rights reserved.
Contact: Kevin Carter, firstname.lastname@example.org, +1-617-795-7577
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