Survey Reveals U.S. Hotels Optimistic on 2012 Economy
Press release from the issuing company
Tuesday, February 21st, 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 1276 were from the U.S. 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: the discovery that 65 percent of U.S. respondents are optimistic about the prospect of an economic recovery in 2012, a full 27 percent higher than the global average of 38 percent.
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U.S. respondents also expressed a bullish outlook on their own profitability in 2012. Seventy-six percent said they expect their businesses to be more profitable in 2012 than they were in 2011, as compared to a global average of 58 percent.
This optimism extended to hiring plans. Twenty-seven percent of U.S. respondents said they are planning to create new jobs in 2012, while the global industry average was slightly lower at 22 percent.
"The TripAdvisor Industry Index reveals an economic optimism among U.S. accommodation owners which reflects data showing one-third of U.S. travelers are planning to increase travel spending in 2012," 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 travelers using mobile devices to property investments and the top deals hoteliers plan to offer their guests.
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Social and Mobile Marketing: Engaging Travelers Online and "On the Go" |
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U.S. |
WORLD |
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Social media marketing: |
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Expect social media marketing budget to increase in 2012 |
52% |
50% |
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Plan to monitor social media for mentions of the property |
80% |
76%
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Plan to respond to guest reviews about their property on TripAdvisor |
91% |
87% |
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Mobile marketing: |
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|
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Plan to offer a program to engage travelers using mobile devices |
61% |
53% |
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|
|
|
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Plan to offer a program to engage travelers using mobile devices for the first time in 2012 |
27% |
28% |
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Property Investments: Renovations and Acquisitions |
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|
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U.S. |
WORLD |
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Planning to purchase/build new accommodation properties in 2012 |
13% |
17% |
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Services and Amenities: Free or Fees |
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|
|
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U.S. |
WORLD |
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Plan to add services or amenities in 2012
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28% |
38% |
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Foresee adding fees for services or amenities in 2012
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10% |
15% |
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Plan to offer free in-room Internet access to guests in 2012 |
89% |
77% |
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Top Deals and Special Offers: Attracting Guests in 2012 |
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U.S. |
WORLD |
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Discounts on rooms
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59% |
52% |
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Special amenities/services (e.g., free Wi-Fi Internet access)
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58% |
56% |
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Free parking |
38% |
32% |
"Hoteliers' plans to engage with travelers 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."
