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TripAdvisor – more important than ever

TripAdvisor is becoming an indispensable part of the social fabric of the traveling process. TripAdvisor’s continued reign as the №1 travel site, but the increasing importance it has on the marketing foundation for any hotel.

TripAdvisor’s 2013 financial report shows continued growth. Here are the highlights:

  • According to Steve Kaufer, President and CEO of TripAdvisor, last year, “More than two billion unique visitors came to TripAdvisor to be inspired, to conduct research and to plan or share the details of their trip.” Two billion unique visitors!”
  • TripAdvisor remains the largest travel website in the world with 11% of the world’s monthly unique visitors.
  • TripAdvisor has more than 125 million reviews and opinions on more than 3.7 million places to stay, places to eat and things to do – including more than 775,000 hotels and accommodations
  • While TripAdvisor provides reviews on 775,000 hotels and resorts around the world, it has business listings for less than 10% of them – just 69,000.

Full year 2013 revenue was up 24% vs. 2012. Not mentioned in the report is that TripAdvisor’s stock price (TRIP) more than doubled last year.

In December 2013 PhoCusWright, a leading travel, tourism and hospitality market research firm, conducted a study of 12,225 global traveler’s use of TripAdvisor. A few highlights of their findings:

  • 67% of travelers check TripAdvisor a few times a month or more,
  • 80% of travelers focus on the most recent/freshest reviews,
  • 80% of travelers read at least 6 – 12 reviews before booking a hotel,
  • 66% of travelers ignore extreme comments when reading reviews.

The research shows TripAdvisor is incredibly important in the hotel planning and purchase process. A majority of travelers are deeply dependent on the opinions of others who post online reviews.

As impressive as these numbers are, they are just averages. Research among our client Caribbean luxury hotels and resorts has shown that virtually no one shows up at registration without first having read the properties’ TripAdvisor reviews.

To succeed, there must be a high level of customer satisfaction – not just with the physical plant but with everything including the service, food and overall price. The reviews and ratings on TripAdvisor offer insights into the overall level of customer satisfaction they can expect.

So successful hotel marketing programs need great TripAdvisor reviews and rankings. But that’s only the beginning. In today’s hyper competitive environment hotels need to integrate their marketing efforts to both attract and retain profitable customers.

Найкращі технічні рішення для готельного бізнесу

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RCI Consulting company offers solutions based on the latest technology and equipment from leading manufacturers, which are specially designed for hotels.

  • 03142, Kyiv, Ukraine, ul. V.Stusa, 35/37
  • +38 044 499 79 63; +38 097 244 08 44

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