TripAdvisor Business reveals U.S. hotels optimistic on 2012 economy

13
23rd Feb 2012
TripAdvisor Business reveals U.S. hotels optimistic on 2012 economy
TripAdvisor 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.

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"

 

 

 

U.S.

WORLD

Social media marketing:

 

 

Expect social media marketing budget to increase in 2012
(of those who had such a budget in 2011)

52%

50%

Plan to monitor social media for mentions of the property

80%

76%

 

Plan to respond to guest reviews about their property on TripAdvisor

91%

87%

 

 

 

Mobile marketing:

 

 

Plan to offer a program to engage travelers using mobile devices
(e.g., a mobile app, special offers on mobile, booking through a mobile device) in 2012

61%

53%

 

 

 

Plan to offer a program to engage travelers using mobile devices for the first time in 2012  

27%

28%

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