Restaurant Industry Research
Read up on the latest Tripadvisor research about the restaurant industry.
The Ultimate Guide to Responding to Restaurant ReviewsWhether you have one or a few hundred, reviews play an important role in your business and your ranking on Tripadvisor. Download this free eBook to learn all you possibly need to know about reviews on Tripadvisor.
Learn the Ins and Outs of Responding to Restaurant Reviews
Did you know that reviews play a major role in where customers choose to eat? Or that a manager’s response could change a guest’s perception of a restaurant? We’ve interviewed countless owners and compiled some of our favourite best practices and real-world inspiration for positive reviews, negative reviews, and everything in between.
Knowing how to respond to reviews is a great way to build trust, rapport, and loyalty with your customers. It is also a great tool for showing your guests what your hospitality is all about.
In this comprehensive eBook, we will show you:
- How to effectively respond to reviews
- How to create management responses that show guests you care
- How to build a strong online reputation
How Diners Find Your Restaurant [Infographic]Drive high quality traffic to your property by putting your listing on top Tripadvisor search results for travellers searching for a place to stay in your area.
The Diner Journey From Start to Finish
Diners come to your restaurant for a specific reason — celebrating a special occasion, hanging out with their friends, taking care of their family, or simply because they are hungry. Over 51% of consumers dine out in the U.S. at least once a week, making eating out more than a habit.
That’s where Tripadvisor comes in. With 4.9 million restaurants on Tripadvisor and growing, diners know they’ll be able to find what they’re looking for — because once diners know they want to go out to eat, the next question is: Where?
Click on the infographic below to read the full diner journey:
Once diners know where they want to go, they turn to Tripadvisor. Make sure you’re capturing hungry diners by managing your listing — it’s free and easy!Last Updated: 26 May 2019
Who Searches for Restaurants on Tripadvisor? While Tripadvisor is known around the world as a brand built for travellers, new research suggests that locals love us too — particularly when it comes to finding a place to eat.
You already know that Tripadvisor is the world’s largest travel site, but we’re also one of the world’s largest restaurant sites,* which means you’ll find more than just travellers discovering your restaurant. When it comes to traffic to your Tripadvisor listing, it’s a mix of both travellers and locals.
Local vs. Traveller Searches on Tripadvisor
Our analysis showed the percentage of locals searching for restaurants on Tripadvisor to be in some cases up to almost 60%. Here’s the breakdown by market:
Percentage of Local Searches by Country, May to December 2018
Seasonality impacted whether or not locals were searching for restaurants. When we compared searches from Summer (May to August) against searches from Fall (September to December), we found the percentage of locals searching for restaurants increased in the Fall. France, Italy, and Spain saw the largest increases in local restaurant searches, hovering around 20%, while the US and UK each saw about a 6% increase.
How Local Search Increased by Market
The Top Choice for Travellers and Locals Alike
It’s no surprise that up to 96% of our respondents in a recent survey told us they use Tripadvisor while looking to a place to eat while travelling. We also learned, though, that the majority of respondents across the U.S. and Europe also prefer to use Tripadvisor compared to other options while at home. For both travellers and locals, Tripadvisor remains the top choice to discover great places to eat.
Why Every Stage of the Dining Experience is Social There’s no shortage of beautiful meals and restaurant façades on social media. We’re digging deeper into why every stage of the dining experience is a social one, online and offline.
Discovering New Restaurants
When potential diners are trying to decide where they’re going to eat, they consult many resources — often within the same search — including friends, review sites like Tripadvisor, and food media. What do these all have in common?
Since diners have limited time and money to spend on any given experience, they want to make it count. And they often use multiple sources of information to research and validate their selection. More consumers than ever trust online review sites and social media for recommendations on where to eat both near home and while travelling.
The vast majority of surveyed consumers share that their dining decisions are based on online reviews, with up to 72% in some markets also noting they have been influenced by restaurant photos. This holds whether it’s for locals or travellers — an average of 78% of our respondents across the U.S., U.K, France, Spain, and Italy used Tripadvisor to research local restaurants, while a whopping 85% of the same respondents used Tripadvisor while travelling.
Dining Invites Connection
One of the main reasons people dine out is to connect with other people. Think about your patrons and what they care about. If you don’t know, spend some time observing their behavior — or ask them!
Does your typical diner need quiet and private ambiance or are they seeking a high-energy place to mingle? When you design your experience, think about the ways the space can either connect or separate your diners. Your setting, atmosphere, technology, and noise level can all impact whether or not diners can enjoy being with their dining companions.“Some places I want to visit because I want to Instagram a particular food item.”...
How Diners Choose Where To Eat We’ve put together everything you’ve ever wanted to know about how diners choose where to go out to eat in this free downloadable eBook.With 51% of consumers dining out at least once a week, demand for restaurants is at an all-time high....
Influences on Diner Decision-Making More consumers than ever use and trust online review sites and social media for recommendations on where to eat – both at home and while travelling. Our latest survey examines the impact of today's most popular digital marketing channels and what factors influence diner decision making.
Today’s restaurant operators have a lot on their plates. Between dinner rush, managing employees, and calculating inventory, it's hard for owners to find time to market their business. And on top of that, the world of digital marketing is more complex than ever, making it increasingly difficult to pick where and how to invest scarce resources when attempting to efficiently reach the right customer.
In fact, in the 2017 Tripadvisor Restaurant Marketing Study, the majority of global respondents reported spending less than 10% of their time promoting their business.
But what online channels influence a customer to choose where to dine?
More consumers than ever use and trust online review sites and social media for recommendations on where to eat – both at home and while travelling. Recent surveys also show that restaurant operators overwhelmingly believe that managing their online reputation has become an essential part of running their business.
With this in mind, Tripadvisor’s latest survey examines the impact of today’s most popular digital marketing channels and what factors drive diners into a restaurant, inclusive of reviews, photos, and owner engagement with an increasingly mobile consumer.
The new CVENT survey, which analysed the dining behaviors of more than 9,500 consumers across key markets in the US and Europe, revealed that Tripadvisor is overwhelmingly regarded as the most influential online dining resource compared to Google, Facebook and Yelp. See methodology below.
Tripadvisor: An Essential Dining Resource for Travellers and Locals
It’s no surprise that online reviews play a huge role in influencing consumer dining decisions. The vast majority of respondents reported basing a dining decision off of an online review, with up to 72% in some markets also noting they have been influenced by restaurant photos. Specifically, most respondents reported that Tripadvisor dining content has influenced them to try a new restaurant.
Online Reviews Influence Dining Decisions
Online Photos Influence Dining Decisions
Tripadvisor Inspires Diners to Try New Restaurants
The survey also found that diners, both locals and travellers, use Tripadvisor as a restaurant discovery site with the majority of respondents stating they have opted to dine at a restaurant as a result of a Tripadvisor ranking, review, rating or award.
Dining decisions based on Tripadvisor...
New Study: Influencing Diner Engagement on Tripadvisor
Download our 2017 Diner Engagement Study to learn how to improve your Tripadvisor listing, take advantage of exclusive restaurant marketing tools, and get more reservations from one of the world’s largest restaurant sites.1
With over 150 million average monthly restaurant browsers, Tripadvisor is one of the world’s largest restaurant sites.1 In a recent study, we analysed the behaviour of these customers on our restaurant pages, along with the best practices used by our most successful restaurant partners. Based on this analysis, we've uncovered the key factors that are most likely to turn browsers into bookers.
Download our 2017 Tripadvisor Diner Engagement Study via the “Full Report” link to the right to see the findings. In the report you’ll find:
- Customer behaviour insights: See the things Tripadvisor consumers look for on every restaurant’s page before making their dining decisions
- Restaurant marketing best practices: More details on exclusive restaurant marketing tools and best practices that can improve your Tripadvisor listing and bring in more reservations
- Keys to engaging guests: Learn how to create a self-fulfilling, virtuous circle of customer engagement on Tripadvisor that can help you bring in more and more business
- 1. Source: comScore Media Metrics for Tripadvisor Site, worldwide, May 2016 and Tripadvisor log files Q2 2016
New Research: 2017 Tripadvisor Restaurant Marketing Study The 2017 Tripadvisor Restaurant Marketing Study reveals the latest trends in restaurant marketing today
With over 4 million restaurants listed, Tripadvisor is one of the world’s largest restaurant sites.1 To learn more about the evolving marketing trends that are impacting restaurants today, we’ve surveyed our partners for their thoughts. The result is the largest Tripadvisor Restaurant Marketing Study to date -- spanning five markets including the United States, United Kingdom, Spain, France and Italy.2 Read on for the latest restaurant marketing trends.
Time Invested in Restaurant Marketing
Time Spent: In the UK, over half of respondents spend less than 10% of their time on marketing activities. This is consistent with the majority of global respondents who also report spending 10% or less of their time on marketing activities (56%).
Employees and Consultants: Only 12% of UK survey respondents have hired a dedicated marketing employee and just 2% report using an outside marketing consultant. Globally, 9% of respondents have hired a dedicated marketing resource and 3% have hired a marketing consultant.
Time Spent on Marketing Activities by Country
Monetary Investments in Restaurant Marketing
Marketing Channels: The top 3 channels where UK restaurateurs invest their marketing dollars are Print Advertising (69%), Social Media (65%)and Online Listing Services (45%).
Reputation or Social Monitoring Services: In the UK, 9% of respondents report paying for a professional reputation or social media monitoring service. Across the globe, this figure is 13%.
Percentage of Owners Investing in Top 3 Marketing Channels
Effectiveness of Marketing Activities
Overall effectiveness: The vast majority of UK respondents (80%) believe they should be doing more to promote their businesses. This compares to 71% of global respondents.
Effectiveness of channels: Worldwide, restaurateurs report that their most effective marketing channels for driving more business are Social Media (1), Online Listing Services (2) and Search Engine Marketing (3). Online voucher/coupon services were reported to be least effective by worldwide respondents. It’s interesting to note that Print Advertising is not among the top three most effective channels, despite its place among the top three most popular channels in which restaurants invest their marketing spend.
Restaurateurs Who Feel They Could Do More Promotion
Online Reputation Monitoring
Reputation Monitoring: In the UK, 94% of restaurateurs report that they are monitoring the reputations of their businesses. This is very consistent globally, with 93% of respondents indicating they’re monitoring their reputations regularly.
Frequency: The majority of worldwide restaurateurs report that they monitor their online reputation several times each week.
- 1. Source: Tripadvisor log files, Q2 2016
- 2. Methodology: The Tripadvisor Restaurant Marketing Study is based upon an online survey conducted in April 2017. A total of 2,157 surveys were completed in the United States, United Kingdom, Spain, France and Italy. The sample is made up of restaurateurs who have claimed their listings on Tripadvisor.