Research and Trends in the Hospitality Industry

Discover industry highlights and trends from around the world.

2018 Insights: Traveller Mindsets and How to Influence Them

ON-DEMAND WEBINAR2018 Insights: Traveller Mindsets and How to Influence Them  Charlie Ballard, Director, Strategic Insights at Tripadvisor, unveils recent research from a TripBarometer study — uncovering global travel trends about attitudes toward travel, recent trip trends, and Tripadvisor's role in the traveller journey. In this on-demand webinar we cover research on:

  • How travellers get started planning their trips
  • What drives destination choice
  • What influences accommodation choice
  • How travellers budget their trip
Plus, Sam Thompson, Commercial Director, Europe, Middle East, & Africa at Tripadvisor, shows how owners can use this data to influence travellers on the site. Watch now to get best practices and tips on:
  • Using free Tripadvisor marketing tools in the Management Centre
  • Leveraging traveller reviews to power your online reputation
  • Unlocking exclusive Tripadvisor data in the Analytics Suite to understand who your travellers are
  • Tailoring your Tripadvisor page to exceed traveller expectations with Business Advantage
  • Using Sponsored Placements to attract the attention of highly targeting travellers as they're researching on Tripadvisor
The live event is now available on-demand! Sign up now to access the recording (available in English only).

5 reasons online reputation management is essential

5 reasons online reputation management is essential

How to Grow Your Hotel Business By Optimizing Your Tech Stack Running a hotel is more challenging than ever.  Data from STR shows that 57% of bookings in 2021 were made within 7 days of stay versus only 15% during the same time in 2020.  Compressed booking windows...

Clever ways to capture more reviews from hotel guests

Clever ways to capture more reviews from hotel guests

How to Grow Your Hotel Business By Optimizing Your Tech Stack Running a hotel is more challenging than ever.  Data from STR shows that 57% of bookings in 2021 were made within 7 days of stay versus only 15% during the same time in 2020.  Compressed booking windows...

What hotel shoppers look for in reviews

What hotel shoppers look for in reviews

How to Grow Your Hotel Business By Optimizing Your Tech Stack Running a hotel is more challenging than ever.  Data from STR shows that 57% of bookings in 2021 were made within 7 days of stay versus only 15% during the same time in 2020.  Compressed booking windows...

Why reputation management is your best retention strategy

Why reputation management is your best retention strategy

How to Grow Your Hotel Business By Optimizing Your Tech Stack Running a hotel is more challenging than ever.  Data from STR shows that 57% of bookings in 2021 were made within 7 days of stay versus only 15% during the same time in 2020.  Compressed booking windows...

How to Grow Your Hotel Business By Optimizing Your Tech Stack

How to Grow Your Hotel Business By Optimizing Your Tech Stack

How to Grow Your Hotel Business By Optimizing Your Tech Stack Running a hotel is more challenging than ever.  Data from STR shows that 57% of bookings in 2021 were made within 7 days of stay versus only 15% during the same time in 2020.  Compressed booking windows...

Technology is the Key to Future-Proofing Your Hotel Business (Guest Post by Hotel Tech Report CEO)

Technology is the Key to Future-Proofing Your Hotel BusinessGuest post by Jordan Hollander, CEO of Hotel Tech Report

As we near the end of the pandemic, hotel owners and managers around the world have begun to reflect on the events of the last 12 months in preparation for the future. Despite a catastrophic 2020, the travel industry has already begun to rebound. As the travel industry comes roaring back, hotel businesses operating under the pretense of ‘business as usual’ will quickly find themselves struggling to capture their fair share in the new normal.

Every department in the hotel has fundamentally changed. Here are some examples:

  • Mass layoffs mean that hotel managers will need to find new ways to recruit, train, and retain employees.
  • Depressed business travel demand means that sales managers will need to attract and convert group business more efficiently.
  • Changing consumer preferences resulting from remote work trends mean that marketers will need to be smarter about how they acquire leisure demand.
  • A lack of comparable data means that revenue managers will need access to real-time capabilities.

What do all of these changes have in common? All of these hotel business challenges can be solved through the intelligent use of software. Hotel managers can tap digital recruiting platforms and marketplaces to locate new talent and then leverage employee engagement software to ensure the talent sticks around. Sales managers can use digital RFP software to deliver easy-to-understand instant offers and close more group business. Marketers can leverage 3rd party data tools to identify compelling segments and then use ad technology to reach them. Revenue managers can use real-time pricing algorithms to set rate strategies without relying on mostly irrelevant historical datasets.

Hotel Tech Report and Tripadvisor have partnered to help hoteliers with any level of technical expertise to understand the software tools available to them and how to leverage those tools to drive meaningful improvements in operational efficiency, profitability, and guest satisfaction. Hoteliers around the world can now download the free 2021 HotelTechIndex™: Hotel Software Market Leaders Report in English, Spanish, German, French, and Italian. This partnership is just the latest move by Tripadvisor to demonstrate their commitment to helping hoteliers access better software after launching tools like Spotlight and Reputation Pro during the pandemic.

Business software in the hotel industry has followed the same trends we’ve seen in the evolution of personal and consumer technology. The advent of SaaS (software-as-a-service) has made technology more affordable and easy to use than ever before. In the same way young children can use an iPad with no formal training, your team can understand the best hotel software with little to no training. Choosing the right technology stack and setting an effective digital strategy is arguably the most impactful initiative you’ll embark on in the coming years.

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How a Spanish Hotel Company Uses Tripadvisor in Its Rebranding Strategy

How a Spanish Hotel Company Uses Tripadvisor in Its Rebranding Strategy See how Selenta maximized visibility for SOFIA Hotel to get more traffic and jump-start its online reputation.

Selenta Group manages nine properties in various Spanish cities. We spoke with Silvia Sutter, Online Traffic Manager at Selenta, to find out how she has increased visibility and traffic for SOFIA Hotel with Tripadvisor.

Tripadvisor as part of the rebranding strategy

Rebranding Selenta's properties has been a huge undertaking that began last year and taken months of planning and preparation. "We transformed the company and rebranded as a whole, and are now working on repositioning our properties as luxurious and high-end," says Sutter.

The goal? Growing visibility and traffic to all nine properties. Says Sutter, "We want to expand our market and reach more US travellers — since the majority of our guests are traditionally from Spain and the United Kingdom."

Sutter turned to Tripadvisor to market the re-launch of SOFIA Hotel, a property Selenta has recently renovated. "Tripadvisor is an important marketing channel because this source of traffic raises our overall performance and travellers from Tripadvisor are more likely to convert," she says. "We updated SOFIA's Tripadvisor listing page with our new name, photos, and other information to not only promote the renovations, but also reset guest expectations."

Increasing visibility with Sponsored Placements

To get more exposure for SOFIA in the competitive Barcelona market, Sutter uses Sponsored Placements. "We decided to try Sponsored Placements to increase SOFIA's visibility and brand awareness. The additional exposure from Sponsored Placements puts the property in front of more travellers who are searching for a place to stay in Barcelona," she says.

SOFIA has gained more visibility and traffic. "The results have been great: Sponsored Placements has performed so well for SOFIA that all nine Selenta properties now have active campaigns to increase their exposure," says Sutter. "On average, these ads have generated over 50,000 impressions for each property in 6 weeks to highly targeted travellers."

And that visibility is paying off: "We've driven more traffic to the SOFIA website, creating leads that ultimately convert. Since starting Sponsored Placements, booking referrals for SOFIA have increased," continues Sutter.

SOFIA's online reputation cycle has also accelerated. "The uplift in visibility has jump-started our online reputation cycle for SOFIA, which has helped it to be ranked in the top 10% for accommodations in Barcelona," Sutter says. "As more guests stay at SOFIA, they write reviews and post photos, restarting the cycle of inspiring potential guests to pick our property."

Sutter plans to run Sponsored Placements all year. "If conversions continue increasing thanks to Sponsored Placements, we'll always run our ads as our rebranding progresses. The ads have helped me reposition our properties, drive more traffic to our websites, and get more bookings," she says.

Last Updated: 10 December 2018

How a European Hotel Group Uses Content Marketing to Reach Travellers

How a European Hotel Group Uses Content Marketing to Reach Travellers 25hours Hotels increases visibility, raises brand awareness, and drives incremental revenue with Tripadvisor. 25hours Hotels is a group of 13 properties scattered across Germany, France, and other European countries. See how Alexander Schuster, Head of Digital, influences travellers to book one of their properties using content marketing and Tripadvisor.

A focus on content marketing

To build relationships between customers and the 25hours brand, Schuster uses content marketing. "We choose to focus on content marketing instead of solely relying on promotions, discounts, or packages. Content allows us to tell a larger story about how guests don't just stay at our hotels. They can have a fun, relaxing, immersive adventure at our hotels, which are designed to embody the city and neighbourhood they're in," he says. "Our photos and videos reinforce our brand. Our blog for each hotel offers local insider knowledge."

Reaching travellers on the customer journey with Tripadvisor

Schuster offers relevant information to travellers while they're shopping for a place to stay on Tripadvisor, a major marketing channel. "The customer journey has many touch points, and we need to reach travellers at the right time on the right channels. So, we amplify our content on Tripadvisor, Google, social media, and other marketing channels to capture travellers' attention and provide a compelling, consistent story," he says. "I use Tripadvisor to increase our visibility, highlight the 25hours brand, and get more direct bookings."

Working with Tripadvisor, Schuster supplements his content strategy by highlighting traveller review content and responding to those reviews. "Travellers check reviews, which makes Tripadvisor an important part of the customer journey. We respond to these reviews — not only offering our view, but also showing how we care about and feel responsible for our guests," he says.

More revenue with Business Advantage

Schuster draws in travellers by showcasing his content and optimising the 25hours Hotels’ Tripadvisor listing pages with Business Advantage. "We can entice travellers in the booking funnel on Tripadvisor search and our listing page when they're considering our properties and prices," he says. "We're able to test and optimise different Business Advantage features. For example, we post Cover Photos and Favourite Photos that best represent our hotels, and then we check the photo engagement rate in the Analytics Suite to see what works in drawing in even more travellers."

He also uses Business Advantage to connect with travellers directly. "With Contact Details, we can put the right communication channels—our website, phone number, and email—on Tripadvisor. We're able to drive travellers to our website, have them book directly, and not lose them to OTAs — it's easy for them get in touch with us," says Schuster. "Another way we incentivize travellers to book directly with us is we run Special Offers with an advanced, lower booking rate that they can redeem on our website."

Schuster notes that all 25hours properties have Business Advantage because of its ability to grow the 25hours brand and business. "Business Advantage is beneficial — it shows a return on advertising spend, and we drive incremental revenue for all our properties," he adds.

Increased visibility with Sponsored Placements

To maximise his reach to travellers and drive more traffic to 25hours, Schuster decided to try Sponsored Placements. "Relying on search for travellers to find our properties isn't effective. With Sponsored Placements, we expand our visibility to travellers who are already on the customer journey, especially when they're searching within a dedicated city, but don't have a specific brand in mind," he says. "The five properties that tried out Sponsored Placements each received over 100,000 impressions on average in two months — meaning they were seen 100,000 more times than if we didn't have Sponsored Placements.”

Sponsored Placements has also helped Schuster get more booking referrals. "In addition to the increased visibility, Sponsored Placements create leads so more travellers make bookings at our hotels. We saw a 20% boost in booking referrals on average. We also saw an increase in page visits to our five properties' Tripadvisor listing pages," he says.

Seeing the benefits of Sponsored Placements, Schuster believes the ads are a worthwhile investment. "Sponsored Placements is valuable because I'm able to raise awareness of the 25hours brand at multiple touch points of the customer journey. Every click means that travellers are engaged and interested — If travellers see our ad, it's highly likely they'll be back later with high intent to book with us," he says.

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Success Story: A Jaipur Hotel Uses Tripadvisor to Drive Inbound Marketing

Success Story: A Jaipur Hotel Uses Tripadvisor to Drive Inbound Marketing Learn how the Royal Heritage Haveli attracts travellers with Sponsored Placements and converts them with Business Advantage. The Royal Heritage Haveli is a small family-owned boutique hotel that won the Travellers’ Choice award for multiple years in Jaipur, India. See how Shambhavi Singh, the Haveli Director, uses Tripadvisor as an instrumental part of her inbound marketing strategy. Challenge: Maximising the busy season

Singh strives to get as many travellers to book as possible during the busy season. "Our busy season is short so it's crucial that we make the most of it. It's hard to fill rooms during the off-season because it's very hot in Jaipur," says Singh.

Many other local accommodations providers are pursuing a similar strategy. "It's challenging to stand out among our competitors in Jaipur. We're a small business that competes with well-known hotels for a limited number of travellers who visit during the busy season. So, we need to differentiate ourselves from properties similar to ours," she says.

Solution: Using Tripadvisor to drive inbound marketing "To address this challenge, I use inbound marketing to attract, convert, close, and delight guests, and Tripadvisor is crucial to my strategy," Singh says. "Inbound marketing creates awareness among travellers, and it builds trust and credibility for the Haveli."...

How a New Lisbon Hotel Is Succeeding on Tripadvisor

How a New Lisbon Hotel Is Succeeding on Tripadvisor Corpo Santo built a strong online reputation and amplified that success with Tripadvisor Business Advantage and Sponsored Placements. Corpo Santo Hotel is an independently-owned historic hotel that became a top Traveller Ranked property in Lisbon after opening in 2017. We caught up with General Manager Pedro Pinto to learn about his strategies for success. Building a strong online reputation

Building a great online reputation starts with providing great service. To achieve this, Pinto has invested in staff and constant improvements: "Our strategy is to provide exceptional service and delight guests with new things. Great staff is key so we're careful about who we hire and regularly communicate the feedback we receive," says Pinto.

He then encourages guests to share their experiences with other travellers on Tripadvisor. "We work to outperform ourselves instead of our competitors, always focusing on service and reviews. It's not only about providing a quality experience, but also a commitment to using Tripadvisor to get the word out about Corpo Santo," he shares.

Through a commitment to building Corpo Santo's online reputation with guest reviews on Tripadvisor, Pinto has been able to attract guests — and he continues the cycle with fresh review content. "We encourage guests to write reviews with Review Express," Pinto says. "Guests love our hotel so they're keen to share their experiences — for many, it's even their first review. People who read these reviews arrive excited to stay at our hotel and are then inspired to write us a review after their stay."

Pinto also uses Management Responses to make a lasting impression on past guests and influence potential guests to choose his hotel. "Collecting reviews doesn't guarantee success. We respond to reviews, personalizing our responses and thanking guests," says Pinto. "We also show how we're incorporating feedback to improve. For example, we replaced windows that let in too much noise and then contacted each guest who mentioned the noise to let them know the enhancements we made based on their feedback."

Capitalizing on success with Business Advantage and Sponsored Placements

"With all of our reputation management activity, we've been climbing the Popularity Ranking for Lisbon. We saw from our analytics that 40% of our traffic was coming from Tripadvisor. We wanted to grow our traffic and get more guests so I purchased Business Advantage and Sponsored Placements," says Pinto.

Using Business Advantage and Sponsored Placements together helps Pinto amplify Corpo Santo's presence on Tripadvisor. And the results exceed what he had hoped for. "It’s like winning the lottery. The traffic to our website has grown by 500% with both products. Sponsored Placements has expanded our reach — we've received roughly 69,000 impressions in 6 months with the ads and gotten more clicks to our property listing," Pinto explains. “And thanks to Business Advantage, our direct bookings have increased — and we're achieving a 90% occupancy rate."

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How an Independent Hotel Chain in Europe Increased Direct Bookings by 150%

How an Independent Hotel Chain in Europe Increased Direct Bookings by 150% Central Hotel and Forum Hotel in Bulgaria drive more traffic to their websites with Tripadvisor Sponsored Placements. Background Travellers' Choice winner Central Hotel and Certificate of Excellence holder Forum Hotel are jointly-owned independent boutique hotels in Sofia, Bulgaria. Hear how Zhivko Zhelyazkov, Hotel Manager, has increased direct bookings at both properties with Tripadvisor Sponsored Placements. Challenge Because fewer travellers visit Sofia in the winter, demand for Central and Forum Hotels is much lighter. As Zhelyazkov notes, "January and February are difficult months, and we are very focused on driving more direct bookings during that period." Solution...

Case Study: Derby Hotels Collection Boosts Bookings by 25% with Sponsored Placements

Case Study: Derby Hotels Collection Boosts Bookings by 25% with Sponsored Placements How the Derby Hotels Collection maximizes visibility with Tripadvisor Sponsored Placements to compete effectively in a challenging market. The Derby Hotels Collection is a family-owned, 14-property hotel chain based primarily in Barcelona. We recently caught up with David Martinez i Urgell, who leads the group’s Digital marketing and eCommerce strategy, to learn how he leveraged Tripadvisor Sponsored Placements to compete more effectively in a challenging market: Challenge: Competition for Fewer Travellers Tourism in Barcelona, Derby’s primary market, is expected to decline in 2018, particularly during the low season. Anticipating this downturn in travel, Martinez knew he needed something different to compete with larger hotel chains for fewer travellers. "We knew it was going to be a hard season because of the difficult economic situation in the market," Martinez says. "We also know most travellers don't know about our hotels until they start searching a specific location and discover us through Tripadvisor or OTAs."...

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