Interesting and wide-ranging study published today by TripAdvisor after it surveyed close to 10,000 hotels around the world to understand more about their plans for 2012.
The TripAdvisor Industry Index is the first of its kind on this scale, the company says, analysing everything from economic outlook to strategy around mobile, marketing, social media, wifi and plan for expansion.
The survey is split into three results, covering hotels in the UK, US and a global figure. Each percentage mark represents a nod from the hotels responding to the study put in the field over the New Year period at the end of 2011 and early-2012.
Some of the findings are startling to say the least… Elements to note include a slight lack of enthusiasm for mobile, but a strong response to providing free wifi in guest rooms.
| Question | UK | USA | Global |
|---|---|---|---|
| Expect social media marketing budget to increase in 2012 (of those who had such a budget in 2011) | 17% | 52% | 50% |
| Plan to monitor social media for mentions of the property | 64% | 80% | 76% |
| Plan to respond to guest reviews about their property on TripAdvisor | 82% | 91% | 87% |
| Plan to offer a program to engage travellers using mobile devices (e.g., a mobile app, special offers on mobile, booking through a mobile device) in 2012 | 40% | 61% | 53% |
| Plan to offer a program to engage travellers using mobile devices for the first time in 2012 | 20% | 27% | 28% |
| Plan to offer free in-room Internet access to guests in 2012 | 82% | 89% | 77% |
| Deals to target new guests - Special amenities/services (e.g., free Wi-Fi Internet access) | 48% | 58% | 56% |
| Deals to target new guests - Discounts on rooms | 53% | 59% | 52% |
| Plan to add services or amenities in 2012 | 23% | 28% | 38% |
The findings demonstrate that, in some cases, there is indeed some further investment going into the mobile space and that supposed Holy Grail of meeting guest needs: providing free wifi.
But elsewhere in the study (full report here), hotels appear to be reigning in on wider strategic moves into areas such as acquisitions and expansion of core facilities – only 9% hoteliers in the UK say they will be building or purchasing new properties in 2012, compared to 17% globally and 13% in the US.
NB:Â Laptop bed image via Shutterstock.
Thanks for sharing this report! I can say that Priority Club, the rewards program of ICH Group, has been developing a great social presence. I talked about the club through my social channels and in turn, the social team at Priority Club started interacting with me on Pinterest and Twitter, including giving me a reward for talking about the program independently of what they were doing. I think the increase in domestic social media budgets for hotels is noticeable already. Other hotel chains see the success of brands like Fairmont, who created a great online presence, and hope to engage and react to customers real-time. Will be interesting to see where we are one year from today with the second version of this report is released.
Thanks for the great short insight on the report.
FOr me, especially the following are very interesting:
- 20-50% Expect social media marketing budget to increase in 2012 (of those who had such a budget in 2011)
- 60-80% Plan to monitor social media for mentions of the property
- 80-90% Plan to respond to guest reviews about their property on TripAdvisor
- approx. 50% Deals to target new guests
The difference between chains, luxury brands and smaller properties would be very interesting. Do you have such insights?
Thanks again