Professional Documents
Culture Documents
The TripAdvisor 2012 Industry Index the largest hotel survey in the world reveals some startling findings about hotel profitability; which markets have the best and worst economic outlook; and how techsavvy, mobile device-wielding travelers are changing the industry. Conducted by TripAdvisor, the worlds largest travel site*, this biannual survey incorporates responses from more than 25,000 accommodation owners and managers worldwide.
*Source: comScore Media Metrix for TripAdvisor Sites, Worldwide, May 2012
PROfITAbIlITY
In any business, success is invariably measured by the bottom line. How are property owners worldwide doing in 2012 and what areas are experiencing more profitability than others?
PROfIT bY REgION
Hoteliers in North America, Asia Pacific and latin America were much more likely to report being profitable than respondents from Europe and the Middle East.
MOST PROfITAblE
In the US, 30% of accommodation owners reported that their businesses had been extremely or very profitable in the last six months.
Proportions of respondents in regions that report being profitable in the last 6 months.
A MIXED fORECAST
We polled hoteliers on their business outlook for the remainder of 2012. The results tell an interesting story about the global economy.
es on il nd az ia d St at es ia
SIZE MATTERS
Properties with 50+ rooms are nearly twice as likely to report that theyve been profitable in the past 6 months.
.f 19 20 22
ss
1. I
br
Ru
ni
te
2.
3.
4.
5.
In
di ra nc e
.S
.I 21
.g
pa in
re
ta ly
ec e
Most Positive
Most Negative
ECONOMIC OUTlOOK
glObAl OPTIMISM
60% of North American hoteliers believe the economy will improve during the second half of 2012. 68% of latin American and 50% of AsiaPacific responders agree, versus only 34% of hoteliers from Europe and the Middle East.
46
lOOKINg AHEAD
Whos the most optimistic about the second half of 2012? 67% of US properties with 50 or more rooms expect the economy to improve in the next six months.
Number of respondents who feel the economy will improve in 2012. 33% feel it will remain unchanged.
TripAdvisor gathered the input of 25,000 hotel owners and managers on the state of the economy, on their business prospects and on what they expect to see in the second half of 2012.
67
HOT JObS
India, brazil and Thailand were the top three countries for hotel job creation from January-June 2012.
%
WHOS HIRINg?
Its a good time to be working in the North American hospitality industry: 21% of Mexican, 20% of Caribbean and 15% of US hoteliers plan to hire in the next six months.
STEADY AS IT gOES
64
COMINg IN lAST?
The UK and france.
of hoteliers plan to keep their staff levels intact over the next 6 months and more than 15% plan to add new jobs.
bOOKINg TRENDS
How is the explosive growth of the mobile marketplace changing booking strategies for the hotel industry and what other trends have come to light in the first half of 2012?
HOTEl
INN
b&b
HOTEl
INN
b&b
HOTEl
INN
b&b
UNITED STATES
CANADA
CARIbbEAN
of properties that dont currently offer free in-room Wifi are planning to add that feature in the next six months.
36
Across the globe, properties continue to move toward the standardization of online booking as an option for travelers. The top ten countries for offering online hotel booking:
53
Percentage of respondents worldwide who decreased room rates to attract more guests during the busy June-August travel season and predicted they would decrease rates again heading into September and October. Meanwhile, 60% of hoteliers who increased rates for June-August expect to increase rates again for September and beyond.
47%
91% Malaysia
31% 30%
Hotels
66%
52%
Inns
b&bs
43%
MARKETINg
MObIlE MARKETINg
Which countries engage the most with travelers using mobile devices?
1. China 43% 41% 38% 36% 34% 18% 18% 13%
83
2. Turkey
3. Mexico
4. Spain
5. United States 20. 21. 22.
As the worlds largest online travel community, TripAdvisor wanted to know how hotel owners and managers are marketing their properties to travelers. With more than 25,000 responses, we were able to identify some important trends.
of all properties worldwide invite feedback from guests, and more than 78% invite travelers to share opinions and write reviews on sites like TripAdvisor.
UK Caribbean france
SPECIAl OffERS
Many hotels across the globe choose to create and market special offers to help them stand apart from competitors and drive bookings. Room discounts were the most commonly offered booking incentive worldwide (55%). What are the most common special offers from hoteliers and who in your region offers them the most frequently?
ROOM DISCOUNTS
lOCAl DEAlS
fREE TRANSfERS
fREE PARKINg
REWARD POINTS
fREE NEWSPAPERS
NO SPECIAl OffERS
6% 58% 53% 63% 44% 49% 45% 14% 12% 34% 14% 15%
8%
5%
4%
12%
11%
11%
5. 83% INDONESIA
8. 80% CARIbbEAN
9. 80% AUSTRAlIA
2. 91% CANADA
4. 85% fRANCE
3. 87% bRAZIl
6. 83% ITAlY
52% ECOClEANINg
green programs are a win-win for guests and hoteliers alike. The vast majority of respondents to the TripAdvisor 2012 Industry Index survey a full 88% of 25,000 participants worldwide feel its important to bring eco-friendly practices into their businesses.
ECO-fRIENDlY PRACTICES
TRIPADVISOR 2012 INDUSTRY INDEX: METHODOlOgY The latest installment of the TripAdvisor 2012 Industry Index was conducted June 7-14, 2012 and was sent by email to a random sample of global accommodation owners and managers. The survey generated 25,517 responses worldwide. Data analysis and other survey consultation were performed by brainbox Research, ltd.
Please note that sample sizes for the following countries were low compared to other countries surveyed: China (188), Malaysia (129), Mexico (151), and Russia (64).