We all knew a TripAdvisor study would point to the importance of reviews, but the reports of optimism by North American hoteliers despite likely weaker gains points to an enthusiasm that could help them overcome the odds.
Travel is booming in Asia and making a slow comeback in much of North America, so when TripAdvisor released its TripBarometer accommodation and traveler survey it was interesting to note the differences in plans and expectations of the accommodations industry in each region.
North American companies are the most optimistic about profitability in the coming year; however, Asian businesses are more likely to grow. Thirty-two percent of businesses are planning to add new jobs in the next six months, the highest of any region.
We picked out the findings that compare where Asian and North American businesses are leading the way for 2013:
North American businesses are more likely than Asian businesses to:
- Think it’s important to have eco-friendly practices in place. (93 percent)
- Use special amenities and reward points to attract guests. (34 percent)
- Offer free in-room Wi-Fi connections. (83 percent)
Asian businesses are more likely to:
- Prioritize social media in marketing campaigns. (50 percent)
- Think it’s important to have mobile bookings available for guests. (74 percent)
- To say online reviews have the biggest impact on travelers’ decision when booking their accommodation. (59 percent)
North American and Asia businesses are equally as likely to say a property received a negative online review on the website.
The full report that analyzes the tourist and provider side of travel is below.