TripAdvisor today announced the results of its 2018 "Hospitality Sector Report" in partnership with Ipsos MORI showcasing the top concerns and areas of focus for travel businesses, including hotels, restaurants, experiences, tours and attractions listed on TripAdvisor. The results of the study reveal a U.S. travel industry adapting to an increasingly mobile marketplace, focused on online reputation management and concerned about choosing the right marketing vehicles to reach global travelers and diners, among other key trends.
Travel Industry Adapting to a Growing Digital Marketplace
U.S. hoteliers, restaurateurs and experiences, tours and attractions operators are facing a vast mobile marketplace and their responses are telling: 87% of those surveyed said that having a mobile enabled website/app is important, while 71% said that taking bookings online is important.
These findings complement the latest Mary Meeker "Internet Trends Report," which notes that consumers are increasing their mobile and Internet usage so fast that advertising dollars can't keep up, creating a $7 billion mobile advertising opportunity for businesses.
Online Reputation Management is Imperative
U.S. respondents of the TripAdvisor-Ipsos MORI study also showcased the outsized importance of maintaining a positive presence online and engaging with their current and potential customers.
Choosing the Right Marketing Channels Remains Important
U.S. hospitality business owners and operators revealed the importance of staying ahead of online marketing opportunities.
Other Key Travel Industry Trends
Customer Service and Retention – 27%
Staffing – 25%
Marketing Efforts – 20%
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