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Key Factors Driving Engagement on TripAdvisor

Before spending their hard earned money on a room, guests use TripAdvisor to see photos of the hotel property, read reviews from other guests, and compare average overall ratings of multiple hotels. A study from TripAdvisor found the keys to increasing engagement and driving booking enquiries are more photos, responses from management and higher average ratings. Read more

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Mobile Travelers 2015

It’s not a secret that travelers use their smartphones and tablets to research and book airfare, hotels and activities. In fact, the mobile travel audience is actually bigger than the PC travel audience according to a survey conducted by Expedia and comScore. The mobile audience will continue to rise as the number of mobile device owners grows.

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Marketers Fail to Connect the Dots

Imagine the route guests take when searching and booking hotel rooms. They might compare properties online, evaluate social media accounts, and then call a hotel to ask questions or even book. Now imagine that at each interaction, the guest drops a ‘dot.’ Marketers have to connect these dots to understand the path their guests take and therefore understand the guests.

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Amenities Influence Bookings

Guests compare multiple aspects of hotels before booking their travel; the most important are price, reviews, and convenient location. However, the 2015 TripBarometer study from TripAdvisor determined 77% of travelers are also influenced by amenities offered. This is excellent news for hotels because they can leverage their amenities to stand out from the fierce competition.

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