TripAdvisor has revealed the results of its latest TripBarometer study, highlighting the key travel trends for 2016, and revealing that one in three travellers plan to increase their travel budgets in 2016.
The study, conducted by Ipsos, questioned 44,000 people and found that 49% said they will spending more because they feel they deserve it.
The survey also found that for one in two travellers, it’s special offers that determine where they will visit, while 63% of travelers will look elsewhere for a hotel if it doesn’t have air conditioning, making it the number one deal-breaker for booking decisions, ahead of WiFi.
“Value is key for global travellers in 2016, as they look to get the most out of their trips. While a third plan to increase their travel budgets for next year, the majority of global travellers expect essential amenities, such as wifi, to be included in the price of their hotel and more than half say special offers can play a big part in their choice of destination,” said Helena Egan, director, global industry relations, TripAdvisor. “This year’s TripBarometer reveals the key trends shaping the travel landscape for 2016, including hoteliers’ plans to increase room rates and invest heavily in online reputation management.”
On the hotelier side, the survey also found that 47% of hotel owners and managers will be raising their room rates next year, with most of them (65%) doing so to compensate for increased overhead costs.
More than a third are increasing their rates because they have recently completed renovations (37%) and due to increased demand (35%).
Three in four business owners are optimistic about profitability in 2016, and the majority of those who are believe that local events and conferences taking place in their market will a positive impact on their business.
Changes in tourist attractions in the area (54%) and changes in the number of restaurants and shops in their area (47%) are also factors hoteliers believe will positively impact profitability in the coming year.
Online traveller reviews are cited by 93% of accommodation owners as being the most important element for the future of their business. It’s no surprise then that online reputation management remains the biggest area of planned investment for hoteliers in 2016, with 59% investing more in this area next year.
The vast majority of hoteliers see increasing direct bookings (91%) as key for the future of their business. This explains why just under half of all accommodation owners plan to invest more in marketing and advertising (48%) and traffic acquisition (47%) in 2016.