TripAdvisor reveals six key travel trends for 2016
TripAdvisor has announced the results of its TripBarometer study, the world’s largest accommodation and traveller survey, highlighting key travel trends for 2016. Conducted on behalf of TripAdvisor by independent research firm Ipsos, the TripBarometer study is the analysis of more than 44,000 survey responses from travellers and the hotel sector worldwide.
The survey revealed six emerging trends that will shape the travel industry worldwide over the coming year.
Trend #1 – Seeking new experiences
In the coming year, travellers of all ages will seek out things they haven’t tried before, from cruises to solo travel and more, the survey revealed. Globally, 69% of travellers plan to try something new in 2016. 17% will try solo travel for the first time in 2016; 15% will try adventure travel for the first time.
Trend #2 – Spending more because it’s “worth it”
Worldwide, travellers are open to spending more in 2016 than they have in the past—and not just because of rising costs, TripAdvisor stated. 1 in 3 respondents claimed that they are planning to spend more in 2016 than they did in 2015.
Among those who plan to increase their travel budget, 49% said they will do so because “because I or my family deserve it.” 31% said they would spend more on travel because “it’s important for my health and well-being.”
Trend #3 – Choosing destinations based on culture, special offers
Today’s travellers choose destinations for a number of reasons, including special offers from accommodations, TripAdvisor states in its analysis.
Globally, 47% of travellers say they have visited a destination because of the culture and people of the specific country, the research found. 1 in 5 travellers (21%) have chosen a destination because a hotel had a special offer or package, whilst 1 in 5 global travellers have visited a destination because they saw it on a TV show.
Trend #4 – Staying cool and connected
Among the amenities that travellers will look for when they book an accommodation in 2016, air conditioning and WiFi stand out.
Globally, 63% of travellers said air conditioning is a must-have when choosing a place to stay. That makes it more of a deal-breaker than breakfast (40%) or a swimming pool (26%).
46% said free in-room WiFi is a must-have amenity—meaning that, if an accommodation did not provide it, they would look elsewhere.More specifically, 26% of travellers said that they require an accommodation that has super-fast WiFi; 11% are willing to pay extra for this service.
Trend #5 – Rising room rates (and optimism)
From an industry point of view, many accommodations plan to raise their room rates next year, while the majority of hoteliers say they’re optimistic about profitability in 2016.
According to the survey, 3 out of 4 business owners are optimistic about profits in 2016 whilst nearly half of hoteliers globally plan to increase room rates in 2016 (47%). Most accommodations are increasing rates to compensate for increased overhead costs (65%), although more than a third are increasing rates because of recently completed renovations (37%) or because of increased demand (35%).
91% of hoteliers see increasing direct bookings as key for the future of their business.
Trend #6 – Managing reputations online
Online presence remains important: In 2016, businesses will be keeping a close eye on what people are saying about them on the web with 93% of hoteliers said that online traveller reviews are important for the future of their business.
Online reputation management is still the biggest area of investment for accommodation owners in 2016, with 59% investing more in this area than they did the previous year.
To download the full report visit www.tripadvisor.com/tripbarometer