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Article by Sophia Chia

How a Hotel's Online Reputation Impacts Its Revenue

trivago 11 August 2017
Hotel guests are leaving reviews and ratings online about every aspect of their experience, from breakfast to beds to staff. They're even going so far as to post videos and photos before checking out. And all that content is influencing fellow travellers.When hoteliers understand why travellers rely on reviews and the importance of reputation management, as well as the impact reviews have on click-through rates (CTR), they'll have a better perspective of how their reputation directly impacts their revenue.Think like a travellerTravellers not only go on a cyberspace quest to find a good deal on a hotel; they also read what previous guests had to say about a property that piques their interest. In fact, 90% of those polled in a recent survey indicated that ratings on a review site played an essential role in their booking decision. This highlights the fact that hoteliers need to encourage guests to leave reviews--and not just on one website.Consider this: When a hotel has mixed reviews, travellers will check other sites online to see if they're consistent with the experiences of previous guests. If no other reviews are available, they'll look for a property that does have reviews on multiple sites. Why do they do this? It gives them a better understanding of the property and provides reassurance that their expectations will be met once they book.Get results from reputation management Travellers don't just look at a hotel's overall reputation; they examine guest ratings on particular aspects of a property, ranging from cleanliness to services to comfort.In an Ipsos study, 45% of the individuals surveyed said that user-generated content, such as reviews--the good and the bad--plays a significant role in their hotel choice. And 68% of the respondents stated that they trust peer reviews.So, what's the best way to handle bad reviews?This is where reputation management comes in: responding to negative reviews in a positive way and addressing issues that need attention. By doing so, it not only makes the guest feel that they're being heard, but it also demonstrates to travellers that the hotel is guest-centric and takes a proactive approach to remedying what needs improvement.Reputation management pays off, too. A study by Cornell University School of Hotel Administration revealed that if a property sees its review scores go up one point on a five-point scale, it can raise room rates by just over 11% and still maintain the same occupancy or market share. 76% of travellers in a TrustYou survey noted that they were prepared to pay more for a hotel that has higher review scores.Increase online performance--and revenue111From our own research at trivago, we found that the higher a hotel's online rating, the higher its click-through rate (CTR). For example, when a hotel bumps up its online trivago rating from "mediocre" to "okay," it can see up to a 4% increase in its CTR--and that can affect revenue in the long term. The findings in Cornell's Hospitality Report show that if a mid-scale hotel gains one percentage point in its online reputation, the owner can see the revenue available per room (RevPAR) increase by up to 1.42%.Our study also shows that increasing the number of guest reviews from 20 to 100 can raise a hotel's CTR by up to 3%. The more reviews there are and the more popular a hotel appears to be, the more trusted is its rating. And even if there are a few bad reviews in the mix, they'll only be a small fraction compared to the positive ones.222Here are some pointers on how hoteliers can see their CTRs rise:Boost the number of online reviews by sending recent guests an email to thank them for their business, reminding them that their reviews are appreciatedHave a touchscreen monitor at reception, so that it's more convenient for guests to submit their reviews during their stay or while checking outMake it easy for guests to write their reviews by including links on the hotel's social media pagesThough the Internet enables hoteliers to reach out to potential guests around the world, the platforms where travellers post and read reviews are boundless. That's why trivago provides hoteliers with a comprehensive Reputation section with their trivago Hotel Manager account.333In it, the Ratings page displays their overall ratings from across the various booking sites they work with, their current trivago Rating Index score, as well as a breakdown of guests' ratings on different aspects of the property. That way, hoteliers have a clear overview of their online reputation--and at a manageable level.
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trivago now provides hoteliers with access to its travel demand data and over 5 billion room rates

trivago 25 July 2017
Dusseldorf, Germany -- trivago has now made over 5 billion room rates visible to hoteliers around the world. With its new Rate Insights feature, trivago grants hoteliers access to an unbiased and comprehensive set of data on traveler demand and competitor prices, enabling them to compare room rates from over 250 booking sites as well as official hotel websites on a single dashboard. Through Rate Insights, which is part of the complete metasearch marketing solution trivago Hotel Manager PRO, trivago is empowering hoteliers to establish competitive pricing strategies.trivago Business Intelligence data reveals that independent hotels visible on trivago have on average 8,000 rates online a year. Johannes Thomas, Chief Revenue Officer and Managing Director at trivago, said: "We understood how difficult it is for hoteliers to find, monitor, and analyze competitor room rates across hundreds of booking sites." He added: "We were quick to realize that the price comparison data we provide to travelers is equally valuable for hoteliers. Therefore, we created a rate shopper that gives hoteliers easy and actionable access to this data, as well as data on traveler search volume that reveals fluctuations in demand. No other rate shopper has this combination of data in this amount and with this granularity."Instead of gathering data from just a few booking sites, Rate Insights aggregates rates from over 250 websites and makes it easy for hoteliers to compare them by room type and other variables. It also enables hoteliers to respond quickly to changes in the market and anticipate what upcoming local events can be leveraged to boost RevPAR. Hoteliers overcome the time-consuming challenge of monitoring the market, their competitors' prices, and their own. They know when and by how much to adjust their direct rates and all those listed with OTA partners to stay competitive online."With the Rate Insights feature we're able to see our competitors' prices and position ourselves in the market. And the statistics are beneficial when there are sudden changes in the market and we need to adapt accordingly." Maximilian Kaufmann, Managing Director, Hotel Alte Krone, Kleinwalsertal, AustriaUtilizing data is becoming more and more crucial in making decisions that will lay the foundation for future success. By displaying its rate and traveler demand data on a single dashboard with simple analytics, trivago has made it easier for hoteliers to access, understand, and act on data to increase their competitiveness online.For more information: http://hotelmanager-blog.trivago.com/en-us/rate-insightsAbout trivago Hotel Manager & Rate Insightstrivago is reinventing the way hoteliers connect with travelers online - via trivago Hotel Manager. With 1.4 billion visits per year to 55 localized websites available in 33 languages, trivago is a leading hotel metasearch for travelers around the world. As of June 30, 2017, there are already over 300,000 hoteliers across the globe using the metasearch marketing platform to build a unique hotel profile so they can boost their ranking on trivago and drive direct bookings on their own website. trivago Hotel Manager currently operates in ten languages across 21 localized platforms. Rate Insights is available with trivago Hotel Manager PRO, the full solution that provides hoteliers with additional analytics and promotional tools to help them be more competitive online and stand out in search results.To find out more, visit www.trivago.com/hotelmanager/proAbout trivagoFounded in 2005 and headquartered in Dusseldorf, Germany, trivago is a global hotel search platform focused on reshaping the way travelers search for and compare hotels. trivago's mission is to "be the traveler's first and independent source of information for finding the ideal hotel at the lowest rate." As of September 30, 2016, trivago's global hotel search platform offered access to approximately 1.3 million hotels in over 190 countries. trivago's platform can be accessed globally via 55 localized websites and apps in 33 languages.
Article by Judson Moore

What summer trends do hoteliers need to know to maximize bookings?

trivago 23 May 2017
Summer trends in hotel searchWith trivago's 1.4 billion annual searches, we see many clear trends in user search behavior and preferences. From that data*, we ascertained some best practices for hoteliers to follow when marketing their properties and establishing their price strategy. What follows are a few factoids and infographics as they relate to summer trends 2017.Comparison of North American markets: Mexico, Canada, and the US The United States tops the charts for North American average room-night price clicked on trivago.com at $188.89. Mexico has the lowest average price per night clicked at $160.08. Canada is only marginally more expensive than Mexico, with the average price per night being $168.62.The total basket value of the three counties also trends in the same way, with Mexico starting off at $790.80, and the United States coming in at $976.48. Interestingly, the average duration of stay between the three counties is consistent at 5 nights.Top destinations in the United States for summer 2017Now for summer, we see a shuffle of the top 10 cities being searched on trivago as recently reported in our spring trends 2017 report. Whereas New York City hotels had the greatest portion of clickouts for the spring time, both Las Vegas and Myrtle Beach have overtaken the Big Apple for summer clickouts on trivago.Top international destinations for American travelersAmerican international travel plans indicate steady trends in Latin America and Western Europe. The most popular country abroad for Americans to travel to this summer will be Mexico, with 3 cities in the top 10 destinations.Does your hotel attract international guests? If so, you need to have a translation of your hotel description on trivago. You easily do this when you register for a free account on trivago Hotel Manager.Emerging international destinations for American travelers in summer 2017There is a very clear rising trend of year-over-year interest for Americans to travel to Latin America in the summer. With 9 out of the 10 top emerging destinations (comparing summer 2017 to summer 2016), in Latin America, our data indicates a surge of increased interest for travel south of the United States.National parks create a boon for hotelsAmong the top American domestic emerging destinations, we found a very interesting trend with destinations near national parks. Comparing trivago's data with the National Park Service Visitor Use Statistics, we see that in the last two to thee years there has been a massive increase in national park visitors across the United States.For hotels that are located near national parks, the impact has been a substantial increase in clickouts.Grand Canyon: Kingman, AZ (+28.89%) and Williams, AZ (+31.67%)Joshua Tree: Indio, CA (+33.33%)Boise National Forest: Boise, ID (+30%)Turning trends into action for your hotelIf your hotel is in one of the destinations listed in this report, then you should take this into account when assessing your pricing strategy for summer 2017. If your city is not listed here, then check out the trivago Hotel Price Index for further data.*The findings in this report are based on data gathered from all trivago.com searches in the USA between 01.01.2017 and 04.05.2017, for the travel period from 06.01.2017 until 08.31.2017 which were for a hotel stay of 3 nights or longer.
Article by Fee Naaijkens

3 Tips from HITEC on Choosing the Right Hotel Technology

trivago 20 April 2017
As an independent hotelier, you don't want to buy 10 different hotel technology solutions. You need to spend your money wisely, and invest only in those technologies that will add value to your business and, importantly, grow your profits. But how can you know which hotel technology will accomplish this?It's a valid question. So last week we sought out the answer at HITEC Amsterdam, an event where financial and technology professionals in the hospitality industry gather to discuss how hotels can use technology for greater profitability and efficiency. It was the first European HITEC (Hospitality Industry Technology Exposition and Conference), organised by the global nonprofit hospitality association HFTP.Here are three tips we collected during the event; keep them in mind when investing in new hotel technology.Tip #1: Invest in a data strategySetting up a data strategy requires time and effort--but it's worth it. According to Samir Sharma of the London-based company Datazuum, the first question you should ask is: How can you monetise your data? What will you get out if it? Whether it's upselling food and beverages to your VIP guests or optimising your rates, have a clear goal. It will tell you what hotel technology you should be using.Daily Point CEO Michael Toedt pointed out seven important data sources from which you can gain insights into what your guests want. These are:1) Property management system2) Email3) Restaurant reservations4) Website5) Wi-Fi6) Newsletter7) QuestionnairesAnd don't forget that, as leading global hotel metasearch, trivago has a wealth of significant data on guest preferences and traveller behavior that you can tap into.Toedt's advice for hoteliers: "If you're not linking at least four of these sources to your customer database, you don't know who your customer is."But beware--there's always a risk of gathering too much data, warned both Sharma and Toedt. So invest time in setting up your data strategy correctly. Find out who owns the data in your company, how to connect the data from other staff members, and--last but not least--make sure your staff is digitalising the data.Think it's too early to start implementing a data strategy into your hotel business? Think again. Because even if you're not, your competitor is.Want to learn more about how you can leverage big data for your hotel? Check out the webinar we recently hosted with Tnooz.Tip #2: Hire millennials from hospitality schoolsAs the next generation of travellers, millennials are in the best position to help you bring your hotel into the future with the right hotel technology.During a panel discussion, Senior Lecturer Ian Miller from the Ecole Hoteliere de Lausanne queried four students of hospitality schools about what they like to have in their hotel rooms and how they book.Claudia Dradi, a Hospitality and Business Management student at Hotelschool The Hague, said: "We don't need a TV. I rarely watch the shows. What I need is an outlet so I can charge my devices."When asked about millennial booking behavior, Dradi replied: "We compare prices, we want everything for less." So are they loyal to hotel brands? Not particularly--but they are loyal to the booking sites and metasearches that compare these prices for them.And having found their ideal hotel for the best price, millennials will look for a personalised guest experience. They don't want to have to ask about dining recommendations, they want the hotel to offer them suggestions. And with millennials' personal preferences available for the taking on their social media profiles, there's no reason why hotels can't accommodate this expectation.Does this all come across as pretty demanding? Perhaps it is, but millennials are used to a world in which everything is one click away. The good news is that today's hospitality students are ready to take on the challenge of digitalising the industry. Get them involved and let them test hotel technology for you. Because if millennials are not already your guests, they will be in the near future--so who better to give you feedback on whether something adds value to your hotel business or not?Tip #3: Interconnect hotel technologyHow can you connect all your existing software to one cloud-based system, so they communicate with one another? If this is your main IT struggle, then an Enterprise Service Bus solution might be worth looking into. It connects your applications, devices, and services, and makes it possible to collect data from your guests' social media profiles and--depending on your current software--push personalised offers to them through the hotel's Wi-Fi-connection. So if they're in the bar, for example, they receive vouchers for their favorite drink. Another perk is that when all devices are connected to the cloud, it notifies staff immediately when there's a technical error in a certain room or with a payment system.Jan Jaap van Roon, CEO of IreckonU, described how their hotel tech helps deliver an enhanced guest experience. "We can even integrate into your hotel property technology that improves the experience of your guests. By using sensors in the carpets, we know when guests are approaching their hotel room and can open the door for them, before they've even reached for the key in their pocket."Base7Booking also connects several hotel technologies for you by offering a property management system, channel manager, and optimised booking engine all in one cloud-based solution. Where you at HITEC Amsterdam or do you have any other tips for hoteliers that would help them invest in hotel technology to grow their business? Share your thoughts below.This article was originally posted on HFTP connect

What spring trends do hoteliers need to know to maximize their bookings and margins?

trivago 6 April 2017
Spring trends in hotel searchWith trivago's 1.4 billion annual searches, we see many clear trends in user search behavior and preferences. From that data*, we ascertained some best practices for hoteliers to follow when marketing their properties and setting their price strategy. What follows are a few factoids and infographics as they relate to spring trends 2017.*data gathered from all trivago.com searches in the USA between 01.19.2017 and 03.11.2017, for the period of 04.13.2017 and 04.17.2017.What are guests willing to pay per night?Guest preferences are as varied and diverse as are their choice of hotels to choose from. Within these preferences, there are some clear indicators on how much money guests are willing to pay, depending on the nature of the accommodation.What kind of accommodation are you? Does your pricing strategy reflect the figures below? If your rates are lower than this, then perhaps you are missing out on revenues. However, if your rates are significantly higher than the average for your star rating and you have lots of empty rooms, then a price adjustment to something more in-line with the below findings might be something you want to consider.How does location impact price per night?The average room rate per night in New York City is nearly equal to that of the national average 5-star hotel nightly rate. Of course, not everyone visiting New york City is staying at a 5-star accommodation, so what does this figure reveal?What this chart tells us is that New York City and Miami Beach hotels are pricier destinations per room night than the national average and therefore guests are going to fall more solidly into either the category of willing to splurge, or being very price-sensitive once they arrive. You should be ready with upselling opportunities, but also be able to offer local deals and opportunities for bargains at the concierge.On the other side, destinations such as Las Vegas and Myrtle Beach are well below the national 3-star average price, which suggests they are looking for the best deals in these areas and will be more open to greater spending on their whole trip experience.New York City is on average 266% more expensive per night than Las Vegas, which is the most affordable average price in the USA. What is interesting to note in the next section, is that despite being the most expensive, New York City is the top-searched destination. Las Vegas, being the most affordable destination in this assessment, is the 2nd most searched destination on trivago.com.Where are guests looking to book this spring?Despite the high price associated with a New York City trip, it takes 1st place in sought after destinations in the USA. With Las Vegas and Orlando following in 2nd and 3rd place, respectively, it is clear to see that travelers are willing to go big for the Big Apple, but are searching for steeper deals when visiting cities known more for their world-class and family-friendly attractions, or which have beach proximity.Which star ratings are guests most attracted to?With nearly equal volume, 3-star and 4-star hotels are the most clicked hotels on trivago in the USA. If your hotel is in these categories, then know that it is very important to shine out against your competition. Search for yourself on trivago and see how your hotel is represented. Is every detail perfect? Is every image high quality and in the optimal arrangement? Take control of your trivago profile by creating a free account on the trivago Hotel Manager.Timing is everythingWhen thinking about your pricing and marketing strategies, how far out in advance are you planning? In the USA, travelers are on average searching for their accommodations 40 days before their trip. For every holiday, festival, attraction, and special event in your area, you need to be marketing yourself at least this far in advance in order to capture the greatest volume of guests possible.Are you doing everything you can?How does your pricing compare to the national average and for your city? What are your competitors doing which you are not? The above information is based on national averages, but with an account on the trivago Hotel Manager, you can see information like this and much more as it relates specifically to your hotel, your market, and your competitors. Signup now for free and take control of your profile on trivago!

UEFA Euro 2016: Hotel Prices, Alternative Accommodation & Travel Interest

trivago 24 May 2016
With just over three weeks until the first match of the 2016 UEFA European Championship, hotel search website trivago.co.uk has analysed travel trends related to the event. Our data compares the average hotel price of each match day to the price during the same period last year, demonstrating increases of up to 471 per cent. In order to help travellers who have yet to book accommodation, we've put together a list of ten alternative towns - all within two hours' drive of their respective stadium and with savings of up to 298 per cent. Finally, we've looked at travel interest to each match, highlighting the most interested nationalities, the most popular matches and even which country is most confident for the final.The most expensive city for a hotel stay during the Euro 2016 is Lille, where prices have increased by up to 471 per cent. The most expensive night is 22 June, when fans will pay an average of PS440 (compared to PS77 in 2015) for accommodation following the Ireland versus Italy match. The second and third most expensive matches are also in Lille (15 June, Russia versus Slovakia, up 420 per cent to PS401; 12 June, Germany versus Ukraine, up 378 per cent to PS369). Following Lille, Lyon is the second most expensive city, with prices peaking at an average of PS336 for Belgium versus Italy on 13 June, which is a 314 per cent increase on 2015's average of PS81.Although Lens and Saint-Etienne are the cheapest host towns for a hotel stay, they have the largest hotel price increases after Lille and Lyon. This is due to their low average hotel price of PS49 and PS48 during the same period in 2015. For example, prices are up by 271 per cent to PS182 for Czech Republic versus Turkey on 21 June in Lens, and by 261 per cent to PS173 for England versus Slovakia on 20 June in Saint-Etienne. The two cheapest matches for accommodation are hosted in Saint-Etienne: Portugal versus Iceland on 14 June and Czech Republic versus Croatia on 17 June, both at an average of PS159 per night.When searches for a hotel stay during the group stage (10th - 22nd June) were compared to the same travel period in May, Hungary saw the greatest increase in searches (3221 per cent), no doubt due to this being the first time they have qualified in 44 years. After Hungary, Northern Ireland and Wales have the greatest interest in travelling to France during the championship, with increases of 1526 per cent and 1344 per cent, respectively.It is interesting to note that most countries have a clear preference when it came to destination and match. For example, Northern Ireland has a high proportion of searches to Lyon (where Northern Ireland will play Ukraine on 16th June), despite also paying matches in Nice and Paris. Similarly, Wales has a clear preference for Bordeaux (where they will take on Slovakia on 11th June), despite playing later matches in Lens and Toulouse.Despite not qualifying this year, Scotland still saw a 282 per cent increase in searches to host cities during the championship, with a particular focus on Lyon and Paris. England also saw an increase of 280 per cent, although much of this was to Paris - a destination popular to UK visitors year-round. There was, however, a high volume of searches to Marseille, where England will play Russia on 11th June.With regards to who has the most confidence for the final, France, Germany and England have the highest proportion of searches to Lyon, Marseille, Saint-Denis and Paris (where the semi-finals and finals will be hosted between 6th - 10th July).Denise Bartlett, Communications UK & Ireland: "It is normal to see an increase in hotel prices for popular sports events involving multiple countries; for example, hotel prices increased by up to 1095 per cent in Cardiff for the 2015 Rugby World Cup. Compared to this, the price increases in France are relatively moderate, peaking at an increase of 471 per cent in Lille. These events usually demonstrate a clear case of supply and demand; since hotel availability is at just 2 per cent in Lille, hotel prices are also high. Fans who have yet to book accommodation should consider one of our alternative towns, which are equally interesting tourist destinations with lower hotel prices and higher availability, all within driving distance of the respective stadiums.With Northern Ireland, Wales and England playing as separate teams, it is interesting to see which nation is most interested in travelling to France for the matches. Northern Ireland and Wales demonstrated an increase of over 1000 per cent in hotel searches to the host cities, while travel interest from England only increased by 280 per cent - although this could be attributed to the year-round popularity of Paris as a travel destination among the English. England, however, had the highest proportion of searches for the semi-finals and finals, alongside France and Germany. This could suggest they have the most confidence for their team to advance to the finals."

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