LONDON, UK – UK hoteliers are underexploiting the chance to build holidaygoers’ sense of excitement at the time of booking, a TripBarometer study by TripAdvisor. The findings were revealed at the launch of the latest instalment of TripBarometer, focusing on the Psychology of Travel. This is the fourth edition of the biannual study, conducted on behalf of TripAdvisor by independent research firm Ipsos.
TripBarometer is the world’s largest traveller and accommodation survey1 highlighting country, regional and global travel trends according to more than 53,000 travellers and hoteliers around the world, including 3,448 respondents from the UK. The TripBarometer: Psychology of Travel report examines the motivations behind travellers’ holiday choices, traveller emotions at the various stages of a holiday and the post-trip impact of travel.
The traveller journey: traveller emotions at the various stages of a trip
This edition of TripBarometer examined which emotions travellers were most likely to feel at the five stages of travel: booking, arrival, during the stay, departure and back at home. As part of the study, hoteliers were also asked what actions they took at throughout the traveller journey to relate to their guests.
Nearly two thirds of UK hoteliers (62%) say their main priority is to ensure a smooth and efficient process at booking. Yet, only one in eight (12%) of UK hoteliers say their priority is to provide guests with local information about their destination at the time of booking, while the same percentage say their priority is to make guests feel as though the holiday has already begun.
However, for a majority of global travellers the main emotion felt at the booking stage is one of excitement (54%), suggesting there is more UK hoteliers could be doing to take advantage travellers’ feelings of excitement right from the start by providing local information about the destination and beginning to build a relationship with the guest before they even arrive.
The research found that excitement peaks during lead-up and arrival, with travellers feeling most fulfilled upon returning home from a vacation.
- See more at: http://www.traveldailynews.com/news/article/62478/88-of-uk-hoteliers-miss#sthash.CcPo1NHl.dpuf
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