March 13, 2023
How Tripadvisor’s Content API Helps You Meet Travelers’ Needs
We surveyed more than 9,000 customers worldwide to learn what matters to them when it comes to booking a hotel. Here’s what you need to know.
March 13, 2023
We surveyed more than 9,000 customers worldwide to learn what matters to them when it comes to booking a hotel. Here’s what you need to know.
What makes a trip memorable?
We put together surveys of more than 9,000 of our customers across six markets — the United States, the United Kingdom, Singapore, Italy, Japan and Australia — to learn more about what travelers are looking for and how they use tools like Tripadvisor to make it happen.
Unsurprisingly, 74% of respondents told us that travel is extremely important. 65% are constantly thinking about where they plan to go next. But it’s their accommodations that are the most memorable element for travelers, with 37% telling us that lodging can make or break their trip.
Source: Tripadvisor Travel Beats Report 8/22, N=2,764; AU, IT, JP, SG, UK, US
Q: Which factors make a trip memorable? Rank the following in order of importance, with 1 being the most important regarding memorability. Ranked in Top 3.
What makes a trip memorable is the moment they step out onto their hotel balcony to watch the Eiffel Tower light up, or when they lounge on seaside cliffs at the hotel pool, wander through their castle-turned-hotel, or find themselves steps from the action of their destination outside their hotel door. That moment where you say, “Wow, look at where we are!”
Beyond their accommodations, travelers are thinking about:
Here’s why adding Tripadvisor reviews to your site makes a difference to hotel shoppers:
3 out of 4 respondents said online reviews were extremely or very important when it came to making their travel decisions. With hotels specifically, that number goes up to 86%.
What do reviews look like? Let’s break it down:
On Tripadvisor, travelers can leave three types of reviews:
That’s because reviews — especially long-form reviews like those travelers find on Tripadvisor — paint a picture of what their experience will be like, from the size and layout of rooms to amenities like a pool, spa, or garden.
When it comes time to book, it’s these same long-form reviews that serve as a tipping point. 82% of respondents said that online reviews were very or extremely important for booking a hotel, and 68% said they were more likely to book an accommodation after reading a long-form review.
When it comes to the reviews themselves, hotel shoppers look for certain key pieces of information. That’s because where they choose to stay anchors the entire trip, whether it’s bouncing around B&Bs or choosing one resort to spend their time. According to a recent survey, more than half of travelers cited uncomfortable accommodations as the biggest factor that can ruin a trip.
Source: Tripadvisor Travel Beats Report 8/22, N=2, 764; AU, IT, JP, SG, UK, US
Q: Which of the following do you feel could ruin a trip?
When looking for a hotel, shoppers want to know:
Cleanliness and hygiene take the top spot at 57%, which is unsurprising given the last few years of the COVID-19 pandemic. Hotel shoppers want to ensure that they’ll be taken care of with transparent, fully outlined sanitization measures alongside standard elements of cleanliness.
Location (37%), overall value (34%), and the quality of rooms (30%) come next. Elements like service or amenities like Wi-Fi or early check-in come lower on the list, as more “nice-to-have.”
If you own a hotel, you don’t have to leave it up to reviews to give travelers this information. With Tripadvisor’s Content API, add more detailed information so you can make sure guests find what they are looking for on your Tripadvisor listing and in your online reputation across the web.
If you want to encourage hotel shoppers on your site to hit that booking button, a detailed Triapdvisor review is a great way to do it. Not only does it demonstrate the quality of your business, it appears more trustworthy to hotel shoppers than traditional marketing copy.
Travelers enjoy reading through long-form reviews to choose their perfect place to stay. With 88% of respondents rating long-form reviews high quality, it’s no wonder travelers turn to Tripadvisor to make decisions — with the largest amount of long-form reviews in the industry, no other competitor gives travelers the detail they seek as they plan their trip.
56% say
quality reviews make a travel guidance resource useful
34% continue
to read travel sites once in destination
72% write
travel reviews
Source: Tripadvisor Travel Beats Report 8/22, N=2,764; AU, IT, JP, SG, UK, US Q.
Q. Once you arrive, how do you fill in the rest of your trip?
Q. You said that you read blogs or travel websites/apps to help fill in your trip once you’re there. (N=2,764); What blogs or travel websites/apps do you use, specifically? (N=940)
Q. How often do you write reviews about your travel experiences?
These reviews are 3x longer than those on any other technology platform, averaging 688 characters per review. It’s these long-form reviews that lead to higher user satisfaction and a higher propensity to book.
Hotel listings aren’t the only way you can partner with Tripadvisor.
Tripadvisor’s Content API offers dynamic access to Tripadvisor’s global content. It allows site publishers to request hotel pricing information by integrating seamlessly with your platform, website, and applications. Our team can walk you through it all and demonstrate all the Tripadvisor content your platform will have access to. You can also leverage our Self service platform https://www.tripadvisor.com/business/insights/content-api/resources/self-service-vs-assisted-service-which-is-best-for-you/ to access your Content API key within minutes.
Here’s how it works:
