Online reputation management is by far the biggest issue for accommodation owners, closely followed by a desire to drive more direct bookings free of OTA commissions.

These are among the findings of the latest TripBarometer  study from TripAdvisor.

Highlights include:

  • 93% of accommodation owners cited online traveller reviews as as the most important element for the future of their business.
  • Consequently online reputation management remains the biggest area of planned investment for hoteliers in 2016, with 59% investing more in this area next year.
  • 91% of hoteliers view increasing the ratio of direct v. indirect bookings as crucial for the future of their business.
  • Just under half of all accommodation owners plan to invest more in marketing and advertising (48%) and traffic acquisition (47%) in 2016.

Meanwhile, survey results Australians will spend the most on travel of any nationality during  2016, with an average travel budget of AUD15,000 – over double the global average of AUD7,000.

TripBarometer is conducted on behalf of TripAdvisor by independent research firm Ipsos, which analyses more than 44,000 survey responses from global travellers and hoteliers.

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