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TripAdvisor’s 2012 Industry Index

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BY JAMES WILKINSON IN BERLIN, GERMANY

An overwhelming majority of Hoteliers across Asia Pacific believe 2012 will be more profitable than 2011, according to TripAdvisor’s 2012 Industry Index released today at ITB in Berlin, Germany.

The Industry Index, a survey that was completed by 9000 accommodation owners and managers worldwide, has revealed that 71% of Hoteliers in Asia-Pacific believe their properties will be more profitable in 2012, while 48% believe the economy will improve in 2012.

Interestingly, 73% of Hoteliers plan to monitor traveller mentions of their properties on social media this year, 60% of owners and managers plan to offer free in-room internet access in 2012, while 27% plan to purchase or build new properties this year.

“The results of the TripAdvisor Industry Index clearly show that the hotel industry looks very positive into the year 2012,” said TripAdvisor spokesperson, Dirk Loesch.

“Thus, more and more hoteliers plan to increase their marketing activities in the area of ??social media and mobile.”

Compared to the global statistics, Asia-Pacific may have some catching up to do on the technology side. A massive 91% of French Hoteliers plan to offer free internet access in 2012, alongside 89% of Americans, 83% of Spaniards, 82% of British Hoteliers, 73% of Italian Hoteliers and 70% of Germans.

It’s also set to be a big year of social media monitoring, with 94% of Spanish, 85% of German, 81% of American, 74% of French, 71% of Italian and 64% of British Hoteliers planning to monitor traveller mentions of their properties on social media.

Confidence is high in the American market, with 65% saying they believe the economy will improve in 2012.

A British Airways Boeing 777

HM flew to Berlin with British Airways. BA flies to Berlin from Sydney via London and the author recommends flying in Club World (Business Class), which features flat-bed seats, hundreds of hours’ entertainment on demand, a great selection of wine and some of the best meals in the sky. For bookings, visit www.ba.com

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