Onderzoek in de restaurantsector

Lees meer over de laatste onderzoeken van TripAdvisor in de restaurantsector.

Onderzoek

Hoe dineergasten uw restaurant vinden [infographic]

Hoe dineergasten uw restaurant vinden [infographic]Leid hoogwaardig verkeer naar uw gelegenheid door uw vermelding boven de TripAdvisor-zoekresultaten te plaatsen voor reizigers die op zoek zijn naar een accommodatie in uw regio....

Who Searches for Restaurants on TripAdvisor?

Who Searches for Restaurants on TripAdvisor? While TripAdvisor is known around the world as a brand built for travelers, new research suggests that locals love us too — particularly when it comes to finding a place to eat.

You already know that TripAdvisor is the world’s largest travel site, but we’re also one of the world’s largest restaurant sites,* which means you’ll find more than just travelers discovering your restaurant. When it comes to traffic to your TripAdvisor listing, it’s a mix of both travelers and locals.

Local vs. Traveler Searches on TripAdvisor

Our analysis showed the percentage of locals searching for restaurants on TripAdvisor to be in some cases up to almost 60%. Here’s the breakdown by market:

Percentage of Local Searches by Country, May to December 2018

Locals

Travelers

Seasonality impacted whether or not locals were searching for restaurants. When we compared searches from Summer (May to August) against searches from Fall (September to December), we found the percentage of locals searching for restaurants increased in the Fall. France, Italy, and Spain saw the largest increases in local restaurant searches, hovering around 20%, while the US and UK each saw about a 6% increase.

How Local Search Increased by Market

The Top Choice for Travelers and Locals Alike

It’s no surprise that up to 96% of our respondents in a recent survey told us they use TripAdvisor while looking to a place to eat while traveling. We also learned, though, that the majority of respondents across the U.S. and Europe also prefer to use TripAdvisor compared to other options while at home. For both travelers and locals, TripAdvisor remains the top choice to discover great places to eat.

While Traveling

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Waarom elke fase van de dineerervaring sociaal is

Waarom elke fase van de dineerervaring sociaal is Op social media vind je meer dan genoeg prachtige maaltijden en restaurantgevels. We gaan er dieper op in waarom elke fase van de dineerervaring sociaal is, zowel online als offline.

Nieuwe restaurants ontdekken

Wanneer potentiële dineergasten proberen te beslissen waar ze gaan eten, gebruiken ze veel hulpmiddelen (vaak binnen dezelfde zoekopdracht), zoals vrienden, beoordelingswebsites zoals TripAdvisor en dineermedia. Wat hebben deze allemaal met elkaar gemeen?

Dineergasten hebben beperkt de tijd en een beperkt budget om aan een bepaalde ervaring te besteden, dus willen ze er het meeste uit halen. En ze gebruiken vaak meerdere informatiebronnen om onderzoek te doen naar hun keuze en deze te verifiëren. Steeds meer consumenten dan ooit vertrouwen op online beoordelingswebsites en social media voor aanbevelingen van eetgelegenheden in de buurt of tijdens het reizen.

Het overgrote deel van de ondervraagde consumenten gaf aan dat hun dineerbeslissingen zijn gebaseerd op online beoordelingen. In sommige markten gaf tot 72% ook aan dat foto's van restaurants hun keuze hadden beïnvloed. Dit geldt zowel voor lokale inwoners als voor reizigers; gemiddeld gebruikt 78% van onze respondenten uit de VS, het VK, Frankrijk, Spanje, en Italië TripAdvisor om onderzoek te doen naar lokale restaurants. Maar liefst 85% van de respondenten gebruikt TripAdvisor tijdens hun reis.

Dineren zorgt voor contact leggen

Een van de belangrijkste redenen waarom mensen uit eten gaan, is om in contact te komen met andere mensen. Denk na over uw gasten en wat ze belangrijk vinden. Als u dit niet weet, kunt u hun gedrag een tijdje observeren of het gewoon vragen!

Heeft uw typische dineergast rust en een privésfeer nodig of is hij op zoek naar een bruisende plek om met anderen te praten? Wanneer u uw ervaring vormgeeft, kunt u nadenken over de manieren waarop de ruimte uw dineergasten privacy kan geven of ze met elkaar in contact kan brengen. Uw omgeving, sfeer, technologie en omgevingsgeluid bepalen allemaal of dineergasten een fijne ervaring met hun tafelgasten kunnen hebben.

"Ik wil sommige plekken bezoeken, omdat ik een bepaald gerecht op Instagram wil zetten."...

How Diners Choose Where To Eat

How Diners Choose Where To Eat We’ve put together everything you’ve ever wanted to know about how diners choose where to go out to eat in this free downloadable eBook.With 51% of consumers dining out at least once a week, demand for restaurants is at an all-time high....

Influences on Diner Decision-Making

Influences on Diner Decision-Making More consumers than ever use and trust online review sites and social media for recommendations on where to eat – both at home and while traveling. Our latest survey examines the impact of today's most popular digital marketing channels and what factors influence diner decision making.

Overview

Today’s restaurant operators have a lot on their plates. Between dinner rush, managing employees, and calculating inventory, it's hard for owners to find time to market their business. And on top of that, the world of digital marketing is more complex than ever, making it increasingly difficult to pick where and how to invest scarce resources when attempting to efficiently reach the right customer.

In fact, in the 2017 TripAdvisor Restaurant Marketing Study, the majority of global respondents reported spending less than 10% of their time promoting their business.

But what online channels influence a customer to choose where to dine?

More consumers than ever use and trust online review sites and social media for recommendations on where to eat – both at home and while traveling. Recent surveys also show that restaurant operators overwhelmingly believe that managing their online reputation has become an essential part of running their business.

With this in mind, TripAdvisor’s latest survey examines the impact of today’s most popular digital marketing channels and what factors drive diners into a restaurant, inclusive of reviews, photos, and owner engagement with an increasingly mobile consumer.

The new CVENT survey, which analyzed the dining behaviors of more than 9,500 consumers across key markets in the US and Europe, revealed that TripAdvisor is overwhelmingly regarded as the most influential online dining resource compared to Google, Facebook and Yelp. See methodology below.

TripAdvisor: An Essential Dining Resource for Travelers and Locals

It’s no surprise that online reviews play a huge role in influencing consumer dining decisions. The vast majority of respondents reported basing a dining decision off of an online review, with up to 72% in some markets also noting they have been influenced by restaurant photos. Specifically, most respondents reported that TripAdvisor dining content has influenced them to try a new restaurant.

Online Reviews Influence Dining Decisions

Online Photos Influence Dining Decisions

TripAdvisor Inspires Diners to Try New Restaurants

The survey also found that diners, both locals and travelers, use TripAdvisor as a restaurant discovery site with the majority of respondents stating they have opted to dine at a restaurant as a result of a TripAdvisor ranking, review, rating or award.

Dining Decisions Based on TripAdvisor

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New Study: Influencing Diner Engagement on TripAdvisor

New Study: Influencing Diner Engagement on TripAdvisor

Download our 2017 Diner Engagement Study to learn how to improve your TripAdvisor listing, take advantage of exclusive restaurant marketing tools, and get more reservations from one of the world’s largest restaurant sites.1

With over 150 million average monthly restaurant browsers, TripAdvisor is one of the world’s largest restaurant sites.1 In a recent study, we analyzed the behavior of these customers on our restaurant pages, along with the best practices used by our most successful restaurant partners. Based on this analysis, we've uncovered the key factors that are most likely to turn browsers into bookers.

Download our 2017 TripAdvisor Diner Engagement Study via the “Full Report” link to the right to see the findings. In the report you’ll find:

  • Customer behavior insights: See the things TripAdvisor consumers look for on every restaurant’s page before making their dining decisions
  • Restaurant marketing best practices: More details on exclusive restaurant marketing tools and best practices that can improve your TripAdvisor listing and bring in more reservations
  • Keys to engaging guests: Learn how to create a self-fulfilling, virtuous circle of customer engagement on TripAdvisor that can help you bring in more and more business

  • 1. Source: comScore Media Metrics for TripAdvisor Site, worldwide, May 2016 and TripAdvisor log files Q2 2016
Laatst bijgewerkt: 31 mei 2017

New Research: 2017 TripAdvisor Restaurant Marketing Study

New Research: 2017 TripAdvisor Restaurant Marketing Study The 2017 TripAdvisor Restaurant Marketing Study reveals the latest trends in restaurant marketing today

With over 4 million restaurants listed, TripAdvisor is one of the world’s largest restaurant sites.1 To learn more about the evolving marketing trends that are impacting restaurants today, we’ve surveyed our partners for their thoughts. The result is the largest TripAdvisor Restaurant Marketing Study to date -- spanning five markets including the United States, United Kingdom, Spain, France and Italy.2 Read on for the latest restaurant marketing trends.

Time Invested in Restaurant Marketing

Time Spent: In the United States, nearly half of respondents spend less than 10% of their time on marketing activities. This is consistent with the majority of global respondents who also report spending 10% or less of their time on marketing activities (56%).

Employees and Consultants: Only 17% of United States survey respondents have hired a dedicated marketing employee and just 1% report using an outside marketing consultant. Globally, 9% of respondents have hired a dedicated marketing resource and 3% have hired a marketing consultant.

Time Spent on Marketing Activities by Country

Monetary Investments in Restaurant Marketing

Marketing Channels: The top 3 channels where US restaurateurs invest their marketing dollars are Social Media (82%), Print Advertising (68%) and Online Listing Services (56%).

Reputation or Social Monitoring Services: In the US, and across the globe, 13% of respondents report paying for a professional reputation or social media monitoring service.

Percentage of Owners Investing in Top 3 Marketing Channels

Effectiveness of Marketing Activities

Overall effectiveness: The vast majority of US respondents (85%) believe they should be doing more to promote their businesses. This compares to 71% of global respondents.

Effectiveness of channels: Worldwide, restaurateurs report that their most effective marketing channels for driving more business are Social Media (1), Online Listing Services (2) and Search Engine Marketing (3). Online voucher/coupon services were reported to be least effective by worldwide respondents. It’s interesting to note that Print Advertising is not among the top three most effective channels, despite its place among the top three most popular channels in which restaurants invest their marketing spend.

Restaurateurs Who Feel They Could Do More Promotion

 

Online Reputation Monitoring

Reputation Monitoring: In the United States, 94% of restaurateurs report that they are monitoring the reputations of their businesses. This is very consistent globally, with 93% of respondents indicating they’re monitoring their reputations regularly.

Frequency: The majority of worldwide restaurateurs report that they monitor their online reputation several times each week.


  • 1. Source: TripAdvisor log files, Q2 2016
  • 2. Methodology: The TripAdvisor Restaurant Marketing Study is based upon an online survey conducted in April 2017. A total of 2,157 surveys were completed in the United States, United Kingdom, Spain, France and Italy. The sample is made up of restaurateurs who have claimed their listings on TripAdvisor.
Laatst bijgewerkt: 27 juni 2017

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