TripAdvisor’s acquisition of tours and activities listing company Viator in July was final proof of its ambitions to widen its focus to more elements of a trip.

Back in May, during an earnings call, chief executive Steve Kaufer was already talking of the company being able to do a lot more in the space and described TripAdvisor as the company with the ‘best rationale for being with you through the trip’.

No surprise then that the company’s latest TripBarometer study reveals that hotels could be doing more to excite guests about a trip by providing more local information.

Providing an efficient booking process is the main priority according to 62% of UK hoteliers while only 12% say providing local information is a priority and only 12% say wanting guests to feel as if the trip has already begun is a priority.

Despite this, the research suggests they might be missing a trick by not tapping into the excitement around booking a trip because 54% of travellers say that is the main emotion they feel.

The research, conducted by Ipsos, includes a sizable sample of almost 3,500 UK respondents so perhaps hotels should be doing more to immerse the guest in their forthcoming trip.

TripAdvisor’s recent spate of investments, not just in Viator but also TripBod which connects travellers and locals and LaFourchette, a restaurant booking service, make it well-placed to play a significant role in the planning stages as well as the trip itself.

Further findings in this latest TripBarometer research include that 65% of hoteliers encourage guests to write an online review once they have stayed.

Original author: Linda Fox