Badania branży gastronomicznej

Warto dowiedzieć się więcej o najnowszych badaniach strony TripAdvisor na temat branży gastronomicznej.

Badania

How Diners Find Your Restaurant [Infographic]

How Diners Find Your Restaurant [Infographic]Oferujemy możliwość przekierowywania wysokiej jakości ruchu sieciowego przez umieszczenie informacji o ogłoszeniu nad wynikami wyszukiwania obiektów w określonej okolicy na stronie TripAdvisor, gdzie są widoczne dla podróżnych szukających zakwaterowania.

The Diner Journey From Start to Finish

Diners come to your restaurant for a specific reason — celebrating a special occasion, hanging out with their friends, taking care of their family, or simply because they are hungry. Over 51% of consumers dine out in the U.S. at least once a week, making eating out more than a habit.

That’s where TripAdvisor comes in. With 4.9 million restaurants on TripAdvisor and growing, diners know they’ll be able to find what they’re looking for — because once diners know they want to go out to eat, the next question is: Where?

Click on the infographic below to read the full diner journey:

Once diners know where they want to go, they turn to TripAdvisor. Make sure you’re capturing hungry diners by managing your listing — it’s free and easy!

Ostatnia aktualizacja: 26 maja 2019

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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Dlaczego każdy etap doznań kulinarnych ma wymiar społecznościowy

Dlaczego każdy etap doznań kulinarnych ma wymiar społecznościowy W mediach społecznościowych nigdy nie brakuje zdjęć przepysznych posiłków oraz fasad restauracji. Wyjaśniamy w szczegółach, dlaczego każdy etap doznań kulinarnych — zarówno na miejscu, jak i w Internecie — ma wymiar społecznościowy.

Odkrywanie nowych restauracji

Zanim potencjalni klienci podejmą decyzję o tym, gdzie zjeść, czerpią informacje z różnych źródeł — często kilku naraz. Mogą to być znajomi, strony z recenzjami (np. TripAdvisor) lub media o tematyce kulinarnej. Co te źródła mają ze sobą wspólnego?

Goście dysponują ograniczoną ilością czasu i pieniędzy, więc chcą je przeznaczyć na doświadczenie, które będzie warte swojej ceny. Często korzystają z wielu źródeł informacji, by dokonać rozeznania i upewnić się o słuszności wyboru. Jeszcze nigdy tylu konsumentów nie ufało stronom z recenzjami i mediom społecznościowym w zakresie rekomendacji dotyczących restauracji — zarówno w najbliższej okolicy, jak i w podróży.

Większość ankietowanych potwierdza, że podejmuje decyzje na podstawie internetowych recenzji, przy czym na niektórych rynkach nawet 72% badanych zaznacza, że wpływ na ich wybór miały zdjęcia restauracji. Dotyczy to zarówno lokalnych mieszkańców, jak i podróżnych — średnio 78% naszych respondentów w Stanach Zjednoczonych, Wielkiej Brytanii, Francji, Hiszpanii i Włoszech korzystało ze strony TripAdvisor do wyszukania lokalnych restauracji, a aż 85% posługiwało się nią w trakcie podróży.

Wyjście do restauracji oznacza kontakt

Jednym z głównych powodów, dla których ludzie wychodzą do restauracji, jest chęć nawiązania kontaktów. Warto pomyśleć o stałych klientach oraz tym, co jest dla nich ważne. Jeżeli tego Państwo nie wiedzą, warto poświęcić trochę czasu na obserwację ich zachowania — a nawet zadać im kilka pytań.

Czy typowy stały klient potrzebuje cichej i kameralnej atmosfery, czy może, w celu wmieszania się w tłum, szuka czegoś dynamicznego? Przy projektowaniu doświadczenia warto pomyśleć o tym, jak przestrzeń może łączyć lub rozdzielać klientów. Od otoczenia, atmosfery, technologii oraz poziomu hałasu zależy, czy klienci będą mogli z przyjemnością spożyć posiłek z osobą towarzyszącą.

„Są miejsca, które chcę odwiedzić, ponieważ chcę zamieścić na Instagramie zdjęcie konkretnego dania”....

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
Ostatnia aktualizacja: 31 maja 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.
Ostatnia aktualizacja: 27 czerwca 2017

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