餐廳業界研究報告

閱讀 TripAdvisor 關於餐廳業界的最新研究報告。

研究

How Diners Find Your Restaurant [Infographic]

How Diners Find Your Restaurant [Infographic]在 TripAdvisor 搜尋結果頂端展示您的清單,讓正在搜尋您所在地區住宿地點的旅客可以查看,藉此吸引高品質流量前往您的物業。...

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

...

為什麼用餐體驗的每個階段都都至關社交媒體

為什麼用餐體驗的每個階段都都至關社交媒體 社交媒體中大家經常可以看到美味的餐點和美麗的餐廳外觀。 現在我們要深入了解為什麼不論是線上或離線,用餐體驗的每個階段都與社交媒體息息相關。

探索新餐廳

當潛在用餐顧客準備決定用餐地點時,他們會參考許多資源的資訊 (通常是在同一次搜尋中),包括好友、TripAdvisor 等評論網站及美食相關媒體內容。 這些有什麼共同點?

由於用餐顧客對於任何特定體驗的時間和預算都有限,所以他們盡可能善加利用。 而他們通常會利用多種來源的資訊,以調查和確認他們的選擇。 現在有越來越多的消費者選擇線上評論網站和社交媒體,尋找自家附近和旅行時用餐地點的推薦。

大多數的受訪消費者都表示,他們會根據線上評論決定用餐地點,而且在部分市場中有高達 72% 的受訪消費者也表示自己的決定曾受過餐廳照片的影響。 這一點不論是當地人或旅客都一樣;在美國、英國、法國和義大利,平均有 78% 的受訪者都曾使用過 TripAdvisor 來尋找當地餐廳,而且這些受訪者中有高達 85% 的人士在旅行時也使用過 TripAdvisor。

用餐可以促進交流聯絡

人們外出用餐的一個主要原因,是與其他人交流聯絡。 想想您的忠實顧客,以及他們重視的是什麼。 如果您不知道是什麼,用一點時間觀察他們的行為,或者直接問他們!

您的一般用餐顧客是否需要安靜且隱密的氣氛,或者是想找熱鬧的地方可以與其他人聊天? 在設計體驗的時候,要思考的是一個空間如何能讓您的用餐顧客與他人彼此交流或保有私人空間。 您選擇的環境、氣氛、科技和噪音等級,對於用餐顧客是否可與同行親朋好友享用餐點都會有影響。

「有些地方我會想要造訪,是因為我想在 Instagram 分享特定菜餚的照片。」...

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

...

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
最後更新: 2017年5月31日

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.
最後更新: 2017年6月27日

返回餐廳首頁