Pesquisas do ramo de restaurantes
Leia as pesquisas mais recentes do Tripadvisor sobre o ramo de restaurantes.
Guia definitivo para responder a avaliações sobre restaurantesNão importa se você tem apenas uma ou já recebeu centenas, as avaliações têm um papel importante para seu estabelecimento e influenciam sua posição no ranking no Tripadvisor. Baixe este e-book gratuito com tudo o que você precisa saber para responder a avaliações no Tripadvisor.
Saiba o que fazer e o que evitar ao responder a avaliações sobre restaurantes
Você sabia que, quando as pessoas vão decidir onde comer, as avaliações têm um papel muito importante? E que as respostas do administrador podem mudar a percepção de alguém sobre um restaurante? Entrevistamos inúmeros proprietários e reunimos algumas de nossas boas práticas favoritas, além de exemplos reais de respostas a avaliações positivas, negativas e muito mais.
Responder às avaliações de maneira eficaz é essencial para gerar confiança, criar vínculos com os clientes e ganhar a fidelidade deles. Também é uma ótima ferramenta para demonstrar sua hospitalidade.
Neste e-book completo, você verá:
- Como responder a avaliações de maneira eficiente
- Como criar respostas do administrador que mostram que você se importa com as opiniões dos clientes
- Como conquistar uma ótima reputação online
Como as pessoas encontram o seu restaurante (infográfico)Direcione mais acessos qualificados ao seu estabelecimento: destaque seu perfil acima dos resultados das buscas feitas no Tripadvisor por viajantes que procuram um lugar para ficar na sua região.
A jornada completa do cliente
As pessoas vão ao seu restaurante por um motivo específico: comemorar uma ocasião especial, sair com os amigos, passar tempo com a família ou simplesmente para matar a fome. Mais de 51% dos clientes nos EUA comem fora pelo menos uma vez por semana, o que faz disso mais do que um hábito.
É aí que entra o Tripadvisor. Com 4,9 milhões de restaurantes no Tripadvisor, as pessoas sabem que vão encontrar o que procuram, pois depois da decisão de comer fora, a próxima pergunta é: onde?
Clique no infográfico abaixo para ver a jornada completa do cliente:
Depois de decidir que querem sair para comer, as pessoas contam com o Tripadvisor. Não deixe de chamar a atenção delas. Para isso, gerencie seu perfil: é simples e gratuito!Última atualização: 26 de maio de 2019
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
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.
Por que cada fase da experiência de comer fora é social As redes sociais estão sempre repletas de belas refeições e fachadas de restaurantes. Estamos investigando por que cada fase da experiência de comer fora é social, seja online ou offline.
Como descobrir novos restaurantes
Para decidir onde comer, as pessoas usam vários recursos, muitas vezes durante uma mesma pesquisa. Isso inclui amigos, sites como o Tripadvisor e redes sociais voltadas para a gastronomia. O que tudo isso tem em comum?
Como as pessoas têm um limite de tempo e dinheiro para gastar em determinada experiência, elas querem fazer valer a pena. Para isso, muitas vezes consultam várias fontes para fazer pesquisas e confirmar suas escolhas. Mais do que nunca, os clientes confiam nos sites de avaliações e nas redes sociais para ver recomendações de onde comer perto de casa ou durante viagens.
A maioria dos consumidores entrevistados disse que toma decisões com base em avaliações online. Em alguns mercados, até 72% das pessoas ressaltaram a influência das fotos do restaurante.Isso vale tanto para moradores da região quanto para viajantes: cerca de 78% dos entrevistados na Espanha, EUA, França, Itália e Reino Unido usaram o Tripadvisor para pesquisar restaurantes locais, e 85% deles usaram o Tripadvisor durante viagens.
Comer fora propicia a socialização
Um dos principais motivos pelos quais as pessoas saem para comer é socializar. Pense no que é importante para seus clientes. Se não souber, observe o comportamento deles ou pergunte diretamente!
Seu cliente típico precisa de um ambiente tranquilo e reservado, ou ele busca um lugar animado para interagir com amigos? Ao planejar sua experiência, pense em como o espaço pode conectar ou separar as pessoas. O ambiente, a tecnologia e o nível de ruído podem impactar como as pessoas desfrutam da companhia de outras durante as refeições.“Quero visitar alguns lugares porque quero publicar um prato específico no Instagram.”...
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 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.
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
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
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.