Over the past two years we see a growing confidence in businesses’ profitability. In 2013, two in three businesses felt optimistic about profitability in the coming year. In 2015 this proportion rises to three in four. This optimism is being driven by more accommodations feeling ‘very optimistic’ about the year ahead, and simultaneously moving away from a more neutral position. Whilst self catering accommodations see the biggest year-over- year increase in optimism, it is the boutique and luxury sector that feel the most optimistic about the year ahead. Across many aspects of the business, investment is set to increase in 2015. However online reputation management investment intention is most notable. Nearly all businesses recognise the importance of online reputation management to their future, and six in 10 say that investment in this area will increase in the next 12 months. This is particularly high amongst resorts, hotels and properties with over 100 rooms, where around one in three say they intend to invest ‘much more’ in online reputation management in 2015. Properties in Mexico and India are also planning to spend more on this than the global average. The value of online reputation management is recognised even amongst the most pessimistic businesses, where half say that they will invest more. Download "TripBarometer March 2015" at TripAdvisor (PDF 3.3 MB), and "The Hotelier Confidence Index" infographic at TripAdvisor, and