TripAdvisor is one of the biggest travel sites in the world – if not the biggest. It also happens to be pretty influential, at least when it comes to attracting – or driving away – potential customers. According to the latest World Travel Market report, TripAdvisor ranks ahead of personal recommendations, guidebooks, and travel blogs as the most trusted resource for travel and holiday planning.
If you own or are managing a business that’s listed on TripAdvisor – say, a hotel, B&B, inn, restaurant, café, tourist destination, or some type of service-based shop catering to travelers, you can use your TripAdvisor page as a tool to attract more guests and customers. Here’s a quick guide to help you get started:
Include as much info as possible. Some TripAdvisor-listed business owners don’t take the time to fill out their profiles. This results in missed opportunities. To attract guests and drive bookings, include all your business information and ensure completeness and accuracy in the data you provide. You can even create special deals that will make it harder for your potential customers to turn you down.
(Check out: “5 Awesome Tips for Improving Customer Engagement”)
Add photos to your page. TripAdvisor lets business owners add professional photos to their listings. Make sure yours stand out. Don’t try to be flashy, though – better to choose images that give readers as much information as possible. This means: forget rose-petal-covered beds and beauty shots of a champagne bottle. Opt instead for pictures that show what your place looks like: façade, interior design, rooms, facilities, etc.
BONUS Tip: Including at least one video in your TripAdvisor page can increase engagement by as much as 34 percent.
Respond to your reviews. In a study by PhoCusWright, 78 percent of consumers said that seeing management response to reviews made them believe that the management cares more about them. So, to put it simply, don’t stay quiet. Say thank you to customers who leave you high ratings and positive reviews. Meanwhile, when you receive bad reviews and criticisms, don’t be defensive or aggressive; be sure to respond politely and professionally – and resolve the problems that the customer raised.
Add the TripAdvisor logo to your offline materials. We’re talking about things like brochures, flyers, menus, posters, what-have-you. Not only is this a surprisingly effective branding strategy that lets you associate your business with a resource that inspires confidence, and which travelers already trust; it’s also a subtle way of encouraging your customers to write reviews and share their opinions online.
Amplify your popularity. If your business enjoys excellent ratings on TripAdvisor, don’t just sit there and wait for more words of praise to come. Maximize the impact of your positive TripAdvisor reputation. You can do this by including widgets on your website, placing TripAdvisor stickers in prominent areas, or sharing customer testimonials across your online social networks. The key is to leverage positive word-of-mouth in ways that show potential guests and customers that you’re a great choice.