If hospitality marketing wasn’t hard enough already! TripAdvisor, the 1,000lb. gorilla is now a 1,500lb. baby. In June, 2007 the site had 10 million reviews. It just announced that figure is now over 15 million ! A 50% increase in less than a year.
What amazes me is many small luxury hoteliers I talked to don’t pay much attention to TripAdvisor other than read the reviews and post an occasional management response. They have no proactive strategy to manage comments people make and post for the world to see.
In today’s socially networked society, if you don’t have a strategy you are in deep trouble. TripAdvisor-branded sites now attract over 25 million unique visitors every month – many of whom are your customers.
Without a strategy many more of them “could have been your customers” had you managed the conversation.
Call out the marketing department, the PR folks and the Internet gurus and start planning your TripAdvisor strategy. Small luxury hoteliers need to be proactive in this area. Develop a strategy and stick to it.
Do you have a TripAdvisor strategy yet? Safe travels – Madigan Pratt