As a small luxury hotelier you know the story – nearly every guest who comes through your door will have checked past guest reviews on TripAdvisor before coming.

That’s why yesterday’s announcement that TripAdvisor now has over 20 million reviews is so important to you. Last April TripAdvisor had 15 million reviews and two years ago the figure was just 6 million.  Growth is accelerating and will continue to do so as travelers become more concerned about value for money in pressing economic times.

The importance of TripAdvisor in the hotel selection process can not be underestimated.  As a small luxury hotelier you know the most effective marketing tool you have is Word-of-Mouth advertising – having your own customers “sell” you property.”  Well TripAdvisor is almost as powerful as first hand WOM.

You see, people believe reviews they read online.  This fact was highlighted the research posted last January.

You just can’t ignore TripAdvisor!  There are strategies you should follow to manage this powerful marketing resource for maximum benefit.  We advise our clients on how to do it and can help you too.  But only if you contact us.

Looking forward to hearing from you.

Safe travels,  Madigan Pratt

AUTHOR: Madigan Pratt
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  • Okay, I’ll ask the question

    What are some strategies to manage Trip Advisor?

    July 29, 2009
  • Okay, I’ll ask the question

    What are some strategies to manage Trip Advisor?

    July 29, 2009
  • Madigan Pratt

    Anita,
    There are a number of strategies a hospitality marketing professional can employ to increase the number and quality of TripAdvisor reviews:

    1 – Be more proactive. Every hotelier asks guests to post a review, but are they doing it? If not adjust your approach and keep adjusting it until they do.
    2 – Us the management response. Don’t just comment on bad review. You can also thank people for posting a good review, but in the process make sure you are emphasizing you brand story.
    3 – Monitor you destination Forum. Become a destination guru – give honest advice, don’t just sell your property.
    4 – Contact a guest directly – if there is a bad review try contacting the guest directly to try and make amends and have them change their review. Sometimes it’s just a matter of a misunderstanding. It doesn’t work all the time but does occasionally – and it’s worth it.
    5 – Contact TripAdvisor directly – It is very hard to get TripAdvisor to remove a post (editorial integrity) , but we have been successful.
    6 – Get Staff involved – Share what people are saying about the hotel and the staff. Post comments in the lunch room. Review posts in manager’s meetings.
    7 – Use it as a competitive check. See what guests are saying about other hotels in your area.
    8 – Set a Target. If you are the fifth best hotel in your destination set a goal to be #4 within a specific period of time.
    9 – Monitor posts weekly. Do it for yourself and chief competitors. How many reviews? How many 5’s, 4’s, etc. Are you gaining or losing ground? Are you getting closer to being #4 or are you losing ground?

    Be sure you have read TripAdvisor policies and make sure you adhere to them. The last thing you want to do is be de-listed!
    Follow the Golden Rule and never post a bogus review for your hotel or a competitor’s.

    Hope this helps.

    Madigan

    August 5, 2009
  • Madigan Pratt

    Anita,
    There are a number of strategies a hospitality marketing professional can employ to increase the number and quality of TripAdvisor reviews:

    1 – Be more proactive. Every hotelier asks guests to post a review, but are they doing it? If not adjust your approach and keep adjusting it until they do.
    2 – Us the management response. Don’t just comment on bad review. You can also thank people for posting a good review, but in the process make sure you are emphasizing you brand story.
    3 – Monitor you destination Forum. Become a destination guru – give honest advice, don’t just sell your property.
    4 – Contact a guest directly – if there is a bad review try contacting the guest directly to try and make amends and have them change their review. Sometimes it’s just a matter of a misunderstanding. It doesn’t work all the time but does occasionally – and it’s worth it.
    5 – Contact TripAdvisor directly – It is very hard to get TripAdvisor to remove a post (editorial integrity) , but we have been successful.
    6 – Get Staff involved – Share what people are saying about the hotel and the staff. Post comments in the lunch room. Review posts in manager’s meetings.
    7 – Use it as a competitive check. See what guests are saying about other hotels in your area.
    8 – Set a Target. If you are the fifth best hotel in your destination set a goal to be #4 within a specific period of time.
    9 – Monitor posts weekly. Do it for yourself and chief competitors. How many reviews? How many 5’s, 4’s, etc. Are you gaining or losing ground? Are you getting closer to being #4 or are you losing ground?

    Be sure you have read TripAdvisor policies and make sure you adhere to them. The last thing you want to do is be de-listed!
    Follow the Golden Rule and never post a bogus review for your hotel or a competitor’s.

    Hope this helps.

    Madigan

    August 5, 2009

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