“How to use TripAdvisor to promote your travel, tourism or hospitality business” – that’s the title of our latest online training course. Here are the details:
Online travel review site TripAdvisor is, says travel and tourism news site Tnooz, “becoming terrifyingly important in a traveller’s decision making process”. In fact, according to a late 2013 study by PhocusWright of 12,000 travellers across the globe, more than half are not willing to book a hotel until they read reviews about the property.
And 93% of travellers worldwide say that their booking decisions are impacted by online reviews.
TripAdvisor, the biggest online review site on the planet, plays a huge role in helping travellers make travel purchasing decisions.
Some staggering TripAdvisor numbers:
- TripAdvisor carries more than 200 million consumer-generated reviews
- It attracts 125 new user contributions every minute
- 2.4 million restaurants are listed on TripAdvisor
- So are 915,000 hotels, 650,000 B&B establishments and 500,000 attractions
- TripAdvisor has reviews and information on over 400,000 locations
- TripAdvisor attracts more than 315 million unique visitors each month
- Half of TripAdvisor’s visitors now browse the site via mobile devices
- An estimated 1 in every 16 people online in the world visited TripAdvisor in July 2014
- TripAdvisor is the 38th biggest website in the world, based on traffic
So is your business well represented on TripAdvisor?
Do you know how to promote your business effectively through TripAdvisor?
Our seven-week online training course, “How To Use TripAdvisor To Promote Your Travel, Tourism or Hospitality Business” takes you step by step through the process of marketing your business effectively on the world’s leading travel review website.
Here’s what the course covers:
Lesson One: An Introduction to TripAdvisor
In the first lesson, we introduce you to TripAdvisor, reveal even more significant statistics and discuss exactly why TripAdvisor should matter to you. We take a close look at TripAdvisor’s history and growth – including its many strategic acquisitions – and discuss its most significant offerings and its plans for the future, as TripAdvisor enhances its direct booking capabilities.
Along the way, we review a number of the leading properties featured on TripAdvisor – including hotels, B&B establishments, restaurants and attractions – and learn what we can from the pros.
We examine TripAdvisor’s Popularity Rankings, which have a significant impact on the sales generated through the site, and discuss the three most important factors that determine popularity.
We discuss what you need to do if your TripAdvisor Popularity Ranking is dropping despite plenty of glowing five-star reviews
And we consider your property’s greatest obstacle to becoming more popular on TripAdvisor.
We identify the best practices recommended by TripAdvisor (and show you how you can do even better).
We talk about TripAdvisor Certificates and Awards: how to get them and what to do once you have them.
We also cover the new importance of mobile now that more that half of all travellers visit TripAdvisor through their mobile devices.
And, for those who are new to TripAdvisor, we take you step by step through how to get started listing your property on the site.
Lesson Two: Your Business Page On TripAdvisor
In Lesson One, we told you how to get started on TripAdvisor. In this lesson we consider how you can turn your TripAdvisor Business Page into a powerful marketing tool.
In the process, we’ll cover:
- How to optimise your page for TripAdvisor searches
- What to include your page descriptions
- What you need to know about keywords
- The dramatic power of images
- How to maximise your photos on TripAdvisor
- Exactly what your images should contain
- The surprising importance of photo captions
- How to use videos on your Business Page
- What the videos should include and how you can create videos inexpensively
- How often you should update your page
- How to review your competitors and (legitimately) steal their best ideas
- How often you should check your listing information to ensure it’s up-to-date and accurate
- How to best manage your Business Page
Lesson Three: Customer Reviews
Customer reviews are the lifeblood of TripAdvisor – and of your business. The number and content of reviews will drive your TripAdvisor popularity ranking, determine how much traffic TripAdvisor generates on your behalf and how many sales you will generate as a result.
In this lesson, we review the nine different types of reviews that you might attract on TripAdvisor.
We identify which review types will help and which will hinder your business.
We discuss what makes a helpful review (and how you can encourage your happy customers to contribute such reviews).
We discuss why it’s essential to keep getting new reviews from happy customers.
We list a number of ways in which you can generate more reviews.
We deconstruct TripAdvisor’s Review Express service and examine how you can use it effectively to get more reviews.
We show you how you can track reviews as soon as they’re posted to TripAdvisor.
We identify the tools that will enable you to monitor what customers are saying online and respond to reviews, comments, and questions nearly in real-time.
And we tell you why you simply MUST respond to reviews (both positive and negative) if you want to grow your business.
Lesson Four: Promoting Your Business On TripAdvisor
Now that you have your TripAdvisor Business Page set up effectively and have optimised your Customer Reviews, we turn our attention to promoting your business on TripAdvisor.
First, we look at the ways in which you can promote that property on TripAdvisor for free.
We look at the tools that TripAdvisor provides for your own website, email newsletters and social media pages, including icons, widgets and badges like “Travelers’ Choice” and “Certificates of Excellence”.
We identify the real-world items such as cards, stickers and certificates that TripAdvisor provides for you to display at your business premises and show you how to use them to optimal effect.
We talk about what you must do for every single customer to improve your TripAdvisor reputation.
We examine how you can promote your TripAdvisor awards effectively outside of TripAdvisor and your own website.
We talk about Content Marketing and how to develop and implement an effective content calendar for TripAdvisor.
And then we talk about TripAdvisor’s paid Business Listings:
- Why you should get a business listing
- The benefits of a business listing
- How to use business listings effectively, eg to make special offers
- How and why you must keep your business listing completely up-to-date
And finally for this lesson, we examine other TripAdvisor paid advertising options and opportunities that you might consider.
Lesson Five: Understanding The Numbers
TripAdvisor comes with plenty of numbers, via its Snapshot service (available to all property owners) and its full Dashboard (available to those with Business Listings). In this lesson we review how you can use TripAdvisor analytics to get a much better understanding of your prospective customers and refine your marketing accordingly.
We look at:
- Exactly what information is available to you
- What information you should track (and how often)
- How you can track the numbers
- What you can find out about your competitors
In summary: Lesson Five will introduce you to valuable insights into traveler engagement, visitor demographics, competitor data and in-market trends.
Lesson Six: Bookings via TripAdvisor
TripAdvisor isn’t only about reviews. Even though the site has declared in the past that it has no intention of becoming an Online Travel Agency, TripAdvisor has in recent times acquired companies and software that enables the organisation to provide instant bookings for hotels and instant reservations for restaurants.
In Lesson Six, we talk about TripAdvisor’s booking capabilities, including TripConnect.
We discuss what you need to do in order to qualify for TripConnect.
We talk about how to improve your Instant Booking performance.
And we explore alternatives that will enable you to facilitate online booking through TripAdvisor even if you don’t qualify for services like TripConnect.
Lesson Seven: Feedback & Interaction
Apart from its online reviews and extensive listings,TripAdvisor is also the home of a number of online forums where people talk, ask questions and voice their issues, concerns and complaints. There’s even a special Owners’ Forum, where property owners can talk with other owners, ask and answer questions and generally interact with the TripAdvisor owners’ community.
In this final lesson, we talk about the various forums and help you find where you can best contribute.
Conclusion: What Next?
Finally, we wrap up with a peek into our crystal ball, looking at where TripAdvisor is going and what that means to you.
We consider the importance of new features such as personalised “Just For You” Recommendations.
We look at the latest developments such as TripAdvisor’s Apple Watch app.
And we discuss the strategic importance of TripAdvisor’s inclusion within Apple Maps.
And we close with our advice on how you can best keep track of new TripAdvisor features and services that will impact on your business.
HOW THE COURSE WORKS
This online training course is conducted on a web-based e-learning software platform, enabling course participants to proceed at their own pace, accessing materials online. This particular eCourse provides content in a variety of multimedia forms, including videos, slideshows and PDF files. No special software is required to participate, just your web browser (Firefox, Safari or Chrome is recommended).
Course lessons will be provided in seven parts, for participants to access in accordance with their own timetables. Interaction with the course tutor is enabled in the first instance via email (with telephone backup if required).
AVAILABLE FOR ACCESS ANYWHERE, 24/7
This course is completely online. It can be accessed via a web browser from any computer, tablet or mobile device.
WHO SHOULD TAKE THIS ONLINE TRAINING COURSE?
Owners, operators, managers, marketers, communications managers and customer service executives of any business that operates in the travel, tourism or hospitality sectors.
We offer a range of online training courses, covering Social Media Marketing, eCommerce and Mobile Marketing (see the details at http://NetmarketingCourses.co.nz). Here’s some of the feedback from those courses:
- “this was the best professional development course I have done in many years” – Mark R, senior Agency Exec responsible for social media
- “thought the information within was outstanding” – Ed P, General Manager
- “What I loved was that I started with a fairly rudimentary understanding of social media but have learned a lot – including where to find more information as I need it.” – Fiona W, Marketing Manager
- “I found it relevant, informative, topical, insightful and a bloody good read. It’s never evangelical, too techy, patronising, assumes that you know too much or too little about digital and has a warm sense of humour in the communication throughout which helped faciliate the learning process for me.” — Adrienne B, new media senior executive
- “Thanks for pointing me in the direction of this course! It’s been extremely enlightening” — Shayne P, design agency director
- “Rapt with what I have seen of the course” — Julia R, fashion editor
- “I’m really enjoying the course – learning a lot – and I know the two friends I persuaded to join us are also loving it.” — Lavinia C, designer
- “Am thoroughly enjoying the content!” – Kara B, magazine co-ordinator
- “I completed the first lesson today and found it really interesting and love the interaction already! I am so looking forward to the second lesson already …” — Annette B, public relations director