TripAdvisor’s statistics are impressive, boasting more than 490 million monthly unique visitors. How can your attraction leverage this platform to enhance visibility and draw in a larger audience?
1. Take ownership of your TripAdvisor profile
Even without any prior setup, your attraction is likely already listed on TripAdvisor. Simply visit the Owners page to locate and claim your listing. Doing so grants you complimentary access to valuable business tools for handling reviews, monitoring performance, and enhancing your listing. For security purposes, TripAdvisor mandates business registration and verification before you can claim your listing.
2. Enhance your profile for better results
Consider your TripAdvisor listing as the front display of your business, drawing visitors to your attraction. Keep all details current and provide essential information such as operating hours, accessibility options, seasonal events, and whether the location is suitable for children or large groups.
Travel is a deeply visual journey, so choose a standout image that creates the most memorable initial impact. The photo should be evocative and striking, giving viewers a glimpse of what awaits them.
3. Ensure your attraction can be reserved in advance.
TripAdvisor enables users to add products to their profiles, giving customers the option to make bookings directly via the platform. This feature has been proven to boost both reservation numbers and overall interaction on the site. After uploading your products, TripAdvisor automatically converts them into 28 languages and various currencies, significantly enhancing their attractiveness to global travelers.
TripAdvisor collaborates with more than 3,500 affiliate partners, including Lufthansa, BA, and Lonely Planet, who receive a direct feed of products uploaded to the platform and share them across their own networks. This provides a simple method to reach an international audience with your offerings.
Including direct booking options on your TripAdvisor profile serves as an effective illustration of this feature.
4. Prioritize Review Analysis
Travelers often hesitate to book without checking reviews, with a striking 62% consulting TripAdvisor before finalizing their plans. Ensure you actively request feedback from guests through various channels—online, on-site at your attraction, and in printed materials like brochures. Train your team to be familiar with your listing and motivate them to prompt visitors to share their experiences.
By gathering email addresses from guests (whether online or at your venue), you can increase review numbers by dispatching co-branded, trustworthy emails containing a direct TripAdvisor link to recent visitors. This approach not only encourages more reviews from those who might not have left one otherwise but also enhances your TripAdvisor profile and boosts its visibility on the platform.
Engaging with your reviews is crucial. This interaction boosts customer trust and demonstrates your commitment to prioritizing the visitor experience. Ensure you reply to all feedback, including the unfavorable ones.
Maximize the impact of positive reviews by featuring them across your social media platforms, email communications, and website.
5. Highlight your property listing
After ensuring your listing is current and optimized, promote it effectively. Integrate a widget on your website, obtain TripAdvisor stickers and branding materials for your attraction, and incorporate their logo into your promotional efforts. If you earn a Travellers Choice Award, Certificate of Excellence, or Hall of Fame Certificate, display them prominently in all possible locations.
6. Improve your ranking position
Your position on TripAdvisor is determined by user reviews and indicates how you compare to nearby attractions. The higher you rank, the greater your visibility becomes when travelers search for local activities on TripAdvisor.
Three elements impact your score: review quality, review quantity, and review recency. TripAdvisor advises prioritizing your guests and their satisfaction: “Deliver an unforgettable experience, motivate customers to leave reviews, gain insights from their feedback, and see the rewards of your efforts.”
7. Don’t hesitate to invest
TripAdvisor offers advertising solutions designed to engage your target audience throughout every phase of their travel planning process, from initial inspiration to final booking. For details on how to incorporate TripAdvisor advertising into your digital marketing strategy, feel free to contact us. Our team is ready to assist you.
Simon co-founded Digital Visitor and brings more than two decades of marketing expertise in the tourism industry, specializing in destinations and visitor attractions.
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