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Meta Search and Reputation Management on TripAdvisor
TripAdvisor is a widely popular platform for travel and hospitality businesses. It provides an opportunity for hotels and resorts to reach out to potential customers through advertisements, reputation management, and meta search. In this article, we will discuss the advantages and disadvantages of these features and their significance in the context of TripAdvisor.
Business Listings: Advantages and Disadvantages
Business listings on TripAdvisor are an effective way of reaching out to potential customers. They allow hotels and resorts to display their contact information and links to their websites on TripAdvisor. This is particularly useful for customers who want to explore the hotel website to see more information, pictures, and differentiate it from other hotels. It also allows hotels to offer deals and packages which can increase customer engagement.
However, business listings come at a cost which can be a deterrent for some hotels. The price of business listings varies according to the popularity of the hotel’s location. Thus, hotels in New York City pay much more than hotels in Boise, Idaho. This makes it a strategic decision for hotels in competitive locations to weigh the pros and cons of business listings carefully.
Business listings are effective for hotels in the top 10% of popularity rankings. For hotels between the 10-25% range, it is worth considering the cost-effectiveness of a business listing. However, hotels ranked lower than 25% will not benefit significantly from it.
Meta Search and Points of Sale
Meta Search is a feature that allows hotels to bid for prominent positions on TripAdvisor’s search results. The bidding is based on specific criteria such as position, volume, and maximum bid.
Position bidding is straightforward, where hotels can bid for a specific position on TripAdvisor. This can be expensive since there are only a few spots that are visible for customers.
Bidding to volume is a better alternative to position bidding. This method guarantees visibility a specific percentage of the time. Hotels can bid to be visible 25% of the time, and this bid is proportional to the cost per click.
Bid to max is another bidding strategy where hotels bid the maximum amount they are willing to pay for a click. This method guarantees a spot in the top three positions and thus, more visibility.
The strategy of bidding for the top three spots is crucial since these are the primary points of sale on TripAdvisor’s search results. It includes an instant booking link, two spots for bidding, and extended listings.
Instant Booking: Pros and Cons
Instant booking allows customers to book hotels directly on TripAdvisor without being redirected to the hotel website. This feature saves customers time and effort while booking, making it convenient for them. It also ensures that the customer’s details are secure and safe.
For hotels, instant booking provides more visibility and direct bookings. However, instant booking takes a commission fee, which can be costly for some hotels. The fee varies according to the popularity of the location, and hotels must factor this in when budgeting.
TripAdvisor Advertising: Recent Developments
TripAdvisor has recently introduced a range of advertising options for hotels. These options include Business Advantage, Sponsored Placements, and Storyboard. Each of these options has specific features and costs, and the hotel’s marketing strategy plays a crucial role in deciding which options to choose.
Business Advantage focuses on helping hotels manage their reputation and attract more customers. It includes features such as posting updates, responding to reviews, competitor analysis, and customer insights.
Sponsored Placements guarantees visibility in the top three ranking spots for a specific period. This method generates more traffic and bookings for hotels.
Storyboard is a video advertisement option that allows hotels to create engaging video content that promotes their services.
All these options are beneficial for hotels looking to expand their marketing reach and generate more business through TripAdvisor.
Popularity Rankings and Reviews
Popularity rankings and reviews are significant components that contribute to a hotel’s success on TripAdvisor. Popularity rankings determine a hotel’s position on the search results page based on customer feedback.
Reviews are essential for customers in making an informed decision about choosing a hotel. A large number of positive reviews can significantly impact a hotel’s popularity ranking, leading to more visibility and direct bookings.
Reputation management plays a crucial role in gaining more reviews and, consequently, better rankings for hotels. It involves responding to reviews, tracking competitors, and analyzing customer feedback.
Conclusion
In conclusion, TripAdvisor’s features provide a wide range of opportunities for hotels and resorts to increase their business. Business listings, meta search, instant booking, advertising options, and reputation management are crucial areas that hotels should consider to maximize their reach, visibility, and bookings. TripAdvisor is an excellent platform for hospitality businesses in the current digital age, and it is becoming increasingly essential for hotels to incorporate these features into their marketing strategies.
