I noticed quite some hotels have not purchased the link to their website on their Tripadvisor page, which was understandable at first. I purchased the link for some hotels I was consulting to see the result.
Of course like everything new we thought this would be an avalanche of visits and bookings. After all we all know how important good or bad reviews are, so wouldn’t a link be great?
Well it didn’t really change things on the bookings to the websites we put it on so overall I can’t say it changed the range of direct bookings.
However looking into it more specifically here are some figures:
Hotel A, hotel located in the top 20 hotels in Paris, 6.3% of the direct bookings on their website over the last 2 month came from Tripadvisor. I’ll clarify here that Tripadvisor is the first contact those guests had with the hotel.
However Hotel B, which is also located in the tip 20 hotels in Paris only had 2.4% of their direct bookings come from Tripadvisor.
Hotels located much lower than that in the Tripadvisor ranking had much less impact.
Now that is when looking for Tripadvisor as the first referrer. This means no prior contact with the hotel.
But the value of the link goes further than that. It’s not about using it to bring brand new customers, but rather to increase your hotel’s chance in getting direct bookings…
The booking process currently goes something like this (and part of this is estimated):
Search Engine -> OTA -> Tripadvisor -> OTA or Hotel Website
If you want to increase your chance of getting taking a larger market share towards your website, then do everything you can to add your website link on the Tripadvisor page.
But that strategy (to pull in as much traffic as possible towards your site) isn’t just done on Tripadvisor, it’s an overall strategy you need to adopt in all your online marketing.
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