A trend that is growing each year amongst travelers is to choose (or not choose) destinations, hotels and general travel services based on comments and reviews from other travelers. This is the main reason why 73% of travelers cite TripAdvisor as an important source of influence when making their travel plans.
We previously shared 10 steps to improve your TripAdvisor ranking, but wanted to explore more specific strategies for tour and activity companies to help you grow your business this season. Here you go!
How does TripAdvisor help you get more bookings?
First of all, you need to understand how important TripAdvisor reviews are for your reputation and for converting leads to bookings. Most of your target audience will be on TripAdvisor searching for memorable things to do during their trip, as well as checking what people are saying about these places and services. If they find your company, see some exciting photos and videos of your tour or activity, and read positive reviews of your service, there is a huge chance of these travelers becoming your customers.
With that in mind, you should think about TripAdvisor reviews as valuable sales pitches. And just as you have goals for bookings, sales and profits, you also need to set goals for your reviews. For example, how many reviews do you want to receive per week or month? How many should be positive? Making it measurable is a good way to understand what you need to improve and how to get there.
3 strategies to get stellar reviews on TripAdvisor
Once you know what you want to achieve with TripAdvisor and how it will result in bookings for your company, it’s time to work on some effective strategies to get stellar reviews.
1. Highlight your strength: the experience you provide
Just as hotels have unique selling propositions such as WiFi, spa facilities and inclusive breakfast, your tour and activity company needs to highlight the best part of your service: a unique experience of a lifetime. And the only people responsible for providing such experiences are your guides.
It’s really common for customers to cite their tour guides in TripAdvisor reviews, very often by their name. So try to provide an incentive for your team to hit the company goal, for example with a bonus at the end of the month.
2. Ask for reviews and respond to them
If you need reviews, you have to think about strategies to ask your customers to share their experience (check out some ideas on how to ask for reviews). But that's not enough. You also need to answer these reviews, including the negative ones. It is important that your target customer sees that you care about the opinion of your guests.
In the case of negative reviews, remember to always be respectful and professional, and try to ensure that the company will work on resolving the issue.
3. Use reviews to improve your service
Staying in touch with your customers' opinions will help you understand the strengths and weaknesses of your company. Use it to really improve your service. Make your strengths the most important part of your tour and work on improving other areas. With that in mind, your company will always be improving and consequently receiving more positive reviews.
TrekkSoft is integrated with TripAdvisor, enabling you to display reviews across all channels and use automated emails to collect reviews from guests after they have finished your trip.
Do you have any other suggestions on how to receive more bookings from TripAdvisor reviews?
Written by Maria Eduarda Possamai
Brazilian social media analyst and content writer who likes traveling, camping and listening to some good music. You may call her Duda.