Beginning in June, Destination Gettysburg will increase their presence on TripAdvisor, working to extend our brand presence and inspire more travelers visiting the top site in online travel to make Gettysburg their vacation and getaway destination. We will place digital ads on TripAdvisor targeting visitors from PA, OH, WV, VA, DC, NJ, DE and NY who are researching travel to Pennsylvania, Virginia and Maryland. This campaign will run throughout the summer.
The goal is twofold – get the visitor to click through to our website or to at least get them to research Gettysburg while they are on TripAdvisor. Once connected to Gettysburg content, we want to inspire them to book a visit. What will they see when they visit your listing on their site?
During the 2016 Build, Inspire, Innovate Summit, Mark Preston of TripAdvisor shared travel trends and tips to manage your online reputation. Did you know that there are over 190 user contributions posted to TripAdvisor every minute? How does a business make sure they have the best ranking possible? It starts with service when the visitor is at your property and ends with responding to posts – positive and negative.
We learned that TripAdvisor currently lists 75 accommodations, 108 things to do and 121 restaurants in the Gettysburg zip code. These 303 businesses have received over 61,000 reviews and opinions. While our goal at Destination Gettysburg is to push all potential visitors to our official website, reality is that visitors use TripAdvisor. In fact, in 2015, Gettysburg traffic on TripAdvisor represented 4 million page views by 1 million unique visitors. Visitors use TripAdvisor because the reviews help them feel more confident in their travel decisions and have a better trip.* These reviews are also being populated on 105,000 unique domains with a TripAdvisor widget delivering 1 billion views of TripAdvisor content on sites other than TripAdvisor each month.
Did you know that the average review score on TripAdvisor is a 4.12? With that in mind, it is important to note that the average Gettysburg accommodation review score of 4.33, the average review score for a Gettysburg attraction is 4.68 and the average Gettysburg restaurant review score is 4.14. This averages out to an overall review score for Gettysburg on TripAdvisor of 4.39. Nice job!
If you know that you are delivering a superior experience at your property, don’t hesitate to ask for the review. Consider ending each transaction with, “Thank you for spending time with us; we encourage you to post a review on TripAdvisor about your experience.” You could even add a note to your receipts or send a follow up email requesting the review with a link to your page.
Once the reviews are posted, it is your job to respond regularly to these comments. But how?
If you have not already done so, register in the TripAdvisor Management Center by visiting www.tripadvisor.com/owners. Once there, search for and find your property, fill in the details on the form presented and sign in. From there, it is time to get to work. The TripAdvisor platform offers campaign dashboards to monitor incoming reviews and optimize campaigns. The dashboard also consolidates key metrics to measure day-to-day performance including reviews, rankings and photos. Be sure to sign up for review notification emails to keep you on track responding in a timely manner.
There is a right way and a wrong way to respond to postings. For more ideas straight from TripAdvisor click here.
*Source: PhoCusWright’s “Custom Survey Research Engagement,” prepared for TripAdvisor. December 2013