TripAdvisor declared at the begenning of 2014 that they registered 50 000 customers on their paid subscription “Business listing”(This number gathers hotels, restaurants, rentals…) so this service most work right?
Well the answer is Yes. Now you must evaluate whether this tool is necessary for your accommodation as you will be facing a great investment. Indeed the fee rises over a thousand dollars for independent hoteliers with relatively few rooms (when launched this tool cost was over $ 500 for a SME hotelier).
The first thing you need to have before contracting this service is:
- A website that encourages reservations
- A phone line working
- Good quality pictures
All these is very important if you want to complete successfully TripAdvisor’s strategy: Direct sales.
Business Listing from TripAdvisor
As every time one of the 260 million monthly users who visit this site (from a desktop or a smartphone) they need to be able to contact you easily. In the picture below you can see how the contact info of the Hotel are exposed:
In a survey run by TripAdvisor in the United States showed that the return on investment for every dollar spend on a “Business listing profile”is $ 64 dollars. We do not know how much is the ROI for other continents but if your website isn’t well ranked it might be a good idea to put your contact info on TripAdvisor so more people contact you directly.
Another functionality of TripAdvisor’s paid profiles is the ability to promote deals. Those deals are the ones appearing on your own website so the promotions aren’t rooms that you allocated with TripAdvisor like you do with OTAs. We know that over 60% of travelers are encouraged by good rates, so this feature is key.
See how the deals are making your clients go to your website.
Another functionality worth to be presented is the “Business Board” where you will find statistics and interesting information about your potential customers. To do this you must enter your account as the owner and search for it in the left tab.
While the paid profile is a powerful tool we wonder why after paying an important sum TripAdvisor places Ads promoting online travel agencies on the hotel profile’s pictures.
We recommend Business Listing from TripAdvisor if your hotel is not well known or if you want to follow an aggressive promotion strategy… in any case a lot of people goes to TripAdvisor so you should try and see if it improves your rentability. What do you think ?
*TripAdvisor Global Barometer