Articles: Tripadvisor

Google Analytics tracking of TripAdvisor referrals

Earlier this year, TripAdvisor changed their site to a secure one (using https:, not http:) This means that Google Analytics can no longer track referrals from TripAdvisor without some “tweaking”.

If you have noticed a drop in your TripAdvisor referrals in Anlaytics, this is probably why.

There is a work around for people with paid TripAdvisor business listings (eg accommodation sites) but not for other listings at this stage (like activities or free accommodation listings).

The work-around involves changing your website link to a custom Google tracking url.

Information on this change is at https://www.tripadvisor.com/TripAdvisorInsights/n2692/faq-recent-changes-tripadvisor-site-security

We can assist you to do this if need be.

Monitoring your business on Social Media

Almost everything tells you that you need to be actively engaged in Social Media.

If you are, then you should be closely monitoring what is being said about your business all the social channels. Monitoring reviews and responding to these can be critical to the success or otherwise of your business. According to one US study, businesses that respond to a complaint on social media see a 20% increase in advocacy. But businesses that did not respond to a complaint, saw a 43% decrease in advocacy.

http://www.convinceandconvert.com/customer-experience/how-to-hug-your-haters/

Monitoring social media can be a very time consuming process but there are some tools that can help you to do this more efficiently.

We found this article that may help you.

http://tourismeschool.com/social-listening-tools-tourism/

What does Net Action do?

We are often asked to explain what we do that is different to others.

Net Action Ltd, which runs greatnewzealand.co.nz, primarily ensures that your site and business have the best Internet presence that they can. Increased sales to you is the end goal from this.

Search Engine Optimisation is at the core of our work but just looking back at the last week, here are some of the many things that we have dealt with for clients.
Continue reading

Adwords Return on Investment

We recently met with a motelier who was happy that it cost him $100 in Adwords cost for every booking – he got 7 bookings from $700 in Adwords campaign for the month. His room rate is around $120 per night ($104 excl gst). He seemed very happy that his occupancy had increased by 100% and that is what counted to him.

I admit I don’t know everything (I don’t know what I don’t know either) but when most of the industry is complaining about 15% commissions they are paying to Booking.com and other OTAs, how is paying 96% commission equivalent to Google for Adwords a good deal and return on investment? And that is without considering cleaning costs etc!! Continue reading

TripAdvisor becoming a booking site

It has been slowly happening but now appears to be in full swing, at least in the US. Now that they have such market dominance, TripAdvisor are becoming a full blown booking site and maximising their returns.

With Instant Book, or Book on TripAdvisor, consumers get the convenience of booking the hotel on TripAdvisor or in its apps without having to navigate to a hotel or online travel agency site. The hotels pay TripAdvisor a commission instead of paying for clicks. The commissions undercut those that they might have to pay to Expedia or Booking.com, for example.

More info on the transition is at these links

http://skift.com/2015/07/24/the-numbers-behind-tripadvisors-evolution-into-the-next-booking-giant/

http://skift.com/2015/07/23/tripadvisor-transformed-the-booking-site-is-now-in-full-swing/

This will probably mean more business listing options from them for promoting your business above others. It will be driven by commission $$$ rather than traveller ratings and reviews. And an even more aggressive approach from TripAdvisor to selling you business listings.

If paying for business listings just make sure that you know if your return on investment is worthwhile. And maximise the opportunities that are available. Eg feature a special offer for your property as this provides additional exposure on the site.

You probably don’t like paying commissions but that is just the way the market is changing. Unfortunately you need to get used to it and maximise your benefit (or minimise the impact) from this change.

Preventing Bad Online Reviews

We hope that your great service and product means that you only get positive online reviews.

But to minimise the risk of bad reviews, in the US there have been cases of hotels adding a “non disparagement” clause into their terms and conditions and/or check-in forms. This means the guest agrees (with or without reading the fine print) not to write a bad online review of the property. The hotel could then sue if they did!

Every month 280 million visitors check out Tripadvisor reviews. 89% of people say that online reviews are instrumental in their decision. The introduction of no-review policies and rules would certainly change the importance and credibility of online reviews in the decision process. It could well mean the demise of some online review sites as they would no longer represent the whole picture..

See the article “Could lawyers Destroy Tripadvisor?

Buying Facebook Likes

We received an email from a company called Domain Services offering to sell us

500 Facebook Likes= $30USD
1000 Facebook Likes= $50USD
2000 Facebook Likes= $90USD
5000 Facebook Likes= $200USD

They also offered us Twitter followers stating that “Followers will help you to make your page look more popular on social networking sites.”

Yes, followers will help, but buying likes, followers or reviews is against the terms and conditions of most social media sites and they actively police it. This practice could see you penalised by Facebook, Twitter, TripAdvisor, Google and others.

Don’t be tempted by this!

Also don’t be tempted by sites or emails offering to submit you to many thousand search engines. Bad practice that can negatively impact your site traffic!

See our other articles on this at http://www.netaction.co.nz/may-2013-newsletter/

More Ads on your devices?

There is huge revenue being made from ads on your search results and devices. These are geographically and demographically targeted to you based on what Google and others know about you and your friends.

As mentioned above Facebook is also releasing its own advertising network. And Microsoft’s acquisition of Nokia and use of Windows 8 on Nokia products should boost their ability to deliver their own Bing Ads.

So I predict that we are at the beginning of a Pay per Click battle between Microsoft, Google, Apple and Facebook, with each trying to make as much revenue as they can from these.

If you think there are a lot of ads now, I think you ain’t seen nothing yet. It is just the beginning as these companies try to maximise returns for shareholders!

It may just bring the cost per click of ads down though – Google Adwords have been getting way too expensive for many businesses to get a decent Return on Investment from them.

Buying Fake Reviews / Likes / Follows

We provided a warning last month about buying fake reviews on TripAdvisor. Since then numerous organisations like Tourism NZ and Tourism Coromandel have repeated the warning.

So just a reminder – don’t be tempted, Trip Advisor will not tolerate fake reviews and your site will suffer if they find any.

Similarly you should not buy follows or likes on any other Social Media sites. It is not legitimate and it is being watched for.