A few weeks back TripAdvisor announced a new platform to launch later this year. With this next update, TripAdvisor will build upon its position as the “world’s largest travel site” by expanding the role social media plays on its current platform. In an effort to maintain their position as the world’s foremost travel expert and become more socially interactive, TripAdvisor’s new format reaches travelers by including brands, social media influencers, publishers, and friends.
With the idea that users will be able to plan and book all their travel arrangements on one platform, visitors will be able to gain access to hotels, places to eat, and recommendations for activities; all based on their social connections on the platform. People will be able to create their own “Trips”, which can be as intricate as an in-depth travel guide or as simple as a list of things to do wherever their travels might take them.
What does this mean for your independent property?
As an independent property owner, you are probably wondering, what does this mean for me? This change signifies, now more than ever, how important it is to make sure you stand out amongst the crowd. Making your property a viable part of the sales funnel, from beginning to end. There are a few ways in which you can maximize your listing on TripAdvisor, even with their future changes.
Focus on branding
In today’s fiercely competitive lodging world it’s important to stand out amongst your peers and be the brand people are talking about. Because TripAdvisor’s new platform will put friends’ likes and recommendations up front, your brand needs to be liked and reviewed so that you are seen. As with Facebook, if your content isn’t engaging, they won’t show it.
So how do you make sure people are talking about you? Think. What is your angle? What makes your property special? How do you stand out? Use high-quality images, video, and compelling content such as blogs, to highlight your property’s specialty and brand. If you cannot create your own content you can always hire experts like RezStream to do exactly this.
Contribute to the “Things to do” page
Every traveler asks the question, “what are the things to do in…?”. Showcase your area knowledge and expertise by listing the things to do in your area. Most destinations on TripAdvisor have a “Things to do” section. Post events, activities, and popular attractions highlighting your expertise of the area because you are property owner at XXX.
Be a part of the conversation
Participate in forums on TripAdvisor. A wide range of topics are addressed, so find one you are an expert in and chime in! Get yourself featured in these forums by actively staying engaged and answering questions being asked.
Only time will tell if TripAdvisor can carry the customer from beginning to end, from researching where to go to book a hotel room. Right now, it seems to be their attempt to capture people early in the funnel, something we at RezStream address with all our clients. It isn’t enough to get the customer to your website, you want to be there with them every step of the way during the travel planning process.
To ensure your property has an optimal position in the travel planning process, reach out to RezStream marketing services to find out how we can help you stand out amongst the crowd and create a noticeable brand people will want to talk about!
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