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Nowadays, travelers always check reviews and prices through the websites such as Tripadvisor and Ctrip before making their decisions on which hotel to choose. Tripadvisor and Ctrip are becoming the top important sales channel and promotion platform for property marketer in China. So, if you are not engaged with these platforms then you'll find so difficult to sell a room in this Web 2.0 era. The questions below are the main concerns of most property marketers.
I'd like to share some ideas and tips about optimizing Ctrip and Tripadvisor.
What should be my routine work related to Tripadvisor and Ctrip?
1. One of the most important aspects for these platforms is to ensure you handle comments in a constructive way. Be patient and cautious in dealing with guest complains. Some social media companies advise that negative comments should be avoided but here at SinoTech Group we suggest that these be dealt with an non-emotional approach although some comments wont be suitable to post a reply.
2. Secondly, you should check the reviews in Tripadvisor and Ctrip every day (or use SinoBuzz to automatically monitor) and provide real-time notice.
3. Additionally, you'd better check your ranking in hotel searching area and review your total score
These 3 steps are just the routine efforts needed to gain understanding about your hotel property's standing.
How can we improve our hotel ranking in hotel list search?
1. Ask professionals for Search Engine Optimization service. There are different ranking rules in Tripadvisor and Ctrip. An SEO engineer could help you obey and utilize the rules to get a better ranking in a short time.
2. Launch marketing campaigns by providing special offer and prizes to encourage your members and new guests to write positive comments in Tripadvisor and Ctrip.
3. Make sure your article and picture are created by yourself, not a copy of other hotels. It will increase your ranking score.
4. Use matching keywords with your headline and article. This is positive for search engine crawling.
5. Keep updating your hotel page at regular intervals (at least 1-3 times monthly).
How do I respond to the reviews in Tripadvisor and Ctrip
1. Take time to address all reviews requiring an answer; even the negative ones. In fact the more effort you spend responding to the negative comments the more effective the effect on the readers of the reviews. Respond in positive attitude and give reasonable suggestions and solutions where possible.
2. Reply to positive reviews as well. Take advantage of these positive reviews by describing your brand position and continuing to build brand awareness. (Don't make these responses just an advert- respond with a personal and appreciative tone).
Could I integrate Tripadvisor and Ctrip with my hotel official websites?
Actually, there are hot debates about the pros and cons of integration with Tripadvisor and Ctrip. However, knowing what the best practices will help you leverage these platforms:
CONS
- Linking the customer reviews page in Tripadvisor and Ctrip into your hotel website will lead your potential customers onto OTAs sites. These will create a sale but you will pass on commissions to OTA's in selling your room. Furthermore, the attractive advertisements for other hotels may steal your leads.
PROS
- Displaying guest reviews on the hotel website via the Review Widget. It is recommended. As it will give guests the impartial comments by real experience, while guest can check reviews in hotel website without leaving the website. However, there is some risk, if negative comment occurs, you should give swift response.
- Other applications. You can make use of badges such as recommended by Tripadvisor shown in your hotel website to increase your reputation by the third party honor.
If you want to know more about online marketing for hospitality industry, please contact SinoTech Group.
Written on Monday, 10 January 2011 17:33 by Amanda Wang
