How to win on TripAdvisor

Win on TripAdvisor

Winning on TripAdvisor

It’s great to see so many small businesses flourishing on TripAdvisor with the recent Certificates of Excellence. What does it take to get one? We are privileged to have a special view of the accommodation business chatting to thousands of owners across the world. On the whole customers openly share their success to help others get ahead.

When you look around at the independent B&Bs and guest houses that are winning there are a few things that seem to make all the difference to their guests.

Their welcome is warm, friendly, unique – it sets the tone for the stay. You, the host, make all the difference…. unlike some large corporate hotel chains where you’re “checked-in” by a machine ! That’s a huge advantage straight away, use that encounter to understand the guest, they are all different – some want to chat, take advice etc. others may not.

They have a small “flourish” at check-in that’s worth it’s weight in gold….a fresh pot of tea, some home baking, interesting events for them to see, something local ?

Their “wow factor” often comes from plain old attention to detail. Having everything spotless is a good starting point and then its lots of very small things done well….that add up.  In elite sports it’s called “marginal differences” i.e. the type of bed the athlete sleeps on, the liquids they drink, the make up of their diet, added together all of these 100s of things can mean the difference between a gold or silver medal on the day!

They are “great” at something (most people are!) and they show it off, differentiating themselves from the “crowd” and creating a memorable experience…something guests want to tell their friends about.  It could be flower arranging, local history, gardening, baking bread, carpentry, telling jokes….

They think of their guest all the way, anticipating their needs….if they are in a “walking Focus on Successarea” they provide advice or maps, if guests need to eat out they know which restaurants do what food best.  By spending time with their guests they are better able to understand how to make their stay just that little bit more memorable.

If you do all this you need to understand that although this level of “service” is natural to you it is also a real part of your marketing plan, so make the most of it.  Ask for a review and respond to them on TripAdvisor (all types), it shows you care but it’s also a fantastic source of marketing information. You will find out what “made the difference” in the eyes (and words) of your guests.

Essentially, “the host” seems to make the difference, not the free wi-fi or parking, so organising your time around the guest is critical. The best in the game know this, they clear their “admin” desk, use technology to the max – they don’t waste time processing bookings, typing in payments, updating booking systems …. instead they invest the time saved delivering a friendly, unique and memorable experience… it pays off!

Some winning accommodation owners case studies for further reading

Maxwell’s Piece B&B in Cotswolds
Glangwili Mansion in Carmarthen
Millgate B&B in Masham
Lincoln Yurts Glamping

Posted in awards, bookings, marketing, TripAdvisor, website, winning strategies | Tagged , , , , | 2 Comments

TripAdvisor direct bookings TripConnect explained

TripConnect explained

TripAdvisor for business

Many accommodation businesses are confused about TripAdvisor’s direct bookings, are you one them?  Let’s try to explain, so find a nice quiet spot to sit down with a glass or mug of your favourite drink.

In the last year TripAdvisor have changed their business model a number of times leaving many potential customers confused and even locked out. We have created a couple of videos to help you understand these changes (skip to these at the foot of the article…if you like) but it’s probably worthwhile seeing some of the basic facts first. Like them or not, here they are;

  1. TripAdvisor is a booking website used to book accommodation online.
  2. Accommodation businesses can receive bookings directly from the TripAdvisor website using a booking engine i.e. Freetobook.
  3. If you are already working with an OTA (Online Travel Agent) like Expedia or Booking.com you may find that the OTAs advertise your availability on TripAdvisor. These bookings will come through the OTA (not directly from TripAdvisor) and look like any other OTA booking and you pay your agreed commission to the OTA, as usual.
  4. The OTA pays to advertise on the TripAdvisor website, each OTA decides if they want to advertise your availability. You have no control over this.
  5. TripAdvisor lists availability and prices prominently so properties that don’t have online rates will be more difficult to find and if they are found they’ll be surrounded by images and popups directing customers to nearby available properties.
  6. Available to accommodation owners worldwide except if you have a holiday rental on HolidayLettings or FlipKey

In short, if you don’t have online rates you will receive less traffic and fewer bookings than in previous years.

Direct bookings via TripAdvisor

Direct bookings via TripAdvisor

If you do want bookings this way then you choose your route, direct with TripAdvisor or through an OTA – either way there is no requirement for any fixed upfront costs, no subscriptions or annual fees.

To get bookings direct you will need an account with TripAdvisor and an approved booking engine (or connectivity partner i.e. freetobook). Simply login to your TripAdvisor account and setup your direct advertising via their TripConnect service. Most approved booking engines charge for this service but with us it is completely free.

To advertise directly on their website you will need to pay TripAdvisor. In their wisdom they have created two models for payment (hence our two videos mentioned earlier).

Model One: Pay Per ClickTripAdvisor CPC video
Here you pay TripAdvisor a click fee each time a customer clicks on your advert, on a Cost Per Click (CPC) basis. However, you DON’T pay for a search, you only pay when the customer searches AND then clicks on your available price. If you are not available on the dates the customer searches or they don’t click the price then you don’t pay.

Cost Per Click model facts:
You pay when a customer clicks on your available price.
TripAdvisor sets the click costs and from feedback they are generally quite low (but we can’t see or know the cost, they are only visible in TripAdvisor).
You can vary what you pay per click (your bid). If you bid too low then TripAdvisor will remove the advert and you would have to increase your bid to show again.
If you work with an OTA they might also advertise alongside your CPC advert.
You set the budget and pay TripAdvisor and can switch it on/off as you please.

In this model you pay for the advertising and you measure the bookings that come from the clicks. Bidding higher for clicks will make you show at the top of any adverts on your property and bidding too low will mean you don’t show. You make the judgement as to the cost effectiveness of your advertising by totalling up the bookings versus the click costs.  Ideally that return has to better than any other booking options i.e. OTA commissions.

Enjoy the youtube video on the Cost Per Click model.

Model Two: Pay Per Booking model (Instant Booking)Instant Booking video for TripConnect
In this model you only pay TripAdvisor for bookings. There is no cost for each click, instead you pay a commission amount on realised bookings. You set this up by logging into TripAdvisor account and activating an Instant Booking campaign. You pay TripAdvisor a commission fee only after the customer has completed their stay. At the time of this blog Instant Booking is not available to all properties. Use the Instant booking link below to check.

Pay Per Booking model facts:
You pay either 12% or 15% commission after the customer has stayed.
If you bid 12% then TripAdvisor will show your advert 25% of the time.
If you bid 15% then TripAdvisor will show your advert 50% of the time.
No other OTAs will show if your advert is showing.
There is no payment/commission due on bookings that cancel.

Enjoy the youtube video on the Pay Per Booking model

By now you are either asleep or completely up to speed on direct bookings from TripAdvisor….. that is before it changes (only joking!)  As always, please share your experience of this service or any other relevant news, let us know how it has or hasn’t worked for you.

Other relevant pages:
List of premium partners (booking engines) with TripAdvisor
TripConnect CPC on freetobook
TripConnect Instant Booking on freetobook
TripAdvisor TripConnect on their site
TripAdvisor Instant Booking on their site

World's Best B&B 2015

World’s Best B&B 2015

Millgate B&B was awarded the best B&B in the World 2015, why not have a little read about how Sue did it along with a few tips to learn from.

If you’re a historian or an online booking nerd and want to see some old blogs on how TripAdvisor has changed since we first started reporting and connecting way back in July 2013

Posted in bookings, instant booking, marketing, sales, technology, tips, TripAdvisor, TripConnect, updates | Tagged , , , , , , , , | 6 Comments

Google Mobile Friendly deadline

Mobile friendly deadline

Google Mobile Friendly deadline

In a candid announcement a few months back Google let the world know that mobile friendliness has a deadline. From the 21st April onwards Google will actively favour mobile-friendly websites in mobile searches. If your website is mobile-friendly it is likely that you will rise in Google search results for mobiles as those that aren’t slip down the ranks.

Mobile-Friendly tag on Google

Mobile-Friendly tag on Google

In their words “Starting April 21, we will be expanding our use of mobile-friendliness as a ranking signal. This change will affect mobile searches in all languages worldwide and will have a significant impact in our search results. Consequently, users will find it easier to get relevant, high quality search results that are optimized for their devices.” The Google announcement can be found here

This makes total sense, Google is in the business of delivering high quality relevant searches to their customers. If a customer is using a mobile device they will want to see mobile-friendly websites above the websites that do not look good on mobile devices. As a useful guide Google has made free tool to check if your website is mobile-freindly click here to check your website.

Mobile-Friendly websites for hotels

Get a great mobile website

Accommodation businesses should look to be mobile-friendly before the 21st April. There is help at hand with freetobook mobile website and mobile booking. Our mobile websites are continually updated for the latest mobile versions and they update when you change your details in your freetobook account.

For more information on Mobile websites on freetobook click here or watch the video below.

Posted in Google mobile rank, Google rank, marketing, mobile, online, sales, updates, website | Tagged , , , , , | 3 Comments

Google Mobile-Friendly websites

Mobile friendly website

If you get this your website is mobile friendly

If Google speaks we all have to listen and when the world’s search giant lets us know that it now labels websites as “mobile-friendly” the message is clear. (read Google announcement)

Labeling websites as mobile-friendly will help Google rank them higher for users on phones. The message from Google is loud and clear so any late arrivals need to get serious about mobile. Simply put there is now a penalty on Google for not having a mobile website.

Not Mobile Friendly

You don’t want to see this message ! It’s bad news.

Google says “Have you ever tapped on a Google Search result on your mobile phone, only to find yourself looking at a page where the text was too small, the links were tiny, and you had to scroll sideways to see all the content? This usually happens when the website has not been optimized to be viewed on a mobile phone. “

 

Google now offers a free tool to check if your website is mobile-friendly. Check your website here.

Frankly, it’s frustrating to visit a website with a phone and have to scroll to find things, read tiny print and wish that your fingers were the size of matchsticks as you try to click the correct link or back track from the wrong link.

Elegant, simple, mobile booking solutions have been part of freetobook from our birth. It’s easy and low cost to get your website and booking process mobile.

Mobile websites for accommodation providers need to designed specifically for accommodation, you need something that fits your business. All our mobile sites are automatically updated when you update your details in freetobook.

 

 

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Together in Gatwick

Together for accommodation ownersJust back from a quick trip down to Gatwick to see the Gatwick Guest House Association (GGHA). I was invited to give a short presentation on the Together service after a few of their proactive members thought the service may help their website generate more bookings.

Like many other associations they need to upgrade their website and in assessing the options it became obvious that a booking engine on the website would be a great benefit…and that’s where Together comes in. Freetobook are always happy to visit groups and explain face-to-face who we are, where we came from and what we do.

Gatwick guest house association

Gatwick guest house association

I was really impressed with the positive and proactive attitude of everyone at the meeting, I was made to me feel very welcome.

A big thank you to everyone and especially to Carmel at the Cumberland House for her warm hospitality…..the perfect host.

 

To find out more about how to get together click here.

Short video on the together system

 

 

Posted in booking button, bookings, cooperation, group booking, hospitality associations, marketing, online, sales, technology, together | Tagged , , , , , | Leave a comment

Google HPA manager

Google Hotel Price Ads (HPA)

Google HPA

Google Hotel Price Ads (HPA)

News is out that freetobook are working on a connection which will enable accommodation providers to connect their availability to Google Hotel Price Ads. All customers using freetobook with nightly rates will be able to participate including hotels, apartments, guest houses, inns, bed and breakfasts, hostels, campsites and many others using nightly rates.

In the past Google HPA was only available to big hotel chains, Online Travel Agents (OTAs) and digital marketing organisations. Here at freetobook we like to smash through barriers and open up the best marketing technology to everyone, making more distribution channels available on an optional basis to our customers across the world.

Google Maps Hotel Price Ads

Google Maps Hotel Price Ads

When completed your freetobook diary will be able to feed rates and availability to the whole of the Google network giving you fantastic global marketing access. This service is on an opt-in basis without any tie-ins so you are free to try it out and calculate your return on advertising investment. Bookings that you receive from the service will be direct bookings and you will be able to pay per click for advertising on the Google HPA service.

Google HPA is different from Google Ads. The main difference is that Google HPA can link to your availability and direct bookings can be made there and then. Customers on Google will be able to see which accommodation is available at what price and make a direct booking. Unlike Google Ads you do not bid on keywords with Google HPA the placing of the adverts will depend on Google and their bidding system.

Where will my Google HPA adverts show ? You will be able to show on Google Maps,

Google HPA 3 pack

Google Hotel Price Ads

Google Local, Google+, and the new Google “three-pack” on AdWords. You can see some of the examples of where the adverts show in the pictures on this blog. All the best technology changes and improves and Google is a great example of this, so whilst we can say where the Google Hotel Price Ads show now we can also be sure that this will change and improve with time.

 

A short video with a flavour of the Google HPA service

 

Customers already using freetobook can pre-register for Google HPA in their TAB”Plus” under “Your Ads” on the orange bar.

Google HPA metasearch manager

Freetobook metaseach manager

Posted in bookings, Google Business page, Google Hotel Finder, Google Hotel Price Ads, Google HPA, marketing, online, OTAs, sales, updates, upgrades | Tagged , , , , , , | 7 Comments

Get together and win

Is your local association or marketing group doing enough for you?

Together for accommodation ownersOnline booking is just getting easier and more accessible to everyone. It’s great to see associations and marketing groups looking to improve their websites and the profitability of their membership.

Local association and marketing group websites tend to generate a lot traffic because they are the best source of local information (search engines like this), but do they really capitalise on all those visitors. If the huge growth of budget hotels and online travel agents is anything to go by you would have to say these local websites are failing to deliver what their members need most…direct commission free bookings.

together group website

together was our best decision

Why are they losing out on these bookings, because they are not offering their visitors what they want…the ability to search availability then compare properties, locations and prices, and make bookings. We all know customers want choice, value and convenience when shopping for accommodation online hence the global popularity of the OTAs.

That’s the problem, here’s the solution – get your area website set-up to take bookings for your members. To set this up quickly and cheaply you need a booking system that is accessible to all, quick to set up and easy to manage. Our solution at freetobook has been

Grow your accommodation group with together

Grow together and expand your association

simple and inclusive, the internet booking engine is free to use, quick to set-up (couple of hours) and easy to manage. Members can still run their existing booking systems if they want .. we do not mandate that they have to use freetobook exclusively and there’s no tie-ins. So the cost of entry is just a few hours time for members … a fair price for commission free bookings?

Proven benefits of working better “Together” include:

1) being able to categorically show members that they are “in profit” from their membership

2) reduce commissions paid and raise the long-term positive profile of the group/area

3) expand the membership of the group and directly increase their profitability

4) keeping bookings within the group means more bookings for all and easier referrals

Website visitors want to book online on your website and your association or group website, can you and your association afford to sit on your hands and do nothing ?

Find out more with examples of existing “together” websites

Case study of Fort William Bed and Breakfast group

Video showing how “together” can work for you

Posted in bookings, cooperation, group booking, hospitality associations, marketing, mobile, technology, together, website, winning strategies | Tagged , , , , , | Leave a comment

TripAdvisor Just for You

TripAdvisor’s “Just for You” personalised hotel choice

TripAdvisor Just for You

TripAdvisor “Just for You”

News has just come out on new hotel selection functionality for the TripAdvisor website, adding to the booking experience for TripAdvisor’s customers. Selecting accommodation will be more personal with the TripAdvisor “Just for You” feature. Millions of customers using the site could be directed towards hotel selections customised for them by TripAdvisor’s personal data.

Selected hotels will be based on a TripAdvisor customer’s individual profile, this may include, travel style, brand, amenities and location etc. Customers will be able to “tag” preferences, you can see the tags live on the new hotel pages when you login as a customer (see example below).

TripAdvisor Tags

TripAdvisor tags used in “Just for You” personalisation

Just for You is highly adaptive and learns from favourite hotels and destinations. At freetobook we can easily imagine more in-depth personalisation which could include search history, review sentiment, pages visited, hotels liked, along with facebook or other data merges.

TripConnect Premium Partner

TripConnect Premium Partner

The new selection tool follows the deep vein of booking friendly usability that includes TripConnect and Instant Booking. There can be no doubt that TripAdvisor is continually adapting and improving their booking functionality with a view to increasing the number of bookings taking place on their website.

The importance of being bookable on the TripAdvisor website will continue to increase. Right now hotels can do this in one of two ways, they can use TripConnect with pay per click or connect via an OTA which will advertise for them.

All freetobook customers can take advantage of the TripConnect direct booking platform as freetobook is a premium partner with TripAdvisor. We are also the first booking engine in the world to certify on the soon to be launched TripConnect instant booking platform, where customers transact the booking without leaving the TripAdvisor website.

More information and further reading on the TripAdvisor possibilities with freetobook see below.

What is TripConnect ?

Make the most of TripConnect Mobile bookings

How to get more TripAdvisor reviews automatically

TripConnect instant booking a global first for freetobook

Posted in marketing, online, tips, TripAdvisor, TripConnect, updates | Tagged , , , , , | 8 Comments

TripConnect Mobile Optimisation

Make the most of TripConnect Mobile bookings

TripConnect Mobile Bookings

TripConnect Mobile Bookings using freetobook

As TripAdvisor focuses on Mobile customers we think you should too. Earlier this year they reported there had been 100 million downloads* of their free mobile app. These customers use mobile phones to research holidays and some make bookings. If you are promoted on TripConnect you will convert better with freetobook’s mobile booking platform.

To optimise your freetobook mobile booking system simply login and select the TAB ”Plus” then “Mobile Booking”.  The “Deluxe Mobile Search” option will work for TripConnect or why not get a discount on the Full Mobile Package which includes a great mobile website.

Mobile Booking for accommodation Freetobook Plus Services

 

Freetobook’s mobile booking works on all mobiles and includes multi language booking. The mobile services work for all customers, not

TripAdvisor mobile page

TripAdvisor mobile page

just those on TripConnect, this means customers visiting your website using a mobile will also be able to use the optimised booking process.

We don’t charge for a connection with TripConnect….and that includes multi language booking in English, Spanish, French, German, Italian and Portuguese.

Our mobile optimised website and/or mobile deluxe search provide great value.

Watch the video below to see how great your mobile website and mobile optimised booking process can be with freetobook.

 

freetobook mobile booking engine for tripconnect and your website (youtube)

Find out more about mobile booking and mobile websites for accommodation businesses

On mobile it’s all about the booking experience, see some examples below.

mobile website for guest house

A mobile website for guest house.

 

 

mobile booking pages for hotels

Mobile booking pages for hotels.

*TripAdvisor press release 15April2014

Posted in bookings, marketing, mobile, sales, technology, TripAdvisor, TripConnect, website | Tagged , , , , , , , | Leave a comment

6 Secrets to OTA success

Secrets to OTA successLearn the 6 secrets to OTA success

Knowing the secrets of success with the Online Travel Agents OTAs can boost your direct bookings. Their web coverage is so massive that any single property will find it hard to get noticed without them. In reality the chances are that any potential customer visiting your website has already checked out your listing on the OTAs, so take a moment to learn how to leverage that coverage to your advantage.

channel manager and internet booking engine

get connected to the world

The big OTAs like Booking.com and Expedia are experts at online promotion and sales, they act a bit like a supermarket, giving customers significant choice, relevant information to help compare and an opportunity to buy simply and quickly. They have mastered the art of great online marketing, continually optimising their websites and spending billions on advertising to generate millions of bookers. Ranking high on search engines and also listing on the most popular websites like TripAdvisor make it almost certain that anyone searching for accommodation online will come across them.

The great news is that although customers visit OTAs during their search for accommodation most still choose to book direct. Take your OTA presence seriously by investing time and care to ensure it works for you. Do not be fooled into just a switching it on and letting it run, you have to drive it in the right direction.

1. Look Special: Ensure you are “attractive” on the OTA websites by having great images and plenty of them. These images must “connect” with customers on an emotional level….can they see themselves in those images? Highlight your strengths, you will be compared. By standing out you increase your chances of getting booked.

2. Know Your Targets: Understand what types of customer are finding you on the OTAs – why not ask them when you see them? Then grab the attention of those customers with the right content, your business customers may want to see free wi-fi, car parking, proximity to their destination etc. Enhance your own website to attract these customers.

3. Make Improvements: Refresh and fine tune your presence on each OTA, learning and improving all the time – nothing is static on the internet! Simplify the process of managing OTAs by using a channel manager, then spend the time you save by getting more from the connection…. put an end to tedious rate and availability updating, rather spend the time saved to add real value.

Book Direct for the best price

Book Direct for the best price

4. Drive Direct Bookings: You must have a great website, invest in fantastic images and rich content – go the extra mile.  Place your online booking process at the heart of your website, it’s got to be so easy to find and book.  Customers want it to be simple don’t confuse them or appear to offer less. Extract the maximum value from all customers, capture repeat business or referrals direct.

5. Returning Customers: Once a customer comes to you via an OTA make sure you get to know them, offer them a loyalty discount so they come back via a direct booking next time. Add the customer to your mailing list or social media channels and engage them directly.

Together for accommodation owners6. Create your own Mini OTA: When you can’t beat them make your own. Why not join up with other properties in your area to work together. You could create a website for customers to book accommodation in your location and compete with the chains and save commission using your mini OTA.

Smaller independent properties have limitations on their time and marketing budgets so it’s critical you make the most of them. The biggest advantage owner run and managed businesses have is the direct contact with their guests, it’s not something the chain hotels and OTAs can replicate.

Freetobook is a Internet Booking Engine and channel manager with many added services and connections to the world’s biggest sales systems like TripAdvisor TripConnect, Booking.com, Expedia, HostelWorld and many others. Using freetobook can greatly improve your worldwide distribution and add bookings to your bottom line : find out more about freetobook on our home page.

To find out more about what the freetobook channel manager can do for you, click the link below.freetobook channel manager

 

Posted in bookings, channel management, customer service, group booking, marketing, OTAs, sales, technology, tips, winning strategies | Tagged , , , , , | 9 Comments