Referral Links - Tripadvisor Business Listing
Bookassist’s Martin Murray discusses the use of the Tripadvisor business listing as a referral link.
When it comes to marketing your hotel online your main goal should be to drive as much qualified traffic and revenue through your own website as possible. One way to help with this goal is through the use of referral links.
There are many sources of referral links available and in this article we will be discussing the use of the Tripadvisor business listing as a referral link.
What is all it about?
With over 50 million reviews and an estimated one in every four travelers visiting the site before travelling, Tripadvisor has become the largest and most popular hotel review website. Tripadvisor launched the business listing back in January 2010 as a way for hotels to promote their listing and to encourage direct contact between the customer and the hotel. For many people checking hotel reviews is the final stage of their purchasing decision so having your hotel’s contact details present will help increase your chances of a direct booking which could otherwise be gained by a third party website.
Tripadvisor business listing features
There are several features to a Tripadvisor business listing. The main three are listed below.
Contact details displayed
Your hotel’s phone number, website link and email details are displayed under your hotel’s name on your Tripadvisor listing.
Create special offers
With the business listing you can create special offers for your hotel which are then displayed throughout the Tripadvisor website.
Mobile listing is enhanced
When you upgrade to a business listing, visitors viewing your listing on a mobile device will be able to call your hotel and visit your hotel’s website directly.
Tripadvisor charge a yearly fee to upgrade to the business listing and the cost varies depending on the number of rooms your property has. The average cost for a hotel in Ireland is €1550 pa. It is worth noting that you can you can cancel your subscription at any time and get your money back for the remainder of your subscription.
So is it worth it?
We have measured two hotels in the study below. Hotel A is ranked in the top 10% for their area while Hotel B is ranked in the top 30%.
Visits – Hotel A received 6345 visits while Hotel B received 674. (ROI) Return on investment – Hotel A had a return on investment of 44 (for every one euro spent on the business listing 44 was made back) while Hotel B had a ROI of 2. There are several factors which could explain the large difference in results between both hotels but the main reason is because Hotel A has a much higher Tripadvisor ranking than Hotel B and therefore gets a lot more exposure on the Tripadvisor website. If you are considering upgrading to the Tripadvisor business listing then we recommend that your hotel should be in the top 15% for your area for the business listing to be beneficial.
Conversion Conversion rate from the Tripadvisor business listing was quite high for both hotels. The table below compares the conversion rate from the business listing compared to the average conversion rate for referral links for each hotel’s website.
Is it worth it?
The simple answer is yes, if you have a high Tripadvisor ranking. The success of the business listing will mainly depend on two factors.
Tripadvisor Ranking – This is by far the biggest factor. The higher your Tripadvisor ranking the more times your hotel will be displayed to visitors. Also, hotels with a high ranking are trusted more as they are seen be of a high quality and therefore visitors are more inclined to learn more about them. If you are interested in upgrading you’re listing to a business listing but have a low Tripadvisor ranking we would recommend improving your ranking first.
Rate Parity / Availability – The business listing may generate traffic but that does not mean that this traffic will automatically convert into bookings, which is why having a least rate parity and good availability on your own website will help ensure that any traffic generated by the business listing will convert at as high a rate as possible.