Episode 5 – Tripadvisor and regional collabs

First published on July 8, 2024
Last updated on July 8, 2024
In this episode, Fab and Liz share insights on revisiting the role of TripAdvisor in today's tourism industry, the ongoing importance of managing online reviews for a strong online reputation, and strategies for boosting the profile of overlooked regions. Tune in for practical tips and lively discussion!

In the latest episode of the “Untangling Tourism Tech” podcast, Fabie and Liz delve into three critical topics that are currently shaping the tourism industry.

Revisiting TripAdvisor

TripAdvisor remains a cornerstone in the tourism distribution landscape. Despite some operators feeling it’s not as prominent as it used to be, it still holds significant sway as the second most visited travel website globally, just behind Booking.com.

Key Takeaways:

  1. Travelers’ Choice Awards 2024: Many operators may have missed notifications about their awards. It’s essential to check your TripAdvisor page to see if you’ve received an accolade.
  2. Leveraging Awards:
    • Download Logos: Use the provided logos on your website’s hero image and link them to a blog post or press release about your award.
    • Email Signature: Incorporate the award logo into your email signature to subtly highlight your achievement.
    • Social Media: Stand out by creating unique posts, such as videos or reels, to announce your award.
    • Celebrate Locally: Tourism organisations should acknowledge local award recipients and display their achievements in visitor centers.

Importance of Online Reputation

Maintaining a strong online reputation continues to be paramount for tourism operators. The hosts emphasise that online reviews are crucial assets that can significantly impact a business’s success.

Strategies for Managing Online Reviews:

  1. Regular Updates: Ensure your TripAdvisor listing is up to date with accurate information, engaging images, and timely responses to reviews.
  2. Competitor Analysis: Use tools like ChatGPT to analyse competitors’ reviews and identify areas for improvement in your own services.
  3. Webinar Announcement: The upcoming webinar, “Milking Reviews,” will offer deeper insights into maximising the benefits of online reviews and integrating them into your content marketing strategy.

Supporting Overlooked Regions

Operators in less-prominent regions often feel neglected in broader destination marketing efforts. The discussion highlights strategies for these regions to boost their profile and take control of their own marketing destiny.

Effective Strategies:

  1. Local Collaboration: Formulate a joint vision with other local operators to create a cohesive strategy that aligns with broader destination branding.
  2. Content Advocacy: Be proud of your region and create content that showcases its unique attractions. Use local hashtags alongside broader destination hashtags to increase visibility.
  3. Engage on Social Media: Follow and interact with local businesses on social media to build a supportive network and increase your reach.
  4. Website Optimisation: Feature recommended experiences and services on your website with high-quality images and SEO-friendly descriptions to enhance your region’s findability on Google.

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