Tripadvisor Business Advantage
Business Advantage provides accommodations with industry-leading tools to better market themselves to millions of potential guests, differentiate from competitors, impact booking decisions, and measure and improve their online reputations.
How Business Advantage Boosts Your Hotel RecoveryDiscover how hoteliers are driving more direct bookings with this business-boosting solution from Tripadvisor.Travel is making a comeback, as travellers hit the road for their long-awaited holidays. But the question for hoteliers remains: What is the best way to stand out from the competition? Business Advantage empowers hoteliers with the tools to drive direct bookings, entice travellers with promotional offers, and showcase the best of their property. Here’s what just a few of our partners have to say about it. ““Our team has succeeded using Business Advantage to help drive ROI with incremental traffic and bookings. We’ve seen high return on performance using BA features like special offers, direct links and click to call. The biggest benefit of BA for us would be our ability to maximise revenue and site traffic with the product’s various features.” - Johnny Gibson, Director Search Engine Marketing, Hilton Worldwide “The big advantage of Tripadvisor is the huge exposure to the consumer. With Business Advantage, we get great features like direct booking links to our website and hotel direct special offers. We have done a great deal of rebranding, repositioning, and changing from brand to independent hotels recently, and the Tripadvisor team has assisted greatly in transitioning to capture revenue immediately.”...
How to Add Contact Details to Your Tripadvisor Listing Here’s how to put millions of potential guests - nearby and across the globe - one click or call away from booking with you with Contact Details. Your Tripadvisor page can get hundreds or even thousands of visits per year. With a Business Advantage subscription, you can convert this qualified traffic into direct bookings using Contact Details. Contact Details allow you to add critical business information to your Tripadvisor listing, so travellers can connect with you directly. Here’s what you need to know about Contact Details so you can optimise your Business Advantage return on investment. Not a Business Advantage subscriber? Learn more and sign up at www.tripadvisor.com/BusinessAdvantage About Contact Details With Contact Details, travellers on your Tripadvisor page can reach you directly, whether they’re on a laptop, tablet or mobile device. You can display up to three methods of direct contact, including your:
- Phone number
- Email address
- Deals page
- Packages page
- A virtual tour
13 Things You Should Be Doing to Drive More Bookings from Your Tripadvisor Listing Best practices on how to drive more direct bookings from your Tripadvisor listing page. In our recent “Drive More Direct Bookings with Tripadvisor” webinar, we covered Tripadvisor’s impact on travellers’ booking decisions. In this article we’ll review your Tripadvisor listing page and how you can optimise it to drive more direct bookings. If you’re interested in learning how to optimise your presence on Tripadvisor search results pages, read here. First, let’s review your listing page and why it matters. By the time someone lands on your listing page, you’ve already captured their attention and are a part of their consideration set (the list of properties they’re choosing from). Your goal at this point is to keep these potential guests engaged with your property, provide all of the information they need to make a confident purchase decision and easily connect them to your direct booking channels. For simplicity, we’ve organised these tips based on the layout of your listing, starting at the top and working down to the bottom. We’ve also included a mix of free and premium tips — those tips with an asterisk (*) are features available only to Business Advantage subscribers. To become a Business Advantage subscriber, visit www.tripadvisor.com/BusinessAdvantage. 1. Upload Management Photos Research shows that travellers spend more time on property pages that have at least 30 photos.1 Be sure to upload high quality images that are within our photo guidelines — learn more here. 2. Choose a primary photo...
ON-DEMAND WEBINAR Drive More Direct Bookings with Tripadvisor Details
Global tourism has been steadily increasing over the past decade and it continues to trend upwards. Unfortunately, while we're seeing a strong growth in spending — we're also seeing a steady decline in supplier direct share of online hotel bookings.
How can you capitalise on this growth in global tourism and increase your share of direct bookings? There are many tools owners can use but — because of our size, influence and role in travel — we believe Tripadvisor should be at the centre of your direct booking strategy.
Our exclusive on-demand webinar gives your practical tips and tools to start driving more direct bookings with Tripadvisor.
In this webinar we'll cover:
- Tripadvisor's role in the travel industry
- How travellers move through the booking funnel on Tripadvisor
- And, actionable tips — for those just getting started to Tripadvisor experts — for driving more direct bookings at every stage of the booking funnel
The live event is now available on-demand! Sign up now to access the recording (in English only).*Worldwide Travel Path to Purchase 2017, comScore Media Metrix for Tripadvisor Sites, September 2017
**SiteMinder’s Global Hotel Business Index 2018
***Oxford Economics, 2018
DECISION PHASE Key Takeaways from the Decision Phase of the Traveller Path to Purchase Last Updated: 12 March 2018 The Decision Phase of the Traveller Path to Purchase is usually where our hotel partners say they invest the most time and resources. In this phase, travellers are ready to book as compared to the Shopping Phase where travellers are still compiling their consideration sets — the short list of accommodations they’ll choose from (more on influencing travellers in the Shopping Phase here). OVERVIEW OF THE DECISION PHASE
The Decision Phase is when a traveller selects a place to stay and books. During this time, travellers are choosing from their narrowed consideration set that was previously developed in the Shopping Phase. Marketing reach at this point is limited, since travellers have already narrowed in on their choice. But, the travellers who you do reach have a very high booking intent.
Unsurprisingly, price is reported as the most important factor when making a booking decision. In a recent TripBarometer study,* 93% of travellers said price was the strongest booking factor and 72% said finding a good deal was most important to them.WHY THIS MATTERS TO YOU...
OVERVIEW An Overview of the Traveller Path to Purchase Last Updated: 12 March 2018
The traveller’s path to purchase in today’s world is tangled and complex. Travellers are inspired from a variety of sources — from something they saw online, to a billboard on the side of the road, or a story from a friend’s recent trip. With so many different channels, both online and offline, it can be daunting to decide where to invest your marketing dollars.
In an effort to learn how and why travellers book the way they do, we partnered with comScore to understand where travellers go to shop and what inspires their next trip. We consolidated this data in our recent webinar, “Influencing the Traveller Path to Purchase with Tripadvisor” presented by Charles Ballard and Martin Verdon-Roe. We encourage you to watch the full on-demand webinar, but, if you don’t have the time, or are looking for something more scannable, we have just that.Travellers are inspired from a variety of sources — from something they saw online, to a billboard on the side of the road, or a story from a friend’s recent trip. OVERVIEW OF THE PATH TO PURCHASE...
Tripadvisor Business Advantage for Accommodations Business Advantage empowers accommodations to attract and engage potential guests – and influence their booking decisions.
Business Advantage represents an evolution of our Business Listings subscription product, which originally launched in 2010. Business Listings were designed to help accommodations drive more results from their Tripadvisor pages. In working with our customers over several years, we learned that they needed a more holistic solution to unleash the full potential of Tripadvisor for their businesses. Based on their feedback and our own traveller data, we developed Business Advantage.
Business Advantage empowers accommodations to better market themselves to potential guests, impact booking decisions, differentiate from competitors and measure and improve their online reputations. Its feature set includes a Media Suite, Promotional Features and a best-in-class Analytics Suite.
What's included in Business Advantage?Promotional Features: Instantly share Contact Details and influence booking decisions with guests online and on–the–go.
- Contact Details: Put millions of potential guests one click or call away from booking with you
- Property page: Choose three points of contact – phone number, email or website URLS – to your property's Tripadvisor listing page
- Mobile Click-to-Call: Make it easy for guests to contact you — and tap into the fast–growing mobile marketplace — by activating one–click calling from any mobile device when you choose a phone number as one of your Contact Details.
- Search Links: Include your hotel website link in search results pages on high–profile Tripadvisor pages
- Special Offers: Stand out from your competitors by sharing exclusive offers on desktop and mobile
- Announcements: Attract traveller attention by sharing your property's latest news
- Favourite Reviews: Showcase a great recent review near the top of your Tripadvisor page
Learn more about the promotional features available to subscribers here.
Media Suite: Capture the attention of guests — and stand apart from competitors — with enhanced photo and video tools that showcase your business at its best.
- Storyboard: A promotional preview that blends together your best photos and top reviews
- Favourite Photos: Use your best photos to inspire and motivate guests to choose your property by highlighting them in your photo carousel and media viewers
- Cover Photos: Present your property how you want guests to see it by customizing the album covers on your listing
- Property Videos: Post dynamic videos on Tripadvisor — and bring your property to life for potential guests
Learn more about features included in the Media Suite here.
Analytics Suite: Leverage in–depth Tripadvisor data on your property, competitors and online visitors to drive key business decisions — and create better guest experiences
- Overview: Use extensive Tripadvisor data to drive business decisions, manage your online reputation & enhance guest experiences
- Reputation Insights: Measure against competitors on key reputation indicators
- Market Position: Find out how traffic and rankings are changing in your market
- Click Activity: Discover what travellers care most about by tracking clicks
- Photos & Amenities: See how potential guests engage with your Tripadvisor photos — and how your amenities stack up against your competitors’
- Demand Trends: Learn where your Tripadvisor visitors are coming from — and what they look for
- Telephone Lead Management: Measure phone traffic by adding a unique phone number to your property page
Learn more about the Business Advantage Analytics Suite here.
What does it cost?
Business Advantage is a subscription–based product. The exact price of a Business Advantage subscription is tailored to each property based on a variety of factors such as location, size, etc. Properties should discuss specific pricing with their Tripadvisor consultants.Introducing Tripadvisor starter packages [widget_banner title="Ready for the rebound?" text_1="We’re offering hoteliers over $500M in total savings to help recapture traveller demand."...
Free or Premium? A Guide to Marketing on Tripadvisor Tripadvisor offers a suite of marketing tools for hospitality businesses. Many are free but a few premium features are available for a fee. Do you know which are which?
Looking for ways to drive more business? Tripadvisor offers a variety of tools to help. There’s something for everyone, but you must be registered for your property’s Management Centre to have access.
Let’s start by looking at the free tools available to any accommodation, restaurant or attraction listed on Tripadvisor. These tools are always available in the Management Centre:
Properties with at least 1 photo see 138% more engagement than properties with no photos.1
Property page tools
Control the major elements of your Tripadvisor property page through the "Manage Listing" tab in the top menu. Add photos to attract traveller attention, update your amenities, and complete other administration tasks here as well.
Over 60% of travellers say Management Responses make them more likely to book.2
Review management tools
Under "Reviews" in the top menu, you'll find all of the tools you need to manage, measure, and respond to new reviews. Try Review Express to encourage more reviews.
Nearly 90% of travellers say reviews are influential in choosing where to book.3
Free marketing tools
Get help marketing your business under "Marketing Tools" in the top menu of the Management Centre. Showcase your reviews with the Tripadvisor Traveller Reviews App for your Facebook page, Tripadvisor Social Media Buttons, and widgets to display your awards and reviews on your website. Finally, request a Tripadvisor sticker for your property, so guests know you’re listed on the world’s largest travel site.4
Want free marketing tips, industry research, helpful guides and more? Hotel managers and operators can visit www.tripadvisor.com/TripadvisorInsights and restaurant owners can visit Tripadvisor For Restaurants. You can also find information in the Management Centre, under the "Help & Settings" tab in the top menu, select "Tripadvisor Best Practices."
Accommodation & restaurant providers can enhance their Tripadvisor listings and attract even more travellers with some additional tools that are available for a fee. There are no premium tools available for attractions at this time.
Solutions for accommodations
- Business Advantage: Industry-leading tools to better market your business to millions of potential guests, differentiate from competitors, impact booking decisions, and measure and improve your online reputation.Visit www.tripadvisor.com/business/BusinessAdvantage to learn more.
- Instant Booking: Now, travellers can click the “Book on Tripadvisor” button to reserve a hotel directly on the site. Potential guests are more willing to book when they know they can purchase right on Tripadvisor.5 Instant booking gives your hotel an easy way to claim these bookings. Learn more here.
- Sponsored Placements: Drive high quality traffic to your property by putting your listing on top of Tripadvisor search results for travellers searching for a place to stay in your area. Sponsored Placements are risk-free — meaning you pay only for the clicks you get and you can cancel at any time. Sign up today at www.Tripadvisor.com/business/sponsored-placements.
Solutions for restaurants
- Tripadvisor Premium: Get the competitive advantage your business needs with Tripadvisor Premium for Restaurants. Upgrading to Premium gives you exclusive access to powerful subscriber-only tools including Storyboard, Top 3 Reasons to Eat Here, Favourite Reviews, and exclusive data & insights. Learn more here.
- Tripadvisor Ads: Drive traffic to your Tripadvisor listing by promoting your restaurant in exclusive sponsored placements to a targeted audience of diners searching for a place to eat in your area. Learn more here.
- 1. Tripadvisor data, July 7 - August 7 2014, tripadvisor.com/TripadvisorInsights/n2507/bookings-and-traveller-engagement-driven-management-actions
- 2. PhoCusWright, “Custom Survey Research Engagement,” prepared for Tripadvisor, December 2013.
- 3. TripBarometer, April 2014, Global Edition: tripadvisor.com/TripadvisorInsights/n2200/tripbarometer-april-2014-global-edition
- 4. comScore Media Metrix for Tripadvisor Sites, worldwide,
- 5. Tripadvisor internal data
Storyboard: Tell Your Story, Your Way Combine your best photos and top reviews into a promotional preview that engages customers.
Every month, over 455 million people visit Tripadvisor to plan and book their perfect trip.1 From finding the best places to stay, to discovering local restaurants when they get there – travellers use Tripadvisor at all stages of their trip.
As a Business Advantage or Tripadvisor Premium for Restaurants subscriber, you have a suite of marketing tools at your fingertips to help you make a great first impression on potential customers. One of these is Storyboard, which transforms your static photos and reviews into a high-quality promotional preview of your property. Our Storyboard builder is easy to use and will guide you along the way. Simply choose your best photos, review snippets, and tags, and we’ll do the rest for you.
Get more customers to choose you by telling your story and putting yourself a step ahead of the competition. Ready to begin?
Setting Up Your Storyboard
In order to publish your Storyboard, you must have an active Tripadvisor subscription:
- Accommodations: Become a Business Advantage Preferred Access subscriber. Learn more here: www.tripadvisor.com/BusinessAdvantage.
- Restaurants: Subscribe to Tripadvisor Premium for Restaurants. Learn more here: www.tripadvisor.com/Premium.
Once you’ve subscribed, log into your Management Centre at www.tripadvisor.com/Owners and select your business from the drop-down menu.
- Accommodations: Under the “Manage Listing" menu, click "Storyboard". Then, click “Create Storyboard” to begin.
- Restaurants: Under the “Manage Listing” menu, select “Create Storyboard.”
Storyboard is easy to create! Each one is made up of ten frames that you can populate with photos, review snippets or tags from your page. Navigate between frames to configure them – we’ll even suggest the content for you. Once you’ve finished editing a frame, click “Next” and your changes will save automatically.
To select, or change, a photo in the frame click “Update Photo.” A photo gallery will then appear below. Use this gallery to select the photo you’d like to use. If you don’t see a photo you like, you can always add additional photos through the “Manage Photos” tool on the left.
Selecting review snippets:
After you’ve selected your photo, you may choose a review snippet. A review snippet is a short excerpt from a traveller’s review of your property. These highlights are automatically generated based on a universal set of criteria. To select a snippet, click the “Update Review Snippet” button and then choose one from the gallery below. Once selected, you will see a preview in the frame above.
Tags are summary keywords that appear repeatedly in reviews from different guests or diners. Choose tags that highlight a reason why customers love your business. To select a tag, click the “Update Tag” button and then choose from the tags below. Once selected you will see a preview in the frame above.
Adding review snippets and tags in multiple languages:
If your business has reviews in multiple languages use the drop-down menu to see what languages are available. Once you select a language, all snippets or tags available in that language will be displayed. Be sure to choose options for each of these languages, for each frame, or your Storyboard will be incomplete and not visible in that language. The completion status of each is indicated by colour:
- Languages in black have not been started.
- Language in green indicates that all snippets or tags have been selected for that language.
- Languages in orange have been selected in a previous frame but are missing from the current frame.
Note: For accommodations, visitors viewing your page in a language for which you don’t have a Storyboard will continue to see your Cover Photo. For restaurants, users will instead see a Storyboard in another completed language.
Publishing your Storyboard:
The final frame is where you have the opportunity to publish your completed Storyboard. Here you will also see which languages are complete, as well as which languages you began but did not complete. To see which frames are incomplete, look for orange dots in the setup carousel and update the frames with additional selections as needed.
Once you’ve completed all frames and are ready to publish, click “Publish Now.” Only completed languages will be published, all other incomplete languages will be saved as a draft until they’re complete. Please note that it can take up to 24 hours for your updates to appear on your live Storyboard. If you’re not yet ready to publish your Storyboard, you can always leave and come back to publish it at another time. All changes will be saved in the Storyboard editor.
- 1. Tripadvisor log files, average monthly unique visitors, Q3 2017
Top 13 Tips for Special Offer Success Maximise your Special Offers to entice even more travellers to book directly
According to a recent Tripadvisor study1, the top three factors that would make travellers more likely to book directly with a property are:
- Getting exclusive deals or offers from the hotel
- A “best price guarantee” from the hotel
- Receiving special perks or amenities for booking directly
Here are 13 tips to create successful Special Offers that convert travellers:
1. Always run an offer
Special Offers help differentiate you from competition. Don’t sideline your business by allowing your offers to expire or by not running one at all. Tripadvisor can display up to three Special Offers at a time and you can schedule offers for the future so there is always one running.
2. Give travellers a good deal
Appealing to travellers’ wallets will get you more bookings. Special Offers that do well are ones that give guests the best deal. But if you don’t have a big budget, don’t worry. Even a small value-add can appeal to travellers.
3. Timing is everything
You can choose exactly when to launch or update your offer. Try using the “Search Demand” report in your Analytics Suite to see your average booking lead time, then post your offer that many days in advance of the time you want to promote.
4. Market distressed inventory
Post a Special Offer to fill rooms that would otherwise go unsold, whether that’s during an off-season, weekdays, or other quiet times.
5. Capitalise on a pre-existing deal
List a special that you are already running elsewhere. Your Special Offer does not need to be unique to Tripadvisor!
6. Use offers to build areas of your business
Create offers that appeal to the types of travellers you want to draw in. For instance, if you’d like more leisure travellers, appeal to families or weekend guests with an offer of “Free breakfast.”...
Bring Your Business to Life with Property Videos Seeing is believing, show guests what they can expect at your accommodation with Property Videos, available only to Business Advantage subscribers.
Getting guests to understand exactly what your property offers can be challenging, but what if you could show them? Introducing Tripadvisor’s Property Videos.
Travellers are spending more time than ever watching videos: a recent study predicts that video will claim nearly 80% of all global web traffic by 2019.1 Videos allow users a special view into your property, capturing their attention and giving them a glimpse into what makes you special.
Property Videos allow you to bring your accommodation to life by displaying video content right alongside your photos on Tripadvisor. Leave a lasting impression and connect with travellers through the power of video.
Ready to engage potential guests with videos? Let’s get started.
How to add videos to your Tripadvisor listing
In order to publish Property Videos on Tripadvisor, you must have an active Business Advantage subscription. Learn more here: Business Advantage.
Once you've subscribed:
- Sign into the Management Centre.
- Under the "Manage Listing" menu at the top, select “Property Videos"
- Click the “Property Videos” tab on the left-hand side.
- Click the blue “Add More Videos” button, then select videos from your computer. You can upload up to 30 Property Videos to your listing.
- Don't forget to add a title to let travellers know what your video is about.Then, click “Submit” to save your changes and upload the video.
- While most videos appear on your listing within 30 minutes, your video may take up to 24 hours to be available.
How to update or delete Property Videos:
- Follow steps 1 - 3 above to access the “Property Videos” section.
- Click the video you’d like to update or delete.
- To make changes, edit the title of the video and click “Save Updates.”
- To delete a video, click the blue “Delete” button below. Once you delete a Property Video it will no longer be displayed on your Tripadvisor page.
Tips for posting Property Videos:
- Review our guidelines: Ensure your video aligns with our Property Video guidelines before you post.
- Keep it short: Short clips are more engaging. All videos should not exceed three minutes.
- Switch it up: Showcase different areas of your property - whether it’s a walk-through of your Master Suite, a fly over video of your pristine golf course, or a welcome video from your staff. Just like with photos, it’s best to highlight a variety of areas!
- Combine with Announcements: If you’ve made changes to your property, consider posting a video on the updates, along with an Announcement. This can help draw travellers in.
- More tips: Read our guide to creating professional looking videos, on a budget.
- 1. https://www.l2inc.com/research/video-2016
Spotlight Your Favourite Reviews Step-by-step guide to highlighting your favourite reviews to Tripadvisor users.
Inspire travellers by showcasing a favourite recent review near the top of your Tripadvisor property page. The Favourite Reviews feature allows you to leverage travellers’ reviews to help tell your story on Tripadvisor. Select a review that truly depicts your business and pin it in prime viewing position for those visiting your Tripadvisor property page.
Where will my chosen review appear on Tripadvisor?
The review you select will appear directly after the most recent review on your Tripadvisor listing. Choose one in each available language to ensure that more travellers from around the world see your favourite reviews.
Set up Favourite Reviews in two easy steps:
It takes just a minute to showcase a favourite review to travellers worldwide – and to give browsers even more reason to become bookers.
- Visit the Management Centre and select "Select Favourite Review" from the Reviews tab at the top of the page.
Step 1: Choose a review
The first step is to choose the review you want to highlight. All eligible reviews* will automatically appear on this page. You can use our built-in filter options – including bubble ratings and traveller type – to make it easier to find the one you want to feature.
To ensure that travellers from around the world see the review you want them to see (in their language), the Favourite Review feature allows you to select reviews in multiple languages. To take advantage of this, simply select a language from the drop-down list, and you'll see a new selection of eligible reviews in that language. Only languages that contain an eligible review for your business will be visible.
*Please note: There are criteria that reviews must meet in order to be eligible for this feature. Managers will only be able to select a review from among the reviews that meet the criteria.
Tips for picking a review:
- Keep it current. Studies show that 80% of Tripadvisor users are most interested in recent reviews when researching accommodation options.1 Travellers want to know what your property is like based on current guest experiences. Make sure that the review you select is recent – the fresher the review the better.
- Has the review received any helpful votes? If so, that means people found the information beneficial when they were looking at your listing. This type of helpful content could appeal to even more browsers and may be worth highlighting.
- Does the review highlight something unique about your property? Do you have a great spa experience, an outdoor dining space, or incredible staff that people boast about? These are all important factors that potential visitors consider when making a decision. Draw attention to what makes you special.
- Provide insight for potential guests. For example: If your property makes it easy for guests to enjoy the hustle and bustle of a city, highlight a review which speaks to the vibrant atmosphere. If your restaurant is notorious for being vegan-friendly, highlight a review that calls out your most-loved vegetarian dishes.
- Think about seasonality and timing. If it’s winter where you are, instead of spotlighting a review which talks about your outdoor pool or dining area, you might instead choose a review focusing on your open-fire dining experience. Also think about celebrations and holidays. If it’s Valentine’s Day, you might consider choosing a review that appeals to couples.
Step 2: Publish your Favourite Review
Then, click "Publish." Your Favourite Review will appear within 24 hours of being published. Follow the same steps above to select a review in additional languages or to swap out older featured reviews for new ones.
Keep in mind: Once a Favourite Review becomes more than a year old, it will no longer appear at the top of your property page. Make sure your reviews are up-to-date by visiting the Favourite Review page in the Management Centre regularly.
- 1. The 2015 ‘Custom Survey Research Engagement’ was an independent study of 14,991 respondents conducted by Phocuswright on behalf of Tripadvisor. Phocuswright fielded an online consumer survey between April 8, 2015 and April 29, 2015, driving responses via pop-ups on Tripadvisor websites in the U.S., United Kingdom, France, Italy, Germany, Spain, Brazil, Russia, Australia, India, Japan, Indonesia, Malaysia and Thailand. The survey targeted users of the website’s hotel reviews who have also purchased lodging for travel within the past 12 months, and planned their own trips. Respondents were invited to participate in the survey while visiting the Tripadvisor website via a link which directed them to an online survey instrument.
5 Steps to Maximise Business Advantage Success Make the most of your subscription by following these success-driving strategies.
Want to make the most of your Business Advantage subscription? Here are five easy ways to market yourself to potential guests and impact booking decisions.
1. Add Direct Contact Details
- Sign into your Management Centre.
- Go to Drive Bookings in the menu and click Update Contact Details.
- Add new contact information or edit existing contact, then click Update.
Why Should You Add Direct Contact Details?
Adding Contact Details to your accommodation's Tripadvisor listing opens the door to direct booking referrals and allows you to connect with travellers around the globe on the world's largest travel site. The links to your website, phone number and email address will appear at the top of your Tripadvisor page. This makes it easy for travellers to contact you for more information, and to convert from researching to booking with just one click.
2. Post a Special Offer
- Sign into your Management Centre.
- Go to Drive Booings in the menu and click Post Special Offers.
- Click Create one now and follow the instructions there.
Why Should You Post a Special Offer?
Your Special Offer is more than an incentive to book — it’s also a great way to stand out from the competition by sharing exclusive, customised offers on desktop and mobile.
3. Post an Announcement
- Sign into your Management Centre.
- Go to Manage Listing in the menu and click Announcements. Follow the intructions from there.
Why Should You Post an Announcement?
Want to encourage travellers to pick you over the competition? Then announce that renovation, new amenity or award.
4. Manage Your Photos and Videos
- Sign into your Management Centre.
- Under Manage Listing at the top of the menu, select Storyboard, Favourite Photos, Cover Photos, or Property Videos.
- Make your changes, then click Save.
Why Should You Manage Photos and Videos?
Photos and videos allow you to bring your accommodation to life for potential guests. Only Business Advantage subscribers have access to exclusive tools to manage media on Tripadvisor — so take advantage of them! Rearrange your Favourite Photos, set your Cover Photos Photos, create a custom Storyboard, and upload Property Videos, all in the Management Centre.
5. Use your Analytics Suite
- Sign into your Management Centre.
- Go to Drive Bookings in the menu and click Analytics Suite.
- Browse your dashboard for the latest data.
Why Should You Use the Analytics Suite?
Want to see how your Tripadvisor efforts are paying off? Your Analytics Suite gives you exclusive access to a wealth of metrics and analytics.
Use this data to track traveller engagement, gain insights into your target audience and discover market trends. Plus, everything you see can be compared to custom competitor sets. Simply set them up and then use the drop-down in the top right to benchmark your performance over your competitors.
Updating Payment Information on Tripadvisor
Step-by-step instructions on updating your property’s payment information on Tripadvisor.
Updating payment information for your property is simple and can be done online. Follow the steps below to learn how to update this information across all Tripadvisor paid products.
Updating your payment information
- Go to www.tripadvisor.com/Owners to log into the Management Centre.
- Hover over the “Help & Settings” menu at the top of the page, click "Billing and Payments.”
- On the right-hand side, under “Billing Information” click the “Update” link.
- Enter in your new credit card, update your method of payment or billing information and click “Save.”
How long will this take?
Your updated payment information will appear immediately. If you have any outstanding payments, we’ll charge your account within 24 hours.
Who is the billing owner?
The billing owner is the person who manages payments to Tripadvisor. It’s typically the person who purchased or last renewed your Tripadvisor subscription, or the person who initially set up instant booking. You can see who has access to manage your commercial products by visiting the Manage User Access page. To access this page, log into your Management Centre and under the "Help & Settings" tab in the top menu, select "Manage User Access." On this page, you'll see a full list of all users registered to your Tripadvisor page. You'll also see their Tripadvisor usernames, email addresses, affiliations to your business, and the products they have access to (if applicable).
Can I have multiple cards on file with Tripadvisor?
Yes, you can keep multiple cards on file. However, only one credit card may be set as the default for payments. The billing owner for your property can update the selected default card at any time.
I don’t see the "Billing & Payment" option. What should I do?
You’re probably not registered with Tripadvisor as the billing owner of your property. In this case, you should ask the billing owner to log into the Management Centre and update the payment information using the steps above.
If that person should no longer be managing billing and payments, you can submit a request via the Management Centre to have the billing owner status shifted to someone else.
For owners with a Business Advantage subscription:
- Visit the Management Centre.
- In the Contact Tripadvisor box click "Get online help.”
- Under "Please tell me what the issue is” box, select “Business Advantage.”
- Select "Update Account Access Permissions" as the subtopic.
- In the Comments box please include all details of the switch you'd like to make.
For owners with instant booking:
- Visit the Management Centre.
- In the Contact Tripadvisor box click "Get online help."
- Under “Please tell us what the issue is,” select “Instant Booking.”
- Choose “Billing and Payment Questions.”
- Explain your request in the Comments box.
How to Add Special Offers to Your Tripadvisor Listing Step-by-step directions on setting up Special Offers
Special Offers are deals or promotions that your accommodation can post on Tripadvisor as part of your Business Advantage subscription. Use Special Offers to differentiate yourself from the competition and drive more direct bookings on the world's largest travel platform.
They are a great way to build base occupancy for the future or to boost occupancy during the off-season, weekdays, or other quiet times for your property.
Where do Special Offers appear on Tripadvisor?
Special Offers appear on each of Tripadvisor’s 49 domains, localized in 28 languages, on your property's listing page and in location search results.
Tripadvisor can display up to three Special Offers at a time. When travellers click on Special Offers from your listing page they’ll have the ability to click through the different deals.
Tip: While you’re only able to showcase three Special Offers on your listing page, you can have more than three offers active at a time. Tripadvisor will automatically rotate which offers are displayed.
Set Up a Special Offer in Four Easy Steps:
1: Log into the Management CentreLog into the Management Centre by visiting www.tripadvisor.com/Owners. Then, from the "Drive Bookings" menu at the top, select "Post Special Offers" and click the "Create Offer" button.
Not a Business Advantage subscriber? Sign up today to gain access to Special Offers — and other exclusive marketing tools here.
Are you a Business Advantage subscriber, but not seeing the "Post Special Offers" option? Your account may not be authorised to make these changes. Please ask the Billing Owner of your subscription to contact their Tripadvisor representative and request this access on your behalf.
Tip: If you want to reactivate a Special Offer you've used in the past select "Expired offers" from the dropdown menu to view and update an old one.
2: Fill in the details
First, select from the following five types of Special Offers:
- Percent off room rate — Use this type when you are offering a percentage off the base room rate. You will be prompted to specify the exact percentage.
- Special room rate — Use this type when you are offering a room at a specific discounted rate. Be sure to include the rate in the headline or offer description.
- Free breakfast — Use this type when free breakfast is included with the traveller’s stay.
- Loyalty programme — Use this type to promote discounts or benefits offered to travellers who join your property’s loyalty programme. Be sure to include details about the programme and how to join in the offer description.
- Package — Use this type to promote package deals or to bundle discounts and freebies that are included with the traveller’s stay. For example, you could offer packages around specific holidays and occasions (e.g. Valentine’s Day Package) or to promote specific activities (e.g. Ski and Stay Package).
Once you’ve selected your offer type, you’ll be prompted to fill in additional details including:
- Headline: Choose whether you would like to use the suggested headline or create your own. If you opt to customise your own headline, it will only appear on that domain. The suggested headline will be translated and used for all other domains.
- Description: Write a short description of your offer. Be sure to include the offer details and any special restrictions or instructions for redemption.
- Offer redemption: Select whether guests can redeem your offer online, by phone, or both. Selecting “Online” will prompt you to input the URL where guests can redeem the offer. We recommend directing guests to a page that contains details about the specific offer. Selecting “Phone” will prompt you to input a valid phone number.
- Offer code: You have the option to include an “Offer Code” which can help facilitate tracking of offer redemptions.
Once all required information is filled out, click the “Next” button at the bottom of the page.
3. Schedule your offer and enter restrictions
Schedule your offer using display dates
First, schedule the dates you’d like your offer to show on the site by entering start and end dates in the “Dates to display on Tripadvisor” field. This is the timeframe in which your offer will appear to travellers viewing your property on Tripadvisor.
You can enter the current date as the start date if you’d like your offer to display immediately or you can schedule the offer for a future date.
Enter offer restrictions
Next, you’ll need to enter the traveller stay dates and day of week restrictions for your offer.
- Traveller date restrictions: Is your offer only valid for certain dates of stay? Enter the dates for which the offer is valid in the “Offer valid for guest stays between” field. These dates will be displayed to travellers in your offer.
We will also use these dates to target your offer to the right travellers. Those who are searching for stays dates outside the validity window you set will not see the offer.
- Day of week restrictions: Is your offer only valid for stays on certain days of the week? Select the days for which your offer is valid. Any restrictions will be displayed to travellers in your offer.
4. Preview and publish your offer
Once you’ve finished entering all necessary details and scheduling your offer, click the “Preview” button to see exactly how your offer will appear to travellers on Tripadvisor. Double-check that all of your information is correct.
If you are happy with it, click the “Publish” button. Your Special Offer will be live within 24 hours.
(Optional) 5: Set up more Special Offers
You can create and schedule multiple Special Offers at once. While only three offers will be displayed on your listing page at a time, you can create as many offers as you’d like. If you have more than three offers active for the same display dates, Tripadvisor will automatically optimise your offers to show the most relevant ones to travellers based on their search dates. If we don’t know the traveller’s stay dates, Tripadvisor will rotate through the available offers to make sure all your offers get exposure.
You can further optimise your offers by monitoring their performance on the “Manage special offers” page. Look at the Claim Rate to see the percentage of users who viewed your offer and then clicked to redeem. Your best performing offers will have the highest claim rates.Introducing Tripadvisor starter packages [widget_banner title="Ready for the rebound?" text_1="We’re offering hoteliers over $500M in total savings to help recapture traveller demand."...
Photos on Tripadvisor: Best Practices for Accommodations Quick photography tips designed to help hoteliers grab the attention of potential guests.
According to a 2015 study conducted by Microsoft,1 the average human attention span is rapidly declining. Since 2012 our attention span has dropped from twelve seconds to a mere eight seconds – making it shorter than that of a goldfish (at nine seconds). Given this, holding the attention of visitors to your Tripadvisor page can seem daunting. Luckily, the Tripadvisor Media Suite offers easy-to-use features that can help.
Not only do photos grab the attention of travellers and reach them on an emotional level, but research shows that travellers spend more time on property pages with at least 30 photos. Photos are an important way to tell your story and help visitors imagine themselves at your property. But, it’s not just about having a lot of photos – the type of photos you feature matter. Here are our tips on how to choose photos that will keep travellers engaged and influence their booking decisions:
DO: Use professional-looking photos
Beautiful photos are a must. In this day and age, there's no excuse not to have professional-looking photos. Don't worry – there's no need to run out and hire a photographer. You can get professional photos on your own by following our top tips for taking better property photos.
DON’T: Use stock photos
Stock photos are boring and lack authenticity. Anyone can choose generic photos of a guest room, lobby or dining space, but this doesn't show customers who you are and what you’re about. It also doesn't properly set traveller expectations, which can lead to poor reviews if the actual experience doesn't live up to the one presented. Your photos should tell your property’s story, and communicate what makes you special.
DO: Update your photos based on the season
Guests want to see exactly what they can expect when they visit your property – no matter the time of year they visit. If it’s the middle of winter, it’s time to emphasise your lobby’s warm and cosy fireplace over those summer pool shots. Be sure to keep your advance booking window in mind when choosing which photos to prioritise. If you typically have a long lead time on bookings, begin adding images for the upcoming season to align with traveller searches. Remember, you want to make it as easy as possible for guests to imagine themselves at your property.
DON'T: Delete photos from other seasons
While you know your typical advance booking window, travellers could be researching before or after that time frame and want to see what your property looks like for their travel dates. Instead of deleting those seasonal photos, use the Manage Photos tab in the Media Suite to adjust the order of your images. This allows you to prioritise ones within your current booking window, while still having others available to those booking last minute or earlier than usual.
DO: Include an array of photos
Potential guests want to see everything your property has to offer, so it’s important to include a mix of photos on your listing. Business Advantage subscribers benefit from Favourite Photos which allows you to hand-pick the first 30 photos in your photo carousel. As a general rule, you should include images of:
- Guest rooms: the bedroom area, storage spaces, bathroom and any unique or high-quality room amenities (technology, toiletries, etc.)
- Views or outdoor spaces: the exterior of your building, pool, gardens, rooftop, views from your restaurant or bedroom, etc.
- Common spaces or interior amenities: dining spaces, your lobby, concierge, transportation
DON'T: Include every photo from your recent photo shoot
The photos from your recent photo shoot just came back and they look beautiful – great! Keep in mind, while travellers love photos, there is such thing as too many. No one wants to see 10 shots of your exterior or lobby bar in slightly different lighting. So, before you post, narrow down the list to ensure each photo is showing something unique. Tripadvisor even allows you to sort your photos into albums such as Hotel & Amenities, Dining, Pool & Beach and Room/Suite. Business Advantage subscribers, you can select Cover Photos for these albums in the Media Suite.
DO: Post photos of various rooms – but always include your standard room
Room photos not only help potential guests decide if they want to stay at your property, but they can also be used to upsell guests to a more expensive room. Entice potential guests by including photos of all your room types – just be sure to label them accurately so guests get a true representation of where they will be staying.
DON’T: Post only the basic offerings at your property
Although it’s essential to include photos of your standard amenities, this doesn’t mean you can’t mix in some fun images as well. Cover the basics, but don’t forget to highlight the unique features of your property. Have a suite with an unrivalled view? Be sure to show it off. Do you use a certain brand of local coffee, have an “Instagrammable” wall or luxurious bedding? Spotlight these features with close-up photos – and don’t forget the captions – this way guests will feel like they’re getting an intimate and honest look into your business.
DO: Mix up the style and formats of your photos
Just as you should switch up the type of photos you display, it’s equally important to mix up the style of these photos. Instead of just including one classic shot of your hotel lobby, include close-ups of highlights like your front desk, a panoramic or wide-angle, or your lobby when it’s busy. Incorporating different angles and shots will make guests feel as if they’re discovering the space for themselves. Business Advantage subscribers also use tools in the Media Suite like Storyboard and Property Videos to grab the attention of travellers and bring your property to life.
DON’T: Get “too artsy” with your photos
While it’s important to change up the style and angle of your photos – don’t get too carried away. Visitors still need to be able to quickly tell what they’re looking at. Avoid fish-eye photos or distorted images which may be confusing. The last thing you want is for travellers to be confused, or worse, think you’re trying to cover something up.
Finally, remember that the above is meant as a guide rather than strict rules all properties must follow. So, do take these tips and incorporate them into your online visual strategy. But, don’t worry if you break a few of them. After all, every property is unique, so do whatever is best for you and tells your authentic story.
Ready to upload and manage your property’s photos? Log into the Management Centre to get started.
- 1. http://time.com/3858309/attention-spans-goldfish/
Telling Your Accommodations' Story Through Photos How to use Business Advantage photo tools to capture the eyes, interest and bookings of potential guests on Tripadvisor.
Humans are visual learners. According to MIT, the human brain can process visual information 3x faster than it takes to process a single word. Tripadvisor users are no different. 79% of Tripadvisor travellers said that photos were important when choosing to book an accommodation1. High-quality images can help shape potential guest’s opinion of your accommodation and can be a deciding factor when choosing where to book.
That’s why Business Advantage includes powerful tools to help you engage and influence potential guests. Use them to tell your story to travellers and show the experience guests can expect at your accommodation.
Read below to learn about our Business Advantage photo tools, available to subscribers only.
With Favourite Photos you can highlight a collection of images at the top of your photos page on Tripadvisor. This is valuable real estate, available only to subscribers, so keep travellers engaged and interested by offering a variety of photos that inspire and give them the confidence to choose your property.
How to update your Favourite Photos:
- Sign into the Management Centre
- Under the "Manage Listing" tab at the top of the page, select "Favourite Photos"
- Once in the “Favourite Photos” section, pick 5-30 images
Make sure guests see your best photos first with Cover Photos. Hand-select high-quality images for your Tripadvisor albums so you capture their interest and show off your rooms, property features and amenities.
How to update your Cover Photos:
- Sign into the Management Centre
- Under the "Manage Listing" tab at the top of the page, select "Cover Photos"
- Once in the “Cover Photos” section, pick a Cover Photo for each of the albums listed*
- Once you’ve selected the Cover Photo you’d like to use, click “Save”
*Please note: At this time, there are some albums which are visible to you in the Management Centre, but not to potential guests or travellers. You can only change Cover Photos for those albums which are visible to potential guests.
Storyboard transforms your static photos and reviews into a high-quality promotional preview of your property. Our Storyboard builder is easy to use and will guide you along the way. Simply choose your best photos, review snippets, and tags and we'll do the rest for you. Read our full guide to creating a Storyboard here.
How to create your Storyboard:
- Sign into the Management Centre
- Under the "Manage Listing" tab at the top of the page, select "Storyboard"
- Once in the “Storyboard” section, click “Create Storyboard” to begin
- Follow the prompts for each frame, once you’ve completed all ten click, “Publish Now.”
Tips for choosing Favourite Photos, Cover Photos & Storyboard photos
- Choose high-quality photos. Images should be at least 1060 pixels by 450 pixels and JPG, PNG or GIF file formats. For Favourite Photos, we recommend using landscape images. Also, photos that are well-lit tend to receive more clicks than those that are darker.
- Show travellers what makes your property special. Guests are looking for a complete picture of the experience they’ll have at your property. They want to see images that are varied, engaging and unique – so avoid generic stock-type photography or multiple photos of the same thing.
- Consider using compelling Traveller Photo(s). Using traveller-generated content shows a different perspective that other travellers will appreciate. Plus, it gives a real feeling of what the guest experience could be like at your property.
- Add captions to your photos. These captions will be visible to users – so think of them as headlines that would appear in a newspaper: State of the Art Fitness Centre, Heated Swimming Pool, Lakefront Dining, etc.
- Make sure photos look good in all sizes. Remember that Cover Photos are thumbnail-sized, while Favourite Photos are landscape-oriented. Be sure to choose photos that look good when displayed in these specific locations. Don’t hesitate to try out several options until you find the ones that look best.
- For Cover Photos - choose an image that best represents the entire album. Be sure to choose a Cover Photo that’s captivating, so potential guests will want to explore the whole album.
- For Favourite Photos - choose eight or more images. If you have fewer than five Favourite Photos picked, your selections will not be saved. Also, if you have the minimum five photos selected and one is removed from the site, your Favourite Photos will disappear until you select more. Choosing eight or more images ensures Favourite Photos will still appear even if a photo is removed.
- For Favourite Photos & Storyboard - include a variety of photos. Tell the property's full story to the viewer. Mix it up and include many different shots such as your property’s exterior, common areas, guest rooms, amenities, etc.
- Don't forget to add Property Videos. Property Vidoes help your property come to life for potential guests. Read our guide to learn how to upload videos.
- 1. TripBarometer 2016
Top Ways to Make Better Decisions with the Analytics Suite
Learn how the Business Advantage Analytics Suite can help you make informed decisions about your business.
The Analytics Suite, available for Business Advantage subscribers, provides extensive data from the world’s largest travel site. You can leverage this data to drive key business decisions and create better customer experiences.
To access the Analytics Suite, log into the Management Centre, then under the “Drive Bookings” menu at the top of the page select “Analytics Suite.” Here are our top tips for taking advantage of all the Analytics Suite has to offer:
1. Assess performance at a glance
Short on time? Spend five minutes in the Overview section to get a high-level summary of the most important Analytics Suite metrics. Focus in on the metrics highlighted in red – these are areas where we’ve spotted issues or problems. Click into these metrics to dig deeper into the underlying data and learn more.
2. Benchmark your performance against competitors
Activate competitor sets to see where you’re ahead of your competition – and where you’re potentially falling behind. The best part? You can fully customise the properties you want to see – from the hotel around the corner to one that’s half-way around the world. To configure your competitor sets, visit the Competitor Set Editor section. Click the “Create New Set” box and choose the properties you’d like to add. Come back to this page at any time to view, edit or delete your existing sets.
You can create up to 10 different competitor sets – each with five properties – so get creative. Create one of direct competitors for leisure travellers, another for business travellers, one for your neighbourhood, plus another of the award-winning properties in your region. It’s completely up to you! To switch between your competitor sets, click the blue menu bar at the top of any Analytics Suite page.
3. Monitor your online reputation
How many reviews are you getting every month? Are they coming from couples or families who have visited your property? How often are you responding to reviews? In the Reputation Insights section, you have access to key data on your reviews, bubble ratings and Management Responses. Spot trends in the data to help inform decisions and provide a better experience to future guests. For example, the data on average rating by property detail can help you identify and correct specific issues with rooms, service, sleep quality, etc.
4. Track traffic and rankings in your market
Once your competitor sets are in place, you can monitor trends on traffic and rankings in your market by accessing the Market Position section. Choose a custom date range to compare by clicking the date filter button above the graph on the right-hand side. Choose your dates and see how your ranking or unique visits have changed over time. Are you seeing any general trends? Are your competitors showing similar trends? Build a strategy based on your findings and then take action.
5. Find out what travellers are clicking on
Discover what travellers care about most by tracking clicks to your Special Offers and Contact Details in the Click Activity section. Track the success of your Special Offers and see which ones resonate best with guests. Do discount offers perform better than meal vouchers? Are weekend deals more popular than holiday ones? With this information you can create new Special Offers that are even more appealing to your travellers. View the total direct referral clicks and evaluate which links are working best by analyzing the clicks by link type.
6. Assess photo engagement & amenities
See how travellers are engaging with your photos in the Photos & Amenities section. If the average number of photo views per traveller is lower than you expect, try switching up the order of your photos or starting with a stronger image to engage potential guests. Your photo engagement rate is another strong indicator of how guests are interacting with you. If this number is trending down, it may be time to add new Management Photos.
Compare your amenities side by side with those in your custom competitor sets to identify advantages and shortcomings. If you notice that most of your competitors offer dry cleaning to their guests, consider adding this service to appeal to travellers looking for this convenience during their stay.
7. Analyse demand
The Demand Trends section gives you access to key visitor data including the top countries, cities and times when visitors are searching for your property, as well as their booking lead times and length of stay. Leverage this information to design Special Offers, set Announcements, plan inventory, and more. For example, if you notice that travellers are searching for stays in the month of January, grab their attention with a “New Year, New You” Special Offer calling out your 24/7 health club & relaxing spa.
Not seeing data in the Demand Trends section? Upgrade your Business Advantage subscription by logging into the Management Centre and clicking “Get online help” from the right-hand side. Under “Please tell us what the issue is” select “Business Advantage.” Then, choose “Interested in Upgrading” and add your comments. An account representative will be in touch to discuss upgrading your subscription.
8. Download data
All of the data available in the Analytics Suite can be downloaded to an Excel spreadsheet via the “Download Data” button at the top right of each page. This functionality allows you to save time by consolidating your Tripadvisor metrics with data from other sources and analyzing them together.
Don’t have download data functionality? Upgrade your Business Advantage subscription by logging into the Management Centre and clicking “Get online help” from the right-hand side. Under “Please tell us what the issue is” select “Business Advantage.” Then, choose “Interested in Upgrading” and add your comments. An account representative will be in touch to discuss upgrading your subscription.Introducing Tripadvisor starter packages [widget_banner title="Ready for the rebound?" text_1="We’re offering hoteliers over $500M in total savings to help recapture traveller demand."...
Part 1: Setting up Google Analytics Here are the basics of setting up Google Analytics to track your subscription.
Part one of this two-part series covers the basics of setting up Google Analytics for your property. Follow these step instructions to start tracking your business's Tripadvisor performance:
1. Sign up for a Google ID
If you don’t already have a Google account, head to google.com/accounts and click “Create an account” at the bottom of the page. Agree to the Terms of Service and click “Next step”. On the next page, you will see a welcome message. Click "Continue" to enter the dashboard of your new Google account.
2. Configure a Google Analytics Account
Next, navigate to google.com/analytics and select “Sign in” in the top right. Then select “Google Analytics” from the drop-down menu. Click the "Sign up" button and follow the steps below:
- Choose the “Website” tab
- Add the name of the hotel under the “Account Name” and “Website Name” boxes
- Type in the URL of your website in Website URL
- Select “Travel” as your Industry Category and choose your time zone
- Skip over the boxes - leaving them checked
- Finally, click “Get Tracking ID” and accept the resulting Terms of Service
3. Install a Google Tracking Code
Once you’ve created your account, you’ll be sent to the "Administration" page. In the middle of the page, you’ll see the tracking code. Copy this code and paste it into the header section of each page of your website that you’d like to track. If someone else manages the code on your website, provide this code to them and they should be able to easily implement it for you.
4. Test your Google Tracking Code
Once the tracking code has been installed, you’ll begin seeing data in your Google Analytics account. To ensure the code has been installed correctly, access your account, click “Reporting” in the top menu, then “Real-Time” in the left menu and “Content” below it.
You should be able to see activity on this page. If you’re not seeing activity, try opening your website in another browser and clicking around. As you click, you should see changes in the real-time analytics on this page. If not, you should check in with the person who manages your website or consult the Google Analytics Help Center.
Ready for the next step? Complete you Google Analytics setup by clicking on one of the following links:
Part 2: Completing Google Analytics Setup for Properties with Connectivity Partners
Part one of this series covered the basics of setting up Google Analytics to track your subscription. This article, explains how properties that are working with a connectivity partner can complete their Google Analytics setup. (Not working with a connectivity partner? Click here.)
1. Install a tracking code on connectivity partner pages
Once you have correctly installed Google Analytics on your website, your connectivity partner needs to add the code to its pages. Once the code is added to each of the pages in the booking process, you’ll be able to see the traffic from your Tripadvisor property page, as well as the number of bookings and the associated revenue.
To verify that your connectivity partner has correctly installed your tracking code, go to the “All Traffic” section, located under the “Acquisition” menu on the left-hand side of Google Analytics, and select “Source/Medium”. If you see Tripadvisor contributing traffic and revenue in this report, the code has been installed correctly. If you see your website listed on the report, there's a problem.
If this is the case, confirm with your connectivity partner that the tracking code is installed on each page of the booking transaction, including the confirmation page.
2. Build customised URLs
Customised URLs help Google Analytics differentiate and track each specific Contact and Special Offer link on your Tripadvisor property page. To configure customised URLs, navigate to the Google URL Builder.
You should configure a customised URL for each of the links you use on Tripadvisor. For example, here are the steps to take if you have a link to your website in your Contact Details:
- First, enter the website URL
- In the “Campaign Source” area, type “Tripadvisor”
- For “Campaign Medium” enter “Ad”, because your subscription is a paid marketing promotion
- Under the “Campaign Term” and “Campaign Content” boxes, indicate the type of Contact Detail you’re building. In this case, you’d enter “Website” in both, but you could also type “Deals”, “Packages” or “Virtual Tours” if you were setting up those Contact Details
- Finally, under “Campaign name”, enter “Tripadvisor”
- To get the customised link, click “Submit”. Then, copy and paste the link into your browser to confirm it’s working.
Follow a similar process for any other links. For Special Offer links, follow the same steps as above. However, in the “Campaign Term” field, type “Special Offer”. Then in the “Campaign Content” box, indicate something that describes the offer, like “Free breakfast” or “20% off suites”. This will help you differentiate between Special Offers to see which one performs best.
Tip: Add each of the URLs you create to a spreadsheet. This will help you keep track of all of the customised links.
3. Add customised URLs
Next, you'll need to add your customised URLs to your Tripadvisor property page. Log into the Management Centre and then select "Manage your Business Listing", then "Contact Links Plus", click "Manage Links" and then the "Primary Contact Information" link. Business Advantage customers, select "Manage Business Advantage", then under "Contact Details" select "Click to update". For any URLs, paste your customised URL in the “Website address” section and click “Save”.
To add your Special Offer URLs, log into the Management Centre and then select “Manage your Business Listing”. Then go to “Special Offer” and select “Manage Special Offers”. Business Advantage customers, select "Manage Business Advantage" and then "Post a Special Offer" under "Special Offers".
Then, click the “Create one now” button and choose your Special Offer category and subcategory. Once you’ve customised your Special Offer, click “Next” and fill in the required fields. Be sure to check the “Online” box under “Let guests know how to redeem this offer” and then paste your customised URL in the “Offer URL” section. Fill out the remaining fields and click “Save”.
Once you’ve added the customised URLs, you should begin to see the transactions log into Google Analytics. It’s a good idea to get 90 days of data to ensure proper tracking.
Note: Tripadvisor is a HTTPS-secured site. To ensure you are properly tracking your Tripadvisor subscription in Google Analytics, you must either employ customised URLs, as explained above, or move your website to a secure server. For more information, please see this article.
4. Analytics reports
You can use the “Source/Medium” report in Google Analytics to track traffic and revenue. To access that report, select “Acquisition” in the left menu then click the “All Traffic” category. Finally, click the “Source/Medium” report.
You can also use this custom report to track your performance. To install it, click the link, select your property’s Google Analytics account, title the report and click “Create”. You can now find the report in the “Customised Report” tab of your Google Analytics account.
5. Monitoring Google Analytics
Use the reports above to track your success each week. Start by looking at the number of sessions and new users as well as the completed transactions and their revenue for the current week and month. Once you have a year’s worth of data, compare these stats to the same time last year.
You should also regularly assess the performance of your Special Offers. If you're not driving as much traffic as you’d like, try changing your Special Offer first. You can use Google Analytics to see how offers perform and find the ones that drive the most traffic. To learn more about configuring Special Offers, click here.Grow your accommodations business with our exclusive starter packages [widget_banner title="Ready for the rebound?" text_1="We’re offering hoteliers over $500M in total savings to help recapture traveller demand." cta_text="Claim your package"...
Success Story: A Jaipur Hotel Uses Tripadvisor to Drive Inbound Marketing Learn how the Royal Heritage Haveli attracts travellers with Sponsored Placements and converts them with Business Advantage. The Royal Heritage Haveli is a small family-owned boutique hotel that won the Travellers’ Choice award for multiple years in Jaipur, India. See how Shambhavi Singh, the Haveli Director, uses Tripadvisor as an instrumental part of her inbound marketing strategy. Challenge: Maximising the busy season
Singh strives to get as many travellers to book as possible during the busy season. "Our busy season is short so it's crucial that we make the most of it. It's hard to fill rooms during the off-season because it's very hot in Jaipur," says Singh.
Many other local accommodations providers are pursuing a similar strategy. "It's challenging to stand out among our competitors in Jaipur. We're a small business that competes with well-known hotels for a limited number of travellers who visit during the busy season. So, we need to differentiate ourselves from properties similar to ours," she says.Solution: Using Tripadvisor to drive inbound marketing "To address this challenge, I use inbound marketing to attract, convert, close, and delight guests, and Tripadvisor is crucial to my strategy," Singh says. "Inbound marketing creates awareness among travellers, and it builds trust and credibility for the Haveli."...
How a New Lisbon Hotel Is Succeeding on Tripadvisor Corpo Santo built a strong online reputation and amplified that success with Tripadvisor Business Advantage and Sponsored Placements. Corpo Santo Hotel is an independently-owned historic hotel that became a top Traveller Ranked property in Lisbon after opening in 2017. We caught up with General Manager Pedro Pinto to learn about his strategies for success. Building a strong online reputation
Building a great online reputation starts with providing great service. To achieve this, Pinto has invested in staff and constant improvements: "Our strategy is to provide exceptional service and delight guests with new things. Great staff is key so we're careful about who we hire and regularly communicate the feedback we receive," says Pinto.
He then encourages guests to share their experiences with other travellers on Tripadvisor. "We work to outperform ourselves instead of our competitors, always focusing on service and reviews. It's not only about providing a quality experience, but also a commitment to using Tripadvisor to get the word out about Corpo Santo," he shares.
Through a commitment to building Corpo Santo's online reputation with guest reviews on Tripadvisor, Pinto has been able to attract guests — and he continues the cycle with fresh review content. "We encourage guests to write reviews with Review Express," Pinto says. "Guests love our hotel so they're keen to share their experiences — for many, it's even their first review. People who read these reviews arrive excited to stay at our hotel and are then inspired to write us a review after their stay."
Pinto also uses Management Responses to make a lasting impression on past guests and influence potential guests to choose his hotel. "Collecting reviews doesn't guarantee success. We respond to reviews, personalizing our responses and thanking guests," says Pinto. "We also show how we're incorporating feedback to improve. For example, we replaced windows that let in too much noise and then contacted each guest who mentioned the noise to let them know the enhancements we made based on their feedback."Capitalizing on success with Business Advantage and Sponsored Placements
"With all of our reputation management activity, we've been climbing the Popularity Ranking for Lisbon. We saw from our analytics that 40% of our traffic was coming from Tripadvisor. We wanted to grow our traffic and get more guests so I purchased Business Advantage and Sponsored Placements," says Pinto.
Using Business Advantage and Sponsored Placements together helps Pinto amplify Corpo Santo's presence on Tripadvisor. And the results exceed what he had hoped for. "It’s like winning the lottery. The traffic to our website has grown by 500% with both products. Sponsored Placements has expanded our reach — we've received roughly 69,000 impressions in 6 months with the ads and gotten more clicks to our property listing," Pinto explains. “And thanks to Business Advantage, our direct bookings have increased — and we're achieving a 90% occupancy rate."...
How an Independent Hotel Chain in Europe Increased Direct Bookings by 150% Central Hotel and Forum Hotel in Bulgaria drive more traffic to their websites with Tripadvisor Sponsored Placements. Background Travellers' Choice winner Central Hotel and Certificate of Excellence holder Forum Hotel are jointly-owned independent boutique hotels in Sofia, Bulgaria. Hear how Zhivko Zhelyazkov, Hotel Manager, has increased direct bookings at both properties with Tripadvisor Sponsored Placements. Challenge Because fewer travellers visit Sofia in the winter, demand for Central and Forum Hotels is much lighter. As Zhelyazkov notes, "January and February are difficult months, and we are very focused on driving more direct bookings during that period." Solution...
Stand out with Business Advantage
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