December 16, 2022
How Tripadvisor gave this Hotel group a serious boost
A high click-through rate is far from the only reason this NH-based hotel group renewed their Business Advantage subscription.
December 16, 2022
A high click-through rate is far from the only reason this NH-based hotel group renewed their Business Advantage subscription.
With more than 100 luxury hotel properties in their portfolio, this NH-based hotel group has a lot to manage. Marketing properties across the Eastern United States, their goal is to reach leisure travelers looking to unwind and take in scenic waterfront views.
Their VP of Sales and Marketing spent the last 30 years growing the business from just 17 properties.
Here’s how they leverage Tripadvisor to drive leisure travelers to their hotel websites:
They use Tripadvisor Business Advantage across their portfolio to help bolster their digital presence.
With Business Advantage (BA), hoteliers can bring their property to life — and drive more bookings. Some of BA’s many features include:
Storyboard: Curate a video slideshow using only the best photography to allow each property to make an inviting first impression.
Favorite Review: Automatically select the top review for each property and pin it in a highly visible spot for travelers to find on your hotel detail pages.
Direct Links: Add hotel website, and contact information, directly onto hotel detail pages to make it easy for guests to get in touch.
Special Offers: Run up to three deals simultaneously to entice potential guests with great hotel-direct room rates.
“Photography and personalized content are very important to us, especially when we launch something new,” the VP of Sales and Marketing says. “It helps us keep our listings fresh and curate our brands, especially as we make franchise changes or help properties go from franchise to independent. It’s been so helpful to take advantage of Tripadvisor’s features so we can refresh those brands quickly.”
With Tripadvisor Business Advantage, this network of properties can ensure they always make a memorable first impression. That’s why their marketing team has relied on Tripadvisor for years — and why they continue to renew their subscription.
“We’ve been using Tripadvisor for a good 10 years now,” she says. “We’re doing a lot of conversions from franchises to independent hotels, and we’ve bought so many properties over the years. Having someone at Tripadvisor to help us make that transition and manage advertising placements is a huge help.”
What stands out the most for this brand? Tripadvisor users are the most qualified of their digital channels. In the past 6 months alone, Tripadvisor helped drive:
581,695 unique visits
to their hotel listings on Tripadvisor
101,176 clicks to
their hotel websites
Using Business Advantage, this Hotel Group averaged a 17% click-through rate (CTR) — well above the 5-8% industry average.
“We’re very happy with that,” notes their VP. “We’ve seen great results overall with Tripadvisor, especially making it feel like you’re marketing on a one-to-one level.”
Travel demand has dramatically increased since the pandemic — in many cases, properties are busier now than in 2019 — but there’s still a lot of work to be done to catch up from lost revenue.
“We’ve been using Tripadvisor for so many years. Now, it feels like we’re in startup mode again,” she says. “We’re hoping Tripadvisor can help us develop more and more direct bookings.”
When it came time to renew their subscription, the decision was easy. Their past success was only the beginning. Now is the time to move forward and optimize their properties’ online presence.
“Coming off of COVID, we need to beef up our presence everywhere digitally,” she says “Tripadvisor was the fastest way to get us in front of the right customers again.”
