TripAdvisor have launched a new tool to help hotel owners maximise revenue through direct bookings.
This new direct-booking enhancement offers travellers a prominent link to book directly with the property.
This new feature sits within the existing TripAdvisor Sponsored Placements product, which first launched in 2017.
They appear on high-profile pages across TripAdvisor, including above search results and on nearby properties’ listings.
These ads put a property in front of potential guests looking for places to stay when the property matches the guest’s search and has available rooms to book.
Steve Collins, County Manager at Avvio has been trialling TripAdvisor’s premium level products for hotels for the past two months.
We have been very impressed with the quality of the traffic being delivered from the platform. Across all of our trials we are seeing higher engagement rates, longer session duration’s and higher conversion rates on the websites from TripAdvisor traffic.
We also work with a metasearch platform to drive traffic directly from TripAdvisor in to the Avvio Booking Engine. So far in 2019, we have seen the TripAdvisor platform generated our strongest average ROI of 17:1
That ROI is up 55% vs last year and our digital marketing team have been able to reduce the CPC by an average of 14%, overall very happy results and returns for Hoteliers.
When you look across the Metasearch platforms available, TripAdvisor is by far the most proactive in driving higher quality traffic and is on an upward trend whereas we see other Meta platforms driving costs up and ROIs down in the past 12 months.
A recent study from Ipsos Mori, in partnership with TripAdvisor, showed that 71 percent of travellers decided to book after reading TripAdvisor reviews.
If you’d like further information on any of the changes mentioned above or if you’d like help with your hotel’s digital strategy please contact a member of the team.