Challenge:
TripAdvisor.com can be both a blessing and a curse for hoteliers today. It has the potential to introduce smaller brands and boutique hotels to a wide audience, but TripAdvisor.com makes its money by sending potential travelers to external booking agents like Expedia and Orbitz.
Strategy:
In mid-2010, TripAdvisor.com rolled out enhanced business listings that allowed hoteliers to directly link to their own websites, and to promote special offers. Hotel Lucia immediately saw promising results from highly qualified visitors coming from TripAdvisor.com.
Results:
- Ecommerce Conversion Rate Compared to Site Average: 357% Higher
- Per Visit Value Compared to Site Average: 576% Higher