TripAdvisor book now button for direct bookings

Direct commssion free bookings on Trip Advisor

Just mention the name “TripAdvisor” to independent businesses and you are guaranteed to get some interest. Businesses have to take a pragmatic view when considering what tools and partners they need to make themselves more successful.

TripAdvisor book now button
TripAdvisor Show Prices button can link to your property

TripAdvisor is without doubt a very powerful influencer for your customers because it helps them gather information from other customers i.e. people just like them. Lots of studies have shown that people value and trust the advice of friends and family far more than anything else. That’s not new, since time began we have always asked for the advice of those closest, those who you trust.

Like most things on the internet it’s not perfect but that doesn’t lessen it’s importance to your customers. Good businesses engage with their customers, listen to their feedback and react accordingly and TripAdvisor provides one of the platforms to do that. Time invested in that is money well spent because it’s highly visible and highly searchable. Managing your reputation is critical in this increasingly connected world.

Many businesses rely heavily on their reviews to attract new customers and now there is a way to get direct bookings, not just referrals, from your TripAdvisor page. It’s not free but then TripAdvisor is not a charity, it provides a service to you and your customers.

You can place a direct link to your booking engine on your profile and every time a customer searches your availability you pay TripAdvisor – a Pay Per Click (PPC) advertising model where each search is a click. The service is currently only offered on a wholesale basis i.e. individual properties can’t do it themselves they have to go through a service provider and properties do not need a business listing.

The direct link is valuable because customers are usually at the end of their purchasing cycle when they are looking at your profile….so they are ready book. When you consider all the marketing that has preceded that point i.e. providing a service that encourages reviews, advertising in different places etc. you can see that you are about as close to “closing the sale” as you will ever be. That’s where you have to make it easy for the customer…..search and book here!

The service is offered on a 3 month trial basis. TripAdvisor will give you a cost per click and estimated budget required for those 3 months based on their history of your page. How do you know you’ll get value for money? Well, you don’t at the outset, but at freetobook we will track and monitor every search and booking to give you a definitive return on investment. It’s that level of information that gives you the control to make a 100% informed decision on your marketing spend. If you have already invested heavily in your marketing this is well worth a try.

How To Increase Your Direct Bookings

Get more direct bookings

Always on the lookout for great practice, I spent some time on the website of one of our customers in Thailand. Tom, from the Crystal Bay Beach Resort,

More online bookings with freetobook
Get more direct bookings

had just sent a great testimonial saying how freetobook had increased his website conversion (thanks Tom – see below.) So I wanted to know what it was that he was doing right.

The most obvious thing was the bits of reassurance he was giving his customers, around the direct booking message: letting visitors know that booking direct is a good thing, gently reminding them of the benefits in booking direct. Customers like to know they are doing the right thing, so a little message encouraging them can make the difference between getting the booking or not. Some subtle understated reinforcement strategically placed can reap great dividends. I’m certainly not saying “paste the message everywhere” (don’t!) But putting a little bit of text or a little graphic here and there saying something like “Book direct for the best prices” or “Guaranteed to get the best deal when you book direct” can really help.

I think the Crystal Bay has got it quite right. In three places the customer gets a positive message about booking direct. As you will see from the testimonial at the bottom it works!

1) On the Booking/Rates page – that’s a good place

 

2) On the Contact Us page – another logical place to echo the “book direct” message

 

3) And finally on the freetobook search page – the most important place to have the message, as the customer is just about to book. Where better to whisper, “You are doing the right thing.”

Not everyone takes full advantage of the freetobook search image. You should. It’s a good way to sell yourself at the moment of booking. To upload an image, go to TAB “Home,” SubTAB “Widget,” click edit and upload an image (800px by 200px) into your widget. Then click save.

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Here’s Tom’s Testimonial:

“Free to Book is great, the user interface is the easiest and most intuitive we’ve ever used. After switching to Free to Book we massively increased our website conversion rate for direct bookings which has saved us a fortune in commission. What’s more the support is awesome.”

Tom at Crystal Bay Resort Koh Samui Thailand http://www.crystalbaykohsamui.com/

What to do when VisitScotland suddenly closes its online booking service…

It came as bit of a bombshell to lots of hospitality businesses when VisitScotland suddenly announced the withdrawal of its online booking system.  Many, including myself, would argue that this was long overdue. VisitScotland’s foray into this area over the last 10 or so years has left many Scottish tourism businesses disgruntled and wary of online booking….not a great record.

In my view, it was simply not fair for them to compete against private enterprises whilst receiving funding from government or EU bodies.  The accommodation sector has been radically altered by the internet and the pace of change is unrelenting. There is just no way an organisation like VisitScotland, with all its processes and its complex culture, can keep abreast of developments and provide a service of any quality or value.

Now, with limited time to find an alternative, many businesses are understandably worried about the process and cost of changing.  For these accommodation providers I would say:

  • take your time; don’t rush into anything – you’ve got a month
  • make sure you have a good look around – look at 2 or 3 options
  • try before you buy; it’s important the system works for your business
  • you can test most systems in an hour or so; some (like freetobook) can be set-up in 2 hours
  • call and speak to a few providers; get a feel for their “service”, not just sales
  • ask your friends and users of each system if they’d recommend it and why?
  • make sure you get the best, most cost-effective solution
  • map out what you think you will want from the system – not just now but 3 years hence
  • consider the system from your customer’s perspective i.e. how easy is it to book?
  • don’t base your comparisons on what you currently have
  • find out the cost and ease of connecting back in to VisitScotland via whichever system you’re considering

The solution currently being put together – whereby many suppliers will be able to offer their customers a link into the VisitScotland website – is absolutely right, because it gives accommodation providers the choice.  When you add to this the zero commission policy from VisitScotland website bookings you can clearly see the benefits i.e. more businesses will join the site, providing a better experience for visitors with greater direct access to Scottish tourism products.

The project is currently being run well and although it has a rather distant delivery date the signs are very encouraging.  VisitScotland is offering an intermediate step, whereby business can have a link to their online booking engine on their VisitScotland page.

We have always campaigned for an open system because that serves both the accommodation providers, and their customers best, so freetobook is proud to be the only free system connecting with VisitScotland, ensuring you don’t lose out on any bookings. What’s more, you won’t have to pay any connection fees or commission on bookings from the VisitScotland website.