TripAdvisor website grab

TripAdvisor makes a grab for your website content.

grab for your unique content

Late last week TripAdvisor sent out an email advising of a change in their terms and conditions. This was no trivial change, they demand access to all text and images on your website which they can harvest anytime and have perpetual, irrevocable, royalty-free, transferable, sub-licensable rights over. This is a grab for all the content on your website forever. TripAdvisor can then use any of those images and text as they see fit and for their potential profit without any payment to you (A copy of the terms at the bottom of the page).

Why is your website content so important ? The unique descriptions and photos that you put on your website are one of the few places that a small independent business has an advantage. Search engines value unique content, if you give this over to TripAdvisor or anyone else, it will impact your uniqueness and harm your ranking on the internet. Conversely it will improve the ranking of the website that takes it for their own use. In short: giving away your website content will harm your internet ranking and help that of TripAdvisor. A likely result of losing your unique content would be your website going lower on Google and others going higher.

What is really striking about this request for “agreement” of content access is that it is perpetual (forever), it is irrevocable (can’t reverse it), it is transferable (can be given or sold to anyone else), royalty-free (you get no payment) and sub-licensable (they can make money from it). This is just about the worst possible outcome you could ever agree to, it is completely and utterly in the favour of TripAdvisor. I don’t think its possible for there to be a worse agreement for independent accommodation owners.

Do not undervalue your website content. The material on your website is a result of your hard work. With your toil over time it has become your very valuable brand/name/image, it is literally what marks you out as different. I cannot image what has possessed TripAdvisor to think they can grab it so blatantly from your website and take it forever to do with as they please with just one click. There is no option to refuse the terms, (only a button to close the pop up – see below) this looks more like a diktat, “a take it or take it”, than it does an agreement. You can close the popup but it keeps coming back until you agree, if you agree then you lose your unique content rights and the pop up goes away.

TripAdvisor say in their popup that they want to improve traveller experience on their website. Fine do that, but that is their business to make the experience better for customers on their website. Unique content costs effort, it costs money, it is valuable and it is certainly not free. TripAdvisor profits from their website. They sell OTA advertising that is a major part of their income which is paid for by commissionable bookings. Why would a independent property give over its unique content (under extremely bad terms) in order to increase the profit of TripAdvisor. The nett result of which is fewer direct bookings and again, and again, yet more commission.

It is extremely sad and disappointing that TripAdvisor have such low ethical values in this action. This is no relationship of mutual benefit, they take everything and you get nothing. Surely this has to be totally withdrawn by TripAdvisor with a big apology. All properties that have agreed these terms should have the agreement reversed with an assurance that these kind of terms should never be sneaked back in. The damage has been done, we have now seen the disregard they have for accommodation businesses and sadly trust lies shattered.

What’s Your Unique Selling Point?

USP_photosteve101
USPs can be powerful sales tools

USPs are all the rage these days, because they make you stand out in an increasingly crowded marketplace. Given how full of character – and, yes, “quirky” even! – B&Bs and guest houses can be, they’re in a great position to sell themselves in this way.

Having said that, figuring out your USP can sometimes be a bit of a head-scratcher, so here’s some food for thought.

For one thing, the great advantage that all independent properties have is that they’re unique in relation to chain hotels: they’re smaller, more intimate and offer a more personalised service. But, as the owner of a bed and breakfast or guest house, how do you distinguish it from all the others in the area? Here are some things to think about…

  • Are you family-run?
  • Do you grow your own fresh produce?
  • Do you have a herb garden?
  • Do you do some home baking?
  • Are you pet-friendly?
  • Do you have a log fire?

If you can think of something, you’ll find it a lot easier to attract customers and get extra bookings,

Mind you, it’s not just a case of being unique; it’s also important to be unique in the right way. If you’re looking for a unique attribute that you can use to sell your property and nothing comes readily to mind, it might be a good idea to start by looking at your recent customers:

  • Who has booked your property in the past few years?
  • What kind of people are they? What are they interested in?
  • Have they written reviews on your website, or on TripAdvisor? If so, what have they said?
  • Have any of them told you that they booked your property for a special reason?
  • Has a certain local event or landmark brought them to your area?

In terms of finding something unique, customer feedback can be your most valuable resource.

USP_ebookIf, having done all this, you still feel that your property still doesn’t have an obvious unique attribute, there’s always the option of creating one. If you’re in an especially beautiful part of the world, you could study some local history and offer walking tours that focus on that. Seasonal unique selling points are another great way to keep business coming in all year round: you could focus on an outdoor facility, like a patio garden, in summer, and an indoor facility, like a real log fire, in winter.

Once you’ve settled on a unique attribute that you’re confident about, the other most important strategy is not to undersell it. Make sure it’s prominent on your website and try to complement it, if possible, with the best possible photos.