It is a no brainer that TripAdvisor has quickly become a key component in the success or failure of a tourism-related business.

According to ComScore, a leading company in advertising effectiveness measurement, 50% of the travelers about to make a purchase, confirm that TripAdvisor has been part of their online journey. With such impact, one can understand the consequences of bad ratings.

But on the opposite, a good rating is not all.

Less than 30% use TripAdvisor… and look mainly for accommodation

At the last international conference on OSD, Desimir Boskovic’s study highlighted that less than 30% of inbound travelers did use TripAdvisor “as a source of information”.

The same study revealed that information about accommodation is far beyond from the others (even restaurants). For example, researches for outdoor activities drop to 6%.

Comparing that study to other similar, our team found that two of the main reasons of this contrast come from the actual use of TripAdvisor:

  1. Travelers mainly use TripAdvisor before their actual journey, during the booking process of the two pillars: transportation and accommodation.
  2. Travelers mainly use TripAdvisor to check if the tourism activity they are about to book is well-rated enough according to their allocated budget.

31 is the average number of visited websites

At the age of the connected traveler, before having booked the transportation mode and the accommodation, the future tourist visits an average of 31 websites. You can easily imagine that for a full journey including destination activities, such figure dramatically increases!

As a consequence, beyond being good in your business and appreciated by the tourists, which is a good thing for the end customer, you have much more to do to engage the travelers during the purchase funnel: it is mandatory to build a reliable tourism marketing strategy, and thanks to the digital, such strategy can be “agile”, i.e. that can be adapted in real-time.

Your strategy must rely in the identification of the touchpoints, and for each of it, the definition of the adapted action, from plain advertising, to full content marketing enabling a strong brand experience.

TripAdvisor is undoubtly one of those elements, has to be well managed, but it would definitely be dangerous to go all-in with it!