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Developing a culture for embracing user reviews: Ep #38
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Trip Advisor and a culture for embracing user reviews in todays tourism marketing.
Today on Tourism Tweetup the podcast our guest is Bernie O’Keefe Director of Marketing at Tangalooma Island Resort in Queensland Australia and we are discussing Trip Advisor and developing a culture of embracing user reviews with the accommodation sector.
If you are an accommodation operator or use Trip Advisor for your business this is a MUST LISTEN to episode.
We start off discussing the general change in tourism and accommodation marketing and why user reviews are actually important for sales and marketing.
From a marketing strategy view point data is so important (it always has been) but building those correlations between user reviews, customer service and sales trends is the key thing to prove. Its all about data at the end of the day.
“Once you have that data lined up, there is absolutely no doubt that positive reviews, particularly on Trip Advisor do equal higher returns on sales and negative reviews have massive negative impact on conversion on your website.” Bernie O’Keefe.
At the 9.30 minute mark we talk about how to talk to senior management about shifting a negative perception to Trip Advisor through data correlation and building business cases.
At about the 14 minute mark we talk about the tool Revinate and how it can save you time in relation to user reviews and how it can actually measure the impact.
At about the 19 minute mark we discuss how to identify and work with internal advocates.
At the 24 minute mark we talk about the not so positive aspects of Trip Advisor that the tourism industry should we aware of and potentially vocal about. Some very worthy points raised here.
At the 29 minute mark we talk about the role of a marketer and how its more and more about the product and not about gaming the system at all. “What you need to do as a marketer is focus on the product”.
I ask Bernie a bonus question right at the very end so stay tuned to the 33 minute mark.
The post Developing a culture for embracing user reviews: Ep #38 appeared first on Holly G.
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