HOTELMARKETING.COM

TripAdvisor reviews double conversion rates

January 23, 2008 | Online Travel

Online shoppers who look at TripAdvisor hotel reviews on long-haul travel specialist Hayes & Jarvis site book trips at double the rate of online shoppers who have not seen the TripAdvisor reviews.

TripAdvisor announced performance results of the integration of TripAdvisor hotel reviews into long-haul travel specialist Hayes & Jarvis’ web site (hayesandjarvis.co.uk/tripAdvisor).

Online shoppers who look at TripAdvisor reviews on the Hayes & Jarvis site book trips at double the rate of online shoppers who have not seen the TripAdvisor reviews. Hayes & Jarvis is the first tour operator to provide customers with reviews from TripAdvisor.

Since July 25, 2007, Hayes & Jarvis has displayed the five most recent TripAdvisor reviews and ratings on its hotel pages. The TripAdvisor content is displayed for more than 80% of Hayes & Jarvis’ hotels, and its customers are also able to submit reviews.

All visitors to the hotel description pages see TripAdvisor ratings (one to five “owls” depending on user popularity) and 20% of them click on the “Read Reviews” button. Over the four months since launch, the visitors who read the reviews converted at twice the rate of those that didn’t.

“We believe that TripAdvisor reviews and ratings are a trusted and very current resource that helps our consumers make decisions on their holiday choices,” said Hayes & Jarvis Head of E-commerce and Publishing, Tim Clarke. “Having unedited user-generated content on our site reinforces our relationship with our customers by fostering the feeling of trust we’ve established.”

“To see proof that the addition of TripAdvisor reviews not only benefits the consumer but also drives conversions for travel companies is very exciting,” said TripAdvisor’s brand distribution director, Nathan Clapton.

Visit our sponsors: