The tourism industry is one of the most competitive and ever-evolving industries out there. The most successful tourism businesses are constantly innovating and leveraging the latest digital marketing trends to stay ahead of the competition.
One of the key principles of digital marketing is your online reputation driven by customer reviews. The vast majority of customers rely heavily on online reviews when making purchase decisions. According to BrightLocal, 91% of customers read reviews and 84% trust them just as much or more than personal recommendations.
Successful tour companies leverage online reviews to not only drive new customers, but to increase conversions and revenue. A recent study by TripAdvisor found that operators with a higher review score are more likely to receive bookings than those with a lower score. And we're not talking about a slight increase here. Operators with a review score of 4.0 or higher receive twice as many bookings as those with a score of 3.0 or lower.
Having positive reviews can be a huge boost for your business's organic SEO efforts. Google uses the EAT method for calculating search results - Expertise, Authority and Trustworthyness. User generated content in the form of reviews touches all three of these areas.
Google places large value in ranking search results on user generated content. A study by Moz found that online reviews make up about 10% of how search engines, like Google, rank search results. This means that having a high quantity of good reviews can help your company rank higher in search results, bringing in more customers to you free Google search. After all, more customers mean more success!
Reviews can influence a user's decision to purchase from a business, but are you using them to help make business decisions? Customer feedback can provide valuable insight in to your business and Yonder not only makes gathering data easy, but simpler to analyze.
Tip: Check out Yonder HQ’s Smart Summaries which aggregates data from all of your reviews as well as seeing trends and frequently used keywords and topics!
Overall, the importance of user generated reviews in the tourism industry cannot be overstated. Customer reviews and feedback are a powerful tool for businesses to build your online reputation, attract new customers, and gain valuable feedback. By taking advantage of the power of customer generated reviews, tourism businesses can ensure they stay ahead of the competition.