April 08–When researching travel information, many are turning to the Internet for recommendations, and one of the most popular travel websites in the industry is Trip Advisor, which contains listings, ratings, and rankings for area restaurants, hotels, attractions, accommodations, and more, according to local officials.
Jessica Icenhour Roberts, director of tourism and marketing for the Greater Mount Airy Chamber of Commerce and Visitors Center shared information about the popularity of Trip Advisor in several recent meetings and presentations, including the Downtown Business Association monthly meeting and the Mount Airy Tourism Development Authority’s (MATDA) board retreat.
“Trip Advisor has become one of the first websites many people visit when they are trying to find travel information,” Roberts said, and added that many of those who use Trip Advisor for travel information also post reviews about each place they visit.
Vice President/General Manager of Hampton Inn in Mount Airy Lenise Lynch, who also serves as the president of the MATDA and treasurer of the Surry County Tourism Partnership, said Trip Advisor is “great exposure for a business.” Lynch said she has successfully used Trip Advisor as one of the many marketing tools used to promote the Hampton Inn to visitors to this area. In fact, Hampton Inn in Mount Airy is ranked as the number one accommodation on Trip Advisor, out of the seven hotels in the area.
“Guests tell us all the time as they are checking in about how they read about us on Trip Advisor. Reviews our guests post can give potential customers critical insights into the perks of the hotel, which help them to make a final decision. While most of this information may be included on our hotel website, customers tend to trust the credibility of experience and customer reviews over promotional content.”
Lynch went on to say she tries to respond to all reviews on Trip Advisor, whether they are positive or negative, and always recommends others to do so as well — “This way guests feel important and valuable and feel like you really appreciate their business and the time they took to let others know about their experience.”
On the Hampton Inn section of the Trip Advisor website, there are 24 traveler photos posted from visitors who went to Hampton Inn, including photographs of the Andy Griffith Homeplace, which Hampton Inn offers as an alternative accommodation to those who want the Mayberry experience. Several reviews mention that the visitor chose Hampton Inn as their accommodation simply because of the reviews they read on Trip Advisor before making their trek to the area.
“The best marketing is word of mouth,” Lynch shared. “If guests are having a great experience each time they visit your property, you want them to tell the world. Not every review will be positive, but negative reviews will provide a fantastic opportunity for growth. It helps me as the Vice President and General Manger to know the strengths and weaknesses of the hotel and staff. This helps with department supervisors and I to see where more training, maintenance, and overall development is needed.”
Those who visit Trip Advisor may register for a unique username, which enables the individual to post ratings and reviews. Restaurants, accommodations, and attractions are given ratings for service, value, atmosphere, quality and more. Individuals are also asked to assign each a ranking, such as “poor,” “average,” “very good,” or “excellent.” Trip Advisor also accepts photographs and unique reviews.
The Mount Airy Visitor’s Center ranked as the number one attraction in Mount Airy on Trip Advisor for several months recently, according to Roberts, and it is now ranked as number two, only a little behind Pilot Mountain State Park. Rounding out the top five attractions, out of twelve listed on the website, are Floyd’s Barbershop, Wally’s Service Station, and the Mount Airy Museum of Regional History.
Out of the 72 restaurants listed on the website, according to feedback from locals and visitors the the top five, in order, are Mayberry Soda Fountain (now known as Walker’s Soda Fountain), Thailand Cafe, Chile Rojo, Trio Restaurant & Bar, and Tlaquepaque Mexican Restaurant.
Roberts told Mount Airy TDA board members and DBA members that since Trip Advisor is so popular, and users are able to register and write reviews for everywhere they visit, it is important to closely monitor the information on the website. Business owners, restaurant owners, and attraction representatives are able to reply to reviews, and Roberts stressed the importance of replying not only to negative reviews, but giving thanks for positive reviews as well.
Laura Deel of Haysi, Va., visted the area recently with her daughter. She shared that she researched everything on Trip Advisor before making the trip, and stayed at Hampton Inn and Sobotta Manor Bed and Breakfast based on the reviews she read. Upon returning home, Deel said she posted reviews of her accommodations as well as reviews of the restaurants she visited while in Mount Airy. “I enjoy reading what other people thought about the places they visited, and it helps when making travel decisions,” Deel shared.
According to the comScore Media Matrix, an industry leader in website rankings, Trip Advisor, as of December 2013, ranked as the world’s largest travel website, as well as the largest travel community in the world, reaching more than 260 million unique monthly visitors. Last year, more than 150 million reviews were posted to the site from travelers, with more than 3.7 million businesses and properties represented in 140,000 destinations.
Reach Jessica Johnson at 719-1933 and on Twitter @MountAiryJess.
