WTM 2012: Travel companies must target Google

OTA sees 30% rise in clicks after active Google targeting

Travel businesses are missing out on online traffic if their reviews are not picked up by Google, the head of one of the UK’s fastest growing OTAs says. Steve Endacott, CEO of the On Holiday Group, said that his company’s websites had seen a 30% rise in clicks after its customer reviews were included on its Google listings.
“We started a review exercise about 18 months ago which involved mainly sending out emails to customers, but they were not being picked up Google,” he said at a WTM session on the importance of travel reviews. “But once we sorted this out, we saw a 30% increase in the people who clicked.” He added: “You have to make sure that any reviews you have online are being picked up by Google and it’s best to work with a third party to make sure this happens.”
Endacott also warned the owners of travel businesses not to edit or delete critical reviews about their services or holidays.
“People don’t believe the reviews published on a company’s site but you should deal with these instead of editing or deleting them. The best advocates for your business are your customers – if you don’t include reviews you will miss out commercially, as reviews are one area where you can make money, unlike most of social media.”
TTG Digital
[pictured: World Responsible Tourism Day, courtesy WTM]


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