Taking the Mystery Out of Mystery Shoppers
March 30th, 2016
Over the years, I have heard campground owners consistently complain about ratings that are generated by independent, third-party inspectors from organizations ranging from AAA and Trailer Life to Wheelers and Woodall’s. With the demise of the “big books,” the consolidation of Trailer Life and Woodall’s into Good Sam ratings, and the explosive growth and credibility of online consumer review sites such as RV Park Reviews and TripAdvisor, ratings are as important – if not more important – than ever. What remains consistent is the question as to why a campground owner would be surprised by ratings or consumer reviews, as if he was unfamiliar with the shortcomings of his own park.
Perhaps it would make sense for the industry to be a bit more proactive with regard to the types of third-party assessments that would identify problems and nip them in the bud. Other industries – most notably the hotel, restaurant, cruise line, retailing, banking, and automotive industries – have routinely employed what are referred to as “mystery shoppers”. It is important to know that both your business and your employees are up to par and providing exceptional customer service. At my local bank, I noticed last week how one of the tellers had been awarded for having successfully passed 5 out of 5 such test situations during the previous year.
To make these inspections work, they must be carried out in an anonymous and seemingly random fashion. Think of the popular CBS reality TV series, Undercover Boss, where even Jim Rogers, the former CEO of KOA, went undercover to gain an inside perspective on various employee issues at three parks within the KOA franchise system. Another popular reality TV show is Food Network’s Restaurant Impossible, where host Robert Irvine helps to turn restaurants around by identifying problems with everything from their menus and décor to their staffs and the attitude of their owners. We all need to see our businesses sometimes with the objectivity of another set of eyes.
In the hotel industry, which is so closely related to the campground industry, there is a wide range of companies that provide independent inspection services. The companies include Secret Hotel Inspector, Coyle Hospitality Group, and Guest Check. There is also a network of independent contractors that provide similar services, in some instances on a smaller scale and meeting the needs of businesses with more limited budgets. These services are so important that there is actually an association of service providers, the Mystery Shopping Provider Association of North America. According to MSPA-NA statistics, 70% of shoppers (yes, that includes campers!) state that they are willing to spend up to 13% more with companies they believe provide excellent customer service. Perhaps more importantly, 78% of customers have opted to cancel a transaction or did not complete an intended purchase because of a poor customer experience. Think of how that latter statistic relates to the usability of your website or the user experience during your online reservation process.
Some companies even recruit and hire their own secret inspectors, one example being Small Luxury Hotels of the World, an affiliation of 520 luxury hotels located worldwide.
What these companies share in common is the proven statistic that the fees for their services are more than offset by the increased profitability that results from the improvements in customer loyalty, customer satisfaction, staff training, and morale that are realized after implementing their study recommendations. More than simply running a white glove along a windowsill, these companies identify weaknesses and waste, and then recommend solutions and remedial actions.
It is important to have access to this type of information prior to the time of interaction with your paying guests. Why not make now the time for a new beginning? My suggestion is for some of the larger, more progressive state associations to explore an affiliation with a mystery shopping organization, and then offer this as a paid add-on service for members who are striving for excellence. Not only would the member campgrounds benefit greatly from their participation, this would also be a service that would add significant value to the member benefits package of any such state associations themselves.
As always, it is always wise to think outside the box, learn from other industries, and emulate the various formulae that have contributed to their success.
This post was written by Peter Pelland
Tags: consumer reviews, Good Sam ratings, Guest Check, hotel inspections, MSPA-NA, mystery shoppers, Mystery Shopping Provider Association, rating services, Restaurant Impossible, RV Park Reviews, Trailer Life, TripAdvisor, Undercover Boss, Woodalls
Posted in Consumer Trends, Marketing Strategies, Review Sites |
Listen to Your Customers
February 28th, 2016
I thought it would be useful to read through random reviews of campgrounds on the TripAdvisor website in order to determine whether there were some common complaints that savvy park operators might need to address. On TripAdvisor, we are generally dealing with that all-important market of first-time campers – precisely the people who are needed to grow the industry’s markets. We all know the old adage about first impressions being lasting impressions, and an experience that fails to live up to expectations could not only ensure that a first-time guest will not return to your park; you could very well sour that first-time camper on the entire camping experience, rather than turning him into the next lifetime camper.
I randomly chose campgrounds in four regions of the country and read through reviews. In the instance of one park, I found that every recent 5-star review was followed up with a management response, thanking the reviewer for taking the time to write the review; however, there was not a management response for even a single recent review that rated the campground as anything less than outstanding. The management of this campground is totally missing the point in its failure to address legitimate concerns or even to acknowledge those somewhat less-than-happy campers. Ironically, those unaddressed reviews are consistently flagged as “helpful” by fellow TripAdvisor users. In other words, these unaddressed complaints are being read by other potential guests who are thanking the reviewers for saving them from making the mistake of vacationing at the same park.
The most common complaints fell into 6 categories:
- Extra fees. People who have customarily stayed in hotels or conventional resorts are not accustomed to paying excessive add-on fees or for paying to take a shower. I frequently encountered the term “nickeled and dimed”, and that is not good. Reviewers complained about excessive fees for everything from arts and crafts sessions to the rental of recreational equipment, but the single biggest complaint was with any park that used metered showers. One reviewer wrote, “You have to pay for your shower, and the first three minutes are cold.”
- Indifference on the part of staff or management. Some of the specific complaints a bad attitude when staff members visited campsites, or security staff members who turned a blind eye away from issues that needed to be addressed. There were many complaints about rude employees (bad enough), but the people who referenced rude owners are really raising red flags. One reviewer documented about requesting a credit (not a refund) due to a medical emergency, and how the park owner insultingly demanded a note from her doctor! Another wrote, “The gate guards are not that friendly – actually they are aggressive and rude – and are easily annoyed.” That surly gate guard is the first person encountered upon arrival and can set the tone for the entire camping experience.
- Small sites that are not big rig friendly. Unless camping in a group, campers generally do not want to feel like they are on top of the adjoining sites. If they are camping in a big rig, they want to be able to get into and out of their site easily and without risk of damage to their investment. In the short term, this may mean carefully assigning sites to the camping equipment; in the long term, this may mean re-engineering smaller adjoining sites into larger single sites.
- Dirty, inadequately or infrequently cleaned restrooms. There are simply no excuses here. If it is a busy weekend, your cleaning staff may need to be cleaning your restrooms on a continuous rotation throughout the day. If you are short-staffed, hire people. The photo that I am showing below is one of eight that was included in an actual review, documenting a lack of bathroom cleaning – both short-term and long-term – at one particular park. Additional photos attached to the review show fecal matter in front of toilets, dirty floors, empty paper towel dispensers, and stained shower stalls.
- Lack of maintenance in rentals. Be careful about overselling you’re amenities. It is probably a mistake to market aging park models as “luxury cottages”, particularly if their amenities are inconsistent with what you advertise. If a furnished park model is designed to sleep 6 people, the kitchen utensils should not be limited to 3 forks, 2 glasses and 4 chipped plates (as mentioned in one actual review). There should be a printed inventory of furnishings (that are checked and replenished by housekeeping between rentals) that will allow guests to know exactly what they should expect to find in the unit.
- Lax enforcement of rules. Yes, we all know that rules are a double-edged sword where some people are always going to be unhappy; however, the guests who really count are the ones who expect quiet, not those who are creating a nuisance. Within this category of complaints, the biggest issues involved unattended dogs being allowed to bark, and quiet hours that were not consistently and politely enforced.
All in all, the people who are addressing these concerns are far from being unreasonable. If you were on a vacation – perhaps a cruise or a trip to a vacation resort – would you find these shortcomings acceptable? Of course not! Treat your guests with respect, meet their expectations, and your business will grow and prosper.
This post was written by Peter Pelland
Tags: consumer reviews, customer satisfaction, TripAdvisor
Posted in Consumer Trends, Marketing Strategies, Review Sites, Social Media |
The Fine Art of Handling Negative Reviews, Reviewed
January 31st, 2016
Recent outdoor hospitality conferences in Daytona Beach presented me with an opportunity to stay at area hotels, dine at area restaurants, and visit area attractions during the course of two stays in town. For nearly 10 years, I have been an active reviewer on the TripAdvisor website, and I have come to rely upon TripAdvisor as a reliable source of peer reviews. I like to think that I write honest reviews, and I appreciate that same honesty in other reviewers. To date, I have written 120 reviews, 49.2% of which have given “excellent” ratings and 27.5% of which have given “good” ratings. My reviews provide business owners with wonderful opportunities to obtain valuable consumer feedback. Occasionally, business owners are incapable of accepting constructive criticism, and that is their loss. When they react with an over-the-top, non-objective management response, they are truly missing the point of the entire process.
One recent experience illustrates my point. When my wife and I stayed in Daytona Beach for a few days at the end of the KOA Expo, we visited an attraction that TripAdvisor rates as #1 out of 71 “things to do” in the nearby city of DeLand. We were disappointed in this historic house tour, felt that the tour was overcrowded, and considered it overpriced. What particularly bothered me – and aroused my suspicions regarding the validity of the attraction’s rating – was the way that the tour guide came right out and asked people to submit TripAdvisor reviews, followed two days later by an e-mail from one of the owners, again asking for a TripAdvisor review. I definitely had the impression that a ballot box was being stuffed.
Of course, I felt compelled to share my experience with others on TripAdvisor, particularly since I thought that the attraction’s #1 rating was highly misleading. I went out of my way to be objective and sensitive to the idiosyncrasies of the owners, quite generously giving it a three-star (“fair”) rating that I carefully documented. Prior to writing my review, I noticed how the owners of the attraction responded to every review on TripAdvisor, and how any reviewer who did not give the attraction an “excellent” rating was essentially attacked in one way or another. I was prepared for an assault but would not be intimidated. In my case, I was told that I had “baffled” and “insulted” them with my “false claims”, and that I was obviously an “angry” person.
Other reviews received management responses that were far more offensive. Here are some samples culled from various management responses: “Your comments are unsubstantiated and more importantly not true.” “Your comments are completely false and hurtful.” “I have contacted TA to handle your harassment, (and) your hateful attempt to try and discredit us is sad at best. You should be ashamed of yourself.” “Your ‘Poor’ rating is suspicious at best.” “For someone to go out of there (sic) way to give false feedback with the intent to hurt a small business owner is sad and actually difficult for me to comprehend.”
As you can see, some small business owners cannot be objective when handling criticisms of the businesses which are often extensions of themselves. That is understandable, but it is important to put subjectivity aside and recognize that, in the vast majority of instances, a negative review is providing valuable input regarding improvements that you should consider making.
When you have the opportunity to respond to a negative review, here are a few suggestions:
- Listen to what the reviewer has to say. Try to be as subjective as possible, putting your ego aside. The review is not a personal attack upon your reputation (even if you think that it is.)
- Empathize, introduce a positive factor into the conversation, and apologize if necessary. An apology is not an admission of guilt but simply a polite acknowledgement that the reviewer had less than a perfect experience involving your business.
- Try to take the conversation offline. Not long ago, I posted on Facebook how I was dissatisfied when an energy audit contractor failed to show up for a scheduled appointment. The organization saw that it had been mentioned on Facebook, responding by asking me to contact them privately with my telephone number. Offline, they apologized and re-scheduled the appointment for the following day. Any damage was under control.
- Despite the urgency of responding quickly, before posting a response to an online review, always run it by another set of eyes. Too often, in the absence of body language and tone of voice, a response with the best of intentions might sound condescending or even sarcastic. Remember that you are trying to rectify a situation, not make it worse.
It is important to separate yourself from your business, to keep your cool, and to try to treat every review as a learning experience. If you do not like what you are reading, avoid the temptation to take things personally and as an opportunity for retaliation. Respond following the guidelines above, and then move on. Put on your big boy pants and get on with the responsibilities of running your business to succeed within the best of your capabilities.
Note: Since originally writing this post, I have continued to receive e-mails from one of the owners of the attraction in DeLand, again asking me to write a positive review on TripAdvisor. (Apparently, they do not mind spamming their customers in their pursuit of TripAdvisor reviews.) Another e-mail arrived more recently, urging its recipients to e-mail the producers of CBS Sunday Morning to ask them to do a feature story on the attraction.
This post was written by Peter Pelland
Tags: consumer reviews, TripAdvisor
Posted in Business Ethics, Guerrilla Marketing, Marketing Strategies, Review Sites, Social Media |
How Long Do You Make People Wait?
March 6th, 2015
I am writing this article while waiting for road service to be scheduled through a national auto club. It is a beautiful late winter Saturday in New England, with perfect snow conditions and not a cloud in the sky, what skiers refer to as a “bluebird day”. I awakened at 5:00 o’clock this morning, with plans to hit the slopes at one of my favorite Vermont ski destinations. Unfortunately, not far from home, one of my rear tires went flat, and the jack that came with my car is about as useful as a pet rock.
After attempting to change the tire with the “pet rock”, I had no choice but to call for roadside assistance. First, I was serenaded with the most annoying music on hold while waiting for the company to find an available service provider in my area, only to be told that they were having no luck in that search. Three or four phone calls and about an hour later —at least the auto club was giving me status updates— I was told that they had located a service provider that was available and would send a truck within an hour.
If you are in the business of providing roadside assistance, the fact that people will call with service requests should not catch you off guard. When a member needs emergency service, it is not time to be negotiating arrangements with local service providers. Those contracts should have been arranged long ago. Nor is it time to wonder whether it might be time to invest in additional telephone agents. When somebody’s vehicle is disabled at the side of the road, I can assure you that they do not want to listen to music on hold.
Two and a half hours later, my day is shot, but the spare tire has been mounted and I am off to the tire store to have the flat repaired. Our leisure time is limited these days, the pace of life is fast, and nobody has either the time or the inclination to needlessly wait. How is your campground fitting into the timeline when it comes to making your guests needlessly wait?
- Registration – On a Friday afternoon, do you have a line of guests waiting for their turn at your registration desk? How long do they have to wait? The ideal wait time, from a guest’s perspective, is about 1 minute. Take a tip from the Montage Deer Valley Hotel, in Park City, Utah. When guests pull up to their entrance, the guests are immediately greeted by a valet, who gets their names and radios the information to the front desk. Upon entering the lobby, the guests are greeted by name and already have a folder, including room keys, ready to go. They simply sign off a confirmation of services, and the host escorts them to their room, pointing out hotel features and amenities along the way. When guests have advance reservations, their arrival should not be treated as if it is a surprise to your registration staff. Instead of making people anonymously wait in line, this process is speedy and personalized … and would be so easy to adapt to the campground registration process.
- Bathroom Cleaning – This is a classic double-edged sword. Your guests expect clean bathroom buildings, but they do not want the entrance blocked by a yellow folding sign upon their arrival. Of course, this task should be scheduled for the lowest demand times possible, but it should also be completed as quickly and efficiently as possible. It is not time for a member of your janitorial staff to be repeatedly running back to your maintenance building to retrieve a forgotten brush or cleaning compound.
- Boat Rentals – When a camper wants to rent a boat, what are your typical wait times? If a family wants to get out on your lake, they want to do it right then and there, not an hour from now, while the kids are restlessly waiting. With the exception of popular attractions at major theme parks, people are generally unwilling to wait in line. Even Disney is working to resolve this problem, with a new FastPass+ program that allows guests to reserve their park experiences up to 30 days in advance from home, a mobile app, or park kiosks. Do whatever you can to streamline the process of keeping your guests active and – consequently – happy!
- Propane Refills – How long does a camper have to wait to get a propane tank refill at your park? In some instances, campers have no problem leaving behind a propane tank to be refilled and picked up later. On the other hand, the fact that there are over 800 Blue Rhino retail locations throughout the United States and Puerto Rico, where empty tanks are quickly swapped for full tanks, suggests that there are quite a few people who would prefer not to wait.
- Snack Bar Orders – If your campground has a snack bar, it is probably serving what by definition is known as “fast food”. How long does it take for the average order to be filled? According to a 2013 fast food performance study conducted by Quick Service Restaurant News, the average drive-thru order takes 3 minutes to fill, with an overall correlation between speed and accuracy – both important factors. Is your snack bar being staffed by one or more employees who are working double-duty with other job responsibilities? If necessary from a financial standpoint, limit the hours of your snack bar operation to high demand hours, when it can be adequately and dedicatedly staffed by employees who have been trained to prepare the food properly and efficiently. How many guests are going to return to your snack bar after a disappointing initial experience?
- Check-Out – The check-out procedure at your park should be even faster and more efficient than the check-in process, but speediness should not be at the expense of covering the essentials. Ask your guests if they enjoyed their stay, if there was anything that could have been done to make their stay more enjoyable (and take notes, rather than committing this valuable feedback to memory!), and if they would like to book a subsequent stay (even if they were disappointed, because you would like an opportunity to make things right!). If they tell you that they absolutely loved their stay, ask them if they would do you a favor and put their thoughts into words in a review on TripAdvisor or another important travel review site, handing them instructions that they can later reference.
From check-in through check-out – and every moment in between – do you best to ensure that your guests are enjoying every minute of their stay that is within your control. Guests who are enjoying their time at your park will spend more money during their stay, and guests who enjoy their overall stay are guests who will return again and again for years to come.
This post was written by Peter Pelland
Tags: Blue Rhino, customer service, Disney, FastPass+, guest registration, Montage Deer Valley Hotel, TripAdvisor
Posted in Marketing Strategies |
Online Review Sites: Handle With Care
September 4th, 2013
In a recent post, I pointed out that it was necessary to take a proactive stance with regard to your business’ ranking on various consumer review sites. If you are lacking reviews on any particular online resource – or, worse yet, you have one or more unfounded negative reviews that are skewing readers’ opinions – you should make an effort to encourage positive input. The question is how to handle this task both properly and effectively.
Once again, a successful campground will be operated in a customer-friendly manner, and reviews of that campground are likely to be overwhelmingly positive. My advice is to proactively promote those reviews and the sites that contain the reviews, rather than simply reacting in a state of panic when a negative review appears, typically written by someone with an axe to grind.
Rather than hiding from reviews, campground owners should provide links to the major review sites – and to individual reviews – on their own websites and within the social media. Encourage your happy campers to post their own reviews, particularly if a review site has a less than stellar recent review of your park. The most recent reviews and the most intelligently written reviews (and responses) carry the greatest credibility. Older reviews or those written by somebody who is obviously on a rant are generally dismissed by readers.
What Is Different?
When taking this proactive stance at encouraging positive reviews, be careful not to cross any lines that might violate the policies of the review sites.
I recently made what I thought was a reasonable attempt at promoting one of our non-campground clients on Yelp. The client’s business was listed on Yelp, but had no reviews and, subsequently, no ranking. I added missing information to the client’s listing and uploaded photos. I then posted the following on their Facebook page:
“If you love our (products) and have visited our retail store, please take a moment to share your thoughts by writing a review on Yelp. It will only take a minute or two. When we have 5 reviews, we will choose one at random and that person will receive a $25.00 gift certificate. Thanks!” I then included a direct link to the listings page on Yelp.
One customer immediately posted a very flattering and positive review, with a 5-star rating. On the basis of this first review, our client then showed an overall 5-star rating … very briefly. Later that day, Yelp “filtered” the review, suggesting that it was of questionable origin. Apparently, our offer of the gift certificate – or possibly simply including a link to the listing page – crossed an imaginary line with Yelp, giving them the impression that we were bribing customers for their comments … which, of course, was far from the truth. A day or two later, the review was reinstated, with another review submitted soon afterward, and our client once again has a 5-star rating with two reviews, both highly positive.
To avoid this problem yourself, refer to Yelp’s review policy:
“The best word of mouth is organic and unsolicited. As counter-intuitive as it may seem, Yelp discourages business owners from asking people to write reviews about their businesses. It’s tough for an algorithm to tell the difference between a business owner aggressively putting a laptop in front of a client and saying, “Give me 5 stars!” and that same business owner flipping the laptop around and manufacturing a fake 5-star review about themselves.”
They continue, “As a general rule, Yelp has advised business owners not to offer incentives for reviews. It’s a slippery slope between the customer who is so delighted by her experience that she takes it upon herself to write a glowing review and the customer who is “encouraged” to write a favorable review in exchange for a special discount. In an effort to minimize spam and maximize trustworthiness of the site’s content, Yelp actively weeds out suspicious reviews through a combination of community self-policing and automated filtering; aggressively solicited reviews can ring hollow at times and end up flagged by users or the website for removal. The system is designed to ensure the reviews consumers rely on are as authentic and useful as possible.”
In other words, Yelp uses analytics to flag online review solicitations, and the worst case scenario could be the removal of your listing, not simply the filtering of the resulting review(s). Learn more about Yelp’s policy by following this link:
How Do You Handle This?
Yelp encourages businesses to link to both their listing page and to individual reviews. When you have one or more positive reviews, provide links to them on your website and on Facebook, Google+ and Twitter. Let the power of subtle persuasion influence new reviewers. You may also hand out printed cards with the URL to guests as they check out and rave about their stay, but avoid directly asking for reviews in your online newsletter, on your website, or on your social media pages.
There is a similar policy in place at TripAdvisor, outlined in an extensive network of forum posts. One somewhat extreme example outlines a hotel in England that offered guests 10% discounts and free room upgrades in exchange for positive reviews on TripAdvisor, the Good Food Guide, or the Michelin Guide. Read more, following this link, shortened using Google URL Shortener:
This scheme backfired and the property was red flagged, meaning that TripAdvisor posted that “individuals associated with this property may have interfered with traveler reviews” and showing users a record of the property’s alleged wrong-doing. How do you think that makes your listing look?
There are also companies that specialize in online reputation management, offering to repair damaged reputations for a fee, usually quite ineffectively. If you are considering a reputation management service, the damage has already been done, and you are no doubt at least indirectly responsible for the creation of that damage. There are even companies that will generate fake reviews for a fee, even though this practice is illegal in the United States, Great Britain, Ireland, France, Germany, and Italy. Quite naturally, those so-called “services” should never be considered. The best way to get positive reviews is to provide exemplary service that, in and of itself, will encourage people to share their enthusiasm!
This post was written by Peter Pelland
Tags: asking for reviews, online review sites, TripAdvisor, Yelp
Posted in Business Ethics, Guerrilla Marketing, Marketing Strategies, Review Sites, Social Media |
Make the Most of Online Review Sites
July 28th, 2013
Years ago, as a business owner you were pretty much in control of how people perceived your business. You advertised to influence opinions, you went out of your way to please your customers, and you provided a quality product or service. Everybody was happy. In the rare instances where a customer was displeased, he told his friends and never returned. Things could have been worse.
Today, things are worse. Conventional advertising has lost much of its credibility and clout, and most people turn to their network of friends (including virtual friends online) for trusted opinions and recommendations. That dissatisfied customer from years past now has the means to amplify his displeasure before an audience of thousands. On the other hand, the same tools are available for your happiest of customers to share their experience and influence equally vast numbers of potential guests.
Most campground owners seem to fear review sites more than an attack of locusts. Those fears are unfounded. P.T. Barnum is often credited with coining the statement, “There is no such thing as bad publicity,” and that concept is truer today, in the age of the Internet, than ever before in history.
First of all, a successful campground will be operated in a customer-friendly manner, and reviews of that campground are likely to be overwhelmingly positive. My advice is to proactively promote those reviews and the sites that contain the reviews, rather than simply reacting in a state of panic when a negative review appears, typically written by someone with an axe to grind.
Rather than hiding from reviews, I encourage campground owners to provide links to the major review sites – and to individual reviews – on their own websites and within the social media. Quote great reviews on your Facebook page and in Tweets, and encourage your guests to post their own reviews, particularly if a review site has a less than stellar recent review of your park. Some review sites allow you to respond to reviews, while others do not. Either way, the most recent reviews and the most intelligently written reviews (and responses) carry the greatest credibility. Older reviews or those written by somebody who is obviously on a rant are generally dismissed by readers.
If you are going to encourage your happy campers to submit reviews, you need to know the review sites that count. You also need to know whenever a review of your park appears online. Use Google Alerts to stay on top of what is being posted about your business online. When guests are checking out, commenting how much they enjoyed their stays, ask them if they would like to submit a review that puts that satisfaction into words. If they agree, send them a follow-up e-mail with a direct link to the review page for your park on the review site of your choice. (Don’t ask them to submit a review on more than one site, since that would be a bit of an imposition.) The following is a list of some of the review sites that need to be on your radar.
RV Park Reviews – This site has been online since 2000 and includes nearly 200,000 reviews of every campground in North America, including yours. If you are not aware of this site and have not read its reviews of your park, you have only yourself to blame. Use this site to your advantage. If you have the highest rated park in your city or town (based upon the average of your 10 most recent reviews, rated on a 1-10 scale), promote that fact by providing a link to the reviews for your park and its competitors. Use transparency to your advantage!
Yelp – This site was started in 2004, gets over 100 million unique visitors per month, and hosts over 39 million reviews. Originally designed to rate local business service providers (like mechanics, electricians, and plumbers), it now includes reviews to lodging services, including campgrounds. As a business, you can setup a free business account that allows you to post photos and additional information that will enhance your listing on the site, as well as generating free widgets that you can use to promote your Yelp reviews on your website. Follow this link to get started: https://biz.yelp.com
TripAdvisor – This is the world’s largest travel-related website. It gets more than 200 million unique visitors per month and contains over 100 million trusted reviews covering more than 2.5 million businesses around the world. Although the site originally concentrated on hotels and similar lodging, it now includes campgrounds under the Specialty Lodging category. If your campground is not yet listed on TripAdvisor, you can submit a listing by following this link: http://www.tripadvisor.com/GetListedNew
Because of the volume of traffic, reviews on TripAdvisor carry plenty of clout. As a business owner, you can (and should!) create a free business account, allowing you to update your business details, add photos, receive e-mail notifications of new reviews, and – most importantly – respond to reviews. You can also generate free widgets that can link your website to your reviews. Follow this link to get started: http://www.tripadvisor.com/Owners
GuestRated – Campground owners are probably also familiar with the GuestRated program that was founded by industry consultant Bob MacKinnon in 2008 as the first ongoing guest satisfaction rating program relating to the private campground industry in the United States. Run in conjunction with National ARVC, this online survey program provides very useful consumer information and statistical analytics to campground owners, as well as providing an opportunity to respond to guest reviews. There are also widgets that allow campgrounds to feature reviews and ratings on their websites and that encourage visitors to initiate their own review process. Learn more about the program at: http://www.guestreviews.com
This is far from a conclusive list of review sites. There are many other campground review sites that generate less traffic and less impact upon public opinion. I would recommend not fretting over any of the more obscure review sites, particularly if any investment of your time would come at the expense of the attention that you should be devoting to these review sites that count.
This post was written by Peter Pelland
Tags: Guest Rated, Guest Reviews, GuestRated, GuestReviews, RV Park Reviews, RVParkReviews, Trip Advisor, TripAdvisor, Yelp
Posted in Facebook Tips, Google Resources, Guerrilla Marketing, Marketing Strategies, Review Sites, Social Media, Web 2.0 |