A wild ride: Using reviews to rise to the top, part 2 Gardaland Park, the #1 amusement park in Italy, demonstrates that what you do with new reviews is just as important as getting them in the first place.

Missed part 1? Start there to find out how ­the award-winning Gardaland Park gets more reviews.

Maximizing the value of a new review

You want more reviews. But once you get them, are you doing enough with that feedback? Here’s how Gardaland Park optimizes their return on each new review, from strengthening customer relationships to making real-time improvements and more.

Showing customers they matter

Gardaland Park’s 20-person marketing team takes relationship-building so seriously that one employee is actually dedicated to responding to Tripadvisor reviews. Why? “We deeply believe in fostering one-to-one relationships with our customers. When someone writes a review, they expect a response,” says Raffaele Prati, Web and New Media Manager. He continues, “Maintaining that dialogue reinforces a personal relationship with our fans. They leave feedback, we respond, and we learn.”

When asked what’s important to include in a Management Response, Prati responded with an interesting twist worthy of one of the park’s roller coasters. “I’ll tell you what not to include: pre-written answers. You need to customize, because people can immediately spot when an answer is pre-cooked.” So the Gardaland Park employee who responds to each review has a lot to do, but the personal connection with travelers is worth every minute.

Improving the guest experience

To make sure the feedback in reviews isn’t wasted, Prati and his team share the latest with every department. “This is very serious for us, and we want to make sure travelers know we understand their feedback and actually pay attention. The report goes to all departments, and we use it to prepare next actions for operational and marketing purposes.”

During the busy season, the report is weekly, while during the slow season it’s monthly. The report highlights the most frequently mentioned issues and compliments, and categorizes new reviews by rating and sentiment – positive, neutral or negative.

Reinforcing the attraction’s reputation

Marketing has changed a lot since Gardaland Park opened in 1975. These days, travelers rely on reviews when planning trips and what to do. That’s why this 2013 Travelers’ Choice winner makes sure to leverage the power of Tripadvisor, even in their offline marketing efforts.

Gardaland Park recently experimented with adding their Tripadvisor awards to their leaflets and maps. The result? Prati reveals that “featuring our Tripadvisor awards on our collateral is another powerful driver of new reviews.” Prati attributes the additional reviews to visitors being inspired by seeing the park’s connection with Tripadvisor. And thus, each reminder of the park’s reputation contributes to strengthening the attraction’s already impressive reputation on Tripadvisor.

Your turn to follow up on feedback

Visit your Management Center to respond to your latest reviews, track your Tripadvisor performance each week and more, all for free. So even if you don’t have a 20-person marketing team like Gardaland Park and their fairy tale atmosphere, spending a little bit of time each week on your Tripadvisor presence can still lead to magical results. 

A wild ride: Using reviews to rise to the top, part 1 Gardaland Park wows visitors with fairy tale adventure. Here’s why this leading attraction’s success is no fantasy.

A pragmatic approach to fantasy

Visitors to Gardaland Park fall in love with the fairy tale atmosphere. As the park’s Web and New Media Manager, Raffaele Prati, says, “It’s a very happy world, the biggest adventure in fantasy. People can forget about everyday life.”

Yet it’s Gardaland Park’s very realistic approach to marketing that helps attract people to this fantasy land in the first place. As the #1 amusement park in Italy, Gardaland Park works hard to promote – and continually improve – the attraction’s reputation of fun and adventure for all.

Managing their digital presence

“We started using Review Express for the amusement park, and now we’re using it for our aquarium as well because we’re so happy with the results.”

About a year ago, Gardaland Park started putting serious effort into their Tripadvisor presence. Prati, who supervises the park’s digital channels, was inspired by how important Tripadvisor is for travelers. “We had a property page before that, but it wasn’t monitored. Now with Tripadvisor we can get and respond to guest feedback to make the customer experience the best it can be.”  

Gardaland Park’s increased attention to their Tripadvisor presence centered on several key goals. In this article, we’ll cover the always popular mission to get more reviews. And in part two, we’ll focus on how this leading attraction leverages reviews to strengthen customer relationships, improve the guest experience and reinforce the park’s reputation.

Here’s how Gardaland Park is collecting more reviews, with some help from Tripadvisor.

Getting 95 reviews with minimal effort

As Prati points out with his years of digital marketing experience, “Tripadvisor is a very important tool for travelers to leave feedback and help other travelers.” That traveler-centric view has helped Gardaland Park accrue over 3,400 reviews. 

And this Travelers’ Choice winner is well on their way to more reviews. Even though the Gardaland Park is currently in the slow season, they’ve managed to collect 95 reviews using the free Review Express tool. Each month, Gardaland Park uses it to send a review request email to the new email addresses in their database.

Thanks to just a few minutes of work each month with Review Express, Gardaland Park is seeing good click through and response rates. Prati points out that, “We started using Review Express for the amusement park, and now we’re using it for our aquarium as well because we’re so happy with the results. I’d absolutely recommend it.”

Winning with widgets

Gardaland Park has also been collecting reviews by using Tripadvisor widgets on their popular website, which gets 6 million visits a year. The homepage widget links to a Tripadvisor review form on a separate page of gardaland.it. So far, the widget has led to 10,000 visits to the review form, which reassures travelers with the Gardaland branding and wins them over with an easy way to write a review of their recent visit.

Gardaland Park has also included a similar widget in their e-newsletter, which goes to 230,000 subscribers. “With these two widgets, we’ve dramatically increased our number of reviews.” How dramatic? Reviews are up by over 20%.

Going beyond just collecting reviews

Encouraging more reviews is powerful, yet part of Gardaland Park’s magic is all the things they do after getting a new review.

Continue reading part 2 to see how Gardaland Park uses reviews to strengthen customer relationships, improve guest experience and reinforce their online reputation.

Getting personal at a top attraction in Jamaica Personalized Management Responses help this leading Montego Bay shopping destination get more than 90% of their visitors from Tripadvisor.

You step out of a colorful van painted with beautiful flowers. You’re greeted by smiling staff, a soft breeze and a panoramic view of Montego Bay. A welcome like this makes it easy to feel at peace. The only hard part is: Do you visit the amazing art gallery or the serene garden first?

That’s the dilemma visitors to Ahhh…Ras Natango Gallery and Garden face every day. This top shopping attraction in Montego Bay is going places – all because visitors want to stay right where they are. Co-owner Tamika Williams jokes that, “We might need to add a bouncer because guests don’t want to leave. One recent guest even asked if he could pitch a tent in the garden to stay overnight.”

While Williams had to tell him no, travelers to Jamaica are saying yes. In fact, guests fall in love with Ahhh…Ras Natango Gallery and Garden at first sight. It turns out, the Ahhh… part of the attraction’s name comes from guests exhaling when they arrive because they finally feel like they can relax. And more and more travelers to Jamaica are finding out about Ras’ beautiful artwork, Tamika’s peaceful garden and how friendly and laidback the staff is.

Williams is more than willing to share the secret to their success. “When we started in 2010, we didn’t have money to do big marketing campaigns. My husband Ras suggested we focus on Tripadvisor because our guests were leaving us great reviews in our guestbook here at Ahhh.” The result? Now more than 90% of the property’s clientele comes directly from Tripadvisor. “Either travelers email us from our Tripadvisor property page or they call when they’re in Jamaica and say that they found us on Tripadvisor.”

As Ahhh…Ras Natango Gallery and Garden continues to grow with 11 employees so far, Williams and her staff still make the time to focus on providing personal service to each visitor. Like many other people running a small hospitality business, Williams handles a variety of tasks. “I’m part owner, secretary, operator, gardener, Tripadvisor marketer, recipe creator – and the magic of Ahhh,” she says with a laugh. Part of that magic? Writing personalized and prompt Management Responses to each review on Tripadvisor.

In fact, Williams responds to every single Tripadvisor review for Ahhh…Ras Natango Gallery and Garden. While her husband and co-owner Ras himself focuses mainly on creating magic with paint on canvas, William’s artistry is displayed in each thoughtful and warm response to a review from a recent visitor. Responding is so important to her that she writes a reply right away when she sees a new review, no matter where she is. Her reasoning? “People have choices, they can go anywhere and they choose to come here. So I show appreciation for that. If someone takes the time to go home and write a review, I have the time to respond and thank them.”

Here’s an excerpt of a response from Williams to a guest who mentioned loving the food she serves onsite:

“Your group has inspired me to cook with more passion than ever if that's possible. I spend more time in the kitchen now and pay attention to every detail. I have a few extra pounds to prove I taste everything. I look forward to staying in touch with all of you. When next you visit it will be even better.”

Williams also understands the value of word of mouth. Many of her visitors mention they chose Ahhh…Ras Natango Gallery and Garden specifically because they see all the Management Responses. “It gives travelers a chance to see who they’re dealing with,” says Williams. “Then they come here, fall in love and tell their friends, too.”

Of course, it helps that authenticity is everywhere at Ahhh…Ras Natango Gallery and Garden. All of the artwork is from self-taught artist Ras Natango, his son Ayale and other local artists. The delicious food served is what you’d find on a local family’s table at home. And the passion and friendliness from the staff is sincere: “No tourist comes here and feels like a tourist. They get an authentic experience and learn about Jamaican culture and cuisine. This is more than a place to shop – this is the feel of Jamaica.”

Đánh giá nhanh mang lại cho quý vị 54% số đánh giá mỗi tuần chỉ trong mười phút Cách Tour đi bộ tìm hiểu lịch sử & tham quan nhà máy bia BREW-ed dễ dàng thu thập đánh giá với Đánh giá nhanh.

“Tôi biết tôi cần phải nói ra”

Với bảy năm kinh nghiệm làm nhân viên pha chế và trợ lý nấu bia, Cliff Mori hiểu rõ rằng cần nhiều tuần để hoàn thành một quy trình nấu bia. Tuy nhiên, giờ đây khi điều hành Tour đi bộ tìm hiểu lịch sử & tham quan nhà máy bia BREW-ed, Mori không có thời gian chờ đợi những đánh giá mới về công ty tổ chức tour tham quan nhà máy bia của mình.

Mori giải thích: “Tôi biết tôi cần phải nói ra, nhưng tôi hoàn toàn chưa biết gì về tiếp thị. Tôi bắt đầu bằng việc nhờ mọi người viết đánh giá khi họ về đến nhà.” Thật không may, mọi người không nhớ rằng cần viết đánh giá sau khi uống bia và tận hưởng quãng thời gian vui vẻ vào dịp cuối tuần ở Asheville, Bắc Carolina thơ mộng.

Vì thế Mori đã quyết định thử một cách thức mới: Đánh giá nhanh, công cụ miễn phí từ Tripadvisor giúp quý vị dễ dàng yêu cầu đánh giá.

“Giờ đây tôi đã lọt vào top 3”

Từ khi dùng thử Đánh giá nhanh, kết quả kinh doanh khiến Mori không thể vui mừng hơn:

Đánh giá nhanh đem đến hơn một nửa số đánh giá của anh,
Những đánh giá đó đã giúp Tripadvisor giới thiệu công ty của ảnh tới 20% số khách hàng,
Và anh chỉ mất chưa đầy 10 phút mỗi tuần để sử dụng Đánh giá nhanh.

Nhờ những đánh giá mới, Tour đi bộ tìm hiểu lịch sử & tham quan nhà máy bia BREW-ed đã được biết đến nhiều hơn trên Tripadvisor. “Tôi thấy trong khi mọi người nói về việc đi tour vui như thế nào, xếp hạng của tôi đã tăng lên. Chỉ trong vài tháng, từ vị trí cuối cùng, tôi đã lọt vào top 15. Giờ đây tôi đã nằm trong top 3 hoạt động giải trí tại Asheville.”

Nhờ xếp hạng và mức độ hiển thị tăng, Tripadvisor là một trong những nguồn giới thiệu hàng đầu của Tour đi bộ tìm hiểu lịch sử & tham quan nhà máy bia BREW-ed. Nếu được hỏi, Mori sẽ nói, “Được biết đến nhiều như vậy mà không phải mất chi phí tiền mặt lại tiết kiệm thời gian – quả là lợi nhuận lớn.”

Giống như nhiều chủ doanh nghiệp nhỏ khác, Mori không có nhiều thời gian. “Tôi hoạt động đơn lẻ, một mình làm tất cả mọi việc,” anh nói. Vì thế thật tốt khi “Đánh giá nhanh khiến mọi việc trở nên thật dễ dàng – chưa đầy 10 phút mỗi tuần. Phần mềm bán vé của tôi thu thập địa chỉ email, nhờ đó, vào các sáng Thứ Hai, tôi chỉ cần tải lên một danh sách và gửi yêu cầu đánh giá.”

“Tripadvisor là một cách thức tuyệt vời để được chú ý”

Thành công của Tour đi bộ tìm hiểu lịch sử & tham quan nhà máy bia BREW-ed khiến Mori nóng lòng muốn chia sẻ nhiều hơn ngoài kiến thức về bia. Sau đây là những mẹo của anh giúp quý vị tận dụng tối đa các nỗ lực Tripadvisor của mình.

Thu hút khán giả
“Tripadvisor là một cách thức tuyệt vời để gây chú ý với khách du lịch đang tìm kiếm các hoạt động giải trí trong thành phố của quý vị. Bắt đầu rất đơn giản. Nếu tôi làm tốt và đề nghị mọi người chia sẻ đánh giá, tôi sẽ thu được kết quả tốt đẹp. Cảm xúc đó rất chân thật và thỏa mãn.”

Hãy hoạt động tích cực và cập nhật thông tin
“Tôi truy cập trang web 3 hay 4 lần mỗi ngày để kiểm tra xem tôi có đánh giá mới nào không và tình hình cạnh tranh đang diễn ra thế nào. Tôi luôn muốn biết xếp hạng của mình.”

Đừng chỉ làm việc chăm chỉ hơn, hãy làm việc thông minh hơn
“Điều khiến tôi thích thú là mẫu Đánh giá nhanh có thể tái sử dụng, quý vị cũng có thể tùy chỉnh để mẫu mang tính cá nhân hơn. Lần đầu tiên, tôi mất 15 đến 20 phút, những lần sau đó thì không cần chuẩn bị nữa. Tôi không phải xem lại mẫu.”

Tận dụng danh tiếng của quý vị
“Tôi đã thêm các widget Tripadvisor vào trang web của tôi vì mọi người tin tưởng xếp hạng của Tripadvisor. Tôi đã nhận được phản hồi tích cực và đó cũng là cách thức dễ dàng để chia sẻ với nhiều người. Có rất nhiều tùy chọn và điều này giúp họ thêm tự tin bởi họ nghĩ: ‘85 người khác đã có khoảng thời gian tuyệt vời ở đó, mình có thể là người thứ 86.’”

Cách Wego Walking Tours đứng đầu xếp hạng hoạt động ở Paris Cách Wego Walking Tours of Paris kết hợp dịch vụ chuẩn mực với đánh giá để đứng đầu danh sách các hoạt động ở Paris.

Hiểu khách hàng của quý vị

"Tôi thấy Đánh giá nhanh rất thuận tiện. Đó là cách tuyệt vời để giữ liên lạc với mọi người. Đánh giá nhanh là cách nhanh hơn và dễ dàng hơn để nhận thêm nhiều đánh giá trực tuyến." -Paul Bidault, Chủ sở hữu của Wego Walking Tours

Hầu hết các đánh giá đều đề cập đến phong cách trình bày nhiệt tình cũng như kiến thức đặc biệt và những đề xuất về địa phương của Bidault. Khách du lịch cũng tư vấn khách cho tiền boa dựa trên chất lượng trải nghiệm của họ. Bidault tin rằng mô hình kinh doanh này đảm bảo các hướng dẫn viên luôn có động lực để hoạt động hiệu quả nhất. Mô hình này cũng mang đến cho khách du lịch “nhiều lợi nhuận” nhất – một điều rất quan trọng khi có rất nhiều lựa chọn về chuyến tham quan.

Top Tripadvisor tips from a leading attraction The Ahhh…Ras Natango Gallery and Garden is the top shopping destination in Montego Bay, Jamaica. Here’s how they’re making the most of their presence on Tripadvisor.

A vibrant art gallery, a lush garden and a stunning view of Montego Bay in sunny Jamaica. Yet one of Ahhh…Ras Natango Gallery and Garden’s most compelling features is its Tripadvisor property page.

After all, Ahhh…Ras Natango Gallery and Garden’s presence on Tripadvisor drives more than 90% of their business. And as a Tripadvisor Certificate of Excellence winner for 2013, this increasingly popular attraction plans to continue expanding its offerings.

Co-owner Tamika Williams is so happy with the results she’s seen that she says, “Tripadvisor is the cherry on top of the cake.” Lucky, she’s happy to share her secrets for attracting new visitors from the world’s largest travel site.

Getting more reviews

Add the Tripadvisor logo to take-home items: Williams added the Tripadvisor logo to their brochure. Why? Because they give one to every visitor, and it’s a great reminder to write a review. “Tripadvisor is trusted the world over. Sometimes visitors forget to write a review when they go home, but then they look at the brochure and it prompts them to write that review.”

Try Review Express: Williams noticed Review Express in the Management Center and tried it out with some recent guests who hadn’t written a review yet. “I like that I have the option to write my own note, and the pre-written option is so easy! I just added the email addresses and hit send.” Another thing she likes is that she knows it will grab the attention of her guests. “When people see an email from Tripadvisor, they open it immediately.”

Responding to reviews

Show you appreciate their effort: No one has to write a review – they do it on their own time. That’s why Williams always makes sure to include a thank you in her Management Responses. She also personalizes each response to help guests feel like their contribution is extra appreciated.

Personalize each reply: Williams suggests doing this whenever possible to build a stronger connection with the reviewer, and to help impress prospective visitors researching your property on Tripadvisor. “It’s not just about responding – it’s about making each one unique based on each review’s comments and the guest’s individual experience. One visitor came back a second day just to work in the garden, so I mentioned that when responding to her review.”

Let them know you value feedback: While Ahhh…Ras Natango Gallery and Garden has received all positive reviews so far, Williams points out, “I know what I’d say if we ever got a negative review. I’d apologize and show them I appreciate their feedback, too. It’s about getting them to come back.” With negative reviews, it’s important to address the traveler’s experience and show you’ll do whatever you can to avoid it happening again.

Promoting your Tripadvisor popularity

Include a widget on your website: Ahhh…Ras Natango Gallery and Garden is getting ready to launch their new website, and one thing they’re prioritizing is a Tripadvisor widget. Adding one to your website is easy, and you can choose from widgets that display your Tripadvisor rating, recent reviews and other influential options that show travelers you’re a great choice.

Put your stickers somewhere prominent: Using your Tripadvisor stickers wisely can help inspire confidence in visitors and potential visitors. As Williams says, “The Tripadvisor logo is a sign of trust. That’s why we have one Tripadvisor sticker in our art gallery and another on our shuttle van.” Add your stickers where people can easily see them, such as on your door or by the cash register.

Improving your attraction with guest feedback

Pay attention to reviews: No matter where she is, Williams immediately reads new reviews when she gets a notification from Tripadvisor. Suggestions in reviews help show her where improvements can be made, and themes in positive reviews help point out strengths you can leverage in marketing and operations.

Listen to guests when they’re onsite: Sometimes it’s a little thing, like adding in a railing here or there. Other times, it leads to bigger improvements. By visitor request, Ahhh…Ras Natango Gallery and Garden now offers traditional Jamaican cuisine featuring local ingredients, and this new addition wins over many travelers. “One visitor pointed out we feature great local produce in our salads but served store-bought dressings. Now we make our own, and a chef who visited recently poured an entire bottle of our dressing on his salad!”

Conclusion

Ahhh…Ras Natango Gallery and Garden is a growing small business, and Tripadvisor has been an influential part of their continued success. So whether you run an attraction, accommodation or restaurant, try these tips to help you get even better results with your Tripadvisor presence. Soon, you just might have your own Tripadvisor best practices to share!