Travel Victoria – tourism blog

TRAVEL VICTORIA

Travel Victoria

  • Your accommodation property’s website – who’s looking at it?

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    Low-cost ways of getting travellers to visit your website

    An accommodation provider may typically spend between $1,000 and $5,000 getting a website developed for their business. A professional image is created, all facets of the accommodation are on show, but who is looking at it?

    The next step many make is to then market their accommodation on commission-based travel websites, such as Stayz, Take-A-Break and Wotif. While you’re generating good business from these popular and high-traffic websites, your brand new shiny website sits there, unused.  This is because most high profile travel websites that market your accommodation do so on a commission basis (i.e. they take a percentage of the revenue you earn from each booking), and thus won’t allow you to display your contact details or a link to your elaborate website, otherwise they may lose a sale if you contact the property directly.

    So how do you get extra people to find your website when they are on the internet?

    1. Pay-per-click search engine advertising. Use a search engine like Google, and you’ll notice ads appear related to your search terms. Sign up to Google AdWords and pay for your website to get listed in these advertiser sections. The problem is that unless you’re going to target niche search terms, then buying ads that appear when people search for things like “accommodation in Ballarat” could cost you several dollars per click. Do the sums and unless you’ve got deep pockets or get a lot of bookings, this can be quite an expensive option.
    2. Search Engine Optimisation (SEO). You employ an SEO expert to make changes to your website such that search engines like Google will rank your site highly for search terms of your choice.  To see results, you may need to wait months or years, and still there can be no guarantees as per our recent article on ranking high on Google. SEO alone is not enough as the wording on your website is just one of hundreds of points Google considers when ranking websites for certain search terms.
    3. Listing your business and website on a popular travel website. While there’s not many, there are a few travel websites which will happily advertise your accommodation and allow you to display your phone number, email address and a link to your website. They typically charge a fixed fee (like a newspaper advertisement) as they cannot collect commissions or track bookings while all your details on show to prospective guests. By choosing a travel website that ranks well in Google for general search terms related to your accommodation, you’re effectively getting items (1) and (2) listed above for a modest fixed fee.

    Given that the cheapest and easiest way to get exposure for your website is to list it on a travel website, you may wish to consider:

    1. Travel Victoria – that’s  us!  For a small annual fee, you get a full page listing of your accommodation property, complete with phone number, email address and link to your website. In January 2012, our most popular listing by far, Lorne Caravan Park, was viewed by almost 2,000 people, with over 500 of them clicking through to the caravan park’s website. Generating those clicks using advertisements on Google, assuming $2 per click, would have cost the caravan park $1,000 compared to just $5 for their listing in January. Our average click rate for all listings in January 2012 was 31, so that’s still an expected $62 cost in Google AdWords versus $5 on Travel Victoria.
    2. Weekend.com.au. Whether you get a free listing or a paid listing, your website link gets displayed, allowing you to funnel traffic to your website.
    3. Great Places To Stay. If your accommodation is “special”, a listing on GPTS includes all your contact details and a website link, directing people to fully explore your offerings on your own website.

    So don’t ignore the low cost and high value method of giving exposure to your website by listing it on a popular travel website. For a fixed fee, the visitors you attract can be endless.

  • There’s more to accommodation reviews than just reading the review

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    Don't just read the accommodation review – ask yourself how it got there

    When deciding on a place to stay while on holidays or away on business, many people turn to guest reviews published on the internet for a more realistic picture of what to expect.

    When looking at reviews, there’s a bit more to them than just the actual contents. You need to give weight as to whether they have been verified as being written by confirmed guests, and if there’s been any censorship of reviews. So let’s look at some of the more popular websites used by Australians for finding accommodation which publish reviews.

    TripAdvisor (www.tripadvisor.com.au)

    1. Reviews are accepted for any accommodation property without the property owner’s knowledge or permission.
    2. Anyone can submit a review without actual proof of staying there.
    3. Property managers cannot remove reviews, just respond to them once only if they are registered with TripAdvisor.

    Wotif (www.wotif.com.au)

    1. Only guests who booked through Wotif will have the ability to submit a review for the property they stayed at.
    2. Reviews only include numerical scores for specific items such as location, value, facilities, service and cleanliness. No comments are permitted.

    Take A Break (www.takeabreak.com.au)

    1. Only guests who booked through Take A Break will have the ability to submit a review
    2. While all reviews are published, a property manager can get Take A Break to remove a review they demonstrate is unjust

    Stayz (www.stayz.com.au)

    1. Anyone can submit a review without proof of staying there
    2. Property manager controls which reviews are displayed in their listing, effectively “censoring” all reviews

    What is interesting here is that reviews on TripAdvisor cover very wide ground, from glowing accounts of superb accommodation and impeccable service, to reports of appalling conditions and disgraceful service – often relating to exactly the same property! This is expected, since anyone can submit a review – although TripAdvisor claim they can detect most fake submissions. Those reviews are published independently of the accommodation property, so there is effectively no way for a review to be removed.

    At the other end of the scale is Stayz. While anyone can submit a review without verification, the property manager will only release for publication reviews of their choice. As they are unlikely to allow bad reviews to be published, the general public effectively gets to see only the very best reviews and no others, similar to the cherry-picked testimonials that businesses tend to publish on their website. You may get the impression by reading the reviews that every stay at every property listed on Stayz will simply be perfect.

    So when reading a review for an accommodation property, also keep in mind how the review got published, who may have written it, and what (if any) censorship may have occurred.

  • Beware of those promising to get your website to No.1 on Google

    Number 1
    Have you been promised a guaranteed No.1 ranking in Google for your website?

    As a website owner, you will no doubt be regularly bombarded with offers from SEO (search engine optimisation) experts who guarantee to get your website to No.1 on Google’s search pages. They claim that for a modest fee, they will alter some of the text, rename files or adjust the layout of your website which will cause it to appear at the top of Google’s results for search keywords of your choice, such as “luxury accommodation in Daylesford” or “Ballarat motel”. Sounds too good to be true?

    Keep in mind that while SEO experts may have an idea of some of the workings of search engines and how they rank pages, promises of guaranteed No.1 rankings are typically fanciful. This is simply because SEO experts have no control over Google and can thus cannot command Google to rank web pages in certain ways.  All they can do is influence the ranking of your website. Google is regularly altering their ranking algorithms to improve their search results, so even if they do manage to get you to No.1 for the keywords of your choice, it may only be short-lived glory.

    Here at Travel Victoria, we regularly monitor where some of our web pages rank in Google for some search terms.  We have seen big fluctuations on a daily basis in how some of our pages are ranked, while other pages have remained rock steady for years. Today, a Google search for the town of Mansfield actually has us at No.1, but tomorrow we could be at No.5 or even lower. We just don’t know what tomorrow will bring, simply because we do not have direct control over the order in which Google will display web pages.

    Another thing to consider when confronted by offers of SEO is who you are dealing with. Most of these SEO offers come via email – typical of people or organisations using the cheapest way of contacting people rather than telephoning or physically posting you something. And many of these emails are sent by people claiming to be senior experts in large corporations which specialise in search engine optimisation.  So why are they coming to you from a generic Gmail.com or Hotmail.com email address?

    Remember that SEO professionals can offer services which may benefit the ranking of your website, but the best they can do is influence search engines like Google – they cannot make guarantees that you’ll attain a certain ranking and then retain it forever.

  • Keep a list of all the places where your accommodation is advertised

    Keep a list
    Keep an up to date list of all the places where your accommodation is advertised

    Surprisingly, many accommodation providers keep no proper records of where and with whom they are currently advertising their accommodation with, which makes it very difficult to keep track of it all.

    Here are some incidents we’ve personally experienced during the last couple of years that illustrate lack of proper record keeping.

    1. We received a message from the owner of a fleet of holiday houseboats who wanted to list with us based on a personal recommendation they received. The funny thing was, they were already advertising with us! Their houseboats has been listed with us for the last 4 years and they always promptly paid for their renewal each year without fail.
    2. An email arrived from the owner of a caravan/holiday park and requested that we update their advertisement with the latest tariff schedule which they enclosed. The strange thing was, they had let their listing with us expire about 6 months prior, and has been sent several notices by us advising them of the cancellation of their advertisement.
    3. We were contacted by a property owner who said that they could no longer find their accommodation listed on the Travel Victoria website and enquired as to where it went. Oddly enough, their advertisement expired over a year ago and was removed. However, despite receiving several notifications about that, they somehow thought their property was still listed with us.

    It is important to keep a list of all the organisations and places your accommodation is advertised with. For each organisation you advertise with, note down:

    1. The name of the organisation that publishes it, along with a phone number and email address
    2. The title of the publication or website the advertisement is published in
    3. The amount of the last renewal fee you paid (if applicable) and the date of the advertisement’s next renewal
    4. A note specifying how to make updates to your advertisement. If you’re able to make changes directly yourself, list your login name and password. Otherwise record the contact details of someone who can make changes to your advertisement for you.

    Keeping such a list will ensure that:

    1. When you alter your tariffs or change any features of your property, you will know exactly which organisations need to be notified
    2. When reviewing advertising options in the future, you will have a complete list of your existing advertising exposure
    3. You will be able to avoid scams whereby organisations try to bill you for advertising you never ordered. By having an up to date list of all your advertising commitments, you’ll be able to identify and reject any bogus invoices or renewal requests.

  • Shop around for your website’s domain registration or renewal

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    Shop around for the best deal when registering a domain name

    People shop around for the best deal on groceries, petrol, goods and services to save money. Sometimes the savings can be enormous.  The same should apply when purchasing or renewing your website’s domain name registration.

    There is a list of accredited registrars for Australian domain names, so ensure you only select from that list.

    What is interesting is the wild variation in pricing between registrars, partly due to the fact that some offer different levels of services and products bundled into their packages. And it goes without saying that some registrars have a higher profit margin which is reflected in their pricing to you, which is a good reason to shop around.

    As an example, at this moment in time, Melbourne IT charge $140.00 to register a .com.au domain name for 2 years, although they bundle in a free one page website hosting package, a free search engine starter pack and provide 24/7 phone support with that offer.

    In comparison, ZipHosting offer you a .com.au domain for 2 years for just $20.96, however there’s no freebies, and support is limited only to email.

    Your level of technical expertise and the functionality you require needs to be considered when comparing registrars, as there’s more to a deal than just the price alone. However, for example, if you already have your own web hosting organised and know what you’re doing, you could potentially save about $120 over two year period by choosing your domain name registrar carefully.

    Don’t forget that if your domain name is already registered, you can always switch to another registrar at any time and still keep your domain name, much like taking your mobile phone number with you when changing carriers.  So you need not let history dictate who you renew with.

    There’s savings to be made – just do a little research!

  • Use your website’s on-line booking facility to the max

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    Get the most out of your on-line booking system

    More and more accommodation providers are adding instant on-line availability and booking facilities to their websites to ensure potential guests can quickly and easily find and book accommodation 24/7. The benefits to the provider and the consumer are numerous, some of which we’ve mentioned in our article why you need a real-time online booking system.

    But are you getting the most out of your own on-line booking system?

    A couple of months ago, one of our staff members booked a 5 night family holiday at the beachfront town of Cowes on Phillip Island for late November. The apartments they were looking at had an on-line booking system, so they expected using that would be the quickest way to make a reservation and get the best deal. Unfortunately, the apartment provider made their online booking system very unattractive by only offering apartments at the “rack rate”, which is basically the maximum price they’d ever charge without any discounts. In reality, you almost never pay anywhere near the “rack rate” unless it’s right in the middle of peak season or during some local event when accommodation is scarce. Whether you stay one night or 10 nights, the accommodation provider offered the same inflated nightly “rack rate” if you booked online with them.

    Upon phoning the establishment directly, our staff member secured a deal for the 5 night stay that was 40% cheaper than booking on-line. Instead of paying the $275 per night online rack rate, they paid $165 per night.  Wow!

    The lesson here is that if your on-line booking system is only accepting bookings at the inflated rack rate, then chances are you’re going to be missing many bookings.  Our staff member could have easily been put off by the exorbitant off-peak $275 per night rate shown in the online booking system and tried somewhere else, thus costing the establishment a profitable 5 night booking.

    Some useful tips for accommodation providers with on-line booking facilities:

    1. Advertise your best rate within the on-line booking system on your website. You’ll only get one opportunity to secure a booking when someone visits your site as you’re not directly negotiating with them. So don’t scare them off with inflated prices.
    2. Ensure your on-line booking system has discounted packages for multiple-night stays. Most systems should be flexible enough to allow you to discount rates instantly when people enter in the length of their stay. People don’t expect that the nightly rate for a week will be charged at the same rate as just a one night stay.
    3. Don’t undercut your own website’s online rates on third party accommodation distributors like Wotif, HotelClub, etc.  If you can offer those rates to those websites, then you can surely offer them on your own website. In fact, you really want people to book directly on-line with you, to save you paying hefty commissions to those third party distributors anyway. Additionally, people often compare your rates on Wotif and others with your own website for the best deal, so save the commission payment and make your own booking system competitive.

    Your on-line booking system is a valuable, time-saving tool, but it can also cost you bookings if used wrongly.

  • Evaluating internet advertising offers for your accommodation

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    Evaluate and compare advertising offers before signing up

    If you’re an accommodation provider, you will no doubt be regularly swamped with offers from websites wanting you to advertise your business with them. You may receive these offers via letters in the post, email (some of those may even contravene the Australian Spam Act of 2003!), phone calls or even people visiting your business personally.

    These days, having exposure for your accommodation on the internet is not a luxury, it’s a necessity if you want to attract a significant number of guests. But how do you choose where to advertise?

    It’s important to evaluate the website that your accommodation will be advertised on to ensure you’ll get decent exposure and you are dealing with a reputable organisation.

    1. Ask how many visitors come to their website per month. Don’t be mislead by statistics related to the number of “hits”. A “hit” is triggered when a distinct item, be it a page of text or a single image, is downloaded off a website. If one page has a large number of embedded images, then someone viewing only that one page can trigger something like 50 hits instantly. A more meaningful measurement term is the number of “visitors” which provides a guide to the number of real people who browse the site. For example, during October 2011, there were over 162,000 visitors to the Travel Victoria website, which generated about 10.5 million hits – quite a difference in those numbers!
    2. Don’t just take their word for their claimed website visitation statistics. A very rough guide you can use to examine the performance of a website is to enter the website address at Alexa. Alexa records statistics of website visitors through those who use the company’s toolbar in their web browser. The lower a traffic rank, the more visitors it gets. Other statistics are available, including the average number of pages visitors view and how long they stay on the site. Note that the results are more accurate for high-volume sites as more data is collected. Also use it to compare different websites against each other to see which performs best.
    3. Ask the website operator to supply a list of search terms in Google that lead people to their site and thus to your advertisement. If you rent out a holiday house in Venus Bay, then you’d want their website to catch people who would be typically be searching for terms like “Venus Bay”, “Venus Bay accommodation”, “Venus Bay holiday”, “beach accommodation”, etc. If searching for terms like that in Google isn’t giving at least one entry for their site in the top 5 results returned, you’ll want to question them about how people will find your property’s advertisement. Keep in mind that search engines such as Google are the major way people find information on the internet unless you’re advertising with an organisation that is a recognised household name whereby people will go directly to their website instead of searching.
    4. Ask for a complete list of all advertising costs. The advertising rates may appear cheap, but then you may have to pay a set-up fee, a maintenance fee each time you want to make changes to your advertisement, or maybe there’s extra costs for add-ons like displaying extra photos or a link to your own website. Some websites may charge a commission on enquiries or bookings, which can potentially cost you hundreds or even thousands of dollars a year.
    5. Check the website owner’s credentials. View details relating to the website owner by doing a lookup on the website address using Whois. If the website is based in Australia, search for the website owner’s Australian Business Number (ABN) or if they are a company, the Australian Company Number (ACN) using the details you found in the “whois” search. Also search for their business details within the business register of the state or territory the website is based in.
    6. Verify there are no consumer warnings or significant negative information regarding the website in question on the internet. A good way of doing this is to use Google to search for the website address or name (put quotes around it) followed by the word “scam”, “warning” or “fraud”, and see what comes up. Click the links that come up and carefully read the content, as some websites (including us at Travel Victoria) publish actual reports of scams and fraud, which doesn’t mean they (or us!) are the actual source of them.

  • Treat emails with the same importance as phone calls

    Telephone
    Respect emails as you do to phone calls

    Imagine telephoning someone, and after they pick up the phone, they utter not one word back to you. You may regard it as the height of rudeness, but in today’s society where emails have replaced many phone conversations, non-responses to your messages can be common.

    Of course we’re not talking about email messages such as notifications, announcements or items of general interest – most of those don’t require a response back. But for those emails where you are expecting a direct and timely reply, you may feel like either the recipient is ignoring you or maybe you’ve said or done something to offend them, so they aren’t replying.

    If you do receive an email that is time-critical, and you can’t deal with it today, why not spend just a few seconds to send a brief response back letting them know you’ll get onto within the next couple of days? At least then they’ll know you’ve read it and haven’t ignored or forgotten about it.

    Email communication is promoted as saving time and cost, but how many times have you resorted to phoning someone up due to a lack of reply and asked them the tired old question “have you read my email?”. Or maybe you’ve sent them a second or third email reminder, with each successive non-reply from them making you even more frustrated?

    Treat email messages with the same respect as phone calls. While of course you can’t be expected to drop everything the instant an email arrives and deal fully with it, people these days do expect timely responses. And if you can’t give them that, let them know, rather than ignoring them and leaving them in the dark.

    Here at Travel Victoria, one of our hallmark characteristics over the years has been timely responses to emails. If someone has gone to the effort of writing us a message, we feel the sender deserves a timely response, excluding those sending us spam emails or unsolicited advertising offers of course.

    Make your business email friendly and reply to those emails!

  • Are you wrongly assuming all your website visitors use Internet Explorer?

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    Internet Explorer may not be No.1 for too much longer

    You’ve got a great website – either created by yourself or by someone else – but can everyone actually see it as they should and use it properly?

    Some PC or Windows users may be forgiven for thinking that the only way to visit websites is using Internet Explorer. However, there are in fact more than 50 different web browsers that people could use. While it is impractical to test the operation of your website fully in each one, you should consider how widely used certain web browsers are to ensure compatibility with your site for the vast majority of users.

    Over the last year, Internet Explorer has lost almost 10% of the overall market share of desktop web browsers, seeing its penetration drop to 52.6%. Mozilla’s Firefox and Google’s Chrome browsers now command a combined total of 40.1% of the desktop market share. See Net Market Share for current web browser rankings.

    Based on the fact that nearly half of those who visit your website won’t be using Internet Explorer, it is important not to ignore Firefox and Chrome. Test your website in those browsers, both of which are available for use at no cost. Compare font styles and sizes, page layout, interactive menus and the general appearance of your website. If you’ve designed your website to certain standards, there should ideally be no difference between them.

    It’s not just web browser software that’s the issue. Almost one in 10 desktop computers accessing the web is not a Windows PC, but a computer running an alternative operating system such as MacOS or Linux. So if your website has features that require a Windows PC to make use of it (such as special plugins only available for Windows), you may be excluding 10% of your visitors.

    You’ve gone to a lot of effort to create a great website and get people to visit it. Don’t alienate them by making your website incompatible with browsers other than Internet Explorer.

  • Reach a greater audience by advertising on more than one website

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    The more places you advertise, the more people will see you

    A few years ago, one of our staff here wanted to sell their car privately, so they looked for the most popular car selling website to advertise on. At the time, it was Car Sales (carsales.com.au), so they placed their advertisement in there.

    More than 2 months passed, and during that time they dropped the price, but there were only a couple of casual enquiries from what were probably “tyre kickers”.

    The staff member then decided to add their car for sale onto another website – Trading Post (tradingpost.com.au). While Trading Post wasn’t as popular as Car Sales, it covered a lot more items for sale than just vehicles, and it was still a website that was visited by a large audience and recognised by name.

    Within 24 hours of listing on Trading Post, an enquiry came through from an excited buyer who had found exactly what they were looking for in this car, and the deal was settled.  When the buyer was informed that the car had been advertised on the No.1 website Car Sales for over two months, they simply said they hadn’t searched on there.

    The lesson here is, no matter how popular a website is, there are still going to be buyers who look on competing websites to make a purchase, and that may be the exact buyer you are after.

    This can be applied to our Travel Victoria website. We are obviously not the biggest website to advertise accommodation on if you are targeting those travellers coming to Melbourne and Victoria. However, with 1.7 million website visitors in 2010, and an expected 2.0 million during 2011, we are clearly being seen by a significant number of people planning their trip through Victoria on the internet. Our advertising rates are also very good value, which reflects the fact that we’re not the biggest, but what we charge is very reasonable for the exposure you’ll get.

    If you’re thinking of advertising your accommodation property in Victoria on the internet, be it a motel, resort, bed & breakfast, apartment, holiday house or backpackers lodge, keep in mind that not everyone immediately goes first to the high profile websites like Visit Victoria, Wotif, Stayz, Take A Break or Rent A Home. Also keep in mind that when conducting searches on Google, Travel Victoria often ranks higher than those websites when searching for particular destinations in Victoria.

    So cover a greater audience for a nominal cost by also advertising your property with Travel Victoria.