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Premier Inn has added TripAdvisor reviews to its site in a bid to increase conversion rates.

Visitors will be able to view the TripAdvisor rating of each of Premier Inn’s 600-plus UK hotels, as well as customer feedback from Premier Inn’s own research of 800,000 customers.

The TripAdvisor content will also feature advice about facilities in the local area and transport links.

The collaboration follows a six-month trial to see how best to convert a site visitor to a paying customer, according to Gerard Tempest, Premier Inn’s sales and marketing director, who added that digital’s share of its marketing budget was now 40%.

“We’ve been looking at conversion rates over the last six months and have noticed reviews are extremely influential on people’s decisions,” he said. “Hopefully this will help people find the most appropriate place for them.”

The chain, which sleeps on average 45,000 visitors a night, is also working with a social media specialist arm of Frank PR to improve its Facebook profile, including launching social commerce pages.

“It’s on the list of things to do but we don’t see it as adding a lot of value just yet,” said Tempest, speaking about launching a social commerce page within Facebook.

He also said that Premier Inn’s suite of mobile apps, developed by Grapple Mobile, has now generated over two-and-a-half times the earlier reported £1m revenue of its first three months (nma.co.uk 7 April 2011). However, he was unable to comment on how much revenue its mobile site had generated.


Published 1 July, 2011 by NMA Staff

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