
Kings Inn operates affordable and family-friendly properties in San Diego and Anaheim, California. We chatted with Richard Espinoza, Director of Sales and Marketing, to find out how he's driving more traffic and conversions by leveraging each properties' presence on Tripadvisor.
The value of Tripadvisor
"Of all the things that lead guests to my door, Tripadvisor and our website are the main sources," says Espinoza. "We get an amazing amount of traffic from Tripadvisor compared to social media, search engines, and OTAs."
He continues, "The number one value of Tripadvisor is that those guests really know who we are. They choose us after they have shopped and considered many options. When they arrive, they have high expectations and are prepared to love our property and services. Tripadvisor is a guest pre-qualifier."
Getting started
When Espinoza first started with Kings Inn, he focused on responding to reviews on Tripadvisor — and being accountable for the feedback of every guest.
"When guests write one-bubble reviews, we read between the lines and look to understand their point of view. Then, we respectfully address their concerns, acknowledge any mistakes we made, apologize for their experience, and make improvements for future guests," says Espinoza. "Our reviews have helped us define the kind of hotel we are and focus on improvements that will make a difference."
"We value every review — both the good and especially the bad because it's more realistic for travelers," he continues. "When guests see only good reviews, and no negative reviews, they are set up for disappointment. We hold ourselves accountable and expect guests to do so as well. Each new guest should have a better experience than previous ones, thanks to our reviews."
Over time, this accountability and commitment to improving the guest experience has paid off. Kings Inn San Diego's Tripadvisor Traveler Ranked position has drastically improved from the bottom third to the top 15% of hotels — resulting in increased visibility to potential travelers in the San Diego market.
Business Advantage converts travelers
As Espinoza carefully monitored reviews for Kings Inn, he also started looking for other ways to grow business for his properties on Tripadvisor.
"Our main goal is to drive more direct bookings," he shares. "We'd like to attract travelers who are already on Tripadvisor and reduce our reliance on OTAs."
That’s when he turned to Business Advantage. "It’s powerful because it puts us in command of telling our story. With Favorite Photos, Cover Photos, and Storyboard, I can control the photos and content that guests see first on my Tripadvisor listing. I can also highlight my Favorite Review and Management Response combination at the top of the list that represents my hotel."
Espinoza also uses the Contact Details feature to drive travelers from Tripadvisor to his direct booking channels. "When guests are ready to book, you need to direct them to your website or phone number from your Tripadvisor page," he says. "I love that Business Advantage provides an easy, clear way for travelers to go to our website and book online."
Espinoza is always careful to maintain accountability and authenticity with his marketing, however.
"We’re careful to show ourselves authentically," he says. "We avoid upselling people on something we're not, just to get a booking."
Amplifying results with Sponsored Placements
Espinoza decided to try Sponsored Placements to drive even more qualified traffic from Tripadvisor.
"The trouble with online marketing is that people are constantly bombarded with information," says Espinoza. "This leads to short attention spans and lots of competition — it’s hard to stand out. We wanted to see if Sponsored Placements could increase our visibility and get us more clicks."
Espinoza chose the highest Sponsored Placements budget to maximize visibility and target guests who would love to stay at Kings Inn.
"Humans are creatures of habit when it comes to their tastes. We’re a unique hotel, looking for people who are equally unique," says Espinoza. "We target families who are searching for an affordable 2.5-star hotel where they can dine on site, jump in the pool, and spend quality time with us in general. We want to find more travelers who want an unforgettable experience when they stay with us."
Espinoza has been pleased so far with the Sponsored Placements: "We've seen a significant increase in traffic — our clicks have nearly doubled."
"The overall value of Sponsored Placements and Business Advantage together is they provide a great experience in leading travelers to book with us. Since activating both, we’ve seen higher click-through rate and more direct bookings from educated travelers who shop on Tripadvisor," says Espinoza.
His advice to other hoteliers looking to get more direct bookings?
"Learn how your guests think, shop, and travel — from the beginning when they research and read reviews to the end when they stay with you. Then, apply those learnings to reach the right travelers on Tripadvisor, set realistic expectations with them, and use their feedback to create a memorable stay."