Choose your words wisely

Reverse engineering the logic behind successful tourism product listings

I recently searched the phrase “how do OTAs rank products?”

My Google search retrieved suggestions like “6 OTA Marketing Strategy Secrets for Hotels,” and “Online travel agencies: Everything independent hotels need to know,” plus many others with a similar message.

But I’M NOT a Hotel – I’m interested in Tours & Activities.I want to know how Attractions can climb from a barely noticeable spot on page 50 of an OTA’s product list, to that coveted and profitable position on page 1. Who manipulates the ranking algorithms? Do OTA sites have a similar ranking logic to search engines?

Google didn’t give me the answers I was looking for, but I’m still curious to know the internet’s “theories” on how to out-rank competitors.

One topic where I could see potential crossover between hotels & attractions was in HotelRunner’s blog which suggested to “Create SEO-friendly content.”

"OTAs use various algorithms to rank hotels on their websites. If you want to keep your property at the top of the search results, you should use SEO best practices on your content.

The best thing that you should do is to follow the algorithms your OTAs use and determine your SEO strategy according to these algorithms."

In the past few years, SEO has been on the radar of every self-respecting Marketing Manager. It’s now common practice to consider SEO tactics for search rankings and social media posts. But can anyone tell you what keywords you should use to describe your product on an OTA website to get better rankings and sell your product quickly?

Unfortunately the article stops short of offering actionable advice on how to “follow the algorithms your OTAs use and determine your SEO strategy.”

Where are all the articles and resources for the Things To Do sector? How can artificial intelligence be used to give suggestions for better product rankings on OTAs? Who’s taking the time to dig deep into the minds and algorithms of Tour & Activity OTAs? YOU. Group is!

Attraction product descriptions on OTAs contain a ton of opportunities to craft the most impactful message – one that appeals to your target tourists, as well as one that aligns with the complex evaluation each OTA devised to maximize profit margins, meet consumer demand, & be in sync with their brand and marketing efforts.

Soon, businesses in the ‘Things To Do’ sector will have a way to track trending words on several major Tour & Activity OTAs by subscribing to YOUReport.

For a particular OTA, or across a certain Destination, we provide data to show:

  • Which words in a product category are connected to an increased number of appearances
  • Which words competitors use frequently to list products having a high percentage of positive guest reviews
  • What emotions detected from your product’s reviews can be used to improve products & guest services 

If you’re an attraction in Asia, and you’re ready to step up your product listings on OTAs with a data-driven approach, it’s time to get more attention from tourists by saying what they want to hear, and what OTAs want to promote.

Want to be the first to try this and other KPIs to optimize revenue and improve customer engagement? Reach out.