5 Questions That Lead To Better Tourism Reviews
Hi,
If you were deciding whether or not watch a new TV show, which review would make you more likely to watch it:
A: “It’s the best show ever!!!”
B: “You’re going to be hooked from that car chase in the first scene! I’ve never seen such a funny car chase, either, while still being exciting, and … well, I can’t tell you what happened next, but I’d never seen anything like it. If you liked [insert Your All-Time Favorite TV Show here], then you have to watch.”
Review A is nice. Especially if you worked on the show, you’d be happy to read that review.
Review B, though, has more to it. There are details. There are moments. And there’s a connection at the end, a suggestion, and an If/Then statement. If we liked something else, then surely we’ll like this, too.
All in all, Review B has a lot going for it. Heck, I don’t even know what that show is and now I’d like to watch it.
Instead, let’s break down the difference between the two and see what we can learn about creating better tourism reviews.
Why focus on the quality of your tourism reviews
Recommendations and reviews are a fundamental part of the travel experience. Groups like Millennials may even read up to 11 reviews before trusting a business. For a group that takes an average of 5.6 trips a year, that means looking at a lot of reviews.
So, what happens if in the course of the year, they read a dozen reviews proclaiming a coffee tour “the best coffee tour ever!” or a guide “the best guide ever!” or a hotel “the best hotel ever!”?
Those reviews lose their impact. While none of us would turn down “Best trip ever!” as a review, there is something to be said for focusing on getting higher quality reviews.
In this instance, I don’t mean quality in the sense of 5 stars versus 1 star (though we’d prefer you aim for 5 stars). I mean the quality of the review. The level of information. The time a tourist might spend thinking about details before writing it.
As for getting those higher quality reviews?
It can be as simple as asking a question alongside your request for a review.
Unfortunately, simple doesn’t always mean easy.
A tourist frantically looking for a lost passport probably won’t have time for this. And you’re busy running your business, so you might forget to ask.
By keeping the following 5 questions in mind, though, you’ll be able to make better use of those reviews you get, which will ultimately lead to more impact for your project.
Question #1: Can you describe your favorite moments at [insert agritourism activity]?
Goal: This helps to highlight what you’re working on highlighting yourself: your Unique Selling Proposition.
Question #2: What did [your name here] bring to the activity that made it special?
Goal: What was going on a tour with Robert like? How did Destiny use her local connections to make the weekend activity come alive? By personalizing the activity, the review turns this from one of a thousand other agricultural projects… to your project.
Question #3: What surprised you about your time at [insert agritourism activity]?
Goal: What is surprising is what is unexpected and what is unique. Maybe it’s an angle on history they hadn’t heard before, or a dish they’d never tried! This helps to highlight your Unique Selling Proposition. Not only will this help for reviews, but it will also help you clarify your own marketing, too.
Question #4: What were they hoping for before going to [insert agritourism activity], and how were those expectations met - or surpassed?
Goal: To help the reader of the review visualize themselves at the agritourism activity.
Question #5: If you were going to recommend [this activity] to anyone, who would you recommend it to?
Goal: Here we are helping future tourists to see themselves in this review. Is it great for families? Is it for thrill seekers? Is it for foodies?
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It’s not necessary to ask all these questions at once, of course. It’d probably be overwhelming even if you did.
Instead, try to ask one in passing as you make the ask for a review. What about the following?
“Thank you for spending time with us today. If you enjoyed it, reviews are one of the ways you can help our project grow. If you have a moment to leave one, we’d appreciate it if you mention in the review who you might recommend it to.”
With a continued effort, you’ll soon see a shift in the reviews on your page from A (“Best trip ever!”) to B (“Best trip ever because….!”).
And as your reviews more accurately reflect what it is you’re doing and who would really enjoy it, those people you're targeting will be more likely to find your project.
Warmly,
Alex and Joseph