Post-Trip Communication (PTC) Guidelines

The following are tips and guidelines on how to maximize the conversion rate of your Post-Trip Communication (PTC) program. Based on extensive testing and analysis through our own consumer CRM programs, the following step-by-step guide shows you how to set up the perfect PTC for your hotel, restaurant, or attraction.

The main goal is: review collection! It reinforces brand loyalty, increases customer engagement, and provides invaluable customer insight. We will focus on four factors that are key to the success of your email campaign.

• Campaign Structure
• Email Design
• Create the best copy for your PTC
• Send Date & Timing

Campaign Structure

We recommend a review collection program that consist of two emails:

1. A PTC sent to all eligible customers, asking them to review their recent experience on Tripadvisor.
2. A reminder email sent to all non-responders within a given time frame (determined as non-openers, non-clickers, or non-reviewers based on availability of data. From our own experience, this can produce a very high response rate.

The CTA in both emails should link to the review form or widget (or to your own guest satisfaction survey, with the Tripadvisor form embedded at the end).

Email Design

• Co-Branded: The Tripadvisor logo and the partner logo are clearly vsible.
• The email design needs to be simple and short. Ideally, the message is left-aligned with the image on the right.
• The CTA button should, where possible, be the Tripadvisor bubble rating. This CTA proved +50% more clickable than all other versions we've tested.
• Where possible, code CTA buttons as HTML to avoid empty images on mobile + table.t
• The image should support the content of the email. (e.g. - PTC for an Attraction in Dublin should contain an image relevant to Attractions in Dublin).
• 60% of people open their emails on a smartphone or tablet. Make sure the email's HTML code is "responsive", and will adjust to various screen sizes accordingly.
• Don't forget to add "ALT-text" to all images in the email, in case they load slowly/do not load correctly.

Create the best copy for your PTC

In the following subsections, you'll find some examples of copy you can use in your PTCs. They're split into 3 categories: Hotels & Accomodations, Restaurants, and Attractioons. Each message contains: Subject, Pre-Header, Header, Body copy, CTA. Adding in dynamic elements (such as first name, location, dates, etc.) will make the message more personal to the user, meaning more clicks and more reviews.

Hotels & Accomodations

First Send

Subject Line Ideas

• We invite you to review <hotel>
• Your visit to <hotel>
• You're invited to review <hotel>
• Follow-up on your recent visit
• Please review us on TripAdvisor

Reminder

Subject Line Ideas

• Following up on your stay
• Following up on your stay at <hotel>
• It's not too late
• Don't forget
• May we have your feedback?
• Last chance!

Restaurants

First Send

Subject Line Ideas

• We invite you to review <restaurant>
• Your visit to <restaurant>
• You're invited to review <restaurant>
• Follow-up on your recent visit
• Please review us on Tripadvisor

Reminder

Subject Line Ideas

• Following up on your visit
• Following up on your visit at <restaurant>
• It's not too late
• Don't forget
• May we have your feedback?
• Last chance!

Attractions

First Send

Subject Line Ideas

• We invite you to review <attraction>
• Your visit to <attraction>
• You're invited to review <attraction>
• Follow-up on your recent visit
• Please review us on Tripadvisor

Reminder

Subject Line Ideas

• Following up on your experience
• Following up on your experience at <attraction>
• It's not too late
• Don't forget
• May we have your feedback?
• Last chance!