The Importance of Trip Advisor for Museums

Following on from my first update on the best museum in the world according to TripAdvisor, I want to talk about TripAdvisor and your site.

At the Museum Association’s conference Let’s get digital: New strategies for a new age, one of the speakers, Zak Mensah, asked how many people in the audience update their museum’s Tripadvisor profile. I was 1 of 3 from the audience who said they did.

Truthfully, I am rather shocked. The same kind of shock I had 2 years a go when I found out (from user testing on the Luton Culture Website) that some user don’t really use the search button on websites. I knew it, but didn’t really want to think about it.

Trip Advisor page for Stockwood Discovery Centre

It makes me wonder how many museums, art centres or small attractions actually claim their Tripadvisor profile and respond to the comments on it? To be honest, we have been concentrating our efforts on Wardown Park Museum and Stockwood Discovery Centre, not really on The Hat Factory or any of the libraries, because of the nature of Tripadvisor. It’s mainly for tourist information, so it is more relevant to the museums.

I find Tripadvisor feedback really useful to monitor how the museums are doing. People’s impressions of the museums, good or bad, have lasted long enough for them to comment online. The good ones are obviously amazing, simply because people are more likely to complain about a bad experience publicly then praising the good ones.

Visitor feedback is really valuable as an advocacy material. Obviously, if your museum can be on the top of the list on TripAdvisor it gives the museum more gravitas, as it means that a lot of people enjoyed their visit. Look at what the Chicago Arts Institute could claim.

We now get more visitor feedback since we started regularly responding to people’s comments. We added it as a weekly task our work schedule to check and respond to any comments.

I use the Tripadvisor logo and comments from the website in our promotional brochure. As we have a TripAdvisor badge for Stockwood Discovery Centre, we display that on our website and at the museum.

TripAdvisor Mark on Stockwood Discovery Centre

Zak Mensah also suggested in his speech that if a museum doesn’t yet have a website, at least update their TripAdvisor profile.

So if you have not claimed your Trip Advisor management yet, do it now. It is free.

If you are already using it, how are you using it to your advantage? Is your museum on TripAdvisor yet? If not what is stopping you? If you need any help, leave a message on the comment below, I would be happy to share.

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