The author’s views are entirely their own (excluding the unlikely event of hypnosis) and may not always reflect the views of Moz.
Call me a hopeless romantic, but I delight in extending the enjoyment of travel by writing reviews of the places I’ve been after returning home. It’s almost like typing a mini travelog, remembering the new experiences, for good or not-so-good, I had along the road.
I know that when I write a positive review of a local business or public amenity, it will give a lift to online reputation, rankings, and revenue. If I write a judicious critique of something that wasn’t so great, it can help business owners make improvements that should build up their metrics and success over time. And while pursuit of the great outdoors is often the search for silence, quiet is the one thing no local business owner should ever hope for in their online review profiles.
If you and your town depend on tourism for part of your economic health, today’s column is for you. I’ve got an original poll, stats, and tips to help your local business earn more reviews from travelers.
“Elizabeth was delighted. She had never seen a place where nature had done more, or where natural beauty had been so little counteracted by an awkward taste.” – Jane Austen, Pride and Prejudice
For a long time, I’ve wanted to know if Jane Austen and I were alone in loving to write about our travels through Derbyshire and, you know, Peanut, California. Does anyone else re-live the inns and parks and restaurants and shops and public places visited like we do, by jotting it all down, I wondered. So, I did what any lady of wit and intelligence would do and took a Twitter poll to ask how many local business reviews other people write as the result of a trip. Thank you to everyone who took the time to respond so that we can all see the data:
It’s good to know that 37.5% of people write at least 1-3 reviews as a result of travel, and that 13.8% find even more pleasure in writing as many as 4-6 reviews, and those who find themselves equal to penning 7-10 reviews are praiseworthy local business supporters, indeed. All told, 52.6% of wayfarers write at least some reviews. All good news!
But on the other hand, the fact that nearly half (47.5%) of vacationers and travelers write zero reviews about their experiences on the road or abroad is ill news, because of the lost opportunity this represents for local brands. In fact, it’s not just ill news…it’s familiar ill news. As we shall see.
Why don’t travelers write reviews? Stats tell the story.
“Sometimes you will never know the value of a moment until it becomes a memory.” – Doctor Seuss