I can remember the first long meetings in which we discussed the Travel Appeal Index as if it were yesterday. I can recall the passion each and every one of us put into our work to create a tool that is both useful and easy to use.
From those early meetings, so much has changed. We have an increasing number of features and our service is constantly developing. With one exception, our starting point: the definition of Appeal.
The Travel Appeal Index is not a new generation reputation manager: it’s a marketing tool for gauging the overall digital image of an accommodation business, a catering business, a site of cultural interest (coming soon), a region or a tourist destination, from a city, to a geographic area, to an entire state. We’re taking it step-by-step.
Your Appeal is the result of an analysis of over 500 variables. We currently group these variables into three macro-variables that evaluate the most interesting, influential and useful elements to come up with the Index, a value expressed on a scale of 0 to 100.
1. Reputation & Sentiment
Reputation & Sentiment: analyses what people thought about their experience and evaluates your clients’ opinions over time (one review or content can contain several positive and/or negative opinions) as a whole or on a particular site (such as TripAdvisor, Facebook, Expedia, Twitter and much more); assesses the effect opinions are having on other people depending on how much time has passed since the opinion was expressed and the adjectives the writer used; evaluates the progress of sentiment from content; conducts a detailed and tourism-specific semantic analysis of particular topics; analyses the time it took you to reply to comments and the quality of the response.
2. Digital Ecosystem
Digital Ecosystem checks that your business has optimized its website according to the parameters of Usability, SEO, Technology and Integration with Social Networks, and checks the optimization, management and performance of the latter.
Content measures the effectiveness and the appeal – in terms of sales and promotion potential – of everything in your Digital Ecosystem and its ability to communicate what your business has to offer by assessing its readability, clarity, accuracy, simplicity, consistency and targeting.
TAI will send you Notifications and Tips warning you when you receive a complaint and giving you useful tips on how best to deal with it.
The Notifications Centre lets you personalize how you receive your alerts: either by tool (I want to receive alerts on the dashboard, via email, on Whatsapp, etc.) or by topic (e.g. I only want to receive notifications about HolidayCheck reviews).
Content Manager brings together all the online content our software takes into consideration (Booking.com, Facebook, etc.) and lets you see it in one place so you can avoid lengthy manual searches and save a load of time. Use filters so you only see what you want to see, search for specific keywords, by time period, by your own content or by user content, by impact on your TAI score, by the level of sentiment, save your searches and much more.
The Task manager lets you directly involve other users working with you, assign tasks to your employees, rank them in order of priority and check they have been done. One tool, in real time: the Travel Appeal Index will become your diary. Find out how people perceive you online now. Find out your Appeal and improve it!