TripAdvisor has a program that allows for integration with digital surveys, where hoteliers can submit private feedback for publication on their TripAdvisor listings. But, some hoteliers are wary of making their private feedback public. They worry that prospective guests will see their negative feedback and they worry that competitors will see their property’s weaknesses.
The thing is, times have changed. With the advent of review sites, your guests and competitors are already seeing your negative comments online. Additionally, it can actually help you to be transparent and make your feedback public. How? Combined with the fact that private feedback has a higher average review score, the sheer increase in review volume can have a huge effect on your property’s ranking on the TripAdvisor Popularity Index.
The full makeup of TripAdvisor’s Popularity Index is proprietary, but they do tell us a few things about how it works. Based on traveler feedback, a property’s ranking on the Popularity Index reflects how it compares to other hotels within a geographic area. Hotels that are closer to the top of the list are more likely to be seen when prospective guests search for hotels in the area.
We’ve written in detail about this in the past, but here are the basics. TripAdvisor says that the Popularity Index algorithm is based on three key ingredients:
- the quality, or average rating, of your reviews
- the quantity of your reviews
- the recency of your reviews
It also tells us on its Insights blog, “We take content integrity very seriously and screen every review. If you are caught breaking our guidelines, it can take a big hit on your popularity ranking.”
Additionally, according to our customer data:
Consequently, it can really only help you to be transparent with your guest feedback and make it public. When looking for a digital surveys provider, look for a product that allows you to submit your responses to a review site like TripAdvisor.