Whether you love it or hate it, TripAdvisor is taking the hotel industry by storm. According to a survey conducted by Market Metrix and TripAdvisor, “Among all review sites, hotel managers believe that TripAdvisor has the biggest influence on their guests.”
I recently spent some time poking around in the TripAdvisor Owners’ Center and I read through hundreds of posts in the owner’s forum. I want to share five things that I learned that all hoteliers should know.
1) TripAdvisor Comment Cards Are Free
One easy way to encourage reviews is to order and distribute TripAdvisor Comment Cards. These business cards are personalized for your property and are great reminders for guests to review your property when they get home. The first 250 cards are free. You just pay for shipping. To order, click on ‘Get More Reviews’ when you are logged into the owners’ center.
2) TripAdvisor Provides Resources to Promote Your Status
TripAdvisor awards hotels with honors such as “Travelers’ Choice’ and ‘Excellent Hotel’. Display these badges on your Web site to let others know that you are highly rated in TripAdvisor. To access your badges, click on ‘Promote your business’ within the owners’ center.
3) Be Careful Where Your Reviews are Written
TripAdvisor does not want hotels encouraging guests to write reviews in the hotel. Many hotels are considering ordering iPads for the lobby. Having a guest write a review while waiting to check out would be ideal…. except that TripAdvisor will likely think it’s a fraudulent review and ding you. They say, “We recommend that guests submit a review when they return home from their trip. A review submitted from a hotel lobby computer may appear to be written by staff.”
4) Understand The Factors that go into the Popularity Index
90% of hotel managers believe that the TripAdvisor Popularity Index is important to their hotel and follow their ranking regularly. The Popularity Index is determined “through a sophisticated algorithm based on the quality, quantity, and age of submitted reviews. The more recent and positive reviews a property receives, the better its overall rating. This algorithm was created to ensure that properties with many positive reviews receive a higher score than a property with just one positive review.”
5) You Can Add Links to Your Listing
If your hotel is reviewed in Travel & Leisure, New York Times or other magazines or guide books, you can now add the article to your TripAdvisor listing. To see if the article meets the linking qualifications, read this TripAdvisor help topic.
If you have any other tips or tricks, please comment and share.
Learn about what’s trending, review response metrics, and a look forward at hospitality reputation in our 2018 Reputation Benchmark Report. Available free for download.