Want to know what makes TripAdvisor a crucial platform for your hotel? This blog reveals the secrets to success. From understanding guest feedback to leveraging TripAdvisor for marketing, we'll show you how to turn your property into a traveler's dream.
Ever found yourself staring at your laptop, scrolling through countless hotel options, feeling overwhelmed? And chances are, your first stop was TripAdvisor.
That’s how convenient TripAdvisor has made our travel browsing. When it comes to finding a hotel or an activity, we immediately jump on TripAdvisor!
TripAdvisor is more than just a website; it's a digital guidebook that millions of people trust. Whatever we are planning, whether it's a weekend getaway or a month-long adventure, we instinctively turn to TripAdvisor to see what other travelers have to say.
So, why is TripAdvisor such a big deal for hotels?
That’s precisely what we will explore in this blog.
User trust is an important factor in the online travel industry. TripAdvisor is specifically known for its user-generated content, which includes reviews and ratings. Guests like to listen to their fellow travelers, and it plays an important role in their travel experience.
That is why TripAdvisor is known for its authenticity that the fellow travelers bring. Let's understand more about this with this platform’s global reach and vast user base.
Source Credit: 2023 TripAdvisor Review Transparency Report
TripAdvisor operates in more than 40 countries and 20 languages. This lets a wide range of users conveniently use the platform.
While Europe is the largest source of traffic for TripAdvisor, the platform enjoys significant popularity in other regions, including the United States, Asia, and Latin America.
According to Statista, Tripadvisor receives a whopping 176 million visitors monthly worldwide (as of April 2024). That shows how people rely significantly on this platform to make their travel plans.
That is not all!
TripAdvisor also has over one billion user reviews and ratings across various travel categories, including hotels, restaurants, attractions, and experiences and opinions on roughly 8 million establishments.
(2014-2023) published in 2024
Why do users trust TripAdvisor So much?
Because, TripAdvisor constantly works on spotting fake reviews and removing them along with penalizing those who have done it.
These penalties include a content ban, reducing the property’s ranking, and a red badge. Due to this, a significant fall in fake reviews was seen.
These efforts to keep being authentic help users trust the platform.
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How TripAdvisor Tackles Fake Reviews? Around 2.3 million review submissions were manually reviewed by a human moderator to determine if they should be posted to the site. |
User-generated content, global reach, and reputation are what make TripAdvisor unique. That is exactly why most users rely significantly on TripAdvisor.
Let’s see how it works!
Users Get What They Look For!
You heard it right. Users need comprehensive information about a particular activity or a hotel and genuine feedback to proceed with their booking decision.
Credit: 2023 TripAdvisor Review Transparency Report
TripAdvisor is a gold mine of reviews and ratings, and do not worry about fake or staged reviews because TripAdvisor actively works to remove such fake feedback.
These ratings from real-time travelers help users get an overview of the property's quality, amenities, and overall experience.
While posting reviews on TripAdvisor, travelers also add images. This makes it easier for other users to understand the property's actual condition.
You no longer need to worry about dated or fake images posted by the property. You can avoid such malpractices and visually explore those hotels, helping them make informed decisions.
TripAdvisor also provides detailed descriptions of properties, including amenities, location, and nearby attractions, helping guests understand their options.
Users trust the experiences of other fellow travelers. It’s like word-of-mouth publicity on OTAs.
Credit: 2023 TripAdvisor Review Transparency Report
Tripadvisor maintains transparency in the user-generated content by constantly assessing reviews manually to identify staged content.
If there is any point of conflict in such reviews, then hoteliers can respond to those reviews and address guests' concerns.
This is where hotel review management comes into the picture! This builds a great sense of trust among users.
If a guest wants to book a particular hotel, they often check TripAdvisor to see what others are saying about it or whether they're booking their stay there.
Plus, TripAdvisor’s Popularity Index ranks hotels based on reviews volume and ratings, creating proof of a property's popularity.
Tripadvisor lets you compare rates of particular hotels on various platforms, helping them find the best deals.
TripAdvisor's mobile app is designed to provide a seamless and convenient user experience, making it easy for guests to access information and make bookings on the go.
This increased accessibility has significantly influenced last-minute decision-making.
Source: TripAdvisor
TripAdvisor provides high-quality backlinks to hotel websites, increasing their chances of ranking high on SERPs. The platform is often optimized for travel-related keywords, which can help hotels rank higher in search results.
User-generated content about hotels makes a huge impact on booking decisions. Positive reviews help build trust among users about a hotel, whereas negative ones can inform guests about the drawbacks of the property.
Hotels with higher ratings on TripAdvisor are more likely to appear at the top of search results.
This way, they can make an informed decision!
You can also integrate your booking engines with TripAdvisor so that guests can book directly through TripAdvisor. This increases the hotel's visibility on TripAdvisor, potentially leading to more bookings.
Hotels can use TripAdvisor for customer review monitoring and active hotel online reputation management. By addressing guest concerns and providing excellent service, hotels can improve their ratings and rankings.
Higher visibility and positive reviews help boost bookings and, hence, revenue. Satisfied guests are more likely to return and recommend the hotel to others through word-of-mouth publicity or by adding reviews!
Hotels can use TripAdvisor to track industry trends and compare their performance to competitors. This data can help hotels identify areas for improvement and optimize their operations.
TripAdvisor’s Popularity Index is a metric used by TripAdvisor to rank hotels, attractions, and restaurants on its platform based on an overview of a destination's most popular and well-regarded options.
Why is it important?
The Popularity Index makes it easier for travelers to find the most popular activity options at a particular destination.
Travelers usually give preference to the options ranking high on TripAdvisor, as it shows that more fellow travelers have chosen that particular option.
So, the higher the ranking, the more potential success there is!
Hoteliers can use this metric to identify their ranking, compare it with their competitors, and make improvements in the required areas.
How is TripAdvisor’s Popularity Index calculated?
Now that we know how TripAdvisor can benefit your hotel, let’s discuss how hoteliers can fully utilize it to increase revenue and, ultimately, success!
Hoteliers can use TripAdvisor's data and reviews to identify areas for improvement, tailor their offerings to meet guest preferences and enhance their overall reputation.
First things first, focus on negative feedback! Analyze repeated guest concerns and make improvements in the respective areas.
For example, if your hotel offers a complimentary breakfast but receives negative feedback about the food quality, you have a clear opportunity for improvement. Then, track your reviews over time to understand if you're meeting or exceeding your guests’ expectations or not!
Keep analyzing reviews over time to check how guests are feeling about these improvements.
Guests often talk about their preferences about what they want during their stay. You can analyze this and curate packages or discounts on that basis.
Also, do not forget to offer a variety of options for your guests to choose from. Remember, guests prefer variety when it comes to services!
Actively monitor your reviews and ratings on TripAdvisor and respond to both negative and positive reviews.
Now, why is that important?
Because that shows how much you care about the guest experience and their concerns. It shows that you are willing to improve wherever it's necessary to provide excellence.
Plus, active reputation management gets many benefits on TripAdvisor. Over time, you will rank higher on the platform, benefitting increased revenue.
You can track other hotels in your area that are ranking higher than you and see what they are doing differently.
Check their reviews and how these hotels have addressed them. You can learn a great deal from this and improve where necessary.
TripAdvisor is a treasure trove for hoteliers! It provides invaluable data and insights to improve guest satisfaction and drive business growth. Attract more guests, boost bookings, and ultimately, achieve your business goals.
Hotels can effectively manage their TripAdvisor reputation by promptly responding to reviews, monitoring reviews regularly, leveraging positive reviews, and addressing negative reviews constructively.
TripAdvisor offers increased visibility, improved reputation, enhanced guest experience, and increased bookings for hotels.
Hotels can use TripAdvisor data to identify areas for improvement, tailor offerings, and benchmark against competitors.
The challenges of using TripAdvisor for hotels include dealing with fake reviews, managing negative reviews, and staying up-to-date with the platform's changes.
Hotels can ensure they are getting the most out of TripAdvisor by using the TripAdvisor Business Center effectively, responding to reviews promptly, leveraging marketing tools, and staying informed about best practices.
Author
Roshan Patel
CEO & Founder
Meet Roshan Patel, the dynamic force propelling INNsight to new heights. As a co-founder, his pragmatic and cost-focused leadership shapes the company's technical strategy and product architecture, ensuring a seamless hotel digital experience. With a hotel management and technology background, Roshan is a driving force in providing INNkeepers the tools they need to economically showcase their properties to cost-conscious travelers. Roshan's impact goes beyond tech, raising INNsight as a game-changer in hotel digital marketing.
Follow him on LinkedIn - Roshan Patel - INNsight
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