Travel industry publication Tnooz analyzed 2015 data and concluded that a ten percent increase in TripAdvisor ranking led to an increase in bookings of nearly five percent. TripAdvisor is extremely well trusted by travelers, and a recent study showed 98 percent of users deemed TripAdvisor accurate. This is likely why they visit TripAdvisor before they book a hotel or guest room, and makes actively managing your hotel’s TripAdvisor account so important to your business– it could mean the difference between a healthy increase in revenues, and lots of empty rooms!
How can you increase your rankings on TripAdvisor?
Your ranking on TripAdvisor is based on the reviews that travelers leave for you, and is reflective of the other businesses in your immediate area. The higher your ranking is, the more likely travelers will see your listing and reviews when searching for lodging in your area, and good reviews encourage them to stay with you. Here are some tips to help increase your rankings:
Encourage guests to leave reviews. A simple “Thank you for your stay. If you were happy with it, will you please review us on TripAdvisor?” email will often remind them to do it once they are back home.
Set the stage before guests arrive. Be sure they know about your pool and hot tub, continental breakfast or other amenities that are sure to delight them.
Take regular photos and keep your information on TripAdvisor current to show your property in the best light, and exceed their expectations while staying with you. During checkout, remember to ask them to review the property on TripAdvisor.
Respond to TripAdvisor reviews to keep lines of communication open.
Responding to TripAdvisor Reviews
Face it, sooner or later someone is going to be ticked off and take to TripAdvisor to announce it. Many property owners are hesitant to respond to negative TripAdvisor reviews, and this is a big mistake! Every negative review should receive a response. How should you manage your TripAdvisor reviews for the best results? This is how hotels with the best rankings do it:
- Report reviews to TripAdvisor that seem to be about the wrong property or look fraudulent. But in the meantime, respond to it thoughtfully. “This review does not seem to pertain to our property, can you please remove it?”
- Never ignore TripAdvisor. Your potential guests are reviewing it, and negative reviews cost you money.
- Even worse, never attack a reviewer in response. This will only make matters worse.
- Respond professionally to negative reviews.
- Be apologetic, directly address their complaint, but keep it brief.
- Make your response positive; thank them for bringing it to your attention and note how you’ve remedied the problem.
- As you write your response, keep in mind your goal in responding is to show that you care and minimize the damage.
- Understand that search engines can pick up your responses, so do not add your business name or repeat the negative remarks in your response.
- You are allowed to add your email address to the response. Ask reviewers to contact you directly if you need more information or feel it appropriate to offer them incentive to return or a refund.
One final tip we want to share– be sure to use social networks like Facebook, Instagram and YouTube to showcase your property and staff, and to tell potential guests about special offers. When travelers stay with you, invite them to join your social networks, as this improves loyalty to your brand and helps you build positive relationships. Loyal and passionate guests are perfect references for your property and will amplify your message to their social networks.