Industry Update
Opinion Article20 September 2013

Three insider tips for better TripAdvisor performance

Straight from our own experts, here’s how to improve your property’s performance on TripAdvisor, which influences your direct bookings, online reputation and more.

By Alison Copus, Vice President, Marketing, TripAdvisor for Business

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With all the TripAdvisor advice out there, sometimes you might come across information or tips that can be misleading or even against TripAdvisor guidelines. Getting the most out of TripAdvisor is a hot topic and we want to ensure you get the right information to make the most of your business's presence on the world's largest travel site.


With this in mind, we're presenting three steps to better your TripAdvisor performance, straight from

the team here at TripAdvisor.

First, let's clear up some confusion around terminology. Your "TripAdvisor rating" is different from your

"TripAdvisor ranking." Here's how it works:
  • Based on their experience with you, travellers rate and review your property.
  • Based on those reviews, your property receives an overall TripAdvisor rating, with 5 being the highest.
  • Your TripAdvisor rating then factors into your property's overall TripAdvisor ranking among other properties in your location. TripAdvisor rankings are also known as the Popularity Index.
  • The better your ratings – and the more recent your reviews – the higher your property's TripAdvisor ranking can potentially go.

Now on to the tips for improving your TripAdvisor ranking:

Focus on offline service for online results

Want more guest reviews and higher ratings based on those reviews? Emphasise providing a great

visitor experience. What you do – or don't do – during a visitor's stay determines the guest's experience and resulting review. From check-in to check-out and anything in between, do everything you can to be welcoming and responsive.

It helps to monitor your reviews on TripAdvisor. What compliments show up in positive reviews? Use

them as examples of what you're doing right with the guest experience, and then find ways to make them even better. If this seems daunting, focus on one thing you can do to stand out from the competition and provide an experience you yourself would love while travelling. You might not have the resources and budget to do everything you want right away, but you can start taking steps right now. Be authentic and determined, and the guests – and their reviews – will come.

Embrace and respond to negative reviews

Some properties want to ignore or hide negative reviews. There are two reasons why you should do

the opposite. The first is because writing Management Responses to negative reviews (and positive ones, too) shows prospective guests that you value feedback and providing the best experience possible.

According to recent PhoCusWright research, 84% of users agree that an appropriate management

response to a bad review improves their impression of the hotel. While responding to reviews doesn't have a direct effect on your TripAdvisor ranking, it can mean more bookings and more potential reviews.

The second reason why you should embrace negative reviews is because guest feedback opens the

door to making operational improvements. Maybe you're so close to the day-to-day operations that you miss something a new guest spots easily. Each review is a window into the guest experience at your property. Was a guest's room not cleaned thoroughly? Discuss it with your housekeeping staff and provide additional staff training if needed. Consideration, communication and implementation are how you turn feedback into a better experience for all future guests, which can have a significant influence on your TripAdvisor ratings and subsequently, your TripAdvisor ranking.

Do NOT offer incentives for reviews

Incentives, like offering vouchers or upgrades in exchange for writing a review, actually violate TripAdvisor rules because special

treatment or discounts can hinder the validity and accuracy of a guest's reviews. Incented reviews are removed so they don't influence your TripAdvisor ranking, and other penalties against your property and ranking could be imposed. Importantly, businesses that incentivise guests to write reviews are not eligible for TripAdvisor awards, such as Travellers' Choice or Certificate of Excellence.

Instead, use one of the free marketing resources TripAdvisor offers to business owners to collect more

reviews, such as our free Review Express tool allowing you to email recent guests asking them to write a review. In just minutes, you can create and send a customised and professional-looking email to up to 1,000 recent guests at once. Also, hoteliers tell us that it helps to make a connection with guests during their stay. Host a mingling event for guests and senior staff, or make an effort during each visit to ask how the guest is doing and if you can help with anything. These kinds of interactions make a real impression on travellers, even when they return home and are ready to share their experiences and opinions with others.

By following these three steps, you'll be in a good position to improve your TripAdvisor ratings and

ranking. These tips have worked for many of the 2.7 million hospitality businesses on TripAdvisor, and they can work for you, too.

And remember, if you want recommendations or tips on how to succeed on TripAdvisor, it's always

best to come to the source – visit TripAdvisor Insights for the latest insider tips, news and industry trends. (
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Three Steps to a Better TripAdvisor Rating | By Jean Francois Mourier

18 September 2013 — Booking a hotel room online requires a strong level of trust on the part of the consumer, because they aren¹t able to see the property until they arrive on their check-in date. This makes sites like TripAdvisor a very valuable tool for consumers. In fact, 86% of respondents to a recent MSNBC survey said that they rely on the reviews that they find on TripAdvisor (or other similar travel sites) before they make a purchasing decision.
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Alison Copus

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    About TripAdvisor

    Tripadvisor, the world's largest travel platform*, helps hundreds of millions of travelers each month** make every trip their best trip. Travelers across the globe use the Tripadvisor site and app to browse more than 878 million reviews and opinions of 8.8 million accommodations, restaurants, experiences, airlines and cruises. Whether planning or on a trip, travelers turn to Tripadvisor to compare low prices on hotels, flights and cruises, book popular tours and attractions, as well as reserve tables at great restaurants. Tripadvisor, the ultimate travel companion, is available in 49 markets and 28 languages.

    The subsidiaries of Tripadvisor, Inc. (NASDAQ:TRIP), own and operate a portfolio of travel media brands and businesses, operating under various websites and apps, including the following websites:,,, (including,,, and,,,,,,,,, and

    * Source: SimilarWeb, September 2020
    ** Source: Tripadvisor internal log files

    Stephanie Boyle
    PR Manager, EMEA Trade & Business
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