TrustYou TrustScore and Review Summary on Google — Photo by TrustYou
Hotel Review Snippets on Google — Photo by Google blog: https://support.google.com/business/answer/6088158

There is much chatter these days about TrustYou data on Google and what really drives improvements in the TrustScore, review summaries and local search rankings for hotels on Google.

In an effort to increase transparency, let's take a look at the facts:

  1. TrustYou provides hotel review scores (TrustScores) and review summaries for more than 300,000 hotels on Google. This is visible on Google when clicking the question mark next to the hotel's review summary. These review scores and summaries are calculated based on an analysis of quantity, quality and recency of reviews across the web as well as from the survey platform, TrustYou Stars. TrustScores and review summaries are also seen on hundreds of sites like KAYAK, Trivago, Hotels.com, Skyscanner, Wego, and more.
  1. Earlier this year, TrustYou launched TrustYou Stars, a first-of-its-kind survey solution that allows hotels to collect reviews that influence the TrustScore. This solution also allows guests to push their reviews to Google as a Google review that is shown on Google below the review summary.

What This Means for Hotels

Influence

Hotels that want to make use of all reviews collected from guest satisfaction surveys to influence TrustScores and review summaries can benefit from using TrustYou Stars. With TrustYou Stars, 100% of the surveys collected impact a hotel's TrustScore and review summary, and typically about 10% of guests will also push their review to Google as a Google review, impacting the TrustScore as well as the full text Google reviews that are shown on Google below the review summary. Clients using TrustYou Stars see 8% higher review scores compared to reviews from other sources, and on average about 50% of all reviews ever posted about a hotel come from TrustYou Stars when using this product.

Scope

Because reviews from TrustYou Stars are analyzed and integrated within a hotel's TrustScore and review summary, they influence TrustYou's entire review eco-system (Google, KAYAK, Trivago, Wego, etc.) which reaches hundreds of millions of travelers a month.

Website Optimization

Hotels have the opportunity to use TrustScores, review summaries and full text reviews from TrustYou Stars to improve their own websites as well. TrustScores and review summaries can be annotated as rich snippets to promote your hotel on Google and encourage travelers to book (more on that here). TrustYou Stars reviews can also be incorporated onto a hotel's own website for SEO benefits and to encourage more direct bookings.

Search Rankings

To understand how this all impacts a hotel's rankings on Local Search and Maps, let's look at a recent Google blog post that explains the three key factors that influence rankings on Local Search and Maps. Google states that:

"Local results are based primarily on relevance, distance, and prominence."

The blog post then provides more detail on each of these factors. Relevance is described as how well a hotel's local listing matches a user's search criteria. The way to impact a hotel's relevance is by updating your hotel's business listing and through review snippets (TrustYou's review summaries). Google links to a second blog explaining this in more detail, here. 

Google also states the following:

"Google review count and score are also factored into local search ranking—more reviews and positive ratings will improve a business's local ranking."

Since TrustYou Stars allows hotels to influence their review count by collecting more reviews on Google, hotels could expect this factored into the local search ranking. We have released a couple of interesting case studies around this topic here and here.

Truly desiring that our partners succeed in ways even beyond reputation, we have also launched All Things Google: A Guide For Hotels, a free eBook dedicated to helping hotels understand the why and how of increasing Google visibility - from hotel ads to the new mobile interface.

Über TrustYou

TrustYou optimiert Kommunikations- und Feedback-Prozesse in der heutigen, schnelllebigen Geschäftswelt. Mit dem Bewusstsein für die Bedeutung vereinter Kommunikationskanäle konzentriert sich das Unternehmen darauf, sofortige Antworten über bevorzugte Kundenkanäle bereitzustellen. Das Zuhören von Gästefeedback ist ein wesentlicher Bestandteil, um Kunden zufriedenzustellen, Produkte und Dienstleistungen zu verbessern und die allgemeine Geschäftsstrategie zu optimieren.

Im Mittelpunkt von TrustYou steht die Customer Experience Platform (CXP), eine stabile Lösung, die nahtlose Kundeninteraktion ermöglicht. CXP ermöglicht es Unternehmen:

  • Gästewünsche effektiv zu hören und darauf zu reagieren, um endlose Möglichkeiten zu schaffen.
  • Umfassende Erkenntnisse von verschiedenen Online-Plattformen zu verstehen, um eine informierte Entscheidungsfindung zu ermöglichen.
  • Hotelbewertungen auf Websites und Google zu präsentieren und positives Feedback zur Steigerung der Buchungen zu nutzen.

TrustYou setzt sich dafür ein, es Unternehmen möglich zu machen, Vertrauen aufzubauen, fundierte Entscheidungen zu treffen und in ihren Branchen erfolgreich zu sein. Erfahren Sie mehr über TrustYou und unsere CXP-Plattform unter www.trustyou.com.

Über unsere Plattformen

Customer Experience Platform (CXP): TrustYou's "CXP" (Customer Experience Platform) gewinnt an Bedeutung und bietet essentielle Kundeninformationen auf einen Blick. Diese innovative Lösung liefert handlungsorientierte Informationen, die auf spezifische Bedürfnisse auf Objekt- und Kettenebene zugeschnitten sind und neue Standards in der Branche setzen.

Customer Data Platform (CDP): TrustYou präsentiert stolz die Customer Data Platform (CDP) als Antwort auf die wachsende Nachfrage nach verbesserten datengetriebenen Einblicken und Personalisierung. Diese innovative Lösung sammelt und konsolidiert Kundendaten aus jedem Kundenkontaktpunkt, um einheitliche Kundenprofile zu erstellen und Einblicke in das Kundenverhalten in der gesamten Organisation zu bieten. In einem zweiten Schritt integrert sich CDP mit Best-of-Breed-Marketingzielen wie Mailchimp und Google Ads, um effektive Marketingkampagnen durchzuführen und Direktbuchungen zu erhöhen.

Für weitere Informationen besuchen Sie: www.trustyou.com

Katharina Heitmann
Marketing Director
+49 89 54 80 29 25
TrustYou