tripadvisor4biz

May 16

Do management responses affect my popularity ranking on TripAdvisor?

TripAdvisor’s Popularity Index is based on traveler feedback and reflects how your property ranks compared to your competitors. If you’re a business owner, it’s important to know what factors impact your popularity ranking. One of the questions we often receive is whether management responses are part of the equation.

The Popularity Index is primarily based on three key components: quantity, quality and recency of reviews written about the property. Management responses are not factored into popularity rankings.

However, research shows that when an owner responds promptly and professionally to a review, addressing any specific complaints as well as the positive comments, it can make a big impact on prospective customers. Our surveys show that 78% of travelers say that a management response to a good review makes them think highly of the hotel and when considering two comparable properties, 68% would choose the property with management responses.¹So while responding to reviews doesn’t impact your ranking, it does make a strong impression on travelers when it comes time to book.

Find out about some of the best practices in responding to traveler reviews here.

For more information about TripAdvisor’s Popularity Index, check out the Pop Index Overview and read our previous post on “How to improve your popularity ranking on TripAdvisor.”

————————————————————————————————–

¹ “TripAdvisor Custom Online Survey 2010”, conducted by Forrester Consulting, commissioned by TripAdvisor

May 15

Upcoming webinar: Learn more about your TripAdvisor popularity ranking this Thursday

What is the popularity index ranking on TripAdvisor, where does it come from, and how does it influence travelers during the decision-making process? Discover the answer to the most common questions we receive from properties around the globe Thursday at 2 p.m. EST.

In this presentation, we’ll discuss:

The key factors that impact your ranking
TripAdvisor policies and procedures
Steps you can take to improve your ranking

Have any specific questions about your popularity ranking? There will be a 15-minute Q&A after the 35-minute presentation.

Click here to register for the “Popularity Explained” webinar.

May 11

New Orleans: A city of southern hospitality and our next Master Class!

We are thrilled when we discover hoteliers who have made it a point to use TripAdvisor’s marketing tools. And it’s even better when they see positive changes for their business as a result of their TripAdvisor efforts! Below are two great properties in New Orleans that have done just that.

Larry Watts, owner of 1896 O’Malley House Bed and Breakfast and Super 8 Motel –New Orleans Director of Sales, Kenneth Matherne, have mastered the marketing tools on TripAdvisor by reminding their guests at check-out to write a review (and providing reminder cards or follow-up e-mails), frequently checking and learning from them, sharing guest feedback with their staff and much more!

Check out the video below to see how the 1896 O’Malley House and Super 8 Motel use TripAdvisor to build their successful business:

Want to learn more about online marketing strategies and how you can reach TripAdvisor’s 50 million unique monthly visitors? If you are in the New Orleans area, join us this coming Tuesday at the W Hotel-New Orleans for our next Master Class. Larry Watts, who is featured in the video, will be a part of the panel and share even more about his success through TripAdvisor.

Space and timing is running out – register here today!

The details:

Where: W New Orleans, 333 Poydras Street, New Orleans, LA 70130

When: Tuesday, May 15, 2012

Sessions: 9:00am – 12:00pm (See agenda), 1:00pm – 4:00pm (See agenda)

May 10

Join us for the “Management Responses” webinar this coming Tuesday

50 million travelers are listening to you, so be a part of the conversation! Management responses give you the opportunity to engage with your previous guests and market your property to future guests. And industry research shows that management responses are highly influential with travelers during the booking process.

To learn more, join us for the “Management Responses” webinar on Tuesday at 11 a.m. EST. The webinar will cover:

The influence and reach of management responses on the travel community
Best practices of responding to positive and negative reviews
How to publish responses on TripAdvisor
An overview of the NEW Management Dashboard

And don’t forget to bring your questions! This is a 40-minute presentation with a 15-minute Q&A after.

Click here to register for the “Management Responses” webinar

May 8

TripAdvisor Quick Stats: United Kingdom

From March 2011 to 2012, U.K. accommodations saw a substantial increase in page views on TripAdvisor, as well as growth in consumer and hotelier engagement.

Page views

In March, accommodations in the United Kingdom were viewed almost 66% more when compared to the same time last year.

Reviews

53% of U.K. accommodations on TripAdvisor have been reviewed in the last 90 days.

Average rating

87% of U.K. accommodations reviewed on TripAdvisor have a rating of 3.5 or higher (out of 5).

Registered Owners

55% of U.K. accommodations listed on TripAdvisor now have at least one registered owner, with a 28% year-over-year increase in registrations.

To see U.S.-specific stats, go here.

Source: TripAdvisor internal data, March 2012

May 4

Best practices for e-mailing your guests

A recent Nielsen study* confirms it: consumers around the world rely on online reviews. Seventy percent of survey respondents indicated they trust online consumer feedback more than branded websites, advertisements, or just about any other kind of endorsement. For that reason, asking past guests to write reviews is critical to continuing to pull in new guests.

A great way to ask your recent guests is to send a follow-up e-mail. However, attracting their attention – or even making it past the spam filters – can be difficult. Here are a few best practices for e-mailing your guests:

• Catch their attention right at the start: You only have a split second to entice them to open your e-mail. Make it relevant, personal and to the point.

• Choose your e-mail account wisely: Create an account with the property’s name or a familiar staff member so your guests will recognize whom the e-mail is from.

• Be direct, but polite: Let your guests know how much you appreciate their feedback and provide a direct link to your TripAdvisor listing. Visit your Management Center for a link that you can include in your e-mail.

• Say thank you: Even if your guests do not write a review, an e-mail is a great way show your appreciation, build a lasting relationship and let them know you look forward to welcoming them back again soon.

• Avoid the dreaded spam filter: Keep exclamation points and all capital letters to a minimum. Spam filters will pick up on these formatting styles and your e-mail will go unnoticed.

Click here to discover how hoteliers have encouraged reviews and why you should ask your guests to write them.

* Source: Nielsen’s “Consumer Trust in Online, Social and Mobile Advertising Grows”

May 2

TripAdvisor Quick Stats: United States

We’re pleased to report that both U.S. consumers and hoteliers are even more engaged on TripAdvisor so far this year compared to last, with both property page views and number of registered owners on the rise.