TripAdvisor Quick Stats: Reviews are largely positive

Here’s a couple TripAdvisor stats:

• 75% of TripAdvisor reviews have a four or five-bubble rating
• The average review score on TripAdvisor is 4.01/5.0

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.¹ So 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.”

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

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.

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

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.

Average rating

Almost 80% of U.S. accommodations reviewed on TripAdvisor have a rating of 3.5 or higher (out of 5).

Page views

In March, accommodations in the United States were viewed 110% more when compared to the same time last year.

Reviews

Over half of U.S. accommodations on TripAdvisor have been reviewed in the last 90 days.

Registered Owners

Almost 55% of U.S. accommodations listed on TripAdvisor now have at least one registered owner, with an 18.8% year-over-year increase in registrations.

To see U.K.-specific stats, click here.

Source: TripAdvisor internal data, March 2012

How to improve your popularity ranking on TripAdvisor

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The TripAdvisor Popularity Index is based on traveler feedback and reflects how a property ranks compared to competitors within a geographic area. The closer you are to the top of the list, the more likely it is that travelers will see your listing when they search for properties in the area. In addition, research shows that travelers are drawn to places that are highly praised by other travelers.

Our popularity ranking algorithm is based on three key components: quantity, quality and recency of reviews written about the property.

• Quantity: Ask your guests to write reviews, and use our management center tools to remind them after they check out.  Offering incentives for reviews is against the rules, though – take a look at our policy to make sure you understand what is and isn’t okay.
• Quality: Guests who enjoyed first class hospitality and a memorable experience are more likely to write positive reviews. Monitor what previous reviewers have written to see what worked and did not work best for your property so you can maintain and improve your service.
• Recency: Recent reviews factor more strongly on your popularity rankings and older reviews have less impact on a hotel’s ranking over time. Once again, encourage guests to write reviews to keep fresh content rolling in.

All reviews must be authentic opinions of real travelers. We take content integrity very seriously and screen every review. If you are caught breaking our guidelines, it can take a big hit on your popularity ranking. Please review the guidelines to learn more.

The key to building a successful business and a higher popularity ranking is stellar hospitality and paying attention to your customers needs. Encourage customers to write reviews, learn from them and watch your hard work pay off.

Your TripAdvisor property page gets a makeover

 The property page on TripAdvisor is a very important one:  it’s where travelers go to get the details they need in order to make their booking decisions.  So when travelers told us that this page was so full of information that it was often hard to find the most important parts, we made some changes.  We’re happy to introduce a new, streamlined property page that puts your critical information front and center. 

Star and bubble ratings: What’s the difference?

What’s a star rating, where does it come from, and where does it appear on TripAdvisor? How about bubble ratings?

Hoteliers often ask us these questions, so we’ve answered them here, along with perhaps the most important question of all: How do travelers use this information to plan their trips?

Rated on TripAdvisor and proud of it!

Accommodation owners are understandably very proud of their ratings on TripAdvisor and they aren’t shy about telling the world! We regularly receive photos from around the globe featuring examples of businesses showcasing their rankings with imaginative and resourceful marketing.

How are you letting travellers know about your rating? Let us know in a comment as we’d love to hear what other creative and original things people are doing around the world to advertise their position on TripAdvisor.