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

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.

Encourage reviews the right way, without incentives

If your business is listed on TripAdvisor, it is important for you to understand our incentives policy. While we encourage you to ask guests to write reviews, giving out incentives in exchange for reviews is against TripAdvisor’s policy.

Incentives are rewards or preferential treatment given in exchange for reviews. This can be in the form of drawings, raffles, discounts, special treatment (i.e. upgrades, coupons, free amenities, gifts), etc. We strictly prohibit incentives because they can impact the legitimacy of reviews; guests who receive incentives may be more likely to write reviews that don’t match their true experience.

TripAdvisor penalizes properties that offer incentives. All reviews in question are removed and further penalties, which range from a warning to a red badge on your property page, are given out on a case-by-case basis.

There are many acceptable ways to encourage reviews. To begin simply ask! Showing that you appreciate your guests’ feedback can go a long way.

For on and off-line tools to help remind guests, look no further than the Management Center. You can add widgets to your website or Facebook page, hand out reminder cards and much more!

Log in to your Management Center to access all of these helpful tools, and to contact TripAdvisor if you have any questions regarding incentives.

To read more about our incentives policy, see this guide.

Hoteliers Share the Secrets to their Success with TripAdvisor

The owners and managers of four Caribbean properties recently sat down to tell us how they use TripAdvisor as a tool for their business – from marketing their accommodations to staying current with the needs of guests. Representatives from each weighed in on making TripAdvisor reviews work for them, sharing customer feedback with staff, and the role of TripAdvisor Business Listings. All very popular with travelers, these establishments were also the recipients of 2012 Travelers’ Choice Awards. In the following video, hear from the management of these four properties – Hermitage Bay, Nisbet Plantation Beach Club, East Winds Inn, and The Cove Atlantis – and gain insight into their success.

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How Travelers Interpret Reviews: Get The Facts

Want to know how travelers assess and react to reviews of your property on TripAdvisor? You’ll find real insight in research findings conducted by three independent professional bodies*.

Fact 1: Today’s traveler places growing importance on independent customer reviews

The growing sophistication of travel marketing has created more sophisticated travel consumers, who cut through the hype and seek out independent opinions and reviews. In a survey¹, 81% of travelers said reviews were important when deciding which hotel to book, and almost half said they wouldn’t book a hotel unless it had reviews.

Fact 2: Fifty million travelers value TripAdvisor reviews

Did you know that TripAdvisor is the world’s largest travel website, attracting 50 million unique users every month²? This user loyalty testifies to the usefulness of our traveler reviews and opinions.  According to a recent PhoCusWright study commissioned by TripAdvisor³, 98% of respondents found TripAdvisor reviews to be accurate of the actual experience; and 89% of respondents agreed that TripAdvisor hotel reviews “Help me plan a better trip”.

Fact 3: Travelers turn to the ‘wisdom of the crowds’

Recent research supports what we at TripAdvisor have always maintained: travelers form an educated view based on the opinions of many. A survey conducted by Forrester Consulting¹ found that 77% of travelers usually ignore extreme comments about properties and base their assumptions on a general assessment of customer responses (as well as property photos and descriptions).

Fact 4: Travelers appreciate a Management Response

While no single hotel review may be decisive for a traveler, we’re aware that the reviews and opinions on TripAdvisor are important to properties listed on the site. Ensuring the honesty of all reviews – and preventing fraud – is our top priority. While no system is perfect, and the anonymity and open access of the Internet offers its own challenges, TripAdvisor has adopted an extremely detailed, sophisticated and frequently updated process to screen review submissions.  Hoteliers also have the right to dispute any comments (contact Customer Services: 1-617-431-5424 (US, Canada) or +44 203 318 5019 (UK, Australia, India)), as well as the right to reply – in a Management Response. When an owner responds promptly and professionally to a review, addressing any specific complaints as well as the positive comments, a Management Response can be very effective. In fact, 71% of surveyed travelers¹ª found them to be very persuasive.

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*The three research companies were Forrester Consulting, comScore Media Metrix and PhoCusWright
¹ “TripAdvisor Custom Online Survey 2010”, conducted by Forrester Consulting, commissioned by TripAdvisor
¹ªQuestioned in relation to a specific review from an official hotel rep. Survey by Forrester Consulting, as above.
²Source: comScore Media Metrix, Worldwide, August 2011
³According to a July 2011 PhoCusWright survey of 3,641 respondents. Participants for the study were solicited at random through a pop-up invitation link on TripAdvisor.com.

How some properties are doing it right: great examples of management responses

Replying to reviews is very important, both to show that you take customer feedback seriously and to reassure potential guests that any issues which may have been mentioned in recent reviews have been addressed. Before writing a management response it’s a good idea to have a look and see how other businesses are responding to their reviews. How are they dealing with different kinds of feedback and, if you were a potential guest, would their reply have answered any questions you had and set your mind at rest?

TripAdvisor master classes are coming to Latin America

TripAdvisor is expanding its series of free master classes for hospitality industry professionals and marketers into Latin America with two new events in Santiago, Chile and Buenos Aires, Argentina. The events will take place at the end of October and are supported by both the Santiago and Argentina Ministries of Tourism.