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Here’s How Smart Businesses Tackle Erratic Scores Across Review Sites

If you’re not responding to online reviews (negative and positive) of your local business, then you may be missing out on the opportunity to drive new business.

This is the message that travel reviews aggregator TripAdvisor is trying to get across after findings reveal how management response to a review affects business performance. According to research published recently by the company, hotels and accommodation properties that respond to reviews enjoy 17 percent higher levels of engagement and are 21 percent more likely to receive a booking inquiry than those who don’t respond to reviews.

(Check out: “Which Hotels are Most Likely to Fake Their Online Reviews? New Research Identifies Suspects”)

Moreover, those that respond to more than half of their reviews are 24 percent more likely to receive a booking inquiry via TripAdvisor.

Here are other interesting figures released by the online review site:

  • Hotels and B&Bs that respond to 65 percent of their reviews receive an average review rating of 4.15, compared to only 3.81 for those who have not taken the time to answer any of their customers’ reviews.
  • It seems like photos still make a positive impact on a business’ TripAdvisor profile. According to the study, hotels and properties with at least one photo receive a staggering 225 percent more booking inquiries than those with zero photos. If the business’ TripAdvisor page features more than 100 photos, then they receive 238 percent more booking inquiries.

“The more engaged the business owner, the more interested the traveler,” says Mark Charron, President of TripAdvisor for Business. “It’s no secret that travelers want to see pictures and read reviews of a property before making their booking decision. What’s really key is the upward trend in average ratings, traveler engagement levels, and booking inquiries on the site, the more frequently a hotel owner (or local business owner) responds to reviews.”

Are you looking for tips to help you optimize your TripAdvisor page? Then be sure to read 8 terrific TripAdvisor tips for businesses. Meanwhile, if you’re looking for a powerful yet easy-to-use solution for monitoring online reviews of your hotel on TripAdvisor and all other major review sites, be sure to check out ReviewTrackers. Our review monitoring and reputation management software lets you listen closely and respond promptly to what customers are saying online about you. Sign up for a free trial today and discover why tens of thousands of business owners love our software platform!

Migs Bassig

Migs is the Content Manager for ReviewTrackers. He's a creative writer who has helped numerous companies communicate more effectively online, and he loves sharing his local marketing knowledge to help brands and business succeed.

Discussion

  1. Brandon M.

    Interesting numbers and quite expected results if I may say so.

    Reply

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