When business owners talk to us about helping them manage online reviews, a few priority websites come up in conversation.
Obviously, Yelp is one of the sites they most care about. Reviews posted on Google and Facebook are also considered extremely important — not least because of their impact on search engine rankings and social reach, respectively.
Why Manage TripAdvisor Reviews?
If you happen to be getting started with a strategy for managing online reviews and customer feedback, you should also have on your list the world’s biggest travel site: TripAdvisor.
Here are 4 reasons why your business should be talking about tracking and managing TripAdvisor reviews.
Reason 1: It’s the biggest site for hotel and hospitality — but not just.
Here are some interesting stats you may or may not know about TripAdvisor:
- The site reaches 340 million unique visitors every month. (Search Engine Journal estimates that TripAdvisor is second only to Yelp in terms of most global traffic.)
- TripAdvisor users have contributed over 350 million reviews and opinions covering more than 6.5 million accommodations, restaurants, and attractions. About 230 new contributions are posted every minute.
- The site operates in 48 markets worldwide. Other travel media brands operated by TripAdvisor include: BookingBuddy, Oyster, SeatGuru, Viator, VirtualTourist.
For hotel executives and property managers, TripAdvisor serves as one of the most important channels for building brand reputation and driving bookings.
- An overwhelming 93 percent of hoteliers agree that online reviews — which are at the heart of the TripAdvisor platform — “are important for the future” of their business.
- A report by the World Travel Market indicated that, for 27 percent of travelers, TripAdvisor ranked as the most trusted resource for travel planning — ahead of personal recommendations, tourist board websites, travel blogs, social media, and print guidebooks.
But it’s not just for hotels. The site also offers reviews and information about restaurants, attractions, tour operators, theme parks and entertainment attractions, museums, and other types of businesses that cater to travelers.
Whether you like it or not, if your business falls under any of these categories, TripAdvisor is extremely likely to have an impact on your marketing and sales performance, as well as on your brand reputation. So you may as well create or claim your TripAdvisor business listing and adopt a more proactive approach to managing online reviews and customer feedback posted on the site.
If you’re in the restaurant industry, keep an eye on your overall rating on TripAdvisor. According to ReviewTrackers research, 1 in 3 diners wouldn’t choose to eat in a restaurant with an overall rating below 4 on a scale of 1 to 5.
TIP: Claim your business listing on TripAdvisor and enter complete, correct, and up-to-date business information in your profile.
Reason 2: It’s a high-authority site that can significantly impact SEO.
Search engine optimization (SEO) helps you attract more customers and be found more easily on search results (mainly on Google).
When it comes to how and where your business ranks in these results, many factors come into play — including the quantity and quality of your reviews on high-authority third-party sites like Yelp and TripAdvisor.
Simply put: businesses with more and better reviews on a diverse range of review sites enjoy higher SEO rankings.
- According to Search Engine Journal, reviews can influence up to 10 percent of a business’ local search ranking.
By managing customer reviews on TripAdvisor — and by using free tools like Review Express to consistently generate new review content — you can improve your SEO performance and drive more sales and revenue through search marketing.
That way, potential guests and customers can still discover your business and read others’ reviews, even if they didn’t actually “Google” your business name or visit your brand website.
TIP: Use tools like TripAdvisor Review Express and ReviewTrackers’ Feedback and Review Request to generate more and better reviews.
Reason 3: It can be an effective tool for building brand reputation and fostering consumer trust.
Consumers today value authenticity over perfection. This is why they trust reviews and peer-generated content over branded social media content, information from salespeople, and even natural search engine results.
- According to eMarketer, 32 percent of consumers need to read 4 to 6 reviews before putting enough trust in a business. (7 percent need to read 20!)
People looking for a hotel to check in, a restaurant to dine in, or an attraction to check out are likely to consult TripAdvisor and read what others have said about your business.
This makes it critical for you to proactively respond to reviews. By responding, you can protect your brand, minimize the impact that negative reviews and low ratings might have on your reputation, and foster consumer trust.
- TripAdvisor-listed businesses that respond to reviews enjoy 17 percent higher levels of engagement and are 21 percent more likely to receive booking inquiries.
- According to Modern Comment, 78 percent of consumers say that seeing management respond to reviews makes them believe that the business cares more about them.
TIP: Show that you value customer feedback and respond to your customer reviews on TripAdvisor.
Reason 4: It facilitates marketing and sales, and works best when you already have great reviews in place.
If your business is getting great reviews on TripAdvisor, and if you excel at responding to customer feedback and creating positive customer experiences, the TripAdvisor platform offers key features that are designed to facilitate your sales and marketing, helping your business drive more bookings and improve conversion.
Looking to snatch up guests before they switch to competitors? There’s Instant Booking, which allows your guests to make a hotel booking without leaving the TripAdvisor site.
Running a restaurant with 5-star reviews and reputation? You can enable instant reservations via the site’s partner platforms, like LaFourchette, IENS, and SeatMe.
Have eco-friendly policies and a commitment to sustainability? Set yourself apart by enlisting in the TripAdvisor GreenLeaders program.
TIP: Make TripAdvisor work for you by managing your reviews, tracking your performance, and using the powerful business-building tools available through your Owners Center.
As the world’s biggest travel site, TripAdvisor offers unique opportunities for businesses to connect and engage meaningfully with travel consumers. With a solid strategy for managing online reviews and customer feedback and maximizing all the business features of the TripAdvisor platform, you can position yourself to succeed on the site in ways that make a positive impact on your bottom line.