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Increased access to no-cost, crowd-sourced tools – in particular, customer feedback on online review sites – is perhaps one of the most notable and impactful marketing advances of the last decade.

Businesses are now able to connect with global audiences even when they don’t have a sizeable marketing budget or the experience to draft a well-planned marketing strategy that focuses on message amplification.

What 90% of businesses on TripAdvisor don’t have

For those in the travel and foodservice segment, TripAdvisor is a household name that, together with Yelp and Google+, generates the bulk of third-party website referral traffic.

One of the most coveted marketing perks from TripAdvisor is the ability to earn a TripAdvisor Certificate of Excellence, an award given once a year to businesses providing superior customer experiences and securing a high volume of reviews.

An estimated 10 percent of TripAdvisor-listed businesses in any given category receive a Certificate of Excellence at one time or another. This leaves 90 percent of businesses with a true need for the means to leverage their TripAdvisor listing.

Promoting your TripAdvisor listing

Those among the majority do not need to feel left behind or powerless. Even without a Certificate of Excellence from TripAdvisor, there is a feature that can help a business organization create a heightened awareness of its TripAdvisor listing. Through direct association, it can generate the perception of added credibility that comes from telling customers and potential patrons that the venue is in fact listed in this popular review site.

Door clings make a difference

Studies show that clings associated with large brands increase the credibility and trustworthiness of a business. A cling sends an implicit message to potential patrons that your shop is not a fly-by-night type of establishment, and you are there to stay and provide quality services comparable to other businesses associated with key brands.

From clings featuring which credit cards you accept, to those pointing to third-party review sites, and even charities displaying this type of visual marketing, each can prove quite effective when attempting to connect at an emotional level with customers who are deciding whether to engage in business with you or not.

Having the right stickers featured in a highly visible place can make your shop far more attractive to transients, making it a key element of offline marketing for brick and mortar businesses in cities where a good percentage of the business is made up of travelers and tourists, by triggering more walk-in engagements.

Take a look at the stickers featured by the most popular businesses in your town, and try to create a similar experience at your location. These numbers confirm how this cling can influence the way potential customers perceive your business:

  • 67% of travelers check TripAdvisor a few times a month.
  • 75% of travelers prefer businesses with a TripAdvisor endorsement.
  • 89% of global travelers say reviews are influential when choosing where to book.

Get your “Reviewed on TripAdvisor” sticker

The exclusive group of businesses that are fortunate enough to have earned a Certificate of Excellence will receive a package that includes their certificate, as well as clings to display in the entrance of their business. Additionally, they are directed via the business interphase to download HTML code designed to create a widget to feature on their website that indicates the business has received this recognition.

The “Reviewed on TripAdvisor” cling is not automatically sent to every business. If you want to add one to your ever-growing collection of clings, then head to this page and follow a few simple steps to order a cling.

Increase the impact of your “Reviewed on TripAdvisor” callout

Your storefront is not the only means by which your business engages with consumers. Smart marketers that know how TripAdvisor positively impacts credibility are constantly on the lookout for opportunities to highlight their TripAdvisor listing.

Consider including snippets of reviews on printed media or other collateral, or explore ways to include a link on your website using one of the many widgets currently available, courtesy of TripAdvisor and third parties. You can find the HTML as well as a variety of widgets on this page. If you are not interested in including a widget, then you can take a more modest approach and include a contextual link on your homepage that points your visitors to your TripAdvisor profile.

Winning a Certificate of Excellence

A “Reviewed on TripAdvisor” sticker provides your business with immediate benefits, and it also sets the stage for increased TripAdvisor engagement.

By helping your customers recall that you are on TA, you are likely to secure more and better reviews, which will in turn improve your overall popularity and make your business more likely to secure a Certificate of Excellence.

Think about complementing your strategy with a concerted effort to send ReviewExpress review requests to your happiest customers. If you don’t have a means of securing customer emails yet, then this is a strong and valid reason to get started.

As with everything, there are specific marketing risks associated with the display of a “Reviewed on TripAdvisor” cling. If your online reputation is not consistent, then calling out your review pages may not be the best approach to securing additional business.

So, before you go all out, step back and put together a reputation and review management plan, and begin working toward having a strong and consistent review profile on TripAdvisor worthy of sharing with current and potential customers. Knowing that you are working toward ensuring that every customer has a superior experience will significantly minimize the risk of getting negative reviews, or calling attention to negative reviews already posted to your online profile.

Kevin Kent

Kevin is the Director of Finance and Operations at ReviewTrackers. Every day he finds creative ways to solve business owners' problems and identifies key issues to help them achieve top results.


  1. New Bee

    TripAdvisor really helped many companies rise their income. What’s more important, even a restaurant with bad reviews on TripAdvisor is better than a restaurant with no reviews.

  2. Rylan Howie

    Being listed on TripAdvisor is equal to being elite. There is no more elitist company then they are. They simply won’t let anyone in, which makes small companies even smaller, and those big stand out even more.

    • Jim Petersen

      TripAdvisor cares about their reputation. It’s that simple.

  3. WilmaP

    It’s really hard to earn the certificate of excellence, and once you’ve earned it’s important to keep it.

    • Sammy J

      TripAdvisor is one big commercial fraud! I know people who are paying others to make false positive reviews for their business and those on TripAdvisor fail to recognize those and even give certificates to those.

    • Go Harry Go

      How can I get that certificate? I believe that it would be really helpful for my business.

  4. F2Xsites

    Lot of people rely on TripAdvisor reviews and you can really benefit from having a lot of reviews. The difficult part is to get people to write them.

    • Robin Sterling

      It’s not difficult if you are running good business. If you are innovative, modern and you have to offer something that other’s don’t people will like it and will be glad to give you positive reviews.

      • Luigi Incalza

        I completely agree with you Robin Sterling 🙂 I’m the owner of Panzero’ Apulian StrEat Food in Rotterdam and we are first because we are innovative and consistent in the quality we offer.

  5. sallograsso lograsso

    we been awarded a certificate of excellence, how can we get a door decal for our restaurants

  6. Amanda Eicher

    Thanks for this information. This is a great way to link your online presence with your actual brick and mortar business. It lets people know they can go online and review their experience it also lets window shoppers know they can check out more about this business online.