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TripAdvisor Review Analysis: Stats Your Business Should Know

March 21, 2019

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How People Use TripAdvisor Reviews

Travel website TripAdvisor is a huge platform for travelers looking to connect with businesses. According to the company’s latest fact sheet, the website attracts 490 million unique monthly visitors on average.

TripAdvisor also has over 730 million reviews and opinions covering the world’s largest selection of travel listings worldwide, covering approximately 8.1 million accommodations, airlines, experiences, and restaurants.

User reviews of your business on TripAdvisor also have the power to bring customers in or drive them away. According to research:

  • TripAdvisor ranks ahead of personal recommendations, tourist board websites, and guidebooks as the most trusted source for travel planning.
  • 83 percent of consumers say TripAdvisor reviews make them feel more confident in their travel decisions.
  • Meanwhile, 96 percent of hotel and hospitality brands worldwide say that TripAdvisor reviews are influential in generating bookings.

These numbers go to show that potential customers are likely to make a decision about whether or not to book or spend money with you based on the TripAdvisor reviews they see.

This means that tracking and analyzing TripAdvisor reviews is definitely a must for every business listed on the site. By staying on top of what people are saying, your business can build a stronger online reputation and gain valuable insights on how to deliver superior guest experiences.

TripAdvisor Review Analysis

Let’s check out some more stats on TripAdvisor reviews. Plus: insights on the kind of impact these reviews have on consumer behavior and business performance.

Reviews directly impact bookings. According to PhoCusWright, 83 percent say reviews help them pick the right hotel. 80 percent read at least 6 to 12 reviews prior to booking and 53 percent won’t commit to a booking until they read reviews.

Similar trends apply to attractions and restaurants: 68 percent say reviews help them know about attractions and 64 percent read reviews to find better restaurants.

Ratings increase with more reviews. According to this Cornell study, the average rating for a hotel with 11 to 20 reviews is 3.5 out of 5, with “terrible” reviews (with a rating of 1) at close to 12 percent. This might not seem encouraging at first, but don’t worry: as a hotel gets more reviews on TripAdvisor, the average rating increases to 3.9, with a total of 101 or more reviews.

Higher responsiveness = better engagement. TripAdvisor-listed businesses that promptly respond to reviews see 17 percent higher engagement levels and are 21 percent more likely to receive a booking inquiry.

Higher responsiveness = more revenue. Another Cornell study shows that responding to TripAdvisor reviews leads to improved sales and revenue. Revenue levels as generated by online travel agents (OTAs) increase as the number of review responses on TripAdvisor increases. It also reconfirmed an earlier estimate that an increase in a business’ TripAdvisor rating is reflected in an increase in revenue.

Use TripAdvisor Reviews to Your Advantage

Create or claim your TripAdvisor page. Take control of your TripAdvisor page by visiting www.tripadvisor.com/owners. Or if you don’t have a listing yet, create one at https://www.tripadvisor.com/GetListedNew.

For more comprehensive information, read our complete guide to TripAdvisor for Business.

Get more and better reviews. Encourage happy customers to submit reviews and customer feedback using the Review Express tool. You can also use review generation software to create and send email or SMS campaigns that make it easy for TripAdvisor users to review your business.

Promote your presence. Drive travelers to your TripAdvisor business page by using review widgets, window stickers, and comment cards. If you’re a qualified recipient, be sure to display your TripAdvisor Certificate of Excellence, too.

Actively track your reviews. Set up TripAdvisor alerts that notify you every time there are new reviews of your business on the website. That way, you’ll be in a better position to protect your online reputation. You can also gain valuable insights on how to deliver even better guest experiences. And if any fraudulent reviews are posted, you’ll be able to flag for removal

Respond to your customers. Taking part in the conversation and demonstrating that the business owner cares about feedback can definitely help a traveler convert from a casual browser into a potential guest. If you resolve any issues and reviewers update their review, remember to change your response so it reflects the customer’s current review.

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