If you work in the travel industry then chances are you’re well-acquainted with TripAdvisor, the review aggregator travel site can directly affect the amount of bookings your hotel receives.

Because TripAdvisor is so widely used by travelers, your image on the site can make or break the performance of your hotel property. Research shows that 6 out of 10 people check TripAdvisor before booking a room.

Hoteliers should never underestimate the power of the their TripAdvisor page, and it is important to find ways to improve your TripAdvisor ranking. There are certain steps hoteliers can take that can directly affect the success of their hotel on TripAdvisor.

One of the best ways to increase your TripAdvisor performance is to promote reviews. According to a study, 77% of travelers reference TripAdvisor reviews before they book a room. This means that the reviews on your page act as a form of advertisement for your hotel property.

Hoteliers should find ways to influence their guests to leave reviews. Ways to let guests know you want them to leave a review can come in the form of business cards, “Thank You” emails, or a request during check out at the front desk.

Having reviews on your page is only half the work. Once you get reviews, you must respond and interact with travelers who leave them. By being active on your page, you show guests that you care about their needs and are involved with the overall process of their stay at your hotel. 

A TripAdvisor study shows that hotels that respond to at least 50% of customer reviews are 24% more likely to have a room booked. It is important that hotel management responds to negative reviews as much as they reply to positive ones.

No matter how bad a review is, hoteliers should always respond promptly and politely. Remember that there are millions of travelers from around the world who visit TripAdvisor, so if you come off as rude and defensive, you can create a negative image of your hotel.

The content on your TripAdvisor page can also affect the amount of bookings you receive. The most successful content comes in the form of photos and videos. The TripAdvisor study mentioned above states that a hotel with at least one photo on their pages is 225% more likely to receive a booking inquiry.

That percentage increases with the number of pictures and videos on your page. You can use video and photo as a form of advertisement by visually showcasing the great features of your hotel. Guests want to be able to see what your property is like to get a better feel for the environment before they book a room. Be sure that visual content looks professional and if it is user content, let that be known. You will appear engaged with those who stay in your hotel.

Don’t lose the booking war on the TripAdvisor battlefield. Stay current on reviews and responses and add engaging content and watch your hotel bookings and rank rise.

E-Marketing Associates helps independent hotels increase direct bookings and reduce reliance on OTAs. We build innovative online marketing products that deliver the best ROI for independent hotels. Our products aim to ultimately drive top-line revenue.

www.e-marketingassociates.com