One of the popular metrics that is also proving to be critical for hotels is the TripAdvisor Popularity Index. The popularity index reflects and compares a particular hotel’s ranking to that of other hotels within a geographic area, all on the basis of traveler feedback. If hotels are closer to the top of the list, they would be more visible when prospective guests search for hotels in the particular area. Hence, we have found hoteliers often searching for ways to improve ranking on TripAdvisor.
TripAdvisor shares that it takes into account Quality, Quantity and Recency of reviews to rank hotels. In short, it simply means three things:
- Good reviews over poor reviews;
- More reviews over fewer reviews; and
- Recent reviews over older reviews.
Now, that would seem a little confusing when they say quality and quantity matters at the same time! What exactly do they mean and how to tackle that? Let’s have a look at our tips of what they mean and what to do:
#1 Quality of Reviews
What does it mean? – This means that positive reviews will push you to a higher ranking, meaning, reviews with more positive statements. Also, it is dependent on the number of bubbles (rating) your guest gives you.
What to do? – It isn’t much you can do about negative reviews once it has been published. However, you can take certain steps to avoid negative reviews from getting generated in the first place. Thoroughly analyze all guest feedback. Look for any pattern, anything coming up time and again. The aim should be to obtain actionable insight from the feedback that you can put into action to improve operations and fix any gaps. This too leaves minimal scope for guest to face any issues and thus, a minimal scope for negative reviews.
#2 Quantity of Reviews
What does it mean? – It means that even if you have good reviews but less in number, other establishments with more reviews will be ranked higher.
What to do? – Remind your customers to leave you a review. You can do so at the time of check-out or you can share the link over an email to post a review on TripAdvisor. Clearly inform the guest of such an email system (in place) to collect reviews. You can even send gentle email reminders urging the guests to leave a review.
Sending emails to guests after their stay with the TripAdvisor link of your property is one way. But, there are a lot of steps involved such as the guest will have to log-in/sign-up first. Then, he will have to fill multiple ratings & fields and so on. This results in lesser guests completing the TripAdvisor survey (even) after opening your email.
Another (better) way is to use a solution like RepUp Surveys. RepUp is the official review collection partner of TripAdvisor. In here, guests receive an automated email post their stay. The link on the email lands the guest on hotel’s TripAdvisor page. No sign-up/log-in is required per se. The guest just has to write the review at this stage. This method naturally has a high conversion i.e more guests end up completing the survey. Hence, more reviews are published on TripAdvisor.
#3 Recency / Age of Reviews
What does it mean? – TripAdvisor has recently changed its algorithm. Gone are the days when a good review left for your property six months ago could help you rank. Now, the more recent your reviews the higher you move up the ranking ladder.
What to do? – Getting more reviews is especially a concern to those establishments that are holiday destinations. Good occupancy is seasonal for this kind of properties. Such properties (as well as others) should maintain a customer record with their full contact details. Now, to receive new reviews on regular basis, send emails containing TripAdvisor link to the guests to review the property.
Make note that to achieve quality, quantity and new reviews, you need to have an undeterred record of guest satisfaction. The best way to achieve this is to set high standards and exceed the expectations in your delivery.
Getting a good rank on TripAdvisor is much more than achieving these three factors. There are couple more factors you should consider.
#4 A Complete Profile
What does it mean? – What can be worse than a bad rating? An incomplete profile!
Always make it a point to fill your basic information, add pictures of the establishment, and include all amenities on your property’s TripAdvisor page.
What (else) to do? – You can use relevant keywords and take advantage of SEO. The point is to make your listing visible, accessible and complete.
#5 Engage with Customers
What does it mean? – Have digital interactions all the time with guests whether it is responding with a thank you note to a good review or a note of apology for a bad review. In fact, Barbara Messing, CMO at TripAdvisor says “The more engaged the property, the more likely travelers are to book”.
What to do? – So, what can we do about this? Simple. Answer all your customers’ queries whether they are positive or negative. Thank them for the positive reviews and negative reviews alike, ensuring them that their grievances would get resolved and not be repeated again. Additionally, you can take the extra step of making sure that your guests receive what suits them best on their visit to your hotel.
While it is essential to get as much guest feedback as possible, it is much more important to listen to the guests carefully and operationalize their feedback. According to TripAdvisor:
“The key to building a successful business and a higher popularity ranking is stellar hospitality and paying attention to your customers’ needs. Encourage customers to write reviews, learn from them and watch your hard work pay off.”
So, before we wrap it up, here are the key takeaways:
- Respond to every single review
- Update photos or content on a regular basis
- Encourage guests to provide their genuine feedback with regards to their experience at your hotel on TripAdvisor
Maximizing your listing on TripAdvisor seems easy but it requires an investment of time and effort. We hope the preceding points will help you in improving your rank and popularity.