TripAdvisor has been essential to the hospitality industry since its inception. Improvements in TA rankings lead directly to higher bookings, average daily rate (ADR) and revenue. TripAdvisor doesn’t just help with referral traffic and bookings from TripAdvisor, but also facilitates more bookings from all OTAs.
The TripAdvisor ranking is based on four parameters. They are –
The ratings that users provide as a part of their reviews are used to rank the quality of each hotel. In absence of other variables, a hotel with more 5 star ratings will rank higher than other hotels with less 5-star ratings, in the same region.
The volume of total reviews is quite significant in the TripAdvisor ranking. They are also a critical indicator to TripAdvisor users about the current performance of a business. The users usually go through multiple reviews to form an opinion about the particular hotel and have more confidence in their decisions when they see positive opinions on a large set of fellow users’ reviews.
Recent reviews are more valuable than older reviews as they provide a more accurate picture of the current performance of the hotels.This means the older reviews will not affect a business’s ranking like a recent review will.
The TripAdvisor Popularity Ranking is based on user feedback and consistently collected new, high-quality reviews that reflect levels of service and value for money from the guest’s perspective, which is why it is the best way for hotels to improve their ranking over time.
The Popularity Ranking takes into account a business’s performance in relation to the performance of other businesses or competitors in the area. As one business rises up in the ranking index, it affects the competitors who are in the area too. Movements in the ranking index can either be a direct result of reviews on one particular business or reviews that have been collected for other businesses in the area.
Hotels can use review collection partnerships to consistently measure their performance over time and implement improvements and changes based on the feedback they receive.
Leveraging your Hotel’s TripAdvisor Ranking
With the rise of social media and the value-seeking new age customers, it is imperative for hotels to take online review management seriously. In today’s hospitality industry where 53% customers don’t book a hotel that has no reviews and 67% Customers don’t book hotels after reading 1 to 3 negative reviews, implementing the right changes to boost rankings in TripAdvisor should be the primary objective of any hotelier.
In the recent years, TripAdvisor has been focusing on ways to promote consistency and transparency in the rankings. With each update, they are prioritizing on coming up with ways to more accurately measure the performance of hotels relative to other competitors in its location. TripAdvisor provides an accurate performance rating of hotels regardless of their size or their review collecting rate. The way to rank high based on popularity would be to deliver consistent guest experiences that will outperform or stand out among the competition, and actively engage in a review collection process.