Tips for Tackling TripAdvisor Reviews

Although there are a myriad of online review sites, TripAdvisor is one of the most influential for guests looking to book hotel reservations. The robust, widely used platform receives more than 200 million visitors a month, and that kind of exposure can be both a blessing and a curse for hoteliers. Here’s the best advice from industry insiders on navigating and managing your TripAdvisor reputation.

Don’t fly off the handle in response to a negative review.
“The average online review is read by anywhere from 250 to 25,000 people. Keeping your cool is not only a must, but also your future RevPAR strategy depends on it,” says Kristin Muhlner, CEO of newBrandAnalytics. “The best approach is to diffuse the situation, state the facts, highlight the positive, and stay cordial. It is also helpful to take a negative conversation off the social site and offer to speak one-on-one with the customer, referring them to a phone number or customer service representative via e-mail.”

Request guest reviews in a timely manner.
“The TripAdvisor popularity ranking is influenced by the quality, quantity, and recency of your property’s reviews,” says Brian Payea, head of industry relations for TripAdvisor. “To collect more reviews, be sure to regularly send guests reminder e-mails within a few days of checkout.” Payea explains that hotels can use the TripAdvisor Review Express tool—found in the online management center—to easily request feedback from recent guests.

Make the TripAdvisor app work for you.
Hotel managers and social media liaisons can keep track of ratings and reviews while on the go by downloading the TripAdvisor mobile app. “I have the TripAdvisor app on my phone and check it at least once a day to see if we have had any new reviews,” says Tommy Beyer, general manager of the Hilton Garden Inn Savannah Airport. “I also use it to track my competitors.”

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Consider investing in business listings.
“TripAdvisor gets such an enormous volume of traffic and having direct links, and a compelling special offer on your listing can be a highly effective way to capture direct bookings,” says Daniel Craig, founder of Reknown, a hotel consulting company. “This includes the mobile option, which offers the all-essential click-to-call function. Hotels funnel thousands of dollars into cost-per-click, yet many overlook this far more targeted option.” ­

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