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Why Every Restaurant Should Claim Their Listing

Why Every Restaurant Should Claim Their Listing The first step to managing your online reputation? Claiming your listing. Here’s why it’s important and how to get started.

With 4.6 million restaurants* on TripAdvisor and counting, it’s likely that your restaurant is already listed on TripAdvisor. Your customers are likely uploading photos and leaving reviews of your restaurant without you knowing — meaning you’re missing out on a chance to influence the conversation and gather important feedback about how you’re doing.

But there’s more you could be missing out on. Here’s just a few of the reasons why you should claim your listing:

We’re One of the World’s Largest Restaurant Sites*

TripAdvisor isn’t just the world’s largest travel site. We’re also one of the world’s largest restaurant sites.* Claiming your listing on TripAdvisor means you have access to over 200 million monthly visitors.** Both locals and travelers use TripAdvisor as a restaurant discovery site with the average of 86% of respondents from a recent survey stating they have opted to dine at a restaurant as a result of a TripAdvisor ranking, review, rating or award. That’s a huge opportunity to make sure your restaurant stands out. And the best part...

It’s Completely Free

Yes, claiming your listing and setting up a TripAdvisor account is free! We want to make sure your listing accurately represents what you serve and what your restaurant is like. The person who knows that best is you.

Keep Your Listing Up-to-Date

Once you’ve claimed your listing, you’re able to control how and where it appears to TripAdvisor users by updating your business details. In the “Manage Listing” tab in the Management Center, you’ll be able to:

  • Update your restaurant’s description and contact information
  • Verify your map location and add any details to your address, like suite number, plaza, or square
  • Maintain your hours for each day of the week
  • Choose up to five cuisine categories like Italian, Vegetarian, or Seafood where your restaurant will appear
  • Select which meals your restaurant serves
  • Edit the amenities you offer, such as parking, reservations, outdoor seating, or delivery

Claiming your listing helps ensure everything about your restaurant on TripAdvisor is accurate and up-to-date. And choosing your amenities and cuisines is the best way to make sure locals and travelers discover your restaurant.

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Guide to Your TripAdvisor Primary Photo

Guide to Your TripAdvisor Primary Photo You only get one chance to make a strong first impression to travelers. Make it count by leveraging our advanced technology which auto-selects your primary photo for you — or, follow our tips for choosing your own.

Your primary photo is the first image that travelers see of your property. It appears as your main image in search results and as the first image in your photo carousel. We know that a well-chosen primary photo can be a driving factor for travelers choosing their next place to stay. After all, 79% of travelers say they take photos and videos posted online into consideration when booking an accommodation.*

Since photos are such an important feature to travelers and owners alike, we’ve invested a lot of time and resources into our machine learning technology for photos. This technology alleviates the pressure owners often feel to pick a quality primary photo on their own, by auto-selecting a primary photo for them.

Auto-select uses advanced technology to analyze the quality and subject of photos on TripAdvisor to select the best available primary photo for a listing. Our technology looks at the physical attributes of a photo, such as image resolution and orientation, as well as the actual subject of a photo, whether it’s an indoor or outdoor shot, features people, or amenities, etc. User testing so far has demonstrated that this approach works. Auto-selected images are high-resolution images, rather than blurry ones, and feature bedrooms and swimming pools, over photos of travelers or bathrooms.

This new approach uses data to remove the subjectivity of manually choosing a photo and ensures primary photos are optimized for travelers searching for their next place to stay. However, if you’d prefer to manually select your primary photo (and opt out of the auto-selection feature) you can do so in the Management Center. Read below for instructions and best practices on choosing a primary photo.

How to manually change your primary photo
  1. Sign into the Management Center
  2. Under the "Profile" menu at the top of the page, click "Media Suite"
  3. Then, click the "Primary Photo" tab on the left
  4. Click “Manual: select your own primary photo"
  5. Choose the primary photo you'd like to use from the available options listed
  6. If you're happy with the preview of your new primary photo, displayed at the top of the page, click "Submit"

Note: It can take up to 3-5 business days for a primary photo change to take effect on your page. Once you’ve selected your photo, and it’s processing, you’ll see it in the Media Suite along with a date stamp and a note indicating that the request is pending.

Requirements for your primary photo
  • Show off your property’s best feature(s). Your primary photo should represent the best your property has to offer. Choose a photo that emphasizes what makes your property unique. Is it your historical facade, your trendy lobby, or your unparalleled views? Show travelers by highlighting whatever features set you apart in your primary photo.
  • Choose well-lit and sharp images. Avoid images that are dark and/or blurry. These images are going to be resized based on where they appear on TripAdvisor — so they need to remain easy to view at all sizes, whether it’s a thumbnail on mobile or a full screen image on desktop.
  • Change your primary photo with the season. Travelers want to picture themselves at your property right from the start. Choose a primary photo that represents the season travelers are shopping for. For example, if it’s near the holidays, highlight your cozy fireplace or seasonal decorations.
  • Avoid images of people and scenery. Photos of your property or location are more helpful to travelers than photos of staff members, other travelers, or generic scenic views of your area.
  • Or, leverage TripAdvisor machine learning and we’ll auto-select it for you! Skip the hassle of manually choosing a primary photo and let our technology do the work for you! If you don’t opt out of the “auto-select primary photo” option — we’ll automatically select the best available photo as your primary photo.
Tracking the success of your photos...

Frequently Asked Questions About TripAdvisor for Restaurants

Frequently Asked Questions About TripAdvisor for Restaurants We've put together a comprehensive list of all of our frequently asked questions about TripAdvisor for Restaurants.

Why should I claim my TripAdvisor listing?

Claiming your TripAdvisor listing and registering as a representative of your restaurant is free and allows you access to all aspects of your TripAdvisor page including: editing business details, adding photos, responding to reviews, and more. Claim your listing by visiting the TripAdvisor Management Center. To protect your business, we may ask for a credit card to verify your identity, but this is only for verification purposes and claiming your business is always free. For full instructions on registering, read our guide.

How do I manage my TripAdvisor listing and make it more attractive to visitors?

Once you’ve registered, you can manage all aspects of your TripAdvisor listing in the Management Center. The Management Center is available on both desktop and our mobile app. Simply download the latest TripAdvisor app for iOS or Android and use your phone to respond to reviews, answer questions from potential diners and manage many of your TripAdvisor Premium features. Learn more about the mobile Management Center here.

To optimize your TripAdvisor listing, read our full guide.

How do I update my restaurant's listing details?

All of your business’s listing details can be updated in the Management Center. To access this page, head to the Profile menu at the top of the page and click Manage Listing. Here, you can update information on your business including: general information like your name, contact details, your location, hours of operation, cuisine, pricing information, and more.

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TripAdvisor Popularity Ranking: Key Factors and How to Improve

TripAdvisor Popularity Ranking: Key Factors and How to Improve Learn more about the TripAdvisor Popularity Ranking and get tips for improving your business’s performance. Your TripAdvisor Popularity Ranking is based on user reviews and reflects your standing against other businesses within your geographical location. Your Popularity Ranking is important because the closer you are to the top, the more likely it is that users will see your business when they search your area. Here are the three primary factors that impact your Popularity Ranking, and ways that you can improve: Quality of Reviews Higher bubble ratings positively impact your Popularity Ranking. Set guest expectations before they arrive by making sure any information about your business is up to date and photos accurately reflect your business. Fulfill or exceed those expectations during their stay, and keep those positive reviews rolling in! Quantity of Reviews...

Everything You Need to Know About the TripAdvisor Popularity Ranking

Everything You Need to Know About the TripAdvisor Popularity Ranking Learn all about the TripAdvisor Popularity Ranking algorithm, including how it’s used to rank accommodations, attractions and restaurants, and how it evolves over time. How the Popularity Ranking works The Popularity Ranking is based on the quality, recency and quantity of reviews that a business receives from users — and the consistency of those reviews over time. Quality The bubble ratings that users provide as part of their reviews are used to rank the quality of the experience at each business. All other things being equal, a business with more 5-bubble ratings will rank higher than a business with lower bubble ratings. Recency...

How to Optimize Your TripAdvisor Restaurant Listing

How to Optimize Your TripAdvisor Restaurant Listing

TripAdvisor isn't just the world's largest travel site. We're also one of the world's largest restaurant sites.2 Connect with millions of potential diners, and gain an edge over your competition, by optimizing your TripAdvisor listing. 

1. Confirm and edit business details

Confirm that all of the details on your listing are correct. In order to make changes, you’ll need to register as an owner if you haven’t already done so. Registering is fast and free.

Once you’ve registered, double-check your restaurant’s name, address, phone number, as well as the links to your website and email. Any edits can be made in the Management Center by clicking "Profile" in the top menu and then selecting "Manage Listing." This will allow you to update or add information, and as an official representative of the business, your edits will override any existing content.

You should also provide the type(s) of cuisine offered, meals served, meal price range, hours of operations, business description, and other features or amenities you offer. Spend some time on this page to ensure you're being as thorough as possible. You may also provide alternate versions of your business name, address, and description for display on all TripAdvisor points of sale. Providing accurate and detailed information helps diners make a booking decision and gives them a better understanding of your restaurant and what you offer. 

2.  Upload photos 

Diners shop with their eyes. In fact, a recent study shows that restaurants with 11-20 photos see double the amount of diner interaction over others with no photos at all.1 So, the more photos on your listing, the better. 

Luckily, as an owner, you are entitled to upload an unlimited number of images. You can share mouth-watering photos of your food or pictures that give potential diners an idea of the atmosphere – romantic, family-friendly, etc. Select an engaging primary photo to help you make a strong first impression with potential guests. Update this image frequently so your listing stays fresh and continues to engage viewers over time. You can manage your restaurant’s photos through the Management Center. For more information, read our guide to managing photos on TripAdvisor.

3. Get your listing on the map 

Maps help visitors place your restaurant within the area they are visiting and better plan their trip. If your listing is not located on the map, or your business is displayed in the wrong location, you can update it through the Management Center by following these steps:

  • Log into the Management Center
  • Under the "Profile" menu at the top of the page, click "Manage Listing"
  • Select the "Location" tab from the menu on the left
  • Update your street address and postal code and click "Submit." Please note, if your city/town or state/province is incorrect you will need to follow these instructions.
  • Then, click "Verify Map Pin" and drop the pin in the correct location - we suggest your main entrance or parking lot 
  • Click "Confirm." Your location will be updated on the site within 24 hours

4. Add your menu

Adding a menu link to your restaurant listing is an easy way to display your restaurant’s dishes to potential guests. Menu links are powered through a TripAdvisor partnerships with SinglePlatform or Locu. If your business has a contract with either of these groups, your menu link will automatically appear on your TripAdvisor listing. After signing up with either partner, allow 10-14 days for the link to show up. To edit your menu, please contact SinglePlatform or Locu directly.

5. Add a reservation button

Allow diners to make reservations directly from your TripAdvisor listing by registering with TheFork or OpenTable (currently only available in the US). Sign up with either partner and a “Reserve” button will automatically be added to your TripAdvisor listing so you can begin converting visitors to your page into customers!

6. Allow users to order delivery

Give customers browsing your restaurant listing the convenience of delivery wherever they are. Register with Deliveroo or Grubhub (currently only available in the US) and an “Order Online” button will be added to your listing. Customers on the go, or at home, will then be able to quickly and easily place an order right from your listing.

7. Encourage customers to write reviews

The more reviews your business has, the more content there is for travelers to consider before they finalize their plans. The more recent those reviews, the fresher and more relevant the content is to potential customers. There are many tools in the Management Center, under the "Reviews" tab, to help you encourage travelers to write reviews, including widgets, our Review Express email platform, custom cards, and flyers.

8. Showcase your TripAdvisor listing

Want your existing customers or passersby to know you’re listed on TripAdvisor? Request a TripAdvisor sticker for your front window to show customers that you value their opinions and encourage them to review your property. If you’ve won a Traveler’s Choice Award or Certificate of Excellence, you can also request special stickers or plaques in the Management Center to promote your victory. 

9. Add a widget to your website

One great way to spread the news about your listing is to add a TripAdvisor widget to your own website. Widgets can showcase your existing reviews and encourage guests to write new ones. Go www.tripadvisor.com/Widgets and enter your restaurant’s name to find widgets for your business. Check out this guide for more information on installing them.

10. Respond to reviews

According to a recent study, owners who respond to reviews can see as much as double the diner engagement with their TripAdvisor listings. For this reason, and others, we strongly recommend that business owners monitor their reviews and respond to select ones by writing Management Responses. If you receive a negative review, a Management Response demonstrates that you take customer service seriously and gives you an opportunity to explain how you have remedied any problems. A Management Response to a positive review shows that you’re paying attention and appreciate customer feedback. Regularly replying to reviews can differentiate your business and give you a competitive edge. For more tips on this, see our guide on How to add Management Responses to TripAdvisor Reviews.

11. Drive Traffic to Your Listing with TripAdvisor Ads

TripAdvisor Ads is a new marketing solution available to restaurants on TripAdvisor. TripAdvisor Ads drive traffic to your TripAdvisor listing by promoting your restaurant in exclusive sponsored placements. Ads are targeted to a specific audience of diners searching for a place to eat in your area. Learn more by visiting www.tripadvisor.com/Restaurant_Ads.

12. Upgrade to TripAdvisor Premium

Optimize your page and turn online visitors into customers, by upgrading to TripAdvisor Premium for Restaurants. TripAdvisor Premium gives you access to exclusive tools to showcase your restaurant at it’s very best. These tools include: Storyboard, Top 3 Reasons to Eat Here, Favorite Review, and actionable analytics on you and your competitors. Learn more about TripAdvisor Premium for Restaurants and how to sign up, here.


  • 1. https://www.tripadvisor.com/TripAdvisorInsights/n2782/new-study-influencing-diner-engagement-tripadvisor
  • 2. comScore Media Metrics for TripAdvisor Site, worldwide, May 2016 and TripAdvisor log files Q2 2016
Last Updated: October 16, 2017

Success Story: A Jaipur Hotel Uses TripAdvisor to Drive Inbound Marketing

Success Story: A Jaipur Hotel Uses TripAdvisor to Drive Inbound Marketing Learn how the Royal Heritage Haveli attracts travelers with Sponsored Placements and converts them with Business Advantage. The Royal Heritage Haveli is a small family-owned boutique hotel that won the Travelers’ Choice award for multiple years in Jaipur, India. See how Shambhavi Singh, the Haveli Director, uses TripAdvisor as an instrumental part of her inbound marketing strategy. Challenge: Maximizing the busy season

Singh strives to get as many travelers to book as possible during the busy season. "Our busy season is short so it's crucial that we make the most of it. It's hard to fill rooms during the off-season because it's very hot in Jaipur," says Singh.

Many other local accommodations providers are pursuing a similar strategy. "It's challenging to stand out among our competitors in Jaipur. We're a small business that competes with well-known hotels for a limited number of travelers who visit during the busy season. So, we need to differentiate ourselves from properties similar to ours," she says.

Solution: Using TripAdvisor to drive inbound marketing "To address this challenge, I use inbound marketing to attract, convert, close, and delight guests, and TripAdvisor is crucial to my strategy," Singh says. "Inbound marketing creates awareness among travelers, and it builds trust and credibility for the Haveli."...

4 Tips to Keep Your Restaurant Busy All Year Round

4 Tips to Keep Your Restaurant Busy All Year Round In a seasonal industry, keeping your restaurant busy all year long is a challenge. We’ve put together a few tried-and-true marketing tactics you can use to combat the off-season blues.

The restaurant world is a seasonal one. Whether you’re a waterfront summer destination or a bustling après-ski bar, there’s going to be times of the year where you have plenty of customers coming through the door — and times where that’s not the case.

To keep your restaurant busy all year round, you have to promote it all year round.

That means incorporating marketing into both your dry seasons and your busy ones. Marketing can often fall by the wayside as a lower priority, but neglecting it only makes it more difficult to draw in new customers later on. Imagine that your marketing efforts are like a cyclist conquering a hill — you must pedal consistently, one foot after the other, to reach the top. You can go faster or slower if you want to, but pausing entirely will mean an even more taxing restart.

Marketing year-round also helps you get ahead of your competitors and could mean diners less familiar with your area earmark your restaurant for a future visit. By building a consistent promotion plan across the year, you can make sure your restaurant is always top of mind.

Here are a few workhorse marketing tactics that you can use anytime:

Advertise Your Restaurant

The best way to build up demand for your restaurant at any time of year is to advertise consistently. Especially if your restaurant is in a more seasonal location like in a ski resort town or by the ocean, you’ll want to make sure that you let folks know that you’re open in the offseason and that you stand out in the crowd during the busy periods.

Online advertising is a particularly good channel because it’s easy to dial up and down your efforts, just like speeding up or slowing down your cycling pace up the hill. Dialing up and down in this case means experimenting with different audiences and advertising channels to see what works best for you.

Create Partnerships within Your Community

Your restaurant’s success largely depends on its location and the community that you serve. Another way to keep your restaurant busy year-round is to work on building partnerships with members of the community, especially other businesses nearby.

You could:

  • Put flyers at the nearby laundromat, dry cleaner, or other local store
  • Ask nearby hotel concierges or apartment/housing complexes to recommend your restaurant
  • Contact office managers to set up catering or delivery opportunities at local offices
  • Work with nearby universities or colleges to create apprenticeships or a student discount
  • Market yourself as a charity partner for local non-profits as a way to spread the word
  • Participate in local versions of restaurant week or other government-sponsored campaigns
  • Offer your space as a co-working area during the day

Hold an Event or Participate in a Pop-Up

Another way to get your restaurant busy is to hold an event or pop-up tasting at another location. This is a great opportunity to get creative based on your average customer — if you’re a family-friendly spot, you might want to try a kids character meal or an arts and crafts event, but if you’re more of a date-night destination, think about a wine tasting or special prix fixe menu for couples.

You could also try:

  • Themed events celebrating specific holidays, like Mother’s Day or the New Year
  • Giving customers a peek into the kitchen with cooking or baking classes
  • Wine or beer tastings
  • Experimenting with a meal outside of your normal offerings, like a special brunch
  • Movie screenings, live music, or theatrical performances
  • Games, like trivia night or poker tournaments

If the events go well, you could expand into more recurring event offerings, like corporate luncheons, birthday parties, or wedding receptions, which would bring in additional revenue for your business.

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7 Ways to Measure Your TripAdvisor Ad Success

7 Ways to Measure Your TripAdvisor Ad Success Whether you’re new to the world of advertising your restaurant or simply need a refresher, we’ve put together a comprehensive guide to the most important TripAdvisor Ad metrics you should know and why.

Once you’ve set up your TripAdvisor Ad, you’ll want to know whether or not your investment is paying off. You can see how you’re doing at a glance in the Management Center by choosing "Ads Performance" under the "Advertising" tab.

You’ll want to pay attention to these seven metrics. Here’s the breakdown on what they mean, why they’re important, and where to find them in your report.

1. Ad Views

What It Is: Ad Views measures how many times within your selected date range potential diners saw your TripAdvisor Ad in a search result, list, or on individual restaurant listing pages on TripAdvisor.

Why It’s Important: When we show your Ad, it doesn’t show to every single browser. It only shows to the most qualified potential diners — meaning, the people most likely to actually come to your restaurant. Think of Ad Views as the overall reach that your Ad has for those qualified diners on TripAdvisor’s site.

Curious what your Ad looks like to potential diners? Check out our Preview Tool by choosing "Preview Ad" under the "Advertising" tab in the Management Center.

Where You Can Find It: You can see this metric in the top left hand side of your performance report.

2. Page Visits from Ads

What It Is: Page Visits from Ads shows you how many people visit your TripAdvisor listing by clicking on your TripAdvisor Ad. This is in addition to the regular, or organic, traffic your page is already receiving. Below this metric, you'll also see the boost

Why It’s Important: When we show your Ad, you only pay for the clicks you receive — so your Page Visits from Ads tells you exactly what traffic you’re getting by purchasing a TripAdvisor Ad. More traffic to your page means that there are more potential diners who will call your number, visit your website, or book your restaurant.

Where You Can Find It: This metric appears to the right of your Ad Views, in the very center of your performance report. You can also see a longer-term view of your Page Visits from Ads at the bottom of the report in dark green.

3. Click-Through Rate

What It Is: Click-through rate is the percentage of clicks you received from all of the potential diners who saw your Ad. Click-through rate is calculated by dividing the Page Visits from Ads by the number of Ad Views you receive.

Why It’s Important: Click-through rate indicates how engaging your Ad is to potential diners. It tells you the likelihood that a potential diner will see your TripAdvisor listing after seeing your Ad.

One way to increase your click-through rate is to choose the best Primary Photo of your restaurant. This is the photo that appears next to your listing for your Ad and is the first photo that diners will see when they come to your listing. You can choose a new Primary Photo by:

  1. Logging in to the Management Center.
  2. Choosing "Photos" under the "Manage Listing" tab.
  3. One the left hand side, select "Primary Photo."
  4. To change the photo, click the orange "Change Photo" button in the bottom right hand corner.
  5. From there, select which photo you wish to use as your Primary Photo.
  6. If you don’t see a photo that you want to use, you can upload Management Photos by going to the "Management Photos" tab on the left hand side and selecting the blue "Add more photos" button.

Where You Can Find It: You can see this metric underneath your Ad Views in your performance report.

4. Customer Actions from Ads

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Tips on Measuring the Impact of Your Sponsored Placements Campaign

Tips on Measuring the Impact of Your Sponsored Placements Campaign Get insights on how you can use the updated performance report to make Sponsored Placements work harder for you.

The Ads Performance report helps you measure the effectiveness of your Sponsored Placements campaign so you can drive more traffic. To view your performance report, log into Ads Manager and select the “Ads Performance” tab. Read on for ways to use the Ads Performance reporting to maximize value from your advertising campaign:

1. Assess the reach of your campaign

The traveler shopping experience takes time and repeat visits — on average, it spans 40 searches over 89 days.1 Seeing your ad repeatedly over time can influence travelers to consider booking with your property.

Use the number of ad impressions to assess your campaign's reach to travelers who are looking for a place to stay in your area on TripAdvisor. To expand your reach, opt for a higher monthly budget spend. With a higher budget, more travelers will see your ad. Properties with the “high” budget typically see an average increase of 57% more clicks from potential guests over those who select the “low” budget.2

2. See how often travelers engage with your ad

The click-through rate (CTR) is the best way to measure engagement. Travelers who click on your ad like what they see and want to learn more about your property.

Tips to improve your click-through rate:

3. Track incremental page visits from your ads...

How a New Lisbon Hotel Is Succeeding on TripAdvisor

How a New Lisbon Hotel Is Succeeding on TripAdvisor Corpo Santo built a strong online reputation and amplified that success with TripAdvisor Business Advantage and Sponsored Placements. Corpo Santo Hotel is an independently-owned historic hotel that became a top Traveler Ranked property in Lisbon after opening in 2017. We caught up with General Manager Pedro Pinto to learn about his strategies for success. Building a strong online reputation

Building a great online reputation starts with providing great service. To achieve this, Pinto has invested in staff and constant improvements: "Our strategy is to provide exceptional service and delight guests with new things. Great staff is key so we're careful about who we hire and regularly communicate the feedback we receive," says Pinto.

He then encourages guests to share their experiences with other travelers on TripAdvisor. "We work to outperform ourselves instead of our competitors, always focusing on service and reviews. It's not only about providing a quality experience, but also a commitment to using TripAdvisor to get the word out about Corpo Santo," he shares.

Through a commitment to building Corpo Santo's online reputation with guest reviews on TripAdvisor, Pinto has been able to attract guests — and he continues the cycle with fresh review content. "We encourage guests to write reviews with Review Express," Pinto says. "Guests love our hotel so they're keen to share their experiences — for many, it's even their first review. People who read these reviews arrive excited to stay at our hotel and are then inspired to write us a review after their stay."

Pinto also uses Management Responses to make a lasting impression on past guests and influence potential guests to choose his hotel. "Collecting reviews doesn't guarantee success. We respond to reviews, personalizing our responses and thanking guests," says Pinto. "We also show how we're incorporating feedback to improve. For example, we replaced windows that let in too much noise and then contacted each guest who mentioned the noise to let them know the enhancements we made based on their feedback."

Capitalizing on success with Business Advantage and Sponsored Placements

"With all of our reputation management activity, we've been climbing the Popularity Ranking for Lisbon. We saw from our analytics that 40% of our traffic was coming from TripAdvisor. We wanted to grow our traffic and get more guests so I purchased Business Advantage and Sponsored Placements," says Pinto.

Using Business Advantage and Sponsored Placements together helps Pinto amplify Corpo Santo's presence on TripAdvisor. And the results exceed what he had hoped for. "It’s like winning the lottery. The traffic to our website has grown by 500% with both products. Sponsored Placements has expanded our reach — we've received roughly 69,000 impressions in 6 months with the ads and gotten more clicks to our property listing," Pinto explains. “And thanks to Business Advantage, our direct bookings have increased — and we're achieving a 90% occupancy rate."

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Glossary: Sponsored Placements Performance Report

Glossary: Sponsored Placements Performance Report Definitions of metrics included in your Sponsored Placements performance report — and tips on how to use them. It’s now easier than ever to track your campaign’s performance and find places where you can optimize it. Here’s a quick summary of what each metric in the Sponsored Placements performance report includes and what you can do to make improvements: Ad Impressions:

The total number of times your ads appeared in all locations over the course of the time period selected. Think about this as the total reach of your campaign. While not all travelers who see your ad will click it, the increased exposure of your property over time can help get you into more travelers’ consideration sets (the collection of options they’re choosing from). Learn more here.

To increase the number of impressions you receive — and the reach of your campaign — you can choose a higher budget option. While you don’t pay for impressions, your ads will be served more frequently.

Click-Through Rate:

This is the total number of clicks you’ve received, divided by the total impressions for the time period selected. This is a good way to measure how engaging your ads are — do they draw travelers in or not?

For more helpful tips on how to improve click-through rate, see our article on “How to Get More Clicks on Your Sponsored Placements.”

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6 Best Practices When Responding to Restaurant Reviews

6 Best Practices When Responding to Restaurant Reviews 85% of TripAdvisor users are more likely to dine at a restaurant that responds to reviews. Here are some tips on how to craft the best Management Response.

It's important to think about reviews as both real-time feedback about your business and as a critical marketing tool. Potential diners scroll through your reviews to determine what your restaurant experience is like — essentially an online version of word-of-mouth. An average of 84% of respondents said that the reviews on TripAdvisor matched their dining experience in a recent survey.

Responding Makes a Difference

Regardless of the positive or negative nature of a review, your response makes a difference.

In a recent survey, we found that up to 94% of respondents in some markets indicated that they have read a Management Response to a TripAdvisor review, with the majority noting that they found it helpful and that it encouraged them to try a restaurant, despite a bad review. And 65% of users agree that a thoughtful Management Response to a bad review improves their impression of the restaurant.

Think about it this way. If a diner sent back a dish because it wasn’t up to standards, you would go out of your way to improve their experience at your restaurant so that you can turn around the situation and wow the customer. That’s when your hospitality matters — when you go out of your way to make things right, you’re showing them how deeply you care about their experience.

You have that same power with a Management Response to an online review. Whether the review cites positive or negative feedback, it’s your chance to create that same moment of hospitality and show them you care about their experience. Here are six things to keep in mind as you respond to reviews:

How to Respond to Reviews

Start With a Thank You

Always thank your guests for coming in and trying out your restaurant, even if they’re regulars. Showing your gratitude for coming in underlines the hospitality you offer in-person. It’s the equivalent of your host thanking them on their way out the door.

It doesn’t take much — a concise response will do. Here’s a great example from the Tip Tap Room in Boston, responding to a 5-bubble review from a traveler:

“So glad to hear you enjoyed your dinner here, Treesha! Thanks for checking us out and taking the time to share. Hope to see you again if you're ever back in town!”

If the review is less positive, thank them instead for coming in and for taking the time to share feedback. Here’s a second example from the Tip Tap Room, responding to a 3-bubble review that contained a noise complaint:

Thanks for sharing! We always appreciate honest feedback, and it does indeed get pretty lively in here. Glad to hear you enjoy[ed] the drinks!”

Show Diners You’re Listening

Most of the time, when someone posts a review to TripAdvisor, they want to be heard — so make sure that you’re listening. Acknowledging and echoing the feedback you’ve received in your response — positive or negative — shows that you care about what people are saying and that you’ve actually heard what they wanted to share.

Take this example from Papi Henri in Paris, responding to a 5-bubble review thanking the restaurant for explaining the menu to their party, who didn’t speak French:

“Many thanks for your post. It was a pleasure to translate our daily menu to you (hope my accent was not to difficult to understand :). We really hope to see you next time you are around. We wish you the best!”

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About TripAdvisor Review Express & Email Permissions

About TripAdvisor Review Express & Email Permissions Answers to frequently asked questions about Review Express and email permissions. Review Express is a free and easy way to collect feedback from guests. It allows you to send professional-looking review reminder emails to guests, after their stay. Let’s cover some frequently asked questions regarding email permissions and TripAdvisor Review Express. How do email permissions work? Prior to uploading guests’ email addresses to Review Express, you must have permission to pass their details to TripAdvisor to facilitate review collection — typically this is included in a data collection statement. You must also maintain a record of their consent. What happens if a guest questions the email? In accordance with data privacy laws, if a guest questions the review request email from TripAdvisor, we’ll refer them back to you to confirm their consent. You’ll need to be able to show that the guests consented to receive communications from TripAdvisor. Does TripAdvisor use my guests’ email addresses for other purposes?...

What Does TripAdvisor Do About Unfair Reviews?

What Does TripAdvisor Do About Unfair Reviews? Business owners and their customers often ask what we do about unfair or malicious reviews. Here we explain our approach...

When reviews are unbiased and honest, they are incredibly useful. For customers, they shine a light on businesses that offer great experiences, service and value; for owners, they help attract new customers to the business and provide valuable feedback on what it does well and where it can improve.

Unfair or malicious reviews have the opposite effect — they are misleading to potential customers and can do unwarranted damage to the reputation of a business.

Broadly speaking, there are two different scenarios in which an unfair review can occur:

  • Scenario #1: A review is submitted by someone who is either biased (you can learn more about how we determine bias here) or did not have a personal experience with the business they are reviewing.  We call these  Fake Reviews.
  • Scenario #2: A review is submitted by someone who did have a personal experience with the business (and is not biased by having a connection with the business), but what their review describes is disputed by the business.  We call these  Contested Reviews.

This distinction is an important one because it guides the way we handle review disputes. Review disputes occur when a business reports a review that they believe to be breach of our guidelines. Once a business reports a review, we then determine whether it is alleged to be a Fake Review or a Contested Review, and take action from there.

So how does TripAdvisor prevent Fake Reviews from being posted to the site?

Fake Reviews have no place on TripAdvisor. We work extremely hard to block them from being posted to the site.

First, we have a set of posting guidelines that all reviews must adhere to. These guidelines are designed to ensure reviews are as relevant and useful as possible. You can read more about our review guidelines here.

To enforce these guidelines, we use a combination of smart technology and a dedicated team of expert moderators.

The technology kicks in every time someone submits a review on TripAdvisor. Before the review is posted to the site, it has to go through hundreds of automatic checks which evaluate every aspect of that review. We call these checks our tracking system.

The system will either allow a review to be posted, block a review from being posted, or will send it to our moderation team for human analysis if it suspects the review may be fake.

Even after a review is posted, anyone can still use our reporting tools to request an investigation by our moderation team if they are concerned a review does not meet our guidelines. While the volume of requests we receive to investigate a review is low — less than 1% of reviews are ever reported to us — these reports are incredibly useful and help us enforce the guidelines consistently for all. Business owners can report reviews via the Management Center (which they can access for free), while travelers can report reviews simply by clicking on the flag icon displayed beneath each review.

To read more about the different types of fake reviews and how we catch them, go here.

To read more about how our tracking system works, go here.

How does TripAdvisor handle Contested Reviews?

While more than 99% of TripAdvisor reviews are uncontested, we know that when a review dispute does occur, it can be a serious matter for those involved. Deciding whether a Contested Review represents fair commentary about a business is a very important task, and one we try to handle as sensitively and as fairly as possible.

This is because a customer’s opinion is subjective — whether service is fast or slow, whether food is tasty or bland, whether the cost offers great value for money or is expensive — all of these things depend on a customer’s expectations.

We strongly believe that every traveler has a right to express their opinion, good or bad, based on their own expectations of what the experience should deliver.

We also know that if you are a business owner or member of staff it can be incredibly frustrating when you feel a criticism you’ve received in a review is unfair.

Any business can contest a review by using our reporting tools. Contested Reviews are then assessed by our moderation team, who determine if the review breaches our guidelines and therefore whether it should be removed or not.

If our moderation team concludes that a review meets our guidelines, it will remain posted. In these circumstances, there are still a number of steps a business can take to lessen the impact of a Contested Review, including posting a response that gives their side of the story. Indeed, we strongly believe not only in the customer’s right to express their opinion, but also in the business’ right to reply. We call this feature a Management Response.

You can learn more about the ways in which a business can respond to a Contested Review here.

To learn more about how our tracking system catches fake reviews, watch this video.

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6 Free Tools to Get More Reviews for Your Restaurant

6 Free Tools to Get More Reviews for Your Restaurant A key component of your online reputation is a steady collection of recent reviews. Here’s why that’s so important and how to encourage your diners to review you on TripAdvisor.

When it comes to managing your online reputation, one thing you should always be thinking about is how to generate a consistent stream of reviews about your restaurant.

That’s because an average potential diner often reads multiple reviews before making a choice of where to go to eat. We’ve found that diners spend twice as much time on TripAdvisor restaurant listings that have at least twenty reviews, so your first step should be to make sure your restaurant has a healthy volume of reviews.

Even when you’ve generated a large base of reviews, it’s important to keep collecting them. That’s because diners are much more interested in what your restaurant was like yesterday than what it was like six months ago.

Your goal? Strive for building a continuous pipeline of recent reviews. When a restaurant has over forty recent reviews — that is, reviews that are less than six months old — diners are three times as likely to engage with the listing in some way — by looking at the menu, clicking through to the website, or booking online.

Here are six free tools you can use to encourage diners to leave more reviews:

1. Collect Reviews Directly on Your Website

Use your restaurant’s own website to tell potential diners that you’re on TripAdvisor and encourage them to leave reviews.

If you’re tech-savvy (or know someone who is), you can add a personalized review collection widget which will allow your diners to write a TripAdvisor review without leaving your website. You can easily copy the personalized code from here and paste it onto your website.

You can read more about widgets and how to use them here.

At a minimum, mentioning on your website that you love restaurant reviews and including a link to your TripAdvisor listing should encourage diners to write reviews.

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9 Common Review Express Concerns

9 Common Review Express Concerns Answers to the most frequently asked Review Express questions.

1. What’s the cost for Review Express?

Review Express is free for all businesses listed on TripAdvisor. You just need to be a registered owner or manager for your property. 

2. Why is Review Express better than sending my own email?

Review Express is a free and easy way to collect feedback from guests. You’ll benefit from co-branding with TripAdvisor, the world’s largest travel site. You’ll have access to the Review Express dashboard, which provides clear, accurate results for each of your campaigns. There’s also a reminder email that’s automatically sent to guests who don’t respond – making it even easier for you to get more reviews. 

3. How do email permissions work?

Read our article on Review Express and email permissions here.

4. What happens with my guests’ email addresses when I use Review Express?

When the email addresses are received they are run through our Review Express filters. First, addresses of recipients who have elected not to receive emails from Review Express are removed. Then, addresses that have received Review Express emails from you in the last 30 days, and those that have written a review of your business in the last three months, are removed.

Your Review Express email is sent to the remaining addresses and responses are tracked in the dashboard. If there’s no response within 7 days, and you’ve chosen to send a reminder email to guests, TripAdvisor will send a follow up email on your behalf. At that point, the addresses remain stored in a TripAdvisor server, so results of the campaign can continue to be tracked in the dashboard and future email campaign lists can be properly filtered.    

5. How does TripAdvisor protect my guests’ information?

Email addresses provided to TripAdvisor through Review Express are stored separately and securely. Access is limited to specific people on the TripAdvisor team.

6. Does TripAdvisor use these email addresses for other purposes?

No. TripAdvisor recognizes the value and importance in protecting your guests’ information. Email addresses submitted for Review Express are not used for any other purpose. They are not subscribed to general TripAdvisor email campaigns, or tracked for anything other than reporting on your Review Express dashboard.

7. If I provide my guests’ email addresses, will they automatically become TripAdvisor members?

No, we do not automatically create memberships for Review Express email recipients. However, a user will need a TripAdvisor membership to write a review of your property. When users decide to submit reviews, they can choose to register on the site or log in to their existing accounts and then adjust account settings in relation to receiving future emails from TripAdvisor.

8. Can I accidentally over-email my guests with Review Express?

Only one initial Review Express email and one reminder email can be sent to each guest per visit to your property, within a 30-day time period. The reminder email is only sent if you elect to use that feature and your guest hasn’t already written a review about your property.

If you’re using automated Review Express, we’ll also compare any incoming addresses from your hospitality technology provider with your campaign history to ensure your guests aren’t double-emailed. This is important because you should still use manual Review Express to send emails to the people who don’t book through your technology providers.

9. Can I be selective and only send Review Express emails to guests who are likely to write positive reviews?

You should ask all guests for permission to email them, and send Review Express emails to everyone who consents. Selectively emailing guests who are most likely to write positive reviews is considered a fraudulent practice and may result in penalties for your property. For more information, click here. Keep in mind – properties are often surprised by the amount of positive feedback they receive … after all, the average TripAdvisor review rating is 4.12 bubbles out of 5.1


  • 1. TripAdvisor internal data, January 2014
Last Updated: June 20, 2018

How Reviews Help Your Business

How Reviews Help Your Business Three reasons why reviews help build a successful hospitality business

Many hospitality businesses make the mistake of not actively collecting guest reviews on sites like TripAdvisor. They may have more pressing priorities or concerns about potential negative feedback. But research shows that reviews can provide strong value for hospitality businesses. Here are three reasons why guest reviews are vital to the success of your business:

1. Reviews impact bookings

A recent PhoCusWright study1 revealed the impact reviews have on travelers’ decision-making:

  • 83% of respondents indicated that reviews help them pick the right hotel
  • 80% read at least 6 – 12 reviews prior to booking
  • 53% won’t commit to a booking until they read reviews

Similar trends apply with travelers and attractions and restaurants:

  • 68% of respondents say reviews help them know about attractions
  • 64% read reviews to find better restaurants

These results demonstrate how reviews can impact sales for all hospitality businesses. If you’re not collecting fresh feedback, and sharing it with travelers, you may be losing business to competitors who do.

2. More reviews over time can lead to higher ratings

The average TripAdvisor review rating is 4.12 / 5.2

Academic research has demonstrated that ratings in reviews usually become higher over time. Why? Early guests often have negative experiences that surprise them, which is reflected in initial reviews. As a property gets more reviews, the average rating tends to increase. The researchers believe this is because additional reviews help set traveler expectations. Eventually, the ratings centralize around a more accurate average.3

Consistently collecting reviews yields a more accurate assessment of your property – which is important to both you and potential guests. With more reviews, the impact of extreme feedback can be limited. Plus, using negative reviews to improve can help ensure future ratings continue to rise.

3. Reviews help businesses evolve

Peter O’Sullivan, Owner of Harington’s Hotel in Bath, England, says:

“We might think we’re doing a brilliant job – but there’s no point in us thinking we’re doing a brilliant job if guests don’t think we are – so we really value that feedback…It gives us a way to improve the service and the quality of product that we offer…In the last three or four years, in particular, we’ve really focused more on it. We can see the level of repeat bookings we’re getting has increased as well."

In fact, reviews are a free way to assess how your business is performing. They highlight what’s going well and where improvements can be made. Trends in reviews also reveal insights into guest expectations and how to better meet them.

How to collect reviews

80% of surveyed travelers say they focus on the newest reviews.

So, how can your property collect more reviews? TripAdvisor has lots of free tools to help. Use Review Express to easily send optimized review request emails. It’s even better than using your own email account because it delivers an automatic reminder and a detailed dashboard that tracks the performance of each campaign.  

For even more tools, log in to the Management Center and visit the "Marketing Tools" tab at the top of the page. Here you will find widgets for your website and promotional tools like TripAdvisor stickers and "write a review" business cards. 


  • 1. Independent PhoCusWright study prepared for TripAdvisor, December 2013
  • 2. TripAdvisor internal data, January 2014
  • 3. “Online Customer Reviews of Hotels: As Participation Increases, Better Evaluation Is Obtained.” Cornell Hospitality Quarterly. March 2013.
Last Updated: February 1, 2017

Success Story: A Jaipur Hotel Uses TripAdvisor to Drive Inbound Marketing

Success Story: A Jaipur Hotel Uses TripAdvisor to Drive Inbound Marketing Learn how the Royal Heritage Haveli attracts travelers with Sponsored Placements and converts them with Business Advantage. The Royal Heritage Haveli is a small family-owned boutique hotel that won the Travelers’ Choice award for multiple years in Jaipur, India. See how Shambhavi Singh, the Haveli Director, uses TripAdvisor as an instrumental part of her inbound marketing strategy. Challenge: Maximizing the busy season

Singh strives to get as many travelers to book as possible during the busy season. "Our busy season is short so it's crucial that we make the most of it. It's hard to fill rooms during the off-season because it's very hot in Jaipur," says Singh.

Many other local accommodations providers are pursuing a similar strategy. "It's challenging to stand out among our competitors in Jaipur. We're a small business that competes with well-known hotels for a limited number of travelers who visit during the busy season. So, we need to differentiate ourselves from properties similar to ours," she says.

Solution: Using TripAdvisor to drive inbound marketing "To address this challenge, I use inbound marketing to attract, convert, close, and delight guests, and TripAdvisor is crucial to my strategy," Singh says. "Inbound marketing creates awareness among travelers, and it builds trust and credibility for the Haveli."...

How a New Lisbon Hotel Is Succeeding on TripAdvisor

How a New Lisbon Hotel Is Succeeding on TripAdvisor Corpo Santo built a strong online reputation and amplified that success with TripAdvisor Business Advantage and Sponsored Placements. Corpo Santo Hotel is an independently-owned historic hotel that became a top Traveler Ranked property in Lisbon after opening in 2017. We caught up with General Manager Pedro Pinto to learn about his strategies for success. Building a strong online reputation

Building a great online reputation starts with providing great service. To achieve this, Pinto has invested in staff and constant improvements: "Our strategy is to provide exceptional service and delight guests with new things. Great staff is key so we're careful about who we hire and regularly communicate the feedback we receive," says Pinto.

He then encourages guests to share their experiences with other travelers on TripAdvisor. "We work to outperform ourselves instead of our competitors, always focusing on service and reviews. It's not only about providing a quality experience, but also a commitment to using TripAdvisor to get the word out about Corpo Santo," he shares.

Through a commitment to building Corpo Santo's online reputation with guest reviews on TripAdvisor, Pinto has been able to attract guests — and he continues the cycle with fresh review content. "We encourage guests to write reviews with Review Express," Pinto says. "Guests love our hotel so they're keen to share their experiences — for many, it's even their first review. People who read these reviews arrive excited to stay at our hotel and are then inspired to write us a review after their stay."

Pinto also uses Management Responses to make a lasting impression on past guests and influence potential guests to choose his hotel. "Collecting reviews doesn't guarantee success. We respond to reviews, personalizing our responses and thanking guests," says Pinto. "We also show how we're incorporating feedback to improve. For example, we replaced windows that let in too much noise and then contacted each guest who mentioned the noise to let them know the enhancements we made based on their feedback."

Capitalizing on success with Business Advantage and Sponsored Placements

"With all of our reputation management activity, we've been climbing the Popularity Ranking for Lisbon. We saw from our analytics that 40% of our traffic was coming from TripAdvisor. We wanted to grow our traffic and get more guests so I purchased Business Advantage and Sponsored Placements," says Pinto.

Using Business Advantage and Sponsored Placements together helps Pinto amplify Corpo Santo's presence on TripAdvisor. And the results exceed what he had hoped for. "It’s like winning the lottery. The traffic to our website has grown by 500% with both products. Sponsored Placements has expanded our reach — we've received roughly 69,000 impressions in 6 months with the ads and gotten more clicks to our property listing," Pinto explains. “And thanks to Business Advantage, our direct bookings have increased — and we're achieving a 90% occupancy rate."

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How This Seattle Restaurant Increased Revenue By 30% with TripAdvisor

How This Seattle Restaurant Increased Revenue By 30% with TripAdvisor Nue, a Seattle restaurant, recently rose to the top spot on TripAdvisor's popularity-based rankings. Here’s how they did it and how TripAdvisor has helped them increase their booking traffic and revenue by 30%.

Welcome to Nue, Seattle

If you walk through the doors at Nue, you’ll be immediately transported to another continent. Which continent? That depends on the menu that day.

United by their love of travel and food, Uyen Nguyen and Chris Cvetkowich, co-owners, showcase unique and interesting dishes you’ll be hard-pressed to find elsewhere in the United States.

"One of the things at the core of our passion is that anytime we travel, we see such diversity in food. But here, the same dish is always featured," explains Nguyen. "The analogy I would make is that in the U.S., you would see a lobster roll if you traveled to New England and clam chowder when you’re in San Francisco, but when you go abroad for American cuisine, you just see burgers and french fries. Why is it that other items aren’t being featured? We wanted to introduce people to [new] food."

This approach introduces Seattle residents to traditional global dishes, like South African Bunny Chow or Romanian Mamaliga. Their goal? To attract curious eaters like themselves — as well as local immigrant communities yearning for tastes from home. "When we featured Romanian Mamaliga, we met the Romanian community [in Seattle]," says Nguyen. "Someone even brought their mom all the way from Vancouver to try this dish because they were honored that [we] would feature their home cuisine."

That’s where TripAdvisor comes in. "It’s my #1 choice [as a review platform for my business] because I can really appreciate customers who are out there seeking the experience of different cultures," says Nguyen. "When I travel to other countries, I use TripAdvisor. I wanted to really focus on that platform because I wanted to engage the traveler [since] our whole concept is built around travelers."

The Challenge: Starting a Restaurant from Scratch

Starting a restaurant is always a challenge, and it was no exception for the husband-wife pair. "At the beginning, we had to work to earn every single customer that worked through the door," says Nguyen.

Part of that was putting in the work to manage Nue’s online reputation, including uploading Management Photos, responding to reviews, and updating their business hours. "When we started being more intentional in answering all the little questions TripAdvisor asks for us to fill in, we saw a major increase in engagement from our customers clicking on things," says Nguyen.

Managing their listing also helped them drive more reviews from customers. Says Nguyen, " I noticed that once we had better pictures, we started driving a lot more reviews."

The Results

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Influences on Diner Decision-Making

Influences on Diner Decision-Making More consumers than ever use and trust online review sites and social media for recommendations on where to eat – both at home and while traveling. Our latest survey examines the impact of today's most popular digital marketing channels and what factors influence diner decision making.

Overview

Today’s restaurant operators have a lot on their plates. Between dinner rush, managing employees, and calculating inventory, it's hard for owners to find time to market their business. And on top of that, the world of digital marketing is more complex than ever, making it increasingly difficult to pick where and how to invest scarce resources when attempting to efficiently reach the right customer.

In fact, in the 2017 TripAdvisor Restaurant Marketing Study, the majority of global respondents reported spending less than 10% of their time promoting their business.

But what online channels influence a customer to choose where to dine?

More consumers than ever use and trust online review sites and social media for recommendations on where to eat – both at home and while traveling. Recent surveys also show that restaurant operators overwhelmingly believe that managing their online reputation has become an essential part of running their business.

With this in mind, TripAdvisor’s latest survey examines the impact of today’s most popular digital marketing channels and what factors drive diners into a restaurant, inclusive of reviews, photos, and owner engagement with an increasingly mobile consumer.

The new CVENT survey, which analyzed the dining behaviors of more than 9,500 consumers across key markets in the US and Europe, revealed that TripAdvisor is overwhelmingly regarded as the most influential online dining resource compared to Google, Facebook and Yelp. See methodology below.

TripAdvisor: An Essential Dining Resource for Travelers and Locals

It’s no surprise that online reviews play a huge role in influencing consumer dining decisions. The vast majority of respondents reported basing a dining decision off of an online review, with up to 72% in some markets also noting they have been influenced by restaurant photos. Specifically, most respondents reported that TripAdvisor dining content has influenced them to try a new restaurant.

Online Reviews Influence Dining Decisions

Online Photos Influence Dining Decisions

TripAdvisor Inspires Diners to Try New Restaurants

The survey also found that diners, both locals and travelers, use TripAdvisor as a restaurant discovery site with the majority of respondents stating they have opted to dine at a restaurant as a result of a TripAdvisor ranking, review, rating or award.

Dining Decisions Based on TripAdvisor

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Oxford Economics Global Travel Market Study

Oxford Economics Global Travel Market Study Get insights on the size of global travel market and TripAdvisor's impact from "Sizing the Worldwide Travel Economy" study, conducted by Oxford Economics in partnership with TripAdvisor. $5.29 Trillion Value of the 2017 global tourism market 41.9% Growth of global travel market in the past 10 years...

How an Independent Hotel Chain in Europe Increased Direct Bookings by 150%

How an Independent Hotel Chain in Europe Increased Direct Bookings by 150% Central Hotel and Forum Hotel in Bulgaria drive more traffic to their websites with TripAdvisor Sponsored Placements. Background Travelers' Choice winner Central Hotel and Certificate of Excellence holder Forum Hotel are jointly-owned independent boutique hotels in Sofia, Bulgaria. Hear how Zhivko Zhelyazkov, Hotel Manager, has increased direct bookings at both properties with TripAdvisor Sponsored Placements. Challenge Because fewer travelers visit Sofia in the winter, demand for Central and Forum Hotels is much lighter. As Zhelyazkov notes, "January and February are difficult months, and we are very focused on driving more direct reservations during that period." Solution...