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TripAdvisor Insights The essential hospitality marketing resource

PhoCusWright insights plus TripAdvisor tips, Part 1


PhoCusWright insights plus TripAdvisor tips, Part 1

Give your TripAdvisor presence a boost with these insights from PhoCusWright and powerful tips from TripAdvisor insiders.

We recently created the 24 insights to shape your TripAdvisor strategy infographic to help you stay on top of travel review trends for 2014.

To take things even further, here are some key trends and our tips for you on how to turn these insights into a stronger TripAdvisor presence for your property.

TripAdvisor Insights exclusive: Inspiring reviews

The insight: Common reasons why travelers write review are…

  • I feel good sharing useful information with other travelers
  • I want to share a good experience with other travelers
  • I want to make the property aware of its strengths/shortcomings
  • I feel like I’m part of TripAdvisor’s social community
  • I want to warn other travelers about a bad experience

The tip: The main motivators for writing travel reviews all start with two things: having a sense of belonging and being heard. To foster those feelings with you, train all staff (not just traditional frontline employees) to greet guests with a smile and friendly hello. Then make sure a team member – from management, if possible – asks how things are going for the guest and if there’s anything you can do to make things even better. You’ll show that you value the guest’s experience and their feedback, which boosts their opinion of you and encourages them to share their feedback online as well.

“Not only are travelers referencing reviews before they book, they are clearly more highly engaged by businesses that respond to reviews.” – Barbara Messing, Chief Marketing Officer, TripAdvisor

The wisdom of the crowds

The insight: 1 in every 2 travelers wait to book until they read a hotel’s reviews.

The tip: Add the Rave Review Widget or Review Snippets Widget to your website. You’ll impress travelers doing their research, and you’ll save them time so they can book even sooner. Learn more about free TripAdvisor widgets

Close the loop to close the deal

The insight: 62% of travelers are more likely to book a hotel that responds to reviews.

The tip: Give yourself a deadline (such as 3 days from when new reviews are posted), or reserve a certain amount of time each week, to respond to new reviews. And to maximize the benefit you get from your responses, start by reading The one thing your Management Response must do.

View the full infographic