Top Ways to Make Better Decisions with the Analytics Suite

Learn how the Business Advantage Analytics Suite can help you make informed decisions about your business.

The Analytics Suite, available for Business Advantage subscribers, provides extensive data from the world’s largest travel site. You can leverage this data to drive key business decisions and create better customer experiences.

To access the Analytics Suite, log into the Management Center, then under the “Drive Bookings” menu at the top of the page select “Analytics Suite.” Here are our top tips for taking advantage of all the Analytics Suite has to offer:

1. Assess performance at a glance

Short on time? Spend five minutes in the Overview section to get a high-level summary of the most important Analytics Suite metrics. Focus in on the metrics highlighted in red – these are areas where we’ve spotted issues or problems. Click into these metrics to dig deeper into the underlying data and learn more.

2. Benchmark your performance against competitors

Activate competitor sets to see where you’re ahead of your competition – and where you’re potentially falling behind. The best part? You can fully customize the properties you want to see – from the hotel around the corner to one that’s half-way around the world. To configure your competitor sets, visit the Competitor Set Editor section. Click the “Create New Set” box and choose the properties you’d like to add. Come back to this page at any time to view, edit or delete your existing sets.

You can create up to 10 different competitor sets – each with five properties – so get creative. Create one of direct competitors for leisure travelers, another for business travelers, one for your neighborhood, plus another of the award-winning properties in your region. It’s completely up to you! To switch between your competitor sets, click the blue menu bar at the top of any Analytics Suite page.

3. Monitor your online reputation

How many reviews are you getting every month? Are they coming from couples or families who have visited your property? How often are you responding to reviews? In the Reputation Insights section, you have access to key data on your reviews, bubble ratings and Management Responses. Spot trends in the data to help inform decisions and provide a better experience to future guests. For example, the data on average rating by property detail can help you identify and correct specific issues with rooms, service, sleep quality, etc.

4. Track traffic and rankings in your market

Once your competitor sets are in place, you can monitor trends on traffic and rankings in your market by accessing the Market Position section. Choose a custom date range to compare by clicking the date filter button above the graph on the right-hand side. Choose your dates and see how your ranking or unique visits have changed over time. Are you seeing any general trends? Are your competitors showing similar trends? Build a strategy based on your findings and then take action.

5. Find out what travelers are clicking on

Discover what travelers care about most by tracking clicks to your Special Offers and Contact Details in the Click Activity section. Track the success of your Special Offers and see which ones resonate best with guests. Do discount offers perform better than meal vouchers? Are weekend deals more popular than holiday ones? With this information you can create new Special Offers that are even more appealing to your travelers. View the total direct referral clicks and evaluate which links are working best by analyzing the clicks by link type.

6. Assess photo engagement & amenities

See how travelers are engaging with your photos in the Photos & Amenities section. If the average number of photo views per traveler is lower than you expect, try switching up the order of your photos or starting with a stronger image to engage potential guests. Your photo engagement rate is another strong indicator of how guests are interacting with you. If this number is trending down, it may be time to add new Management Photos.

Compare your amenities side by side with those in your custom competitor sets to identify advantages and shortcomings. If you notice that most of your competitors offer dry cleaning to their guests, consider adding this service to appeal to travelers looking for this convenience during their stay.

7. Analyze demand

The Demand Trends section gives you access to key visitor data including the top countries, cities and times when visitors are searching for your property, as well as their booking lead times and length of stay. Leverage this information to design Special Offers, set Announcements, plan inventory, and more. For example, if you notice that travelers are searching for stays in the month of January, grab their attention with a “New Year, New You” Special Offer calling out your 24/7 health club & relaxing spa.

 Not seeing data in the Demand Trends section? Upgrade your Business Advantage subscription by logging into the Management Center and clicking “Get online help” from the right-hand side. Under “Please tell us what the issue is” select “Business Advantage.” Then, choose “Interested in Upgrading” and add your comments. An account representative will be in touch to discuss upgrading your subscription.

8. Download data

All of the data available in the Analytics Suite can be downloaded to an Excel spreadsheet via the “Download Data” button at the top right of each page. This functionality allows you to save time by consolidating your Tripadvisor metrics with data from other sources and analyzing them together. 

Don’t have download data functionality? Upgrade your Business Advantage subscription by logging into the Management Center and clicking “Get online help” from the right-hand side. Under “Please tell us what the issue is” select “Business Advantage.” Then, choose “Interested in Upgrading” and add your comments. An account representative will be in touch to discuss upgrading your subscription.