The Final Word: TripAdvisor Management Responses
How to craft a response that will make a lasting impression on potential guests
Over 455 million unique monthly visitors come to TripAdvisor each month. These visitors are doing a variety of things including researching and booking all aspects of their trips, reserving tables or tours, and writing reviews. In fact, TripAdvisor now has over 570 million reviews and opinions with 290 new contributions every minute.1 Once received, reviews are moderated and posted to each business’s listing page on TripAdvisor. You can learn more about that process in our Journey of a Review video (available in English).
The Last Word
While a reviewer starts the feedback cycle, registered owners can have the last word by adding a TripAdvisor Management Response. The Management Response feature allows you to provide direct feedback and add your perspective on each review. Since only one review per experience can be submitted – and no additional comments can be added to the thread – your Management Response becomes the final word on that review. Not only is it the final word to the reviewer, but it also allows other potential guests on your page to see the resolution.
Writing Strong Responses
Only one review can be written per experience and registered owners can only write one Management Response to that review. This means your Management Response will create a lasting impression and can have a significant influence on other potential guests visiting your TripAdvisor page. So, it’s important to choose your words wisely because a well-written Management Response can help sway decisions in your favor.
Addressing a Negative Review
Lamenting over a negative review? Management Responses allow you to share your side of the experience and demonstrate to other potential guests that you’re listening and acting on the feedback. In fact, research shows that a weIl-crafted Management Response can actually help neutralize the impact of a negative review: 85% of survey respondents agreed that a thoughtful response to a bad review improved their impression of the property.2 Here are three tips to help you write a well-balanced response to a negative review:
- Share the rest of the story: A review only covers the visitor’s side of the experience, but the full story doesn’t stop there. Complete it by providing context on what was happening behind the scenes or sharing what was unique about the situation. Be sure to talk about what you’ve done since you received the review, including any changes you’ve made or conversations you’ve had. This shows potential guests that you care about that feedback and use it to improve your operations. Learn more in our Responding to Reviews Workshop: The Essentials.
- Build guest confidence: A review may surface something about your business that didn’t quite meet someone’s expectations. That’s perfectly fine! The key is to acknowledge that you’ve heard the feedback and, where possible, addressed it. This keeps other potential guests from wondering if the same thing is going to happen to them and convinces them that it’s safe to visit. Learn more about The One Thing Your Management Response Must Do.
- Write like you’re introducing yourself: While you’re responding to someone who has already interacted with your business, don’t lose track of your real audience – other potential guests on your page. Write your response as though you’re providing an introduction to your business. Include more background or context on why something happened in a certain way, and always take a positive and professional approach. Respond as you would when greeting someone who’s just walked through your front door. Learn more on Optimizing your Management Response Voice.
The Last Word on a Positive Review
Nothing but glowing reviews? You’re in good company, according to a recent Phocuswright survey, 73% of respondents said they wrote a review because they wanted to share a positive experience.3
Don’t miss out on the opportunity to amplify the benefits of your positive reviews. A Management Response here shows you’re committed to using feedback to make ongoing improvements – demonstrating that a good experience is no accident. Here are a few ways you can further capitalize on your positive feedback:
- Show appreciation and highlight key points: Writing reviews, and Management Responses, takes time and effort. Thank your reviewers for sharing their feedback. Be specific. If the review calls out a particular benefit or selling point of your business, reiterate it in your response and build in why it differentiates your business. That way your last word calls attention to your property’s best features.
- Give your business a face: Hospitality businesses thrive based on their teams. Taking the time to write a personalized Management Response - from an actual person instead of a generic title - shows that there are real people behind the experience. This can make you seem more approachable and welcoming. In the case of a positive review, it also gives you an opportunity to provide recognition to your team - which can increase employee motivation.
- Encourage a return visit - and ask for referrals: Take the opportunity to invite happy reviewers (as well as their friends and families) to return to your business in the future. But be careful to avoid offering any incentives for a return visit – or in return for the positive review – because that violates TripAdvisor’s Management Response guidelines.
Want more tips on responding to TripAdvisor reviews? See our complete Management Response guide.
- 1. TripAdvisor log files, average monthly unique visitors, Q3 2017
- 2. Source: https://www.tripadvisor.com/TripAdvisorInsights/n2665
- 3. Source: 2015 ‘Custom Survey Research Engagement’ conducted by Phocuswright on behalf of TripAdvisor.
Respond to Reviews in the Management Center
Respond to Reviews in the Management Center
Last Updated: December 26, 2017