More need-to-know info about TripAdvisor for travel suppliers

By Daniel Edward Craig

Last week’s TripAdvisor Master Class event in Miami was my fourth, and I love them not only because I get to chat with accommodation providers and experience fantastic properties like the Fontainebleau Miami Beach, but also because each time I learn new things.

I’ve shared highlights of my presentation in previous posts, so this time I thought I’d share some of the things I learned from other speakers.

Do travelers care about management responses?
Brian Payea, TripAdvisor’s head of travel industry relations, presented results from a survey TripAdvisor commissioned from Forrester Consulting late last year. The survey, which received completed responses from 2,188 U.S. travelers, reveals some of the most compelling evidence I’ve seen to date of the importance of responding to reviews.

For details check out Why Management Responses Make a Difference.

Ever wish you could write a review of your own property?
Well, you can: by completing the Property Details section. I was astounded to learn that only 15% of hotels have completed the Details tab on their TripAdvisor listing. When TripAdvisor broadens its analysis to include hotels, B&Bs and inns, the number increases to 30%—further proof that the B&B sector is on it when it comes to online reputation management.

Why astounded? Well, because I’m dramatic. But also because the content is searchable, the site gets 40 million unique visitors a month and adding property details is my favorite price: free. Moreover, in a recent TripAdvisor survey 92% of travelers indicated they are more likely to book accommodations that post a detailed property description and photos.

Speaking of photos, Payea also noted that the amount of photos and video you can upload to your listing is unlimited, and you can add up to six tags to videos. More free, searchable content. Now stop wasting so much time on Twitter and focus on where the real travel decisions are being made. For help check out How to Optimize Your TripAdvisor Listing. 

Reviews are forever—almost
At virtually every event a hotelier asks, “How long before reviews are removed from the site?” Hope springs eternal, but the answer is never—well, almost never. According to TripAdvisor, reviews that are consistent with TripAdvisor policies remain on the site unless the reviewer asks for their review to be removed. TripAdvisor may also remove reviews when owners can provide evidence of a change of ownership or brand.

For proof, check out the first-ever TripAdvisor review, posted in the equivalent of the swinging sixties in internet years: February 2001.

Nevertheless, reviews diminish in influence on the Popularity Index over time. As a reminder, the Popularity Index takes into account quality, quantity and recency of TripAdvisor reviews.

Direct bookings on the fly, around the world
TripAdvisor Business Development Manager Romina Rozensztajn reported that a Business Listings subscription includes direct links to your property on all 29 TripAdvisor domains worldwide. Business Listings also come with a direct link to your property’s phone number on the TripAdvisor mobile app (if you choose this option).

Given that TripAdvisor’s mobile site attracts more unique visitors than any other mobile website in the travel industry and that Google recently reported that 19% of all hotel queries in search are being conducted on mobile devices, a Business Listings subscription might just be your fast track solution to driving those tasty direct bookings and last-minute reservations.

It’s about the destination, not just the journey
TripAdvisor is more than reviews; every destination listed on TripAdvisor has a dedicated forum, and the site now features more than 85,000 forums. Brian Payea calls this “a goldmine of information about what travelers are looking for”. And discussions aren't applicable only to accommodation providers, they concern tourism operators, restaurants and destination management organizations.

For more info see takeaways from my presentations at previous Master Classes in Las Vegas and California.

Also, visit the TripAdvisor4Biz blog and stay tuned for announcements about upcoming Master Classes in other cities in North America.