(english) Nueva Guía Tripadvisor Hoteles Aumentar opiniones online, tráfico a tu web y reservas

Managing Guest Satisfaction Surveys: Best Practices
Guide
TripAdvisor for Hotels:
How to Drive More Reviews,
Website Traffic & Bookings

Index
Introduction 3
The Latest TripAdvisor Research
• TripAdvisor Facts & Figures 5
• 2015 TripBarometer Survey 6
• How Important Is TripAdvisor 7
How to Optimize Your TripAdvisor Page
• What Is Optimizing? 9
• The New Q&A Feature 16
• Good Reasons to Optimize Your Page 17
TripAdvisor Filter Options 19
Tips for Earning Positive Reviews
• The Review Cycle 22
• Proactive vs. Organic Approach 23
• Success Story: Library Hotel Collection 25
Driving Website Traffic & Bookings
• Paid TripAdvisor Options 28
Tracking Performance
• Setting & Sharing Objectives 33
• Tracking Performance 34
About Us 36

Introduction
3
With its ever-expanding community, wealth of guest
feedback, and new ways to drive direct bookings,
TripAdvisor has never been more integral to the success of
hotels. If you’re not actively managing your presence on
the world’s most popular travel website, you’re missing
out on opportunities.
In this guide we bring you up to speed on the latest news
and features on TripAdvisor. We’ll show you ways to
optimize your presence, earn more positive reviews, and
drive a higher volume of website traffic and revenue.

The Latest
TripAdvisor
Research

Managing Guest Satisfaction Surveys: Best Practices5
In 2015, TripAdvisor is celebrating its 15th year in business.
Launched in 2001, TripAdvisor has since grown to be the
largest travel website in the world. TripAdvisor sites reach
over 340 million unique visitors each month, operate in 45
countries, feature 225 million reviews and opinions, and
list more than 4.9 million accommodations, restaurants
and attractions worldwide.
Following the general trend, an increasing amount of
activity on TripAdvisor is taking place on mobile devices.
Nearly 190 million travelers have downloaded TripAdvisor
mobile applications, and nearly 50% of users have visited
TripAdvisor via a tablet or mobile phone. (TripAdvisor Fact
Sheet, 2015.)
Since its inception, TripAdvisor has had a disruptive impact
on the hotel industry, and this continues today. In March
2015, TripAdvisor released the results of a survey of over
7,215 hospitality business owners worldwide. (TripAdvisor,
2015).
Of those surveyed:
 82% agreed that review sites have a positive impact on
the hospitality industry and service standards.
 70% indicated they have taken steps to improve quality
of service as result of a TripAdvisor review.
 60% said they check reviews “whenever a new review
comes in”, whereas 19% check reviews daily.
TripAdvisor Facts & Figures
190 million App
downloads
50% views on
Tablet & mobile

2015 TripBarometer Survey
6
Furthermore, in the 2015 TripBarometer Survey of
over 10,000 hospitality businesses worldwide,
online reputation management was identified as
the top investment priority in 2015, outranking
renovations, marketing, staff training and
technology (TripBarometer, 2015).
Clearly, hoteliers understand the importance of
TripAdvisor reviews, of acting on guest feedback in
reviews, and of managing online reputation. But
many struggle to keep up with changes on the site
and are unsure how to take advantage of the
opportunities. In the coming sections, we’ll provide
insight in these areas and will show you ways to
make the most of your TripAdvisor presence.

How Important Is TripAdvisor?
12
During ReviewPro’s webinar, TripAdvisor for Hotels: How to Drive More
Reviews, Referrals and Revenue, we asked attendees how important
TripAdvisor is to them. Of the hundreds of hoteliers in attendance, a
whopping 87% said that TripAdvisor is either very or extremely important
to the success of their brand.
How important is TripAdvisor to the success of your hotel or brand?
Watch the webinar here
2%
11%
50%
37%
0% 10% 20% 30% 40% 50% 60%
NOT IMPORTANT
MODERATELY IMPORTANT
VERY IMPORTANT
EXTREMELY IMPORANT
TripAdvisor for Hotels:
How to Drive More
Reviews, Referrals &
Revenue
In this webinar our panelists,
including Brian Payea from
TripAdvisor, bring you the latest
industry news, research and
tips from TripAdvisor and show
you how to boost your hotel’s
ranking while driving revenue.

How to
Optimize Your
TripAdvisor Page

What Is Optimizing?
9
By “optimizing” we mean adding information,
imagery and other details to your page that will
help travelers find your hotel on TripAdvisor, learn
about the services and amenities you offer, and
convert into guests.
Much of the content on TripAdvisor is searchable,
both within TripAdvisor and on search engines
like Google and Bing. This includes reviews,
management responses, property descriptions
and imagery. By adding keywords, location
information and descriptions, you will help drive
traffic to your page.
Think of TripAdvisor as a secondary website.
While much of the content is contributed by
travelers, you control some key areas of your
page. To ensure information is complete and up-
to-date, follow the steps in the next slides.

A. Register with the Management Center
10
If you haven’t done so already, go to
TripAdvisor’s Management Center
(www.tripadvisor.com/owners) to
claim or create your listing. You will
be taken through a verification
process to prove that you are an
official representative of your hotel.
Once verified, you’ll be able to
update your page with a variety of
content. You will also have access to
free tools and resources within the
Management Center to help you
manage and promote your page.

B. Update Your Property’s Page
11
In the Accommodation Details section, provide as much
information as possible, including:
General Information
Include the official name of your hotel and contact
information.
Address and Map
Add your full address and ensure that your property pin is
located in the right place on the map.
Amenities
Indicate the number of rooms your hotel has and the
amenities your property provides such as a restaurant, spa
and fitness center. Indicate Internet access and other
services provided and any brand affiliation. Be thorough, as
travelers can sort searches based on amenities; the new
“Just For You” default filter ranks results in part according to
the user’s preferred amenities (see next section for details).
Description
Add a detailed description of your property, saying what
makes it special. Include location, facilities, outlets and
amenities.

C. Add Photos & Videos 1/2
TripAdvisor allows hotels to upload an unlimited number
of photos and videos to their page free of charge. At a
minimum, add a variety of high quality, professional
photos that show travelers what to expect. This should
include the exterior of your hotel, lobby, restaurants, bar,
meeting rooms, fitness room, pool, spa and any other
relevant spaces. Add a caption to describe each photo.
You can also suggest to TripAdvisor which image to
feature as the “primary photo” - the large banner image at
the top of your page. This photo should be of high quality,
visually appealing, and at least 800 pixels wide by 350
pixels high. Note that TripAdvisor reserves the right to use
a different photo.

C. Add Photos & Videos 2/2
Subscribers to Business Listings can also create a slide
show of images. For videos, you can add tags as well as a
description. Tags are keywords or labels that describe the
video and help users find it in searches. Parameters
regarding size, length and copyright of videos are
provided in the Management Center.
If your property undergoes renovations, be sure to delete
old imagery and upload new imagery. While you cannot
delete photos uploaded by travelers, you can flag them if
they are inaccurate or inappropriate.
Did you know?
If your property undergoes major
renovations, you may be eligible to
delete previous reviews and photos.
If your property changes ownership
or brand, you might also qualify to
start with a clean slate.
For more details go to the “Manage
Your TripAdvisor” page in the
Management Center or click here.
?

We will develop a solution to any concern raised.”
D. Add Widgets to Your Website
In the Management Center, you can download a variety of widgets to display on your website. This includes the
TripAdvisor icon, Certificates of Excellence, a review feed and a rating box. You can also download an app that
displays reviews and photos on your Facebook page.

We will develop a solution to any concern raised.”
E. Manage Reviews
To set up email alerts of TripAdvisor reviews, log in to the Management
Center, go to the “Get Help with Your Questions” section, and click “Get
notified of new reviews”. Be sure to appoint an employee with primary
responsibility for monitoring and distributing reviews to appropriate
staff.
Posting management responses to reviews is highly recommended. It
shows that you’re listening and you care, and it’s an opportunity to
thank guests for positive comments, to change perceptions and to clear
up any misconceptions. For guides and webinars on how to respond to
reviews, visit ReviewPro’s Resource Hub.
ReviewPro Tip:
ReviewPro features an email alert
system for reviews on TripAdvisor and
all other important review sources.
Monitoring Reviews
ReviewPro’s Online Reputation
Management solution
aggregates review data from
142 OTAs, review sites and
social media platforms in +45
languages.
For hotels, a positive reputation
means exceeding expectations
that can result in increased
revenue. We make it easy to
monitor, analyze, manage and
improve your hotel’s reputation
to increase guest satisfaction
and drive revenue.
Request a Free
ReviewPro Demo now

The New Q&A Feature
You may have noticed a new tab on TripAdvisor property
pages called Q&A. This feature allows visitors to ask
questions about a property and receive answers from
hotel representatives, past reviewers and other members
of the TripAdvisor community.
When a traveler posts a question, the registered contact is
notified immediately by email. Make a habit of responding
as soon as questions come in.

Good Reasons to Optimize Your Page
Engagement
The factors that drive the most traveler engagement
(defined as page views per session and booking enquiry
clicks) on hotel and B&B pages are:
1. Number of photos
2. Total number of reviews
3. Management responses in the past year
4. Number of reviews in the past year
Rating
Properties that don’t respond to reviews have an average
rating of 3.81 out of 5.0, whereas properties that respond
to at least 40% of reviews have an average rating of 4.05.
Photos
Properties with at least one photo receive a 138% increase
in engagement and a 225% increase in the likelihood of a
booking enquiry. Properties with over 100 photos receive
a 151% increase in engagement and a 238% increase in the
likelihood of a booking enquiry.
Management Responses
Hotels that provide management responses to reviews are
21% more likely to receive a booking inquiry via TripAdvisor
than those that don’t respond to reviews. Properties that
respond to over 50% of reviews increase the likelihood of
a booking enquiry by 24% compared to properties that do
not respond to reviews.
In 2014, TripAdvisor released data from a study of the 25 most reviewed cities which provides compelling reasons to
take the time to optimize your page (TripAdvisor, 2014). Here are some highlights:

TripAdvisor Filter
Options

Filter Options (1/2)
In recent years, TripAdvisor has added a variety of filter
options to allow users to search hotels according to what’s
important to them. This includes hotel class, style, brand,
location and amenities, as well as free Wi-Fi and budget.
Users can also sort hotels using a variety of filters. This
includes:
1) Ranking
Traditionally, the default ranking for hotel listings has been
the Popularity Index. TripAdvisor doesn’t reveal all the
ingredients that go into the Popularity Index algorithm that
ranks hotels in a destination, but it does confirm that the
three most important factors are the recency, quality and
quantity of reviews. This means that a review posted a week
ago will have more weight on your ranking than a review
posted last year. This provides a strong incentive to ensure
you’re receiving a steady stream of positive reviews (see the
next section for tips).
2) Friends First
For several years now, TripAdvisor has allowed users
to personalize results by connecting their personal
Facebook page with their TripAdvisor profile. If users
then change the filter option to “Friends first”, the
hotels that their Facebook friends and friends of
friends have reviewed, checked in to and liked are
then listed first. This means that the more active your
guests are at reviewing, checking in to and liking your
hotel on Facebook, the higher the likelihood your
hotel will appear in “Friends first” results.

Filter Options (2/2)
3) Just For You
The latest filter on TripAdvisor is called Just For You, and it
is the new default option. According to TripAdvisor, this
filter is based on an algorithm that takes into consideration
a variety of factors: Popularity Index rankings, the user’s
previous activity on TripAdvisor and preferences toward
hotel style, location, amenities and brand, and the user’s
prior TripAdvisor research and site contributions. The
purpose is to personalize results, helping travelers find
hotels that match their preferences.
For example, if a user has shown a preference for trendy,
boutique hotels located downtown with a swimming pool,
the most popular hotels in these categories will come up
first. The algorithm gets smarter as it collects more
information from the user. Users can turn the filter off in
their account profile settings or change the filter option.
But given that this is now the default filter option, it’s even
more important for hotels to keep page content accurate
and up-to-date, especially the Amenities section.

Tips for Earning
Positive Reviews

The Review Cycle
Despite recent changes to filtering options, the most
effective way to produce results on TripAdvisor
remains the same: by consistently earning positive
reviews. The better your reviews, the higher your
rating and ranking, and the more visibility and booking
queries you will generate.
So then, how can you generate positive reviews?
There are two main approaches:
1. The Proactive Approach
2. The Organic Approach

1. The Proactive Approach
Sometimes your guests need a little nudge to remind them
to tell the world how fabulous your hotel is. There are a
number of ways to solicit reviews:
• Ask at departure: Provide employees with a basic
script to avoid making guests feel awkward or
pressured. For example, they might say, “I’m happy to
hear you enjoyed your stay. It would mean a lot to us if
you helped spread the word by posting a review on
TripAdvisor.”
• Hand out cards: Including a card or pamphlet with
guest folios or in guestrooms is a softer approach to
requesting reviews. In the Management Center you can
order cards from TripAdvisor at no charge save for
postage.
• Display logos: Consider displaying TripAdvisor signage
on property and a logo or widget on your website as a
reminder to visitors.
• Send a post-stay email: Post-stay emails are highly
effective because they make posting a review easy.
Guests receive them while at a computer or mobile
device, with a thanks for staying and a direct link to the
review page.
• Include in guest surveys: ReviewPro’s Guest Survey
Solution allows you to embed a TripAdvisor review
form directly into your survey through the TripAdvisor
Review Collection Program. This has proven to be
highly effective at generating reviews.
Note: that it is against TripAdvisor’s terms of service for owners and
employees to write reviews of their business. Nor is it permitted for
hotels to offer incentives or rewards to guests for writing reviews.

The most effective way to generate positive reviews is
organically, by offering such a positive experience that
guests feel compelled to tell others. People are more
likely to write reviews when expectations are surpassed
and they are surprised and delighted. This is often
found in the small details and the special care of
guests.
Instill the importance of reviews in all employees, train
and empower them to exceed expectations, and
recognize and reward them for positive comments.
2. The Organic Approach
Empower Employees to
Exceed Expectations
Delighted Guests
More Reviews

Success Story: Library Hotel Collection
How Library Hotel Collection Dominates the Charts on TripAdvisor
Here Adele Gutman, Vice President of Sales, Marketing & Revenue at Library
Hotel Collection, shares how her four New York hotels have occupied the top-
ten rankings of over 400 hotels in New York on TripAdvisor for almost 10 years.
The company’s Aria Hotels also rank among the top ten in Prague and Budapest.
Gutman told us that there are many benefits to a high ranking, including more
visibility, greater demand, more opportunities to convert and a higher average
daily rate. Positive reviews also make for happy staff. “Staff feel great when they
get this kind of feedback from guests”, she said. “They take pride in their work.
It’s a lot more pleasant than handling complaints all day.”
“
Every time you make a guest truly feel cared for,
respected and appreciated, you create an opportunity
for another positive review. Every employee must do
this at every touch point for every guest.”
Adele Gutman,
Library Hotel Collection
Adele Gutman
VP Sales, Marketing & Revenue

Top Tips for Earning Positive Reviews
Gutman shared her top tips for earning positive reviews:
1. Read reviews and share with staff daily. Constantly
reinforce their primary objective of making guests
happy. Ensure they understand their role and the
relationship between guest happiness and revenue.
2. Analyze every review. Include all staff in the process,
and look for guest likes as well as dislikes. Find what
inspires guests to write positive reviews, identify touch
points that “light the guests up”, and ask how you can
make guests even happier.
3. Hire the right people. This may not seem like
marketing, but “service is marketing”. You can’t train
people to love taking care of guests; you must start with
people who want to do the right thing.
4. Teach staff daily how to be successful. Give staff the
skills, tools and freedom they need to make guests
happy. This requires removing fear from the equation.
Employees should never feel that they’re going to get
into trouble because they made a decision to help a
guest.
5. “Sparkle sunshine” on guests daily. Take every
opportunity to make guests feel respected, appreciated
and cared for, at every touch point.
6. Send a post-stay email asking for a review. When you
treat every guest as special, they will want to do
something for you in return—like write a review. Send a
post-stay email request to make it easier for them.

Driving Website
Traffic & Bookings

Paid TripAdvisor Options
In addition to the free options discussed in previous sections,
TripAdvisor offers a number of paid options to help hotels enhance
their presence and drive a higher volume of website traffic, booking
enquiries and revenue.
These include:
• Business Listings
• TripConnect
• TripConnect Instant booking
In one of our recent webinars, Brian Payea, Head of Industry Relations
at TripAdvisor, discussed these options with ReviewPro. In the
following pages, we explain paid TripAdvisor options in more detail,
including expert insights from Payea.
Brian Payea
Head of Industry Relations

Business Listings
“Business Listings offer a direct way for travelers to connect
with your property during the decision-making phase”,
explained Brian Payea, TripAdvisor’s Head of Industry
Relations. “A regular listing is always free. A paid Business
Listing allows properties to add their own contact
information such as a website address, phone number or
email to their page.”
Subscribers to Business Listings can also add a special offer
to their page, such as free breakfast, complimentary parking
or extra loyalty points. “Special Offers is a way to bring
more attention to your property and to increase the
likelihood that a guest will convert”, said Payea. “It offers
opportunities to be found in various areas on TripAdvisor,
not just your own page. Business Listings also comes with
the opportunity to create a photo slideshow, a way to
maximize impact of photos.”
Asked about recent increases in pricing for Business
Listings, Payea explained that prices are specific to each
property and are based on TripAdvisor data on the property
and similar properties. “We look at the number of page
views the property is getting and the data we have about
click-through rates and conversions as well as projected
revenue for the property in order to determine a price
specific to each property”, he said.

TripConnect
TripConnect is a metasearch engine that allows hotels
to bid on placement in pricing query results on
TripAdvisor. It works on a cost-per-click model similar
to Google AdWords. The more you spend, the higher
your property’s listing will appear in the price
comparison box. Hotels pay only when a user clicks
their ad.
TripConnect can be an effective way to drive direct
bookings because it targets travelers who are on your
page and actively considering your property. It can
help hotels compete with online travel agencies for
bookings on TripAdvisor and drive traffic to your own
booking channel. To use TripConnect, your hotel’s
Internet booking engine must be certified by
TripAdvisor.

TripConnect Instant Booking
More recently, TripAdvisor introduced Instant Booking, an
opportunity for travelers to book hotels directly on
TripAdvisor. Instant Booking works on a pay-per-booking
commission model, with two rates offering different
levels of traveler views.
For the 15% commission option, the hotel receives half of
all “Book on TripAdvisor” traveler views and the bookings
those views generate. For the 12% commission option,
the hotel receives one quarter of all “Book on TripAdvisor”
traveler views. Hotels pay only when a booking is
completed, and all guest and booking data goes directly
to the hotel.
“When travelers book instantly, hotels control the guest
relationship from the beginning”, Payea explained. “It’s
your reservation.”

Tracking
Performance

Setting & Sharing Objectives
Lastly, it’s important to keep a close eye on your TripAdvisor performance to ensure you are making the most of
opportunities. This may include setting objectives in terms of your overall rating, ranking and review volume and
comparing performance to competitors.
To get all staff on board:
Share your goals,
objectives &
strategies
Report progress
on a monthly
basis
Work as a team
to resolve
complaints
Recognize &
reward staff for
positive feedback
Staff on board

Tracking Performance
In the Management Center, TripAdvisor provides basic
information to help hotels track review performance. You
can track your rating, ranking, review volume, page views
and the number of travelers who have viewed your photos.
Subscribers to Business Listings receive more detailed
information, including mobile and desktop search hits and
appearance volume for Special Offers.
“Every property has its own Management Center on
TripAdvisor, a resource opportunity to see property
performance, with information about free and paid parts of
your listing”, said Brian Payea during the TripAdvisor webinar.
ReviewPro Tip
For deeper insight, ReviewPro’s Online Reputation
Management tool will help you track reviews and
ratings on all review sources including TripAdvisor, as
well as facilitating review responses, sentiment analysis,
and performance comparisons with competitors.

Key Takeaways
In summary, to manage your TripAdvisor presence, pay attention to these 5 points:
More Resources
For more information about TripAdvisor, check out the following sources:
- ReviewPro’s Resource Hub - TripAdvisor Insights
- TripAdvisor’s Management Center - TripAdvisor Help Center
Manage
your
TripAdvisor
presence
1. Optimize
2. Earn positive
reviews
3. Drive Website
Referrals
4. Generate
Revenue
5. Measure
Results

Learn More
The Leading Source of Guest Intelligence best
practices and content for the Hospitality Industry
Visit our Resource Hub
ReviewPro is the leading provider of Guest Intelligence
solutions to independent hotel brands worldwide. The
company’s comprehensive suite of cloud-based solutions
includes Online Reputation Management (ORM) and the
Guest Survey Solution (GSS), which enable hoteliers to
obtain deeper insight into operational and service strengths
and weaknesses, increasing guest satisfaction, ranking on
review sites and OTAs, and driving revenue.
The company offers the industry-standard Global Review
IndexTM (GRI), an online reputation score (available
exclusively to ReviewPro clients), which is used by
thousands of hotels worldwide as a benchmark for
reputation management efforts, based on review data
collected from 142 online travel agencies (OTAs) and review
sites in more than 45 languages. More than 18,000 hotel
brands worldwide are currently using ReviewPro’s solutions.
Request a Free
ReviewPro Demo now
About Us
30

www.reviewpro.com
info@reviewpro.com
@reviewpro

(english) Nueva Guía Tripadvisor Hoteles Aumentar opiniones online, tráfico a tu web y reservas

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