Tripadvisor Insights

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COVID-19: Resources for Tripadvisor Partners

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Tripadvisor Reputation Pro: The Complete Guide

Tripadvisor Reputation Pro: The Complete GuideReady to build traveler confidence to book with you? Looking for ways to impact your bubble score and ranking on Tripadvisor and beyond? Read on to learn more about everything Reputation Pro can do for your accommodation business.

Reputation is the cornerstone of any hospitality business; 94% of travelers say reviews are an important decision-factor in choosing where to stay … and 77% are more likely to book a property with personalized review responses.1

Reviews have also become even more important as travelers want to know what conditions are like at your property right now.

You can’t afford to neglect your reputation, but managing it can certainly be a daunting task. That’s why we’ve developed Reputation Pro — to help you easily build traveler confidence in your property, motivating guests to book with you and increasing your visibility on Tripadvisor. To learn more about how you can add Reputation Pro to your Tripadvisor listing, click here.

Already signed up? Read on for best practices on how you can unlock the full power of Tripadvisor Reputation Pro for your business!

Step 1: Get started

Once Reputation Pro is activated for your business, each registered and verified owner of your Tripadvisor listing will have access to it. To get started:

  1. Log in to your account at tripadvisor.com/Owners
  2. Select your property from the list to access its Management Center
  3. Navigate to the “Reviews” tab to see Reputation Pro and all of its tools

Note — it’s possible that we may need to re-verify your access to your business on Tripadvisor. If that’s the case, please contact Customer Support to continue the verification process. To do this, head to Owner Support. Once there, add your name and property, select "Update Management Center Access" and then "Disable access for a registrant." Then use the text box to request a verification.

Step 2: Activate premium review collection

Reputation Pro does the work for you when it comes to collecting new reviews. To get started, just enable your providers. Then, if you’d like, you can customize your review requests and add private surveys....

Get Your Business on Tripadvisor

Get Your Business on Tripadvisor

How to get listed and start collecting reviews on Tripadvisor

 

Tripadvisor is the world’s largest travel site, with millions of travellers visiting each month to research and plan their perfect trip. Accommodations, restaurants and attractions can be listed on Tripadvisor for free!  Being on Tripadvisor will increase your business’ exposure to a large, qualified audience and give you access to many free marketing tools. Getting listed is easy – let’s get started.

How can your business get listed?

There are two ways: a representative from your business can request a listing, or a Tripadvisor user can write a review of your property and initiate a listing.

Before you request a listing, go to www.tripadvisor.com/Owners to see if a traveller has already added your business to Tripadvisor. Type the name of your business in the box. If it appears in the results drop down, a traveller has already initiated a listing. Select your business from the drop down and then click the “Claim Your Business” button to confirm that you are affiliated with the property.

If your business is already listed, you should claim that listing as your own instead of creating a new one. Tripadvisor only allows one listing per property. For more details on how to claim your listing and access the Management Centre, where you can manage your Tripadvisor listing and reviews, see our Quick Start Guide.

Request a listing

If your business is not listed on Tripadvisor yet, there won’t be any matches in the drop-down search results. In that case, click the “Get listed now” link below the search box. This will bring you to a page where you can request a listing for your property.

You’ll need to provide a few different types of information about your business to get started. Tripadvisor editors will use this information to confirm that your business meets our listing criteria and to determine the best category for it on the site. Please complete the request form with as much detail as possible to help us accurately list your business. Read below for more information about each section of the form.

Your information

The “Your information” section helps us verify your relationship with the business. Provide your name, connection with the business, and email address. Make sure your email address is correct because we’ll send you a message when your listing is published on Tripadvisor. Then you can register your affiliation with the property to take advantage of free tools.

Listing information for your property

Next, you’ll provide information for your business including your company’s official name and address. Once you’ve typed your address, place the marker on the correct location on the map. Your property’s mapped location will be shown to travellers on the site as they plan their trips. You’ll need to add your company’s website and phone number as well. 

Keep in mind that Tripadvisor editors use your website or a partner’s website (like a tourist board or bookings partner) to confirm the information you provide. So, it’s very important that the data you submit in your listing request matches your website and other resources.

Property details

We’ll also need you to answer some detailed questions about your type of property. These help us make sure we’re displaying your business in the right category and including as much relevant information as possible. For more specifics on your particular type of property, check out the categories below:

Accommodations: As an accommodation owner, your property will be listed on the Tripadvisor accommodations section for your destination. There are some specific items you’ll need to provide so we can put you in the correct category within that section:

  • Total number of rooms
  • Price range
  • Minimum stay requirements
  • If you have on-site staff and security
  • If room cleaning is included
  • Front desk staffing details
  • If bathrooms are en suite

You’ll also be able to provide additional information on amenities including whether your property offers complimentary breakfast, suites, tennis/golf, beach/pool access, fitness centre, internet access, etc. These details will be added to the “Amenities” portion of your listing and will help travellers research what they can expect at your accommodation. We use these characteristics, as well as official, local classifications, to determine if your property should be listed in the Hotels, B&B/Inns, or Speciality Lodging category on Tripadvisor.

For more information, read our accommodation listing guidelines here.

Restaurants: Restaurant listings appear on the Restaurants section of Tripadvisor. Individual restaurants that are open to the public can be listed. You’ll be asked to provide the category of your restaurant (sit down, café, or fast food), type of cuisine, pricing, and any special features. These items will appear on your listing page and will help travellers decide to dine at your restaurant.

Read our full restaurant listing guidelines here.

For more information and advice on how restaurants can get the most out of Tripadvisor, click here.

Attractions: You’ll need to select a category that best describes your attraction. If your business isn’t a fit for any of the attraction types that are listed, select “Other." You can also provide your recommended length of visit, pricing information and details on other amenities (bathroom facilities, lockers, etc.).

In order for a property to be listed on Tripadvisor in the Attractions section, it must be a permanent place of interest (not seasonal or short-term) with an official name, address and phone number. The attraction’s hours or regular departure times must be available on a website or brochure, along with scheduled departure locations (if they vary). Tour companies may qualify as an attraction if they operate their own tours, are licensed/recognised by the local city or tourism officials, and have a website.

For more information, read our guidelines for attractions here. 

Add a property description

A description helps travellers learn more about your business. It must be written in your local language and cannot include any HTML coding, phone numbers, web/email addresses or text in ALL CAPS. It’s best to keep this description short, so guests can scan the key highlights you’ve provided and make a decision.

Choose a photo

Providing a photo of your business helps you make a strong first impression with travellers. We’ll display this on your listing page. The photo needs to be a .jpg or .gif (common photo formats). We can’t accept images with borders, logos or files that are larger than 100kb.

Submit the listing

Once you’ve confirmed that all of the information you’ve added is correct, check the box at the bottom of the form to verify that you are a representative of the business, the information you’ve submitted is valid and that you have the rights to post the image you’ve provided. Then click the ‘Submit’ button to complete the process.

Next steps

Once you request your listing, Tripadvisor editors will verify your details and confirm that your property meets the guidelines for the business type you’ve selected. This typically takes about 5 working days.

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Tripadvisor Management Centre: Quick Start Guide

Tripadvisor Management Centre: Quick Start Guide Take control of your online reputation. Build your business on the world’s largest travel site. It’s all within reach when you register for the Tripadvisor Management Centre.

The Management Centre is your destination for any and all aspects of your Tripadvisor listing. From updating basic business details, to posting photos, and seeing analytics — your Management Centre is the place to go. All registered and verified owners have access to the Management Centre. To log in, visit www.tripadvisor.com/Owners. If you’re affiliated with more than one property, select the property you’d like to view or update from the list.

Management Centre 101

Here's a quick list of the top five things you can find in the Tripadvisor Management Centre, using the top menu to navigate. Read below for an overview of the homepage and a guide to common Management Centre tasks.

  • Manage Listing: Add photos, manage listing details, update amenities and more via the Manage Listing tab. 
  • Drive Bookings: If applicable, accommodations will find links to manage Business Advantage and Sponsored Placements in the Drive Bookings tab.
  • Marketing Tools: Catch the eye of potential diners & guests with promotional tools, awards, widgets, and window stickers on the Marketing Tools tab.
  • Reviews: Respond to reviews, report a review, and answer traveller questions on the Reviews tab.
  • Help & Settings: Get answers to all of your questions. Access billing & payments, update email preferences, and manage user access. The Owners' Forum and Help Centre are also available here on the Help & Settings tab.
An Overview of the Management Centre Homepage...

Guide to Your Tripadvisor Primary Photo

Guide to Your Tripadvisor Primary Photo You only get one chance to make a strong first impression to travellers. Make it count by leveraging our advanced technology which auto-selects your primary photo for you — or, follow our tips for choosing your own.

Your primary photo is the first image that travellers see of your property. It appears as your main image in search results and as the first image in your photo carousel. We know that a well-chosen primary photo can be a driving factor for travellers choosing their next place to stay. After all, 79% of travellers say they take photos and videos posted online into consideration when booking an accommodation.*

Since photos are such an important feature to travellers and owners alike, we’ve invested a lot of time and resources into our machine learning technology for photos. This technology alleviates the pressure owners often feel to pick a quality primary photo on their own, by auto-selecting a primary photo for them.

Auto-select uses advanced technology to analyse the quality and subject of photos on Tripadvisor to select the best available primary photo for a listing. Our technology looks at the physical attributes of a photo, such as image resolution and orientation, as well as the actual subject of a photo, whether it’s an indoor or outdoor shot, features people, or amenities, etc. User testing so far has demonstrated that this approach works. Auto-selected images are high-resolution images, rather than blurry ones, and feature bedrooms and swimming pools, over photos of travellers or bathrooms.

This new approach uses data to remove the subjectivity of manually choosing a photo and ensures primary photos are optimised for travellers searching for their next place to stay. However, if you’d prefer to manually select your primary photo (and opt out of the auto-selection feature) you can do so in the Management Centre. Read below for instructions and best practices on choosing a primary photo.

How to manually change your primary photo
  1. Sign into the Management Centre
  2. Under the "Profile" menu at the top of the page, click "Media Suite"
  3. Then, click the "Primary Photo" tab on the left
  4. Click “Manual: select your own primary photo"
  5. Choose the primary photo you'd like to use from the available options listed
  6. If you're happy with the preview of your new primary photo, displayed at the top of the page, click "Submit"

Note: It can take up to 3-5 working days for a primary photo change to take effect on your page. Once you’ve selected your photo, and it’s processing, you’ll see it in the Media Suite along with a date stamp and a note indicating that the request is pending.

Requirements for your primary photo
  • Show off your property’s best feature(s). Your primary photo should represent the best your property has to offer. Choose a photo that emphasizes what makes your property unique. Is it your historical facade, your trendy lobby, or your unparallelled views? Show travellers by highlighting whatever features set you apart in your primary photo.
  • Choose well-lit and sharp images. Avoid images that are dark and/or blurry. These images are going to be resized based on where they appear on Tripadvisor — so they need to remain easy to view at all sizes, whether it’s a thumbnail on mobile or a full screen image on desktop.
  • Change your primary photo with the season. Travellers want to picture themselves at your property right from the start. Choose a primary photo that represents the season travellers are shopping for. For example, if it’s near the holidays, highlight your cozy fireplace or seasonal decorations.
  • Avoid images of people and scenery. Photos of your property or location are more helpful to travellers than photos of staff members, other travellers, or generic scenic views of your area.
  • Or, leverage Tripadvisor machine learning and we’ll auto-select it for you! Skip the hassle of manually choosing a primary photo and let our technology do the work for you! If you don’t opt out of the “auto-select primary photo” option — we’ll automatically select the best available photo as your primary photo.
Tracking the success of your photos...

Tripadvisor Popularity Ranking: Key Factors and How to Improve

Tripadvisor Popularity Ranking: Key Factors and How to Improve Learn more about the Tripadvisor Popularity Ranking and get tips for improving your business’s performance. Your Tripadvisor Popularity Ranking is based on user reviews and reflects your standing against other businesses within your geographical location. Your Popularity Ranking is important because the closer you are to the top, the more likely it is that users will see your business when they search your area. Here are the three primary factors that impact your Popularity Ranking, and ways that you can improve: Quality of Reviews Higher bubble ratings positively impact your Popularity Ranking. Set guest expectations before they arrive by making sure any information about your business is up to date and photos accurately reflect your business. Fulfill or exceed those expectations during their stay, and keep those positive reviews rolling in! Quantity of Reviews...

Everything You Need to Know About the Tripadvisor Popularity Ranking

Everything You Need to Know About the Tripadvisor Popularity Ranking Learn all about the Tripadvisor Popularity Ranking algorithm, including how it’s used to rank accommodations, attractions and restaurants, and how it evolves over time. How the Popularity Ranking works The Popularity Ranking is based on the quality, recency and quantity of reviews that a business receives from users — and the consistency of those reviews over time. Quality The bubble ratings that users provide as part of their reviews are used to rank the quality of the experience at each business. All other things being equal, a business with more 5-bubble ratings will rank higher than a business with lower bubble ratings. Recency...

How to Drive Direct Bookings with Sponsored Placements

How to Drive Direct Bookings with Sponsored Placements 74% of travellers who go on to book directly on a hotel website visit Tripadvisor at some point along their planning journey.1 Here’s how you can drive more of them to choose your accommodation.

In a recent survey nearly 1,000 hoteliers identified the top challenges they face when it comes to driving direct bookings for their businesses. The two most common challenges are increasing the exposure and visibility of their properties as well as competing with the OTAs.2

We know that direct bookings are a top priority for many hoteliers. That’s why we’ve added a Sponsored Placements option to help you drive more travellers directly to your property’s booking channel.

When you select this option, your direct rate will appear exclusively in the Sponsored Placements ad unit. And when a traveller clicks your ad, your direct rate will be the only offer shown within the price comparison box on your listing for that traveller.

Visit www.tripadvisor.com/AdsManager to be guided through the initial setup process. Read on for more details on setting up your campaign.

Note — If you’d like to have your direct rate appear organically on your listing page, regardless of traffic driven by Sponsored Placements, you’ll need to have TripConnectTM Cost-Per-Click set up prior to selecting the direct bookings option of Sponsored Placements. Click here to learn more.

Step 1: Select your business objective

First, you’ll pick your business objective — select the “Drive direct bookings” option. Choosing this objective will show your direct booking channel as the only offer in the Sponsored Placements ad unit.

Step 2: Verify your connectivity partner

You need to work with a certified connectivity partner in order to display your pricing and availability information within the Sponsored Placements ad unit. First, select your connectivity partner and verify the rates and availability that they’re providing. Then, confirm that the information for the dates shown accurately reflects what you have in your inventory.

Next, you’ll need to select the languages that your booking page supports and ensure Tripadvisor is pointing to the correct page for each language. Make sure that the name, address, and all other information on each page matches your business’s details.

If you experience any issues with this step, see the helpful tips section below.

Step 3: Schedule blackout dates (optional)

If you don’t have availability your Sponsored Placements ads won’t show. You also have the option to select additional blackout dates when you don’t want your ads to appear. For example, if there’s a holiday coming up when you know you are likely to sell out, you may want to schedule blackout dates for that selected timeframe. You have the ability to blackout all weekends, all weekdays or specific dates.

Step 4: Set your budget

Next, set a maximum monthly budget for your campaign. We offer three monthly budget options, or the ability to set your own custom budget, based on the number of clicks you’d like to receive. Remember, with the direct bookings business objective you’ll only pay when travellers click through to your listing or direct booking website — you won’t pay for impressions.

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How Sponsored Placements and TripConnect Cost-Per-Click Work Together

How Sponsored Placements and TripConnect Cost-Per-Click Work Together Your guide to setting up TripConnect™ Cost-Per-Click and Sponsored Placements to maximise your direct bookings

With TripConnect Cost-Per-Click (CPC), you can share your rates and availability in the price comparison box on your Tripadvisor listing. Travellers who click your rate will be connected to your booking engine to complete the booking. When you combine TripConnect CPC with Sponsored Placements, your direct booking rate will appear exclusively within your Sponsored Placements ad as well as in the price comparison box when they click through on your listing.

For a simplified setup approach that allows travellers to only see your direct rate in your ads, you can sign up for Sponsored Placements without TripConnect CPC. Click here to learn more.

Share your rates: Set up TripConnect CPC

To get set up on TripConnect CPC go to www.tripadvisor.com/CostPerClick and you’ll be guided through the setup process. Read on for more details.

Step 1: Select a certified connectivity partner

TripConnect CPC works with your connectivity partner to display pricing and availability information specific to each traveller’s enquiry. You need to work with a certified partner in order to sign up. You can check your connectivity partner’s status here.

If you don’t work with a connectivity partner, you can see which ones are TripConnect CPC certified here. If a partner hasn't completed certification, it cannot provide TripConnect CPC services yet. In this case, contact the connectivity partner to ask when TripConnect CPC will be available.

Step 2: Confirm your rates and availability

Once you’ve selected a connectivity partner, verify the rates and availability that your connectivity partner is providing. Confirm that the information for the dates shown accurately reflect what you have in your inventory. If you experience any issues with this step, please contact your connectivity partner for assistance.

Step 3: Verify your booking page

Then you’ll need to select the languages that your booking page supports and ensure Tripadvisor is pointing to the correct page for each language. Make sure that the name, address and all other information on each page matches your business’s details. If you experience any issues with this step, please contact your connectivity partner for assistance.

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Market-Based Pricing for Sponsored Placements

Market-Based Pricing for Sponsored Placements Learn more about how market conditions influence your Sponsored Placements cost-per-click rate Today, many markets across the world regularly sell out of Sponsored Placements click inventory while others have inventory to spare. To help balance supply with demand, Sponsored Placements campaigns have now moved to market-based pricing.

What is market-based pricing?

Market-based pricing means your cost-per-click (CPC) rate may fluctuate to reflect current market conditions — including the number of active advertisers in your region, exchange rates, and available click inventory.

How can I see the CPC prices I’m paying for my campaign?

You can see your average CPC by viewing your invoices in the “Billing and Payments” section of the Management Centre. Your Sponsored Placements invoice will show the “Unit Price,” which is the average CPC you paid over the course of the billing period.

Does this change mean I have to accept new Terms & Conditions?

Yes, the billing owner will need to accept the latest version of our Tripadvisor Terms of Use, Privacy Policy, and Business Advantage and Sponsored Placements Terms and Conditions.

Am I going to be paying more?

This change means that campaigns running in more popular traveller search destinations may see CPC rates increase, while campaigns in areas with less demand may see CPC rates decrease. While your CPC rates may vary, be assured that your designated maximum monthly budget will not change and your monthly campaign spend will not exceed this budget amount.

How are you ensuring my CPC rate won’t vary widely from week to week?

In general, markets do not shift significantly from week to week. In cases where there may be more movement due to seasonality or exchange rates, set limits are in place to keep the CPCs from varying widely.

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Using TripConnect™ CPC Campaigns to Drive More Direct Bookings

Using TripConnect™ CPC Campaigns to Drive More Direct Bookings How Cost-Per-Click advertising on Tripadvisor helps your independent property compete

Introduction — Get to know TripConnect™ CPC Campaigns

Until now, the ability to appear in Tripadvisor’s hotel pricing and availability search has been booked for Online Travel Agencies and large hotel chains. But that's changed with TripConnect Cost-Per-Click (CPC) Campaigns, which allow independent properties to bid to appear in the price comparison box on their Tripadvisor listings.

If you want to drive more direct bookings, it’s vital to appear in these results, where travellers go to make their booking decisions. All you need to do is sign up for TripConnect CPC — it takes just 15 minutes to get started.

Getting Started

How it works

You’ll use TripConnect CPC to place bids to appear in the price comparison box. When travellers click your link in those results, they will be taken directly to your booking page to complete the transaction. Your bid represents how much you’re willing to pay for this qualified lead. You will only be charged if a traveller clicks your link.

Your bid, relative to the bids of others, will determine where you appear in the box. The top two to three bidders will receive prime placement for their links. If you appear in Positions 1 through 3, your link will also include an “Official Site” icon, so travellers know this price is being offered by the property itself. The rest of the bidders that meet minimum bid amounts at the time of the search will appear in text links below the three main ads.

Want your direct booking rates to always receive top placement in the price comparison box on both your ad and your listing — above any of your other distribution partners? Click here to learn more.

Note — a "Book on Tripadvisor" link may appear in one of the top three positions. This means you, or one of your distribution partners, is participating in TripConnect Instant Booking, which is not part of the CPC bidding process. To learn more, click here.

What you’ll need

TripConnect CPC works with your internet booking engine to display pricing and availability information specific to each traveller’s enquiry. You need to work with a certified internet booking engine in order to sign up. You can check your internet booking engine’s status here.

No internet booking engine?

If you don’t work with an internet booking engine, you can see which ones are TripConnect CPC certified here. If a booking engine hasn't completed certification, it cannot provide TripConnect CPC services yet. In this case, contact the internet booking engine to ask if TripConnect CPC will be available.

Setting up a campaign

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Maximising your TripConnect™ CPC campaigns

Maximising your TripConnect™ CPC campaigns Simple strategies for managing TripConnect Cost-Per-Click (CPC) campaigns

TripConnect is a powerful conversion opportunity for independent hotels and B&B’s. It allows you to place CPC bids in order to appear in the price comparison box on Tripadvisor, alongside an "Official Site" logo.

The bidding strategies and campaign management tips in this guide can help you optimise your property’s TripConnect CPC performance. Note — we recommend completing the steps in the setup guide before continuing on below.

Bidding strategies

TripConnect CPC involves bidding for placement in the price comparison box. Your bid, relative to the bids of others, will determine where you appear. Below are some strategies to consider, both for properties who have relationships with online travel agents and those who don’t.

Bidding against others

If you work with online travel agents, there will already be links to these partners in your property’s price comparison box.

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How a Spanish Hotel Company Uses Tripadvisor in Its Rebranding Strategy

How a Spanish Hotel Company Uses Tripadvisor in Its Rebranding Strategy See how Selenta maximized visibility for SOFIA Hotel to get more traffic and jump-start its online reputation.

Selenta Group manages nine properties in various Spanish cities. We spoke with Silvia Sutter, Online Traffic Manager at Selenta, to find out how she has increased visibility and traffic for SOFIA Hotel with Tripadvisor.

Tripadvisor as part of the rebranding strategy

Rebranding Selenta's properties has been a huge undertaking that began last year and taken months of planning and preparation. "We transformed the company and rebranded as a whole, and are now working on repositioning our properties as luxurious and high-end," says Sutter.

The goal? Growing visibility and traffic to all nine properties. Says Sutter, "We want to expand our market and reach more US travellers — since the majority of our guests are traditionally from Spain and the United Kingdom."

Sutter turned to Tripadvisor to market the re-launch of SOFIA Hotel, a property Selenta has recently renovated. "Tripadvisor is an important marketing channel because this source of traffic raises our overall performance and travellers from Tripadvisor are more likely to convert," she says. "We updated SOFIA's Tripadvisor listing page with our new name, photos, and other information to not only promote the renovations, but also reset guest expectations."

Increasing visibility with Sponsored Placements

To get more exposure for SOFIA in the competitive Barcelona market, Sutter uses Sponsored Placements. "We decided to try Sponsored Placements to increase SOFIA's visibility and brand awareness. The additional exposure from Sponsored Placements puts the property in front of more travellers who are searching for a place to stay in Barcelona," she says.

SOFIA has gained more visibility and traffic. "The results have been great: Sponsored Placements has performed so well for SOFIA that all nine Selenta properties now have active campaigns to increase their exposure," says Sutter. "On average, these ads have generated over 50,000 impressions for each property in 6 weeks to highly targeted travellers."

And that visibility is paying off: "We've driven more traffic to the SOFIA website, creating leads that ultimately convert. Since starting Sponsored Placements, booking referrals for SOFIA have increased," continues Sutter.

SOFIA's online reputation cycle has also accelerated. "The uplift in visibility has jump-started our online reputation cycle for SOFIA, which has helped it to be ranked in the top 10% for accommodations in Barcelona," Sutter says. "As more guests stay at SOFIA, they write reviews and post photos, restarting the cycle of inspiring potential guests to pick our property."

Sutter plans to run Sponsored Placements all year. "If conversions continue increasing thanks to Sponsored Placements, we'll always run our ads as our rebranding progresses. The ads have helped me reposition our properties, drive more traffic to our websites, and get more bookings," she says.

Last Updated: 10 December 2018

Tripadvisor Reputation Pro: The Complete Guide

Tripadvisor Reputation Pro: The Complete GuideReady to build traveler confidence to book with you? Looking for ways to impact your bubble score and ranking on Tripadvisor and beyond? Read on to learn more about everything Reputation Pro can do for your accommodation business.

Reputation is the cornerstone of any hospitality business; 94% of travelers say reviews are an important decision-factor in choosing where to stay … and 77% are more likely to book a property with personalized review responses.1

Reviews have also become even more important as travelers want to know what conditions are like at your property right now.

You can’t afford to neglect your reputation, but managing it can certainly be a daunting task. That’s why we’ve developed Reputation Pro — to help you easily build traveler confidence in your property, motivating guests to book with you and increasing your visibility on Tripadvisor. To learn more about how you can add Reputation Pro to your Tripadvisor listing, click here.

Already signed up? Read on for best practices on how you can unlock the full power of Tripadvisor Reputation Pro for your business!

Step 1: Get started

Once Reputation Pro is activated for your business, each registered and verified owner of your Tripadvisor listing will have access to it. To get started:

  1. Log in to your account at tripadvisor.com/Owners
  2. Select your property from the list to access its Management Center
  3. Navigate to the “Reviews” tab to see Reputation Pro and all of its tools

Note — it’s possible that we may need to re-verify your access to your business on Tripadvisor. If that’s the case, please contact Customer Support to continue the verification process. To do this, head to Owner Support. Once there, add your name and property, select "Update Management Center Access" and then "Disable access for a registrant." Then use the text box to request a verification.

Step 2: Activate premium review collection

Reputation Pro does the work for you when it comes to collecting new reviews. To get started, just enable your providers. Then, if you’d like, you can customize your review requests and add private surveys....

How Tripadvisor Review Guidelines are Changing in Response to COVID-19

How Tripadvisor Review Guidelines are Changing in Response to COVID-19During these unprecedented times, we are taking extra steps to ensure our platform is used responsibly ​

We're here to help

The COVID-19 pandemic is impacting the travel and hospitality sector in immediate and far-reaching ways. We know many business owners are trying to decide how best to navigate these unprecedented challenges, and we share your concerns.

Please read more about the resources we are introducing for owners here.

Why is my business still receiving reviews?

We know that many businesses have seen a significant decrease in customers, or have had to close their doors altogether, as a result of the global pandemic. Even if your business has temporarily closed, your customers can continue to submit reviews of their guest experience at or with your business, as long as that experience took place within the twelve months prior to submission. You will also be able to submit Management Responses for those reviews — which allow you to share updates about the latest conditions at your property — and report any reviews as needed via the Management Centre.

We believe now more than ever it is important to provide a platform for customers to share their guest experiences and for businesses to be able to share their responses about what’s happening on the ground. Reviews and their accompanying responses provide transparency, create a level-playing field for businesses large and small, and can serve as an incredibly powerful marketing tool for hospitality providers who consistently deliver great value and high standards of service.

During this period, we will continue to utilize our 20+ years’ experience in moderating reviews. Our system and moderation processes remain fully operational, even as our teams work remotely.

All review submissions are checked by our review analysis system, and any problematic content is being routed to our team of content specialists for further investigation, as per our normal processes. You can read more about our review analysis system here.

How review guidelines are changing

We are introducing a number of adjustments to our review guidelines and moderation procedures in light of the COVID-19 outbreak. These changes are aimed at ensuring our members use the Tripadvisor platform responsibly:

  • We will remove any content that encourages people to ignore government guidelines or restrictions
  • We will remove any content that discourages people from seeking medical assistance or testing, or promotes dubious medical advice or misinformation
  • We will remove any review that criticizes an individual business for being closed at this time
  • We are banning racially insensitive content that refers to the COVID-19 virus as the ‘Chinese virus’ or ‘Wuhan virus’. Such references are unnecessarily divisive during what is a global pandemic that requires united action from all nations and people, and any reviews or forum posts using such terminology will be removed. Reviews naming the virus must use official World Health Organisation terminology (such as Coronavirus, or COVID-19).
Last Updated: 10 April 2020

What Does Tripadvisor Do About Unfair Reviews?

What Does Tripadvisor Do About Unfair Reviews? Business owners and their customers often ask what we do about unfair or malicious reviews. Here we explain our approach...

When reviews are unbiased and honest, they are incredibly useful. For customers, they shine a light on businesses that offer great experiences, service and value; for owners, they help attract new customers to the business and provide valuable feedback on what it does well and where it can improve.

Unfair or malicious reviews have the opposite effect — they are misleading to potential customers and can do unwarranted damage to the reputation of a business.

Broadly speaking, there are two different scenarios in which an unfair review can occur:

  • Scenario #1: A review is submitted by someone who is either biased (you can learn more about how we determine bias here) or did not have a personal experience with the business they are reviewing.  We call these  Fake Reviews.
  • Scenario #2: A review is submitted by someone who did have a personal experience with the business (and is not biased by having a connection with the business), but what their review describes is disputed by the business.  We call these  Contested Reviews.

This distinction is an important one because it guides the way we handle review disputes. Review disputes occur when a business reports a review that they believe to be breach of our guidelines. Once a business reports a review, we then determine whether it is alleged to be a Fake Review or a Contested Review, and take action from there.

So how does Tripadvisor prevent Fake Reviews from being posted to the site?

Fake Reviews have no place on Tripadvisor. We work extremely hard to block them from being posted to the site.

First, we have a set of posting guidelines that all reviews must adhere to. These guidelines are designed to ensure reviews are as relevant and useful as possible. You can read more about our review guidelines here.

To enforce these guidelines, we use a combination of smart technology and a dedicated team of expert moderators.

The technology kicks in every time someone submits a review on Tripadvisor. Before the review is posted to the site, it has to go through hundreds of automatic checks which evaluate every aspect of that review. We call these checks our tracking system.

The system will either allow a review to be posted, block a review from being posted, or will send it to our moderation team for human analysis if it suspects the review may be fake.

Even after a review is posted, anyone can still use our reporting tools to request an investigation by our moderation team if they are concerned a review does not meet our guidelines. While the volume of requests we receive to investigate a review is low — less than 1% of reviews are ever reported to us — these reports are incredibly useful and help us enforce the guidelines consistently for all. Business owners can report reviews via the Management Centre (which they can access for free), while travellers can report reviews simply by clicking on the flag icon displayed beneath each review.

To read more about the different types of fake reviews and how we catch them, go here.

To read more about how our tracking system works, go here.

How does Tripadvisor handle Contested Reviews?

While more than 99% of Tripadvisor reviews are uncontested, we know that when a review dispute does occur, it can be a serious matter for those involved. Deciding whether a Contested Review represents fair commentary about a business is a very important task, and one we try to handle as sensitively and as fairly as possible.

This is because a customer’s opinion is subjective — whether service is fast or slow, whether food is tasty or bland, whether the cost offers great value for money or is expensive — all of these things depend on a customer’s expectations.

We strongly believe that every traveller has a right to express their opinion, good or bad, based on their own expectations of what the experience should deliver.

We also know that if you are a business owner or member of staff it can be incredibly frustrating when you feel a criticism you’ve received in a review is unfair.

Any business can contest a review by using our reporting tools. Contested Reviews are then assessed by our moderation team, who determine if the review breaches our guidelines and therefore whether it should be removed or not.

If our moderation team concludes that a review meets our guidelines, it will remain posted. In these circumstances, there are still a number of steps a business can take to lessen the impact of a Contested Review, including posting a response that gives their side of the story. Indeed, we strongly believe not only in the customer’s right to express their opinion, but also in the business’ right to reply. We call this feature a Management Response.

You can learn more about the ways in which a business can respond to a Contested Review here.

To learn more about how our tracking system catches fake reviews, watch this video.

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2019 Tripadvisor Review Transparency Report

2019 Tripadvisor Review Transparency Report100%

of Tripadvisor reviews go through advanced moderation checks to identify potential issues or fraud.

66m

reviews were submitted in 2018 across the world

2.1%

of reviews submitted in 2018 were determined to be fraudulent

The inaugural Tripadvisor Review Transparency Report details never-before-shared insight into Tripadvisor’s moderation process for reviews and the advanced techniques it uses to fight fraud.

The report highlights:

  • The number of reviews that were removed or blocked
  • The number of reviews that were reported to Tripadvisor by owners and travellers, how quickly those reports were dealt with, and what the outcome was
  • The volume of fake reviews targeted at the platform
  • And, more.
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How Does Tripadvisor Catch Fake Reviews?

How Does Tripadvisor Catch Fake Reviews? Here we explain the three different types of fake reviews and how Tripadvisor uses a combination of technology and detective work to stop fake reviews reaching the site…

Review sites have a responsibility to identify and take action against those who try to submit fake reviews. It is a responsibility we take very seriously, and so for more than a decade Tripadvisor has invested in new technology and a team of expert investigators to catch fake reviews.

A Fake Review is defined as any review submitted by someone who is either biased or did not have a personal experience with the business they are reviewing. Note that Fake Reviews are not the same as Contested Reviews (where a customer who is unconnected to the business has shared a personal experience that is disputed by that business). You can learn more about how we approach Contested Reviews here.

Fake reviews usually fall into one of three categories: Biased Positive Reviews, Biased Negative Reviews or Paid Reviews.

Biased Positive Reviews

A biased positive review is when someone connected with a business — such as an owner, employee, or even a friend or relative — attempts to post a positive review of that business. We also call this Review Boosting.

Reviews of this nature are unlikely to provide an objective account of what the customer experience is really like given the reviewer’s personal association or stake with that business.

Biased positive reviews can also occur when a business offers its customers incentives, such as a free meal or a discount, to post reviews. You can find out more about why we don’t allow review incentives here.

We catch biased positive reviews with our tracking system, which spots patterns and online markers that might indicate whether friends, family or members of staff are attempting to submit reviews about a business. On top of this, we encourage the community to let us know when they see a business offering incentives in exchange for reviews. Our team then investigates these reports and takes action against any business caught trying to collect positive reviews in this way.

Biased Negative Reviews

A biased negative review is when someone submits a deliberately malicious review about a property in an effort to unfairly lower its ranking position or improperly discredit the property in some way. We also call this Review Vandalism.

Most biased negative reviews come from one of two sources — either from someone connected to a rival establishment, or from someone who is trying to blackmail a business by threatening to submit a false negative review.

There are a number of ways we catch these types of reviews.

Similar to biased positive reviews, our tracking system can spot reviewer characteristics that might indicate whether a reviewer has a connection to a rival establishment. Even if they try to cover their tracks, their reviews won’t conform to the patterns we’d expect to find from a sample of genuine customer reviews. Our system can spot this and trigger an investigation.

On top of this, we have a tool that business owners can use to report instances where someone has threatened them with a bad review in an attempt to obtain a discount or freebie. Reporting threats immediately helps our team block the person who made the threat from posting a review. You can find out how to do so here.

Paid Reviews

This is when a business, either knowingly or unwittingly, employs the services of an individual or a company to boost its ranking position on Tripadvisor with positive reviews. We also call this Review Optimisation.

We catch paid reviews using a combination of our tracking system, which identifies suspicious review activity, and a dedicated team of investigators who pursue the companies and individuals that attempt to sell them.

In fact, as a result of the team’s efforts, Tripadvisor has put a stop to the activity of over 60 different paid review companies around the world.

You can read more about the different ways we are able to catch paid review companies here.

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Telling Your Digital Story on Tripadvisor

ON-DEMAND WEBINARTelling Your Digital Story on Tripadvisor 

With the rise of the Internet and the ubiquity of mobile devices, stories have gone digital. Digital storytelling cuts through marketing clutter, engages travellers, and allows you connect with them on an emotional level.

Sally Davey, Global Director Industry Relations at Tripadvisor, and Dianne Hallock, Head of B2B Content Marketing at Tripadvisor, discuss the psychological power of digital storytelling — and actions you can take on Tripadvisor to influence potential guests' booking decisions. Watch now and get tips to:

  • Identify and understand your target audience with exclusive data
  • See how owned, earned and paid strategies come together to shape your storytelling
  • Learn more about how to tell your story on Tripadvisor using our free tools as well as Business Advantage and Sponsored Placements

Sign up now to watch the webinar on-demand (available in English only)!

How a Spanish Hotel Company Uses Tripadvisor in Its Rebranding Strategy

How a Spanish Hotel Company Uses Tripadvisor in Its Rebranding Strategy See how Selenta maximized visibility for SOFIA Hotel to get more traffic and jump-start its online reputation.

Selenta Group manages nine properties in various Spanish cities. We spoke with Silvia Sutter, Online Traffic Manager at Selenta, to find out how she has increased visibility and traffic for SOFIA Hotel with Tripadvisor.

Tripadvisor as part of the rebranding strategy

Rebranding Selenta's properties has been a huge undertaking that began last year and taken months of planning and preparation. "We transformed the company and rebranded as a whole, and are now working on repositioning our properties as luxurious and high-end," says Sutter.

The goal? Growing visibility and traffic to all nine properties. Says Sutter, "We want to expand our market and reach more US travellers — since the majority of our guests are traditionally from Spain and the United Kingdom."

Sutter turned to Tripadvisor to market the re-launch of SOFIA Hotel, a property Selenta has recently renovated. "Tripadvisor is an important marketing channel because this source of traffic raises our overall performance and travellers from Tripadvisor are more likely to convert," she says. "We updated SOFIA's Tripadvisor listing page with our new name, photos, and other information to not only promote the renovations, but also reset guest expectations."

Increasing visibility with Sponsored Placements

To get more exposure for SOFIA in the competitive Barcelona market, Sutter uses Sponsored Placements. "We decided to try Sponsored Placements to increase SOFIA's visibility and brand awareness. The additional exposure from Sponsored Placements puts the property in front of more travellers who are searching for a place to stay in Barcelona," she says.

SOFIA has gained more visibility and traffic. "The results have been great: Sponsored Placements has performed so well for SOFIA that all nine Selenta properties now have active campaigns to increase their exposure," says Sutter. "On average, these ads have generated over 50,000 impressions for each property in 6 weeks to highly targeted travellers."

And that visibility is paying off: "We've driven more traffic to the SOFIA website, creating leads that ultimately convert. Since starting Sponsored Placements, booking referrals for SOFIA have increased," continues Sutter.

SOFIA's online reputation cycle has also accelerated. "The uplift in visibility has jump-started our online reputation cycle for SOFIA, which has helped it to be ranked in the top 10% for accommodations in Barcelona," Sutter says. "As more guests stay at SOFIA, they write reviews and post photos, restarting the cycle of inspiring potential guests to pick our property."

Sutter plans to run Sponsored Placements all year. "If conversions continue increasing thanks to Sponsored Placements, we'll always run our ads as our rebranding progresses. The ads have helped me reposition our properties, drive more traffic to our websites, and get more bookings," she says.

Last Updated: 10 December 2018

2018 Insights: Traveller Mindsets and How to Influence Them

ON-DEMAND WEBINAR2018 Insights: Traveller Mindsets and How to Influence Them  Charlie Ballard, Director, Strategic Insights at Tripadvisor, unveils recent research from a TripBarometer study — uncovering global travel trends about attitudes toward travel, recent trip trends, and Tripadvisor's role in the traveller journey. In this on-demand webinar we cover research on:

  • How travellers get started planning their trips
  • What drives destination choice
  • What influences accommodation choice
  • How travellers budget their trip
Plus, Sam Thompson, Commercial Director, Europe, Middle East, & Africa at Tripadvisor, shows how owners can use this data to influence travellers on the site. Watch now to get best practices and tips on:
  • Using free Tripadvisor marketing tools in the Management Centre
  • Leveraging traveller reviews to power your online reputation
  • Unlocking exclusive Tripadvisor data in the Analytics Suite to understand who your travellers are
  • Tailoring your Tripadvisor page to exceed traveller expectations with Business Advantage
  • Using Sponsored Placements to attract the attention of highly targeting travellers as they're researching on Tripadvisor
The live event is now available on-demand! Sign up now to access the recording (available in English only).

How a European Hotel Group Uses Content Marketing to Reach Travellers

How a European Hotel Group Uses Content Marketing to Reach Travellers 25hours Hotels increases visibility, raises brand awareness, and drives incremental revenue with Tripadvisor. 25hours Hotels is a group of 13 properties scattered across Germany, France, and other European countries. See how Alexander Schuster, Head of Digital, influences travellers to book one of their properties using content marketing and Tripadvisor.

A focus on content marketing

To build relationships between customers and the 25hours brand, Schuster uses content marketing. "We choose to focus on content marketing instead of solely relying on promotions, discounts, or packages. Content allows us to tell a larger story about how guests don't just stay at our hotels. They can have a fun, relaxing, immersive adventure at our hotels, which are designed to embody the city and neighbourhood they're in," he says. "Our photos and videos reinforce our brand. Our blog for each hotel offers local insider knowledge."

Reaching travellers on the customer journey with Tripadvisor

Schuster offers relevant information to travellers while they're shopping for a place to stay on Tripadvisor, a major marketing channel. "The customer journey has many touch points, and we need to reach travellers at the right time on the right channels. So, we amplify our content on Tripadvisor, Google, social media, and other marketing channels to capture travellers' attention and provide a compelling, consistent story," he says. "I use Tripadvisor to increase our visibility, highlight the 25hours brand, and get more direct bookings."

Working with Tripadvisor, Schuster supplements his content strategy by highlighting traveller review content and responding to those reviews. "Travellers check reviews, which makes Tripadvisor an important part of the customer journey. We respond to these reviews — not only offering our view, but also showing how we care about and feel responsible for our guests," he says.

More revenue with Business Advantage

Schuster draws in travellers by showcasing his content and optimising the 25hours Hotels’ Tripadvisor listing pages with Business Advantage. "We can entice travellers in the booking funnel on Tripadvisor search and our listing page when they're considering our properties and prices," he says. "We're able to test and optimise different Business Advantage features. For example, we post Cover Photos and Favourite Photos that best represent our hotels, and then we check the photo engagement rate in the Analytics Suite to see what works in drawing in even more travellers."

He also uses Business Advantage to connect with travellers directly. "With Contact Details, we can put the right communication channels—our website, phone number, and email—on Tripadvisor. We're able to drive travellers to our website, have them book directly, and not lose them to OTAs — it's easy for them get in touch with us," says Schuster. "Another way we incentivize travellers to book directly with us is we run Special Offers with an advanced, lower booking rate that they can redeem on our website."

Schuster notes that all 25hours properties have Business Advantage because of its ability to grow the 25hours brand and business. "Business Advantage is beneficial — it shows a return on advertising spend, and we drive incremental revenue for all our properties," he adds.

Increased visibility with Sponsored Placements

To maximise his reach to travellers and drive more traffic to 25hours, Schuster decided to try Sponsored Placements. "Relying on search for travellers to find our properties isn't effective. With Sponsored Placements, we expand our visibility to travellers who are already on the customer journey, especially when they're searching within a dedicated city, but don't have a specific brand in mind," he says. "The five properties that tried out Sponsored Placements each received over 100,000 impressions on average in two months — meaning they were seen 100,000 more times than if we didn't have Sponsored Placements.”

Sponsored Placements has also helped Schuster get more booking referrals. "In addition to the increased visibility, Sponsored Placements create leads so more travellers make bookings at our hotels. We saw a 20% boost in booking referrals on average. We also saw an increase in page visits to our five properties' Tripadvisor listing pages," he says.

Seeing the benefits of Sponsored Placements, Schuster believes the ads are a worthwhile investment. "Sponsored Placements is valuable because I'm able to raise awareness of the 25hours brand at multiple touch points of the customer journey. Every click means that travellers are engaged and interested — If travellers see our ad, it's highly likely they'll be back later with high intent to book with us," he says.

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Success Story: A Jaipur Hotel Uses Tripadvisor to Drive Inbound Marketing

Success Story: A Jaipur Hotel Uses Tripadvisor to Drive Inbound Marketing Learn how the Royal Heritage Haveli attracts travellers with Sponsored Placements and converts them with Business Advantage. The Royal Heritage Haveli is a small family-owned boutique hotel that won the Travellers’ Choice award for multiple years in Jaipur, India. See how Shambhavi Singh, the Haveli Director, uses Tripadvisor as an instrumental part of her inbound marketing strategy. Challenge: Maximising the busy season

Singh strives to get as many travellers to book as possible during the busy season. "Our busy season is short so it's crucial that we make the most of it. It's hard to fill rooms during the off-season because it's very hot in Jaipur," says Singh.

Many other local accommodations providers are pursuing a similar strategy. "It's challenging to stand out among our competitors in Jaipur. We're a small business that competes with well-known hotels for a limited number of travellers who visit during the busy season. So, we need to differentiate ourselves from properties similar to ours," she says.

Solution: Using Tripadvisor to drive inbound marketing "To address this challenge, I use inbound marketing to attract, convert, close, and delight guests, and Tripadvisor is crucial to my strategy," Singh says. "Inbound marketing creates awareness among travellers, and it builds trust and credibility for the Haveli."...

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