A new study from TripAdvisor into how hoteliers are managing their online reputation has revealed highly-engaged hotels perform the best on the online review site.
The findings, which analysed TripAdvisor data, showed that engaged hotels get more page views, higher popularity rankings and more booking enquiries on TripAdvisor than those who choose to not get involved on the review site.
Hotels with higher engagement receive nearly four times more page views, while the average Popularity Ranking (on TripAdvisor) for highly engaged hotels is 63% higher (compared to non-engaged hotels).
Revenue-driving products like Business Listings see between 30 to 40% more traveller interaction for highly engaged hotels.
The study also points to a ‘virtuous circle’ employed by the most successful hoteliers on TripAdvisor, which shows that it’s not just one action, but a series of continual actions of engagement which make the difference when it comes to property performance.
As part of the study, Atmosphere Research Group interviewed senior hotel executives to get their perspective on the impact that collecting guest reviews can have on a hotel’s performance as well as using feedback from reviews to improve a hotel’s quality of service.
Javier Carazo, senior vice president, operations and quality, NH Hotel Group said: “If you put a focus on getting reviews, you will see the positive results. You need to make it easy for guests to post their reviews.”