How to use guest reviews to pave the path to greater engagement

first_imgHow to use guest reviews to pave the path to greater engagementAtmosphere Research Group, an independent travel industry research firm, in partnership with TripAdvisor, has released a new report on the correlations between hotel engagement and TripAdvisor performance. The study is based on data from over 12,000 properties located in the top 25 traffic markets on TripAdvisor, as well as interviews with executives from four global hotel chains.Read on for a summary of key findings from this report along with tips on how to apply them and improve your business’s performance on TripAdvisor:Key finding #1: Highly Engaged Hotels Perform Better on TripAdvisorIn analyzing TripAdvisor data, Atmosphere found that highly engaged hotels on the site saw:•    More page views: Hotels with higher engagement receive nearly four times more page views on TripAdvisor•    Higher market visibility: The average Popularity Ranking for highly engaged hotels was 63% higher than their non-engaged counterparts. As a result, highly engaged hotels could be seen by two of every three travelers searching that market•    More revenue: The study revealed that highly engaged hotels see 30 to 40% more traveler interaction with revenue-driving products like Business ListingsSo what makes a hotel highly engaged? Atmosphere discovered four common actions that these properties take:1. Take ownership of the property’s page on TripAdvisor by registering in the TripAdvisor Management Center2. Publish at least 10 Management Photos to their listing on TripAdvisor3. Respond to at least 25% of reviews on TripAdvisor4. Add direct contact information to the property’s TripAdvisor page with Business Listings Tip #1: To become more highly engaged on TripAdvisor, properties will need to take full advantage of the Management Center. For a cheat sheet on how to quickly register, publish Management Photos, write Management Responses and more, click here.Tip #2: Take your TripAdvisor listing to next level by adding your property’s contact details, Special Offers and more. Read more of the report hereTripAdvisorSource = TripAdvisorlast_img read more