You could be missing out on a huge growth opportunity for your business by not using Tripadvisor, the world's leading digital travel platform. With an average of 456 million unique visitors per month , Tripadvisor stands out as an essential tool for businesses looking to increase their visibility.
If you own a local business and want to attract more customers, having an optimized and monitored Tripadvisor listing is essential . With approximately 435 million reviews and opinions on 6.8 million accommodations, restaurants, and attractions, Tripadvisor offers a vast field of opportunities.
The platform is particularly popular among millennials (those born between 1980 and 2000), who value price comparison and the authenticity of other travelers' experiences.
Want to know how Tripadvisor works for businesses and how it can be useful in your business strategy? This comprehensive Tripadvisor guide will show you everything you need to know to get the most out of this platform, from creating an optimized profile to customer engagement strategies.
What is Tripadvisor?
Tripadvisor is a digital travel platform that has revolutionized the way people plan their travel experiences. Founded in 2000, it has become one of the largest tourism websites in the world, offering a vast array of information and reviews on establishments, accommodations, and attractions.
The platform is a pioneer in the use of user-generated content , allowing travelers to share their experiences through ratings and reviews . This collaborative model not only helps consumers make more informed decisions but also provides significant visibility for businesses listed on the platform. When a business creates its profile on Tripadvisor, customers can rate and comment on their experiences, directly impacting the establishment's reputation and visibility.
As the company itself points out: "TripAdvisor offers the wisdom of other travelers to help people decide where to stay, which flight to take, what to do, and where to eat." This commitment to user experience is one of the factors contributing to the popularity of the platform, which operates in 49 markets around the world and boasts a community of 456 million unique monthly visitors .
In addition to reviews, Tripadvisor offers a variety of features, including price comparison tools , direct booking, and a Q&A system. These features help travelers find the best price and options that meet their needs.
According to research, a large percentage of consumers say that online reviews influence their purchasing decisions. About 93% of consumers say online reviews impact their purchasing decisions , highlighting the importance of online reviews for local businesses.
Why is it important for your company to have a Tripadvisor profile?
One of the priorities for local businesses, especially in recent years, is managing their online reputation and handling customer reviews. Having a Tripadvisor profile and monitoring it is crucial to any online reputation strategy, whether you're a hotel, guesthouse, restaurant, or tourist attraction.
More and more people are using Tripadvisor to plan their trips, searching for places to stay, eat, and have fun. They tend to choose establishments with well-managed profiles and positive reviews. A 2016 study by Statista found that 86% of millennials had their accommodation decisions influenced by Tripadvisor, highlighting the platform's impact on consumer choice.
Tripadvisor has established itself as a trusted source for users worldwide for two main reasons. First, it seeks to understand users' needs based on shared experiences, adapting the platform to best meet them, and thus gaining credibility with the public. Second, reviews are written by customers themselves, who generally trust the opinions of other consumers more than the statements of companies. The site constantly invests in rigorous review policies to prevent fraud or unfairness, both on the part of companies and users.
In addition to all this, there are other significant advantages to having a Tripadvisor profile:
- Completely free: Creating and maintaining a profile is a cost-free marketing opportunity, allowing you to reach a wide audience.
- World's largest travel site: With over 455 million monthly visitors , Tripadvisor is a powerful platform for promoting your brand, especially in the restaurant industry.
- Free marketing tools: The site offers several tools to help promote your business, facilitating connections with potential customers.
- Deepening customer relationships: Interactions on Tripadvisor, especially after recent updates, allow you to connect more closely with customers, allowing you to respond to reviews and show that you value their feedback.
In short, having an optimized Tripadvisor listing not only increases your business's visibility, but also provides an invaluable opportunity to build relationships with your customers and enhance your online reputation.
How to Create a Tripadvisor Business Profile
Listing your business on Tripadvisor is an essential step to increasing your visibility and attracting new customers. There are two main ways to do this:
- Profile registration: This can be done by you or by an authorized representative of your establishment.
- Profile claim: This occurs when a customer tries to review your establishment and doesn't find an existing profile. In this case, a profile for your business is automatically created, which can be claimed at any time by the owner.
How to Create a Tripadvisor Business Profile
To begin the process, visit the TripAdvisor property owners page. In the search field, enter your property's name. If it appears, a traveler has already created your listing. In this case, click "Claim your listing" and follow the instructions to claim it. If there are no results, click the "Create a listing now" link.
On the next page, you'll select your business type and fill out your profile with as much information as possible. The more complete and accurate your listing is, the greater the chances of travelers finding your establishment.
Importance of Verification: Tripadvisor needs to confirm that you represent the business and that it exists. Therefore, provide accurate and precise details. This information not only helps create your profile but is also used to verify that your property meets the established criteria.
Tips for describing the establishment
In your property description, highlight its key differentiators to attract travelers looking for something specific. Consider creating descriptive text in multiple languages to make it accessible to travelers of different nationalities and expand your reach.
When filling out your details, remember: the more information you provide about your establishment, the greater your chances of attracting new customers. Also, include information about the services you offer, as this helps align visitors' expectations.
The importance of images
In this final step, you'll need to choose photos for your profile. Important Tip: Good photos are crucial to success on the platform. According to research conducted by Tripadvisor itself, profiles with at least one photo attract 138% more visitors . Therefore, choose high-quality images that represent your establishment well.
Complete your profile creation by reviewing all the information provided. Select the text checkbox, which confirms that you represent the business listed in the profile and that the information is accurate. This also guarantees the right to use the photos you upload. Click the SUBMIT and that's it! Your profile will be successfully completed. The Tripadvisor team will contact you within 5 business days.
How to claim a Tripadvisor listing
Claiming a Tripadvisor listing is a crucial step in controlling and managing your property's online presence. To get started, enter your property's name in the platform's search field. Select your property from the results and click the " Claim your listing " button. It's important to remember that Tripadvisor only allows you to create one listing per property, so choose carefully.
Identity verification
At this point, you'll need to verify your identity. This process is required for all registered Tripadvisor owners and serves to confirm your connection with the business. If you're already a Tripadvisor member, simply enter your email address and password to log in. Otherwise, you'll need to create an account, and you have three options: use your Facebook or Google credentials, or register a new email address.
Necessary information
At this stage, you'll be asked to provide all your personal information and information about your business. It's crucial that this information is accurate and complete, as it will help validate your profile and improve the experience for users searching for your business.
Verification methods
After providing your information, you'll need to verify your identity. Common verification methods include:
- Phone verification: You will receive a code via SMS to confirm your identity.
- Facebook Verification: If you are logged in to Facebook, you can use this option to make the process easier.
- Credit card verification: In this option, you enter your card details; there is no charge, but the procedure confirms the authenticity of your profile.
Finalizing the process
After verifying your identity, the next step is to complete your profile with all the relevant information, as discussed previously. This will include details about the services offered, compelling descriptions, and high-quality images that represent your establishment.
Claiming your Tripadvisor listing not only ensures you have control over the information displayed to potential customers, but also allows you to respond to reviews and interact with users, helping you build a strong online reputation.
What is Tripadvisor Premium Membership?
It's a subscription service that provides certain features to help your business stand out from the competition. You don't need a subscription to get excellent results on the platform. But it's good to know the option exists. Learn more here.
How does Tripadvisor ranking work?
Tripadvisor rankings play a crucial role in your business's visibility on the platform. Businesses ranked high in search results are significantly more likely to be viewed and chosen by customers. The main factors that influence popularity and ranking on the platform are:
1. Punctuation
Your property's rating is directly related to the number of reviews it receives. The more positive reviews (especially four- and five-star reviews), the better your rating. Tripadvisor prioritizes places with the most five-star reviews when all other factors are equal. This means that encouraging your guests to leave positive reviews can have a significant impact on your ranking.
2. Recency
Recency refers to the frequency with which new reviews are posted for your property. While older reviews still contribute to your ranking, more recent reviews are considered more representative of the current experience offered. Therefore, all other factors being equal, the location with the most recent reviews ranks higher. This highlights the importance of engaging customers and encouraging them to continually share their experiences.
3. Relevance
Relevance is a multifaceted criterion that considers what users are searching for on Tripadvisor. When a customer searches for a restaurant, they may not just be looking for "general restaurants" in a city, but rather something more specific, such as a place to dine, a pizzeria, or a typical dining experience. This means your establishment may rank differently depending on the keywords users use and how well your business fits those searches.
4. Customer Interaction
In addition to the factors above, how you interact with your customers can also influence your ranking. Responding to reviews, thanking positive feedback, and addressing criticism constructively demonstrates that you value customer feedback, which can result in more favorable reviews and, consequently, a higher ranking.
5. Profile Update
Keeping your profile updated with accurate information, new photos, and engaging descriptions is crucial. This not only improves the user experience but can also positively impact your ranking on the platform. Tripadvisor prioritizes profiles that are actively engaged and provide useful information to travelers.
How to improve your position on Tripadvisor and stand out in search?
1. Provide the best possible experience
The quality of the experience you offer your guests is crucial to your property's success on Tripadvisor. The more positive the experience, the more likely you are to receive four- or five-star reviews. Consider the following to improve your guest experience:
- Team Training : Invest in training for your team, ensuring everyone is aligned with your company's customer service values.
- Pleasant Environment : Create a welcoming and pleasant environment that makes customers want to return.
- Personalized Service : Seek to understand customer needs and personalize service whenever possible.
2. Encourage and receive more reviews
The most effective way to improve your Tripadvisor ranking is to increase the number of reviews your property receives. The more reviews you have, the greater your visibility on the platform. Some strategies for gaining more feedback include:
- Direct Requests : At the end of the experience, ask customers to leave a review. You can do this in person, via email, or even via text message.
- Thank You Cards : Send thank you cards after their visit, encouraging customers to share their experiences online.
3. Encourage reviews of specific items
When soliciting reviews, encourage your customers to mention specific items or experiences they enjoyed. For example, if you're a restaurant and a customer loved your lasagna, ask them to mention it in their review. This not only helps create a richer review but can also benefit your local SEO by utilizing relevant keywords. Consider:
- Create a “Review Menu” : Create a flyer or card where customers can mark their favorite dishes and be encouraged to comment on them in the review.
- Run Themed Promotions : Create promotions that encourage customers to try specific menu items and then leave a review about their experience.
4. Respond to reviews
Interacting with customers by responding to reviews is a highly recommended practice. Responding to reviews shows that you value customer feedback, which can increase loyalty and satisfaction. Furthermore, Tripadvisor considers interaction a positive factor in ratings. Some tips include:
- Thank You for Positive Reviews : Always thank customers who leave positive feedback and mention specific aspects of their reviews.
- Address Criticism Constructively : When you receive criticism, respond professionally and offer solutions, showing that you care about improving the customer experience.
5. Keep your profile information up to date
Make sure all information in your Tripadvisor profile is accurate and up-to-date. This includes:
- Contact Information : Please ensure your phone number, address, and hours of operation are correct.
- Quality Photos : Update your photos regularly, showcasing your surroundings and products in an attractive way. Profiles with good images attract 138% more visitors, according to Tripadvisor.
- Compelling Description : Write a clear and captivating description of your business, highlighting its differentiators and what makes it unique.
6. Use Tripadvisor as a marketing tool
Explore the free tools Tripadvisor offers for property owners. These include:
Sponsored Ads : Consider investing in ads to increase your profile's visibility and reach more potential customers.
Promotions and Offers : Use the platform to promote special offers, which can attract more visitors and, consequently, more reviews.
👉Check out: Local SEO: the 9 vital factors for ranking in a local search
How to Optimize Your Business Profile on Tripadvisor
1. Check and update your establishment details
Make sure all profile information is correct. Check your name, address, and phone number, as well as links to your website and email address. Add any other information that may be useful to the user. Remember to check your establishment's category.
2. Upload photos
People buy with their eyes. Select an attractive main photo to help make a great first impression. Change this image frequently to keep your profile fresh. You can upload an unlimited number of images, so showcase your business's best features.
3. Mark the establishment on the map
Maps help people locate your restaurant in the area they're visiting and better plan their trip.
4. Include a booking button
Customers can quickly and easily place orders or reservations from anywhere directly on your profile. To do this, your establishment must be registered on one of Tripadvisor's partner sites.
5. Promote your profile on TripAdvisor
Want customers and passersby to know you're on the platform? Order a TripAdvisor sticker and place it in a prominent location. This shows customers you value their opinions and encourages them to review your establishment. In the Management Portal, you'll find stickers, business cards, magnets, and many other items. To place an order, click Promotion Tools in the Free Tools menu at the top of the page.
6. Place a widget on your website
A great way to promote your profile is to place a TripAdvisor widget on your website. It displays your reviews and encourages customers to leave more.
7. Encourage customers to review your establishment
The more feedback you receive, the greater your chances of getting four- and five-star reviews, which help you climb the rankings. More on that later.
8. Respond to reviews
By responding to reviews regularly, you set your establishment apart from the competition. Whether the feedback is positive or negative, leaving a response shows that you take customer service seriously.
9. Drive traffic to your profile with TripAdvisor Ads
Ads are targeted to a specific audience—people ready to buy. You don't need a premium account to buy ads on the site.
What are Tripadvisor Badges?
The quality seals provided by TripAdvisor certify the profiles of tourist establishments or destinations that meet the requirements of the traveler/user community.
Earning TripAdvisor badges adds recognition to your business and will make you stand out from the competition.
AWARD STAMPS:
Certificate of Excellence
Establishments in the tourism and hospitality sector that offer high-quality services and have received excellent reviews from travelers in the last year are eligible for the certification. To secure this certification, your business profile on the platform must have been active for at least one year, have a minimum number of reviews, and maintain a minimum overall rating of four to five stars. This certificate is updated annually.
Travelers' Choice
Created in 2002, this is TripAdvisor's highest award. Travelers' Choice award winners are selected annually based on feedback from thousands of TripAdvisor members. The award reflects the "best of the best" in terms of service, quality, and customer satisfaction. Hotels, accommodations, destinations, attractions, and even brands and products.
SEALS OF RECOGNITION
Ranked on TripAdvisor
Depending on traveler ratings and reviews, there are three types of badges: "We Are," "Rated," and "Recommended" on TripAdvisor. The badge is updated daily to reflect changes in the number of reviews and ratings.
Very good!
Available to establishments that receive a minimum number of excellent reviews.
EcoLeaders:
Awarded to establishments that promote ecological activities with a positive impact on nature and the community surrounding their location.
How to improve your business performance using Tripadvisor Widgets
Widgets can be inserted into establishments' official pages and play a variety of roles, such as strengthening the company's online reputation by conveying prestige and credibility, or helping your establishment receive more reviews.
See below for widgets that you can insert into your business for free:
- “Ranked on TripAdvisor” badges: you can and should display the badges you earn on the platform on your website.
- Review Snippet Widgets: With a variety of styles to choose from, you can display your TripAdvisor rating, recent review snippets, and more on your website.
- “Very good!” seal : available to establishments that receive a minimum number of excellent reviews.
- "Write a Review" Widgets : Make it easy for customers to review your establishment with this feature. The easier and more intuitive the process, the more reviews you'll receive.
- TripAdvisor Facebook App: Share your TripAdvisor ratings and reviews with your Facebook fans.
- Award badges: If you've earned a Certificate of Excellence or Travelers' Choice award, share this achievement on your website.
- TripAdvisor Social Buttons: Customize and display a small icon on your page alongside other social media widgets.
- Rating Widget: Display your property's rating on TripAdvisor with this widget.
- Positive Reviews Widget: Create a scrolling slideshow to display the latest great review you received.
- EcoLeader Widgets: Tell everyone you're a TripAdvisor EcoLeader.
How reviews are managed on Tripadvisor
Before being published, the review goes through a series of electronic checks and in-depth analysis, and then it is determined which path it will follow.
Most reviews pass through the system without any issues and are posted. Those that violate the site's policies are rejected, and those with suspicious features are reviewed more closely.
Tripadvisor has 3 categories of suspicious reviews:
- Review boosting: when companies unfairly try to boost their reviews;
- Review vandalism: when someone tries to defame a business by optimizing negative reviews;
- Review optimization: when agencies are paid to fake positive reviews on a company's behalf.
At this link, you will find a list of what is considered fraud on Tripadvisor .
How do I report a review on Tripadvisor?
This link contains a list of the review guidelines . Once a review is found to violate these guidelines, Tripadvisor staff will remove it.
However, disagreeing with a negative review your business has received is not sufficient reason to warrant its removal from the platform. Tripadvisor is not a moderator and does not judge conflicts.
To “report” a review on Tripadvisor:
- Enter the Administrator Portal .
- Click on “Reviews” in the top menu and choose “Report a review”.
- Under “What’s wrong with the review?”, choose one of the options and fill out the rest of the form.
It may take several days for the outcome of your request to be released, and there is no guarantee that the review will be removed.
We suggest that you DO NOT fail to respond to negative reviews, even if you disagree with the content. This shows other users that you are attentive to your customers' opinions and that you care about their satisfaction.
Very important: Don't get into an argument with the person who posted the negative feedback; this will make things much worse for your company. Check out these 7 simple steps to never make the same mistake again when responding to negative online customer reviews.
How to report blackmail on Tripadvisor
Your hotel or guesthouse may one day be blackmailed by opportunistic customers. On TripAdvisor, blackmail is defined as a customer threatening to leave a negative review if their abusive demands aren't met. For example, an unplanned upgrade, an unfair refund, or similar.
Tripadvisor recommends that you report these threats immediately, even before the blackmailer's review is posted.
To report your business as a victim of blackmail on Tripadvisor, do the following:
- Enter the Administrator Portal .
- Click Help & Settings in the top menu and select Help Center.
- Then click Contact Us at the top of the page and select Owner Support.
- Under Tell us what the problem is, select Report fraud.
- Under What do you want to do?, select Report blackmail threat and provide more information about the employee, including name, email, location, and date of stay. The content of the review must match what you described in the blackmail report.
Read about the blackmail policy here .
This process only applies to feedback that hasn't been submitted yet. If the blackmailer's review has already been posted, follow these steps:
- In the Admin Portal, select Report a review from the Reviews menu at the top.
- Select Assessment Questions as the issue.
- Choose Suspicious Assessment.
- For the reason, select I want to report another issue.
- Choose the assessment in question from the drop-down menu.
- In the space provided, provide documents and present facts that prove that the assessment is the result of blackmail.
How to respond to your Tripadvisor reviews the right way
Try to view your reviews as both real-time feedback on your business's performance and an essential marketing tool for your business's success. Users read reviews to get a sense of the experience at that location. Good review management can act as an online version of word-of-mouth advertising.
Below is a step-by-step guide on how to respond to reviews on Tripadvisor.
Respond to all reviews
Regardless of whether the review is positive or negative, try to respond to all of them. Start with negative reviews with comments, then move on to positive reviews with comments. Continue responding to negative and positive reviews without comments, in that order.
Always say thank you for the review
Even if the feedback is negative, say thank you. Most people review a place with the intention of helping, so saying thank you is polite and shows that you care about their opinion.
Use keywords
When someone searches for your place on Google, your reviews appear in the search results, as do your responses. The right keywords will help you rank higher. Important: Don't mention your establishment's name in responses to negative reviews.
Be professional and kind
Never, ever, and under no circumstances should you engage in an argument with your customer over a negative review. Establishing a code of conduct with guidelines for responding will help you, as it not only speeds up the response process but also ensures that reviews are responded to appropriately.
Apologize and commit
When responding to negative reviews, be sure to thank them, apologize, and commit to a solution. Besides being a great opportunity to reverse the negative impression, you also show other users that you're committed to your customers' complete satisfaction.
Act naturally
Be careful not to sound like a robot wrote your answers. Show friendliness and openness, just as you would in person. The answer guide will help you with this.
Be objective and brief
No one wants to read a speech. Be kind and cordial, but keep it brief. Be extra careful with responses to negative responses; don't drag out your response longer than necessary. Doing so may cause users to perceive you as defensive and absolving yourself of responsibility. If this is the case, the best course of action is to continue the conversation offline, via email or phone.
How to increase the number of reviews you receive on Tripadvisor
Reviews play a fundamental role in purchasing decisions. According to Tripadvisor, 83% of travelers say reviews make them more confident when making travel decisions. Knowing this, the site provides tools to help you with this task.
Check out 5 free tools that will help you remind customers to review your establishment.
1. Personalized business cards
To create a custom card on Tripadvisor, follow these steps:
- On the Marketing Tools tab in the Admin Center, select Marketing Tools.
- Select Personalize Yours below the “Give a Review” Cards.
- Once you've chosen the best option for you, click Get Started to customize your cards. Be sure to include your business name and city on the back of the cards.
- Card ready, just send it to be printed.
- Hand out cards as guests leave, at the end of a meal, or at the end of a tour to remind guests to leave a review when they return home.
2. Brochures
Distribute flyers asking for customer reviews. The website provides a free template for download in the Admin Portal. Under Marketing Tools in the top menu, select Promotion Tools and click Download Now under the "Write a Review" flyer. It's available in multiple languages, so you can distribute it to people all over the world.
3. Express Reviews
With this feedback collection tool, you can create and send professional-looking emails that encourage customers to review your establishment. Visit the Express Reviews dashboard to track the success of your campaigns.
4. “Review Incentive” Widget
Ask visitors to review your establishment directly on your website using the "Review Incentive" widget. Place the widget in an easy-to-find, prominent location on your website.
5. TripAdvisor Facebook App
With this app, you can share your establishment's ratings and reviews on TripAdvisor with your Facebook fans.
To start using these tools today, visit the Admin Portal.
Conclusion
Now that you're a Tripadvisor expert, there are no more excuses for not using this powerful platform to your advantage.
Start collecting and managing online reviews about your property, interacting with travelers, and attracting future customers by promoting your business on the world's largest travel site.
Find out what people are saying about your establishment and use review management to provide a great experience for your customers.
But be careful: just having a presence on TripAdvisor isn't enough. It's also necessary to have a strong presence on the website and conduct ongoing monitoring.
