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8/10/2019 Tripadvisor En
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8 Key Strategies for Climbing TripAdvisor Rankings
Introduction 3#1 Provide truly remarkable service 4#2 Be true to brand 5
6#4 Mobilize the whole team 7#5 Offer great value 8#6 Do it with passion every day 9#7 Focus on traditional hospitality 10#8 Prevent escalation 11
secret 12Answer to Top Questions from Hotels 13About us 20
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In researching Climbing
Popularity Index webinar last month, I asked a range ofhoteliers how they achieved and maintain top-10rankings.
Their testimonials underscore that, despite the disruptiveforce social media has had on the hotel industry,traditional hospitality has never been more important.
During the webinar, Brian Payea, Head ofIndustry Relations, explained that while many factors gointo the Popularity Index algorithm, the key areas to focuson are review quality, recency and volume, calling them
important.
As for the benefits of a top ranking, Adele Gutman, VP,Sales, Marketing & Revenue at the Library Hotel
Collection , whose four Manhattan boutique hotels arelegendary for dominating the charts on TripAdvisor, saysthe No. 1-ranked Casablanca Hotel receivesover 100,000 profile views in a month.
The Library, just a few places below, will have half that
many viewers, while the Hotel Giraffe and the Elysee willget half of that. She adds, [not just] casual drifters,but travelers actively seeking out a hotel in New York City
What would you have to pay for that kind of
Good question. Of course, few destinations receive asmany visitors as New York, but for any destination, ahigher ranking means more visitors to your TripAdvisorpage, more traffic to booking channels, and greater
demand for rooms and services. As for revenue, that willdepend on how well you convert.
So what are the secrets to climbing the ranks? On thefollowing pages I pass on eight key strategies top-ranking
hoteliers shared with me.
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Often, not the lavish gestures that travelers mention inreviews but the little details, unexpected surprises andspecial attention from staff. One consistent theme is an
unrelenting commitment to service excellence service so it compels guests to remark about it in a
review.
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Magic Castle Hotel in Los Angeles has only 43 roomsand solicit reviews from guests. Yet this three-
star establishment ranks No. 1 out of 304 LA hotels,outranking the five-star Hotel Bel-Air and the FourSeasons and obtaining far more reviews than muchlarger hotels.
How? generate reviews organically by providingguests with ridiculously good service, so good they feelcompelled to write about the hotel and tell says Darren Ross, Magic general manager.
As a result, he estimates that the hotel receives 50,000visitors to its TripAdvisor listing per month.
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8 Key Strategies for Climbing TripAdvisor Rankings
always at least one property in the top 10 that
makes hoteliers scratch their head and say, But not about being the most luxurious, about being
truest to brand. not fancy, but we know who we says Ross.
That requires strong leadership and a clear vision. the stories you want your guests sharing after
they leave and get your staff to see their role inmaking them advises Bill Baker of BB&CO
Strategic Storytelling .
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but we knowwho we
Darren RossGeneral ManagerMagic Castle
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For Gutman, also about managing expectations.
need to be painfully authentic when describing the hotelon your she tells me. benefits oromitting realities can bring you travelers who will be
disappointed when they arrive and unlikely to give you thegreat reviews you are seeking. As if the name enough, the Casablanca Hotel takes great pains on itswebsite to describe Cozy Classic Petite rooms as and offering and bathtub. The site also says
these rooms are recommended for couples on long and yet some guests are still surprised to find
these rooms small. can certainly say we make everyeffort to be says Gutman.
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Refreshinglyhonest is one ofour favoritecompliments
Adele Gutman MilneVice President Sales,Marketing & RevenueLibrary Hotel Collection
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For Ben Hechter, general manager of Super 8 Kelowna,the only economy property in Kelowna in the top 10, most important thing is getting the whole team involved.
Not just front of house, but back too. Posting reviews,letting them know when they are mentioned by name, andshowing them where we have come from and where weare now gives everyone a stake in the property.
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What do travelers gripe about most in reviews aside from service? Wi-Fi charges, surprise fees and gouging. Top-ranking hotels stay clear of such practices. Many are generous with extras too, like free Wi-Fi, breakfast, upgrades,beverages and snacks. When making these decisions, hotels must now factor in the costs and benefits to reputation.
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For Gutman, also about managing expectations.
need to be painfully authentic when describing the hotelon your she tells me. benefits oromitting realities can bring you travelers who will be
disappointed when they arrive and unlikely to give you thegreat reviews you are seeking. As if the name enough, the Casablanca Hotel takes great pains on itswebsite to describe Cozy Classic Petite rooms as and offering and bathtub. The site also says
these rooms are recommended for couples on long and yet some guests are still surprised to find
these rooms small. can certainly say we make everyeffort to be says Gutman.
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Do what you likeand do it withpassion every
Adele Gutman MilneVice President Sales,Marketing & RevenueLibrary Hotel Collection
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The Waikiki Edition opened in 2010 with great fanfare,only to flounder in the 50s on TripAdvisor after anacrimonious parting of ways between ownership and
Marriott.
Since rebranded as The Modern Honolulu , last Decemberthe hotel launched a formal reputation managementprogram. Setting guest experience as a top priority, the
hotel engages every department in the program, asksguests for reviews at three touch points, and usesReviewPro to analyze guest sentiment.
As a result, the hotel now sits at #4 of 83 hotels inHonolulu. Says Nicholas Barger, director of rooms,
fake your way to the top. You must focus ontraditional hospitality.
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The Modern Honolulu
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Lastly, another key strategy is to prevent negative reviews by training and empowering staff to identify and resolve on-property issues before they escalate to online complaints. For The Modern Honolulu, that means giving staff the authority
to do what it takes to ensure guests leave dissatisfied, says Barger.
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One thing is clear: TripAdvisor rankings are a moving
target and top-ranking hotels can never rest on their
laurels. While we are enormously grateful to these hotels
for sharing their strategies, we need only read their
reviews to discover their secrets, where broadcast
loud and clear by satisfied guests.
As Payea says:
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pure hospitality
Brian PayeaHead of IndustryRelationsTripAdvisor
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Almost 2,500 hoteliers around the world registered to
listen to 8 Strategies to Improve YourTripAdvisor Ranking webinar. Here we provide answers
to some of the most popular questions submitted by
attendees.
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TripAdvisor: How toImprove your Hotel
Ranking
On TripAdvisor, one of theinternet's most powerful OnlineTravel Agencies (OTAs),ReviewPro explores how hotelierscan improve their ranking & guestreviews
Watch Webinar
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8 Key Strategies for Climbing TripAdvisor Rankings
Q: So what exactly is the formula for
Popularity Index?TripAdvisor disclose all the elements that go into
the Popularity Index algorithm, which determines the orderin which businesses are ranked. But during the webinar,Brian Payea, Head of Industry Relations, told
us the three key ingredients: quality, recency and quantityof reviews.
Q: What is meant by recency and why is it soimportant?
Recency refers to the date the review was posted. Themore recent the review, the greater its weight on Popularity
Index rankings. According to Payea, last reviews
count a lot more in the calculation than last or last reviews.
Q: Why
We know from watching traveler behavior on the site that
they focus a lot of attention on the most recent
he explained. fresh information about a propertyhelps them make a well informed decision.
Q: How can we generate more reviews?
There are two approaches to generating reviews: proactive
and organic. Being proactive means asking guests forreviews. This could be at checkout, by giving guests abusiness card or printing the request on the folio, or by
adding a review widget to your website or Facebook page.Sending a post-stay email request tends to generate thestrongest results.
TripAdvisor offers a number of tools for soliciting reviews inthe Management Center, including Review Express and a
a Review Widget.
As for the organic approach, this means letting reviewsoccur naturally, by providing a guest experience that is sounexpected, special and memorable guests feel compelledto tell others in a review.
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Q: Can we encourage guests to write reviews while on
property? would much prefer that reviews come from off
Payea said during the webinar, notfrom hotel computers themselves. He explained thatTripAdvisor has automated resources that look at reviewsas they come in, and reviews posted on property maytrigger them.
you get a message from TripAdvisor [regarding]suspicious activity and you believe it is associated withpeople submitting reviews from your business center, for
he said, us know that you believe this couldbe a contributing factor.
Q: Can we offer our guests incentives or rewards for
writing reviews?According to TripAdvisor policy, incentives such
as discounts, upgrades, or any special treatment inexchange for is considered fraud. Click here tolearn more.
Q: How long do reviews stay valid?
Payea said that reviews stay on the site forever but countless and less in Popularity Index calculations over time.For example, he cited the first review ever posted to
TripAdvisor, in February 2001, which is still on site butdoes not contribute to popularity any longer.
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Q: How come so many small properties outrank largeproperties? Does TripAdvisor favor smaller
properties?Payea give details on the calculation, but said,
are a lot of instances where a property can have athousand reviews and a high rank, and a new propertycomes into the market and, after six months or a year offantastic service with maybe a much small number ofreviews, maybe 100 or 200, it can surpass that property.
reason is recency is so important. When recentreviews are compared head to head with the competitor probably see the property with more good recent
reviews in last six months or year is going to be furtherahead than the property with higher total reviews but notthe quantity of reviews in those recent critical months. So,he advised, attention to total reviews but with thecaveat that total in recent months is very important.
He also said that small is not a big impediment tomoving up. Question is, is it an advantage? We askhim, but logic tells us it is in some respects becausesmaller properties have greater control over the guestexperience and can thereby drive a higher rate of guestsatisfaction. For larger hotels there are more movingparts though more resources too. So really, game.
Q: In my city, a budget hotel outranks the mostluxurious hotel. How can that be?Payea said that hotels often mistake the Popularity Indexfor a measure of the amenities hotels provide. Thecalculation is a measurement of guest satisfaction basedon information provided by travelers. It is a measure ofhow well the property succeeds in exceeding theexpectations of guests. He stressed that guest satisfactionis different from the typical amenity level calculations thatdrive other hotel listing sites.
The key takeaway here? If you want to climb the PopularityIndex, you need to generate a steady stream of positivereviews. And that will be accomplished by generating ahigher level of guest satisfaction. that simple. And thatcomplex.
Q: Do management responses have any impact onrankings?
TripAdvisor discloses only the three key ingredients to thealgorithm: the quality, recency and quantity of reviews.However, TripAdvisor has stated in the past thatmanagement responses have no impact on rankings.
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Then why respond to reviews? Management responses
might not affect rankings, but they do affect travelerperceptions. In a 2012 PhoCusWright surveycommissioned by TripAdvisor, 57% of respondents agreedthat seeing hotel management responses to reviewsgenerally me more likely to book it (versus acomparable hotel that respond to travelers).
Q: How often is the Popularity Index calculated?
least said Payea.
Q: Sometimes we receive a rating of 5 out of 5 in allcategories in a review but our overall rating is only 4.How can that be?As per the image below, when travelers write a review onTripAdvisor they are first asked to rate the property overall,and then they have the option to rate it by department orattribute such as Service, Value, Cleanliness, etc. Atraveler can therefore rate all departments 5 out of 5 butthe overall experience 4 out of 5.
Q: Does the text in reviews play a part in algorithm?Payea confirm or deny this, but said,
spend a lot of time worrying about things like review
sentiment, words, number of words. Focus on ratings,recency and quality. Make sure you have a stream ofrecent positive reviews.
Of course, understanding sentiment in reviews is essentialfor hoteliers to guide improvements, expenditures andrecognition programs. ReviewPro provides sentimentanalysis in multiple languages for TripAdvisor and all majorreview sites.
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Q: What is TripAdvisor doing to combat review fraud?Content integrity is top priority, said Payea.
know that traveler trust is the cornerstone of ourbusiness so we work hard to ensure that we maintain thattrust. He cited PhoCusWright research that found that98% of travelers said that their experience matchedexpectations after doing research on TripAdvisor. tells us the system is he said.
Payea said TripAdvisor has an aggressive program to
maintain content integrity that consists of three main areas.First, he said, community. You can help us. Point outwhen you believe a review should be removed. If you wantus to investigate a competitor, let us know through theManagement Center.
Second, he said, have a team of investigators to lookinto reviews closely when called to our attention. Andthird, TripAdvisor has -leading technology thatsystematically looks through any new content.
He warned that there are penalties for fraudulent activity,also called . This may include a traveler alertabout suspicious content posted to the listing. Seethe TripAdvisor Insights website for more information aboutboosting.
Q: How do I dispute a review on TripAdvisor?Reviews can be disputed by completing a form in the
your section of Management Center.
Q: What criteria does TripAdvisor use to decidewhether or not to remove a disputed review?Said Payea, all comes down to whether it is in keepingwith our guidelines. It must be a travel-related review ofproperty. It be from neighbor who like the
noise or the trash collection.
But, he added, necessarily have to be [from]someone who stayed there. If someone had a travel-related experience on the phone and like thereservations discussion, then the review is valid.
We would also allow it if someone walked in to the lobby
and stay because they had a negative experience.Or if the hotel was overbooked.
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However, he said, people review aspects they
experience. If you believe someone has written reviewoutside the guidelines, about things they could not haveexperienced, dispute it and provide as much info aspossible to the investigators.
Keep in mind, however, that TripAdvisor often declines toremove disputed reviews on the basis that travelers areentitled to their opinion. If you agree, post amanagement response to respectfully provide your side ofthe story.
Q: What are the conditions for having all previousreviews erased?Said Payea, conditions for starting fresh or removingold reviews are: a change in ownership, a change in brand,or a substantial renovation. He cautioned that submitting arequest based on a renovation is pretty high bar. Youmust provide a lot of documentation to substantiate thatthe guest experience has entirely changed.
He added, condition that does not qualify is a changein management. So if ownership and brand are the samebut new management comes in, it does not qualify.
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