September 02, 2015

Using guest reviews to pave the path to greater hotel engagement

Atmosphere Research Group and TripAdvisor have 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.

Here are some of the key findings from the report:

Key finding #1: Highly Engaged Hotels Perform Better on TripAdvisor

In 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 Listings

So what makes a hotel highly engaged? Atmosphere discovered four common actions that these properties take:

- Take ownership of the property's page on TripAdvisor by registering in the TripAdvisor Management Center

- Publish at least 10 Management Photos to their listing on TripAdvisor

- Respond to at least 25% of reviews on TripAdvisor

- Add direct contact information to the property’s TripAdvisor page with Business Listings

Get the full story at TripAdvisor and download the full report at TripAdvisor (PDF 2.6 MB)