June 29, 2017
Travel is the next battleground for China’s tech titans
After slugging it out in ride-hailing, bike rentals and food delivery, the battle between China’s technology giants is spilling over into the travel sector.Read more
After testing it since November 2012, TripAdvisor today officially launches Review Express, a feature that enables registered hotels to bulk upload up to 1,000 guest email addresses at a time, add a message with the hotel logo, and then TripAdvisor will email guests in the hotels’ name to prod them after their stays to write a TripAdvisor review about the hotel.
A first-mover in user-generated hotel reviews, TripAdvisor already has scale and a huge review lead over competitors, and Review Express — if it is adopted by large hotels — will widen the gap. That, in turn, would enhance TripAdvisor’s already-to-die-for SEO, and advertising revenue.
The hotels can’t offer incentives or solicit positive reviews in these Review Express emails, but nonetheless there are a lot of benefits for the hotels in this — and mega upside for TripAdvisor, too.
The Review Express emails provide a link to the hotel’s “Write a Review” page on TripAdvisor, which will boost the number of reviews a hotel gets. The more reviews a hotel gets on TripAdvisor, assuming they are mostly positive, the higher a property’s ranking would trend in TripAdvisor — and that turns into additional bookings and revenue.
Users will see a message underneath TripAdvisor reviews solicited in this manner that reads: “Review collected in partnership with (hotel name).”
Get the full story at Skift.com and TripAdvisor
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