TripAdvisor Ranking Tips

Recent research on reviews makes interesting reading and helps guide you on how to improve your ranking within TripAdvisor, Google and any other review sites.

TripAdvisor for business

Good reviews are important, we all know potential guests read and compare reviews before making a decision to book. Maintaining this good reputation has a significant bottom line impact.

Giving good service is always going to be the best way to get great reviews. As the host you’re the one in front of the guest and that makes all the difference … giving you a real advantage over corporate hotel chains. There are however a few tricks that can help bend the curve in your favour because having brilliant service on its own might not generate enough reviews. There may be some gentle prodding required to keep a fresh flow of reviews.

Let’s take a look at a few of the issues. Firstly, WHY you should have a good set of recent reviews, HOW to get them and finally a trick or two to encourage those that you know will REVIEW YOU WELL. We’ll also touch on the danger of putting review links on your website that take possible guests off to another website (where they’re encouraged to book an alternative!)

Why should you try to get a good set of recent reviews ?

1) Fresh reviews are the most important, about 40% of customers only look at reviews from the last few weeks (huge increase from only 18% in 2017). This has a positive impact on hosts that encourage guests to review because they tend to have a constant stream of recent reviews.  

2) TripAdvisor gives higher weighting to the most recent reviews and lowers the importance of older legacy reviews. Favouring newer reviews makes sense because guests want the most up-to-date picture of their potential stay.

3) Getting lots of recent reviews acts as a kind of insurance policy against the (inevitable) odd bad one. If you are unlucky enough to get a poor review amongst all your brilliant ones, it’ll soon sink out of sight if you keep getting new reviews.

4) Properties with more recent reviews will rise-up the ranking compared to those with the same score but older reviews.

How do you encourage guests to post reviews?

A certain number of guest will be regular reviewers and won’t need any nudging, but the majority might need a little prod to post a review. There is no shame in asking for a review, every business needs to know how they’re performing – your guests understand this.

To encourage reviews you could print little business cards with your TripAdvisor link (and maybe an direct booking discount offer for next time they book). Alternatively, you could email or message them after their stay. A little bait sometimes helps so why not use a PromoCode to give them a special returning guest discount?

How do I filter out the best customers to ask for a review?

Your booking system may have its own automatic guest feedback built in? A very effective strategy is to use this initial feedback by thanking them for the great review and asking it to be placed on TripAdvisor. By doing this you are filtering out the best reviewers which will over time boost your review score.

Top Tip: Respond to your reviews on TripAdvisor, Google and others.

Did you know that 89% of guests read the responses to reviews? Replying shows you care and helps you understand precisely what made the difference in the eyes and words of your guests … marketing gold.

This is great news for independent properties because it’s usually the “hosts” that are the differentiator, it’s not the free wi-fi, parking or the marble lobby that get mentioned, it’s YOU the host that makes the stay truly memorable.

Top Tip: Use technology to free yourself to do the important things.

The best hosts use technology to the max – they let their booking engine do the bookings, process payments, update channels etc. investing the time saved delivering a unique memorable experience.  This pays off with a great reputation, more bookings and higher prices.

Top Tip: Review widgets on your website can be tempting…. and costly!

We all want to show off our great review scores but please make sure your review widgets don’t lead guests to a page where they book another accommodation. So many properties just put the review link on their website, leading potential guests off to book with an OTA (at commissionable rates) or not at all. Check your website today, follow the links to see what your web visitors see and where they go, you might be shocked.

Direct booking review widgets are good and freetobook have just launched their new responsive and customisable review widget. 

At freetobook we’re constantly working to free up your time so you can spend it giving guest an amazing experience. We automate payments, guest feedback, online bookings, sending messages, channel management… and so much more.

share best practise

We’re family run and independent to the core, always searching for ways to support direct bookings.

How to win on TripAdvisor

Win on TripAdvisor
Winning on TripAdvisor

It’s great to see so many small businesses flourishing on TripAdvisor with the recent Certificates of Excellence. What does it take to get one? We are privileged to have a special view of the accommodation business chatting to thousands of owners across the world. On the whole customers openly share their success to help others get ahead.

When you look around at the independent B&Bs and guest houses that are winning there are a few things that seem to make all the difference to their guests.

Their welcome is warm, friendly, unique – it sets the tone for the stay. You, the host, make all the difference…. unlike some large corporate hotel chains where you’re “checked-in” by a machine ! That’s a huge advantage straight away, use that encounter to understand the guest, they are all different – some want to chat, take advice etc. others may not.

They have a small “flourish” at check-in that’s worth it’s weight in gold….a fresh pot of tea, some home baking, interesting events for them to see, something local ?

Their “wow factor” often comes from plain old attention to detail. Having everything spotless is a good starting point and then its lots of very small things done well….that add up.  In elite sports it’s called “marginal differences” i.e. the type of bed the athlete sleeps on, the liquids they drink, the make up of their diet, added together all of these 100s of things can mean the difference between a gold or silver medal on the day!

They are “great” at something (most people are!) and they show it off, differentiating themselves from the “crowd” and creating a memorable experience…something guests want to tell their friends about.  It could be flower arranging, local history, gardening, baking bread, carpentry, telling jokes….

They think of their guest all the way, anticipating their needs….if they are in a “walking Focus on Successarea” they provide advice or maps, if guests need to eat out they know which restaurants do what food best.  By spending time with their guests they are better able to understand how to make their stay just that little bit more memorable.

If you do all this you need to understand that although this level of “service” is natural to you it is also a real part of your marketing plan, so make the most of it.  Ask for a review and respond to them on TripAdvisor (all types), it shows you care but it’s also a fantastic source of marketing information. You will find out what “made the difference” in the eyes (and words) of your guests.

Essentially, “the host” seems to make the difference, not the free wi-fi or parking, so organising your time around the guest is critical. The best in the game know this, they clear their “admin” desk, use technology to the max – they don’t waste time processing bookings, typing in payments, updating booking systems …. instead they invest the time saved delivering a friendly, unique and memorable experience… it pays off!

Some winning accommodation owners case studies for further reading

Maxwell’s Piece B&B in Cotswolds
Glangwili Mansion in Carmarthen
Millgate B&B in Masham
Lincoln Yurts Glamping