TripAdvisor Best Practices for Accommodations

Learn how to optimise your accommodation's listing and get bookings on the world's largest travel site.

The Basics

TripAdvisor Management Centre: Quick Start Guide

TripAdvisor Management Centre: Quick Start Guide Take control of your online reputation. Build your business on the world’s largest travel site. It’s all within reach when you register for the TripAdvisor Management Centre.

The Management Centre is your destination for any and all aspects of your TripAdvisor listing. From updating basic business details, to posting photos, and seeing analytics — your Management Centre is the place to go. All registered and verified owners have access to the Management Centre. To log in, visit www.tripadvisor.com/Owners. If you’re affiliated with more than one property, select the property you’d like to view or update from the list.

Management Centre 101

Here's a quick list of the top five things you can find in the TripAdvisor Management Centre, using the top menu to navigate. Read below for an overview of the homepage and a guide to common Management Centre tasks.

  • Manage Listing: Add photos, manage listing details, update amenities and more via the Manage Listing tab. 
  • Drive Bookings: If applicable, accommodations will find links to manage Business Advantage and Sponsored Placements in the Drive Bookings tab.
  • Marketing Tools: Catch the eye of potential diners & guests with promotional tools, awards, widgets, and window stickers on the Marketing Tools tab.
  • Reviews: Respond to reviews, report a review, and answer traveller questions on the Reviews tab.
  • Help & Settings: Get answers to all of your questions. Access billing & payments, update email preferences, and manage user access. The Owners' Forum and Help Centre are also available here on the Help & Settings tab.
An Overview of the Management Centre Homepage...

Need help? Start here.

Need help? Start here. How to address our most common customer support enquiries

Common questions about TripAdvisor Listings

Common Review and Management Response questions

Common questions about TripAdvisor Features and the Management Center

Common questions about TripAdvisor fraud policies

Need more help?

Submit a request for support:

  1. Log in to the Management Centre
  2. Find the "Contact TripAdvisor" box on the right side of the page
  3. Click the "Get online help" link
  4. Complete the form for your request

We'll be happy to assist you with your enquiry!

Last Updated: 15 September 2017

Free or Premium? A Guide to Marketing on TripAdvisor

Free or Premium? A Guide to Marketing on TripAdvisor TripAdvisor offers a suite of marketing tools for hospitality businesses. Many are free but a few premium features are available for a fee. Do you know which are which?

Looking for ways to drive more business? TripAdvisor offers a variety of tools to help. There’s something for everyone, but you must be registered for your property’s Management Centre to have access. 

Free Tools

Let’s start by looking at the free tools available to any accommodation, restaurant or attraction listed on TripAdvisor. These tools are always available in the Management Centre:

Properties with at least 1 photo see 138% more engagement than properties with no photos.​1

Property page tools

Control the major elements of your TripAdvisor property page through the "Manage Listing" tab in the top menu.  Add photos to attract traveller attention, update your amenities, and complete other administration tasks here as well. 

Over 60% of travellers say Management Responses make them more likely to book.2

Review management tools

Under "Reviews" in the top menu, you'll find all of the tools you need to manage, measure, and respond to new reviews.  Try Review Express to encourage more reviews.

Nearly 90% of travellers say reviews are influential in choosing where to book.3

Free marketing tools

Get help marketing your business under "Marketing Tools" in the top menu of the Management Centre. Showcase your reviews with the TripAdvisor Traveller Reviews App for your Facebook page, TripAdvisor Social Media Buttons, and widgets to display your awards and reviews on your website. Finally, request a TripAdvisor sticker for your property, so guests know you’re listed on the world’s largest travel site.4 

TripAdvisor Insights

Want free marketing tips, industry research, helpful guides and more? Hotel managers and operators can visit www.tripadvisor.com/TripAdvisorInsights and restaurant owners can visit TripAdvisor For Restaurants. You can also find information in the Management Centre, under the "Help & Settings" tab in the top menu, select "TripAdvisor Best Practices."

Paid Tools

Accommodation & restaurant providers can enhance their TripAdvisor listings and attract even more travellers with some additional tools that are available for a fee. There are no premium tools available for attractions at this time.

Solutions for accommodations

  • Business Advantage: Industry-leading tools to better market your business to millions of potential guests, differentiate from competitors, impact booking decisions, and measure and improve your online reputation.Visit www.tripadvisor.com/business/BusinessAdvantage to learn more.
  • Instant Booking: Now, travellers can click the “Book on TripAdvisor” button to reserve a hotel directly on the site. Potential guests are more willing to book when they know they can purchase right on TripAdvisor.5 Instant booking gives your hotel an easy way to claim these bookings. Learn more here.
  • Sponsored Placements: Drive high quality traffic to your property by putting your listing on top of TripAdvisor search results for travellers searching for a place to stay in your area. Sponsored Placements are risk-free — meaning you pay only for the clicks you get and you can cancel at any time. Sign up today at www.TripAdvisor.com/business/sponsored-placements.

Solutions for restaurants

  • TripAdvisor Premium: Get the competitive advantage your business needs with TripAdvisor Premium for Restaurants. Upgrading to Premium gives you exclusive access to powerful subscriber-only tools including Storyboard, Top 3 Reasons to Eat Here, Favourite Reviews, and exclusive data & insights. Learn more here.
  • TripAdvisor Ads: Drive traffic to your TripAdvisor listing by promoting your restaurant in exclusive sponsored placements to a targeted audience of diners searching for a place to eat in your area. Learn more here.

  • 1. TripAdvisor data, July 7 - August 7 2014, tripadvisor.com/TripAdvisorInsights/n2507/bookings-and-traveller-engagement-driven-management-actions
  • 2. PhoCusWright, “Custom Survey Research Engagement,” prepared for TripAdvisor, December 2013.
  • 3. TripBarometer, April 2014, Global Edition: tripadvisor.com/TripAdvisorInsights/n2200/tripbarometer-april-2014-global-edition
  • 4. comScore Media Metrix for TripAdvisor Sites, worldwide,
  • 5. TripAdvisor internal data
Last Updated: 10 January 2018

How to Market Your Hotel or B&B on TripAdvisor for Free

How to Market Your Hotel or B&B on TripAdvisor for Free Here are eight free ways to market your accommodation and take full advantage of your presence on TripAdvisor, the world's largest travel site.

1. Register with the Management Centre

The TripAdvisor Management Centre is full of free tools to help you build your business. In order to access it, you need to register as an official representative for your property. Go to www.tripadvisor.com/Owners, search for your property, fill in the required details, and complete the verification process to confirm your association. Please refer to our owner verification guide to learn more about how to verify yourself as a business representative. 

If you have registered for several properties, you can access their specific Management Centres by clicking "Your Business" from the top left corner. A drop down of your properties will then appear, simply select the property you wish to manage.

2. Share Information about Your Property

Once you've registered, you should update general information about your property that helps distinguish you from competitors. You can edit general information, such as the name of your business, location, amenities you offer, and a text description. To edit this information, log into the Management Centre, and visit the "Manage Listing" tab. Here, 
you can update all aspects of your listing. Fill in your business's text description with whatever makes your property special, whether it's your historic building, spectacular view, or recent renovation. There is no character limit on what you can include, but keep it brief so travellers will read it.

3. Upload Photos

Do you know that nearly 80% of travellers take photos posted online into consideration when booking an accommodation? As a property representative, you can upload an unlimited number of photos that will be displayed on your page. To do so, log in to the Management Centre, look under "Manage Listing" in the drop down menu and click "Photos". From there, click "Add More Photos" in order to upload photos to your TripAdvisor listing. Be sure to add photos that highlight your best features and show potential guests what they can expect at your accommodation.

You can also control the primary photo for your property. This is the main image that displays first in the photo carousel on your TripAdvisor listing and on search results pages across the site. Alternate it with the seasons and use it to showcase what makes your property special. Just be sure it's landscape and at least 1200 pixels wide by 628 pixels tall. 

4. Encourage Guests to Write Reviews

Research shows that many travellers won't consider booking a property if it doesn't’t have reviews. That’s why we offer tools to help you collect reviews from guests. You can use TripAdvisor’s Review Express to send emails to past guests. It’s free, easy to use, and quick to get started. Learn more at www.tripadvisor.com/ReviewExpress. You can also find more tools to collect reviews in the Management Centre. Look under the "Marketing Tools" menu for access to widgets for your website, custom cards, stickers, and more. 

5. Monitor Your Reviews

Sign up to receive email alerts whenever a new review of your property is published. This helps you keep on top of the most recent traveller feedback so you know what parts of the guest experience are going well, and what might need attention.

If you did not sign up for review email alerts when you first registered with the Management Centre you can do so now. In the Management Centre, under "Help & Settings" in the top menu, select "Update Email Preferences." Then, under "Emails for Owners" make sure you’re subscribed to the “Reviews & Questions" email.

6. Respond to Reviews

We recommend that property representatives engage with guests through Management Responses. Show that you appreciate customer feedback with a Management Response to a positive review. Likewise, a response to a negative review demonstrates that you take customer service seriously and gives you an opportunity to explain — to both the reviewer and other potential guests on your page — how you have remedied any problems.

To post a response, go to the Management Centre and under "Reviews" in the top menu, select "Respond to Reviews." For more information on how important Management Responses are to travellers, and what you should include in your response, see our “How to add Management Responses to Traveller Reviews” guide.

7. Bring Traveller Reviews to Your Own Website

Because travellers want to see reviews before they book, many businesses enhance their own websites with free widgets that display their TripAdvisor content to prospective guests. TripAdvisor widgets are snippets of code that can be installed within any HTML-based web page. TripAdvisor offers many widget options, including ones that display your TripAdvisor awards, a snippet from a recent review, a review starter, and more. For further information on what widgets are available and how to access them, read our guide.

8. Evaluate Your Performance

The Analytics Suite displays some of your property's key statistics, including reputation insights and market position data. The full Analytics Suite, available only to Business Advantage subscribers, includes additional information on click activity, photos and amenities, demand trends, and competitive data. To learn more, read our guide to the Analytics Suite.

Last Updated: 20 September 2017

How to Change Your Business's Category on TripAdvisor

How to Change Your Business's Category on TripAdvisor Step-by-step instructions on how to update your business's category or type on TripAdvisor.

Property representatives who want to update their TripAdvisor business type can submit a request in the Management Centre.

Accommodations

Before you submit a category change request, confirm that your accommodation meets the accommodation category guidelines. Once you've confirmed this, follow these steps to submit a change request:

  1. Log into the Management Centre
  2. Under "Help & Settings" in the top menu, click "Contact TripAdvisor"
  3. Then, in the "Please tell us what the issue is" section, click "Update business information"
  4. Select "Request change of accommodation type" and fill out the short form. Be sure to provide us with the links or license information that we can use to verify your requested category change
  5. Click "Submit"

Restaurants

Restaurants can change their cuisine type(s), such as changing from a Steakhouse to a pizza spot, by following these steps:

  1. Log into the Management Centre
  2. Under the "Manage Listing" menu at the top, click "Cuisines & Amenities"
  3. Update all necessary sections
  4. Click "Submit"

If you need to change your establishment category, such as changing from a "Coffee & Tea" establishment to a "Restaurant," you will need to file a ticket with our Owner Support team. To submit an establishment change request follow these steps:

  1. Log into the Management Centre
  2. Under the "Help & Settings" menu at the top, click "Contact TripAdvisor"
  3. Then, in the "Please tell us what the issue is" section, click "Update business information"
  4. Select "Report brand change" from the drop-down list, and fill out the short form. Be sure to provide us with the links or license information needed to verify your requested category change
  5. Click "Submit"

Attractions

Attractions can request to change their listing details or type(s), such as changing from a bike tour to a boat hire company, by following these steps:

  1. Log into the Management Centre
  2. Under the "Manage Listing" menu at the top, click "Name & Description"
  3. In the "Attraction Details" section on the left, update all necessary sections
  4. Click "Submit"

How long will this take?

Changes to your listing details require investigation by a member of the TripAdvisor Listings team. This can be a lengthy process and will take at least 15 working days. Please do not submit the same request multiple times. This will delay your original request and cause the 15-day time period to start over again.

Last Updated: 11 October 2016

Top 10 TripAdvisor Myths

Top 10 TripAdvisor Myths Below are 10 common misconceptions about TripAdvisor – and the real story behind the myths.

MYTH 1: Reviews on TripAdvisor are usually negative.

REALITY: In fact, the majority are positive! Three-quarters of reviews are rated “very good” or “excellent.”

MYTH 2: You can’t trust TripAdvisor reviews.

REALITY: We have a lot of research showing that travellers find that their experience generally reflects the reviews they’ve read. Travellers take a balanced view of reviews and are not persuaded by one review alone. They tend to appreciate the wisdom of crowds and look to the majority opinion for guidance. TripAdvisor takes review integrity seriously, which is why we’ve developed a multi-tiered approach to content screening that includes a dedicated team, sophisticated technology and our loyal community. If you think a review is suspicious or fraudulent, let us know! 

MYTH 3: Nothing is free on TripAdvisor.

REALITY: Thousands of property owners and managers worldwide take full advantage of our free Management Centre tools. It doesn’t cost you anything to add photos, sign up for notifications of new reviews or post a Management Response. You can also take advantage of additional promotional opportunities by purchasing a Business Advantage.

MYTH 4: I have no control over my TripAdvisor listing.

REALITY: Just complete the free registration in the Management Centre and you can start adding a property description, photos, videos and more.

MYTH 5: Businesses can’t share their side of the story on TripAdvisor.

REALITY: We strongly encourage you to add Management Responses to reviews. These not only show guests that you take their feedback seriously, but also gives you the last word.

MYTH 6: Businesses and travellers are held to different standards. 

REALITY: Both traveller reviews and Management Responses must meet TripAdvisor guidelines to ensure they’re relevant and fair. If they do, they’re posted quickly.

MYTH 7: There is  no one at TripAdvisor to help business representatives.

REALITY: In fact, we have a multi-lingual customer service team dedicated to resolving your issues. They're available via the Management Centre, telephone and email. Contact details for your language and region are posted in your Management Centre.

MYTH 8: It’s against TripAdvisor rules to ask guests to write a review.

REALITY: While offering incentives for reviews is against our rules, suggesting your guests write a review is always a great idea! In fact, we even offer tools in the Management Centre that you can use to remind guests to write reviews after they leave.

MYTH 9: The popularity ranking is rigged.

REALITY: The algorithm for our popularity ranking is based on three things: the quantity, quality and age of reviews for your business. Updates to your popularity ranking score are based solely on new reviews – and commercial relationships never come into play.

MYTH 10: TripAdvisor may be big in the U.S., but it’s not important to the rest of the world.

REALITY: According to comScore, we’re the world’s largest travel site. In fact, a majority of our traffic originates from outside the U.S. So register with the Management Center and start growing your business with us today!

Last Updated: 10 January 2018

Sponsored Placements

Tips on Measuring the Impact of Your Sponsored Placements Campaign

Tips on Measuring the Impact of Your Sponsored Placements Campaign Get insights on how you can use the updated Campaign Performance report to make Sponsored Placements work harder for you.

The Campaign Performance report helps you measure the effectiveness of your Sponsored Placements campaign so you can drive more traffic. To view your performance report, log into Ads Manager and select the “Campaign Performance” tab. Read on for ways to use the report to maximise value from your advertising campaign:

1. Assess the reach of your campaign

The traveller shopping experience takes time and repeat visits — on average, it spans 40 searches over 89 days.1 Seeing your ad repeatedly over time can influence travellers to consider booking with your property.

Use the number of ad impressions to assess your campaign's reach to travellers who are looking for a place to stay in your area on TripAdvisor. To increase your exposure, opt for a higher monthly budget spend. With a higher budget, your ad will be served more frequently, and more travellers will see your ad. Properties with the “high” budget typically see an average increase of 57% more clicks from potential guests over those who select the “low” budget.2

2. See how often travellers engage with your ad

The click-through rate (CTR) is the best way to measure engagement. Travellers who click on your ad like what they see and want to learn more about your property.

Tips to improve your click-through rate:

  • Ensure your primary photo makes a strong first impression. If you’re a Business Advantage subscriber, select your Favourite Photos as well. These are the first 30 photos guests click through in the photo carousel, so make sure they are high-quality and represent the best your property has to offer.
  • Confirm your amenities are up-to-date to match travellers' searches.
  • Entice travellers with a Special Offer, available to only Business Advantage subscribers.
  • Add Search Links, which allow your website to appear in search results on high profile TripAdvisor pages (available only to Business Advantage subscribers).
3. Track incremental page visits from your ads...

13 Things You Should Be Doing to Drive More Bookings from Your TripAdvisor Listing

13 Things You Should Be Doing to Drive More Bookings from Your TripAdvisor Listing Best practices on how to drive more direct bookings from your TripAdvisor listing page. In our recent “Drive More Direct Bookings with TripAdvisor” webinar, we covered TripAdvisor’s impact on travellers’ booking decisions. In this article we’ll review your TripAdvisor listing page and how you can optimise it to drive more direct bookings. If you’re interested in learning how to optimise your presence on TripAdvisor search results pages, read here. First, let’s review your listing page and why it matters. By the time someone lands on your listing page, you’ve already captured their attention and are a part of their consideration set (the list of properties they’re choosing from). Your goal at this point is to keep these potential guests engaged with your property, provide all of the information they need to make a confident purchase decision and easily connect them to your direct booking channels. For simplicity, we’ve organised these tips based on the layout of your listing, starting at the top and working down to the bottom. We’ve also included a mix of free and premium tips — those tips with an asterisk (*) are features available only to Business Advantage subscribers. To become a Business Advantage subscriber, visit www.tripadvisor.com/BusinessAdvantage. 1. Upload Management Photos Research shows that travellers spend more time on property pages that have at least 30 photos.1 Be sure to upload high quality images that are within our photo guidelines — learn more here. 2. Choose a primary photo...

Sponsored Placements Impressions vs. Clicks Explained

Sponsored Placements Impressions vs. Clicks Explained The difference between Sponsored Placements impressions and clicks — and why both are essential to your campaign. The goal of Sponsored Placements is to drive more traffic to your TripAdvisor listing and ultimately, to drive more business to your property. Sponsored Placements is a performance-based advertising product, meaning you'll only pay when a traveller clicks your ad. However, this doesn't mean impressions aren't important. Let's cover the difference between impressions and clicks — and why both are essential to your Sponsored Placements campaign. What is the difference between an “impression” and a “click”? An impression represents every time your ad is shown to a traveller. Said differently, it is every time a traveller sees your ad. A click, on the other hand, is every time a traveller clicks your ad. Why are Sponsored Placements charged per click and not impression? We built Sponsored Placements on a cost-per-click payment model because we believe owners should pay based on the performance of their campaign. While impressions are important for measuring your visibility, we know that most hotels value the clicks their ads have received and potential guests that have been driven to their business more. What do you mean I’m not charged for impressions?...

6 Things You Should Be Doing to Drive More Bookings from TripAdvisor Search Results

6 Things You Should Be Doing to Drive More Bookings from TripAdvisor Search Results Actionable tips to optimise your presence on — and drive more direct bookings from — TripAdvisor search results pages. In our recent “Drive More Direct Bookings with TripAdvisor” webinar, we covered TripAdvisor’s impact on travellers’ booking decisions and how you can influence them. In this article, we explore the importance of search results pages, the types of pages that exist on TripAdvisor and how you can improve your appearance on them. If you’re interested in learning how to optimise your listing page to drive direct bookings, read here. Search Results Pages on TripAdvisor Search results pages are instrumental in helping travellers sort through all of the accommodation options available and find the one that’s right for them. When travellers land on a search results page, they’ve chosen their destination — or at least narrowed it down — and they’re starting to build a list of hotels that will become their consideration set. TripAdvisor has many search results pages across the site. Here are a few examples of common pages a traveller may land on:

  • Traveller Ranked: Properties ranked by the quality, quantity, and recency of traveller reviews — and their consistency over time
  • Best Value: Properties ranked using traveller ratings, confirmed availability from our partners, prices, booking popularity, location and personal user preferences
  • Lowest price: Properties ranked by price — lowest to highest
  • Distance: Properties ranked by their location, with confirmed availability — closest to the centre or location of choice
  • Search optimised pages: Pages designed to address specific searches conducted by travellers — on TripAdvisor as well as on third-party search engines. For example, category pages like romantic or boutique, deals pages or location-based pages., etc.
Your goal on these pages is to get noticed and to convince travellers to add your property to their consideration set. And, while there are many different types of search results pages, the way your property is presented across all of them is very similar. That’s because we’ve invested a lot of time and energy in optimising those pages to deliver the best performance – both for you and for travellers. The benefit is that when you update one element of your listing, you’ll see the impact in how you appear across many search results pages....

How to Get More Clicks on Your Sponsored Placements

How to Get More Clicks on Your Sponsored Placements Top tips to drive more traveller engagement with your ads. Looking to drive more clicks from your Sponsored Placements campaign? Here are some tips to help! 1. Optimise your photo One of the largest and most influential elements of your ad is the primary photo. Choose one that showcases the most unique features about your property — what makes you different from other accommodations nearby. Some clients have reported click-through rate improvements of between 40% and 60% when they updated poor quality images to more compelling ones. Update your primary photo. 2. Update your amenities Amenities are an important part of Sponsored Placements targeting. For example, if a guest selects specific things like "Pool" or "Free Wifi," your ad will only appear if you have those amenities. Decision-driving amenities also appear in your ad. Be sure your list accurately reflects everything you offer at your accommodation. Update your amenities....

Business Advantage

How to Add Contact Details to Your TripAdvisor Listing

How to Add Contact Details to Your TripAdvisor Listing Here’s how to put millions of potential guests - nearby and across the globe - one click or call away from booking with you with Contact Details. Your TripAdvisor page can get hundreds or even thousands of visits per year. With a Business Advantage subscription, you can convert this qualified traffic into direct bookings using Contact Details. Contact Details allow you to add critical business information to your TripAdvisor listing, so travellers can connect with you directly. Here’s what you need to know about Contact Details so you can optimise your Business Advantage return on investment. Not a Business Advantage subscriber? Learn more and sign up at www.tripadvisor.com/BusinessAdvantage About Contact Details With Contact Details, travellers on your TripAdvisor page can reach you directly, whether they’re on a laptop, tablet or mobile device. You can display up to three methods of direct contact, including your:

  • Website
  • Phone number
  • Email address
  • Deals page
  • Packages page
  • A virtual tour
...

13 Things You Should Be Doing to Drive More Bookings from Your TripAdvisor Listing

13 Things You Should Be Doing to Drive More Bookings from Your TripAdvisor Listing Best practices on how to drive more direct bookings from your TripAdvisor listing page. In our recent “Drive More Direct Bookings with TripAdvisor” webinar, we covered TripAdvisor’s impact on travellers’ booking decisions. In this article we’ll review your TripAdvisor listing page and how you can optimise it to drive more direct bookings. If you’re interested in learning how to optimise your presence on TripAdvisor search results pages, read here. First, let’s review your listing page and why it matters. By the time someone lands on your listing page, you’ve already captured their attention and are a part of their consideration set (the list of properties they’re choosing from). Your goal at this point is to keep these potential guests engaged with your property, provide all of the information they need to make a confident purchase decision and easily connect them to your direct booking channels. For simplicity, we’ve organised these tips based on the layout of your listing, starting at the top and working down to the bottom. We’ve also included a mix of free and premium tips — those tips with an asterisk (*) are features available only to Business Advantage subscribers. To become a Business Advantage subscriber, visit www.tripadvisor.com/BusinessAdvantage. 1. Upload Management Photos Research shows that travellers spend more time on property pages that have at least 30 photos.1 Be sure to upload high quality images that are within our photo guidelines — learn more here. 2. Choose a primary photo...

Drive More Direct Bookings with TripAdvisor

ON-DEMAND WEBINAR Drive More Direct Bookings with TripAdvisor Details

Global tourism has been steadily increasing over the past decade and it continues to trend upwards. Unfortunately, while we're seeing a strong growth in spending — we're also seeing a steady decline in supplier direct share of online hotel bookings.

How can you capitalise on this growth in global tourism and increase your share of direct bookings? There are many tools owners can use but — because of our size, influence and role in travel — we believe TripAdvisor should be at the centre of your direct booking strategy.

Our exclusive on-demand webinar gives your practical tips and tools to start driving more direct bookings with TripAdvisor.

In this webinar we'll cover:

  • TripAdvisor's role in the travel industry
  • How travellers move through the booking funnel on TripAdvisor
  • And, actionable tips — for those just getting started to TripAdvisor experts — for driving more direct bookings at every stage of the booking funnel

The live event is now available on-demand! Sign up now to access the recording (in English only).

*Worldwide Travel Path to Purchase 2017, comScore Media Metrix for TripAdvisor Sites, September 2017
**SiteMinder’s Global Hotel Business Index 2018
***Oxford Economics, 2018

Key Takeaways from the Decision Phase of the Traveller Path to Purchase

DECISION PHASE Key Takeaways from the Decision Phase of the Traveller Path to Purchase Last Updated: 12 March 2018 The Decision Phase of the Traveller Path to Purchase is usually where our hotel partners say they invest the most time and resources. In this phase, travellers are ready to book as compared to the Shopping Phase where travellers are still compiling their consideration sets — the short list of accommodations they’ll choose from (more on influencing travellers in the Shopping Phase here). OVERVIEW OF THE DECISION PHASE

The Decision Phase is when a traveller selects a place to stay and books. During this time, travellers are choosing from their narrowed consideration set that was previously developed in the Shopping Phase. Marketing reach at this point is limited, since travellers have already narrowed in on their choice. But, the travellers who you do reach have a very high booking intent.

Unsurprisingly, price is reported as the most important factor when making a booking decision. In a recent TripBarometer study,* 93% of travellers said price was the strongest booking factor and 72% said finding a good deal was most important to them.

WHY THIS MATTERS TO YOU...

An Overview of the Traveller Path to Purchase

OVERVIEW   An Overview of the Traveller Path to Purchase Last Updated: 12 March 2018

The traveller’s path to purchase in today’s world is tangled and complex. Travellers are inspired from a variety of sources — from something they saw online, to a billboard on the side of the road, or a story from a friend’s recent trip. With so many different channels, both online and offline, it can be daunting to decide where to invest your marketing dollars.

In an effort to learn how and why travellers book the way they do, we partnered with comScore to understand where travellers go to shop and what inspires their next trip. We consolidated this data in our recent webinar, “Influencing the Traveller Path to Purchase with TripAdvisor” presented by Charles Ballard and Martin Verdon-Roe. We encourage you to watch the full on-demand webinar, but, if you don’t have the time, or are looking for something more scannable, we have just that.

Travellers are inspired from a variety of sources — from something they saw online, to a billboard on the side of the road, or a story from a friend’s recent trip. OVERVIEW OF THE PATH TO PURCHASE The traveller path to purchase is comprised of three phases...

TripAdvisor Business Advantage for Accommodations

TripAdvisor Business Advantage for Accommodations Business Advantage empowers accommodations to attract and engage potential guests – and influence their booking decisions.

Business Advantage represents an evolution of our Business Listings subscription product, which originally launched in 2010. Business Listings were designed to help accommodations drive more results from their TripAdvisor pages. In working with our customers over several years, we learned that they needed a more holistic solution to unleash the full potential of TripAdvisor for their businesses. Based on their feedback and our own traveller data, we developed Business Advantage.  

Business Advantage empowers accommodations to better market themselves to potential guests, impact booking decisions, differentiate from competitors and measure and improve their online reputations. Its feature set includes a Media Suite, Promotional Features and a best-in-class Analytics Suite.  

What's included in Business Advantage?

Promotional Features: Instantly share Contact Details and influence booking decisions with guests online and on–the–go.

  • Contact Details: Put millions of potential guests one click or call away from booking with you
    • Property page: Choose three points of contact – phone number, email or website URLS – to your property's TripAdvisor listing page
    • Mobile Click-to-Call: Make it easy for guests to contact you — and tap into the fast–growing mobile marketplace — by activating one–click calling from any mobile device when you choose a phone number as one of your Contact Details.
    • Search Links: Include your hotel website link in search results pages on high–profile TripAdvisor pages
  • Special Offers: Stand out from your competitors by sharing exclusive offers on desktop and mobile
  • Announcements: Attract traveller attention by sharing your property's latest news
  • Favourite Reviews: Showcase a great recent review near the top of your TripAdvisor page

Learn more about the promotional features available to subscribers here.

Media Suite: Capture the attention of guests — and stand apart from competitors — with enhanced photo and video tools that showcase your business at its best.

  • Storyboard: A promotional preview that blends together your best photos and top reviews
  • Favourite Photos: Use your best photos to inspire and motivate guests to choose your property by highlighting them in your photo carousel and media viewers
  • Cover Photos: Present your property how you want guests to see it by customizing the album covers on your listing
  • Property Videos: Post dynamic videos on TripAdvisor — and bring your property to life for potential guests

Learn more about features included in the Media Suite here.

Analytics Suite: Leverage in–depth TripAdvisor data on your property, competitors and online visitors to drive key business decisions — and create better guest experiences

  • Overview: Use extensive TripAdvisor data to drive business decisions, manage your online reputation & enhance guest experiences
  • Reputation Insights: Measure against competitors on key reputation indicators
  • Market Position: Find out how traffic and rankings are changing in your market
  • Click Activity: Discover what travellers care most about by tracking clicks
  • Photos & Amenities: See how potential guests engage with your TripAdvisor photos — and how your amenities stack up against your competitors’
  • Demand Trends: Learn where your TripAdvisor visitors are coming from — and what they look for
  • Telephone Lead Management: Measure phone traffic by adding a unique phone number to your property page

Learn more about the Business Advantage Analytics Suite here.

What does it cost?

Business Advantage is a subscription–based product. The exact price of a Business Advantage subscription is tailored to each property based on a variety of factors such as location, size, etc. Properties should discuss specific pricing with their TripAdvisor consultants.

Last Updated: 17 August 2017

Instant Booking

Free or Premium? A Guide to Marketing on TripAdvisor

Free or Premium? A Guide to Marketing on TripAdvisor TripAdvisor offers a suite of marketing tools for hospitality businesses. Many are free but a few premium features are available for a fee. Do you know which are which?

Looking for ways to drive more business? TripAdvisor offers a variety of tools to help. There’s something for everyone, but you must be registered for your property’s Management Centre to have access. 

Free Tools

Let’s start by looking at the free tools available to any accommodation, restaurant or attraction listed on TripAdvisor. These tools are always available in the Management Centre:

Properties with at least 1 photo see 138% more engagement than properties with no photos.​1

Property page tools

Control the major elements of your TripAdvisor property page through the "Manage Listing" tab in the top menu.  Add photos to attract traveller attention, update your amenities, and complete other administration tasks here as well. 

Over 60% of travellers say Management Responses make them more likely to book.2

Review management tools

Under "Reviews" in the top menu, you'll find all of the tools you need to manage, measure, and respond to new reviews.  Try Review Express to encourage more reviews.

Nearly 90% of travellers say reviews are influential in choosing where to book.3

Free marketing tools

Get help marketing your business under "Marketing Tools" in the top menu of the Management Centre. Showcase your reviews with the TripAdvisor Traveller Reviews App for your Facebook page, TripAdvisor Social Media Buttons, and widgets to display your awards and reviews on your website. Finally, request a TripAdvisor sticker for your property, so guests know you’re listed on the world’s largest travel site.4 

TripAdvisor Insights

Want free marketing tips, industry research, helpful guides and more? Hotel managers and operators can visit www.tripadvisor.com/TripAdvisorInsights and restaurant owners can visit TripAdvisor For Restaurants. You can also find information in the Management Centre, under the "Help & Settings" tab in the top menu, select "TripAdvisor Best Practices."

Paid Tools

Accommodation & restaurant providers can enhance their TripAdvisor listings and attract even more travellers with some additional tools that are available for a fee. There are no premium tools available for attractions at this time.

Solutions for accommodations

  • Business Advantage: Industry-leading tools to better market your business to millions of potential guests, differentiate from competitors, impact booking decisions, and measure and improve your online reputation.Visit www.tripadvisor.com/business/BusinessAdvantage to learn more.
  • Instant Booking: Now, travellers can click the “Book on TripAdvisor” button to reserve a hotel directly on the site. Potential guests are more willing to book when they know they can purchase right on TripAdvisor.5 Instant booking gives your hotel an easy way to claim these bookings. Learn more here.
  • Sponsored Placements: Drive high quality traffic to your property by putting your listing on top of TripAdvisor search results for travellers searching for a place to stay in your area. Sponsored Placements are risk-free — meaning you pay only for the clicks you get and you can cancel at any time. Sign up today at www.TripAdvisor.com/business/sponsored-placements.

Solutions for restaurants

  • TripAdvisor Premium: Get the competitive advantage your business needs with TripAdvisor Premium for Restaurants. Upgrading to Premium gives you exclusive access to powerful subscriber-only tools including Storyboard, Top 3 Reasons to Eat Here, Favourite Reviews, and exclusive data & insights. Learn more here.
  • TripAdvisor Ads: Drive traffic to your TripAdvisor listing by promoting your restaurant in exclusive sponsored placements to a targeted audience of diners searching for a place to eat in your area. Learn more here.

  • 1. TripAdvisor data, July 7 - August 7 2014, tripadvisor.com/TripAdvisorInsights/n2507/bookings-and-traveller-engagement-driven-management-actions
  • 2. PhoCusWright, “Custom Survey Research Engagement,” prepared for TripAdvisor, December 2013.
  • 3. TripBarometer, April 2014, Global Edition: tripadvisor.com/TripAdvisorInsights/n2200/tripbarometer-april-2014-global-edition
  • 4. comScore Media Metrix for TripAdvisor Sites, worldwide,
  • 5. TripAdvisor internal data
Last Updated: 10 January 2018

How to Pay for Instant Bookings

How to Pay for Instant Bookings Everything you need to know about paying your instant booking commission fees.

Welcome to instant booking! Now that you’ve signed up – and the bookings are coming in – here’s more information on what you can expect from the monthly payment process.

What am I paying?

Each month, you’ll pay commissions for the instant bookings completed in the prior month. With instant booking, you only pay for completed stays. If a traveller books a room via instant booking, but then cancels, you will not pay for that booking.

How does the payments process work?

You’ll receive a Monthly Statement via email on the 5th of each month. It lists the bookings completed during the prior month according to TripAdvisor records. This is not a bill – no payments are due at this time.

The Monthly Statement allows you to confirm that all of the transactions shown for the prior month were, in fact, completed stays. Beginning on the 5th day of each month, you have a 15-day adjustment period to check the list and make any adjustments (early check-outs, no shows or cancellations).  See below for instructions on how to do this.

On the 19th day of each month, the adjustment period ends. Your commission fees for the prior month will be finalised on the 20th and your account will be charged automatically.

How do I make changes during the adjustment period?

If there’s a transaction on your Monthly Statement that requires modification, follow these steps to fix it:

  1. Log in to the Management Centre and select your property.
  2. From the “Products” menu at the top of the page, select “Booking Activity”.
  3. Once here, look for the incorrect transaction. (Tip: Try selecting “Last Month” from the “Displaying” drop box. Or, try filtering by "Check-out date" instead of "Booking date".
  4. Then use the “Edit” or “Cancel” buttons to adjust the transaction.

You must make these adjustments before the 19th day of each month in order to avoid having to pay an incorrect commission on this transaction.

What if there is a payment failure?

If your payment is not able to be processed on the 20th day of the month, you will receive an email notice that the payment has failed. If you receive this notification, please follow these steps to update your payment information as soon as possible:

  1. Log into the Management Centre and select your property.
  2. Then, under the “Profile” menu at the top of the page, select “Billing & Payments”.
  3. On the left-hand side, under "Billing Information", click "Update".

We will continue to try to charge the credit card on file for 12 days after the first failure. We will attempt one retry for direct debit if the failure is due to insufficient funds. After the 12 days, or a second direct debit failure due insufficient funds or any other reason, your instant booking campaign will be suspended and you will not appear in the "Book on TripAdvisor" placement until your account is made current.

What forms of payment are accepted?

Payment methods vary by country and may include credit cards, direct debit or Automating Clearing House (ACH).

Where can I see all my invoices & payments?

All your invoices & payments are available for viewing on the "Billing & Payments" page in your Management Centre. To access this page, follow the steps below:

  1. Log into the Management Centre and select your property.
  2. Under the "Profile" tab, click "Billing and Payments".
  3. Here you will see two tabs, one for invoices and another for payments. To view an invoice or payment, simply click the associated tab and select an invoice number or applied payment.  A new browser will open. To print the page   select "Print" from your browser main menu.

Note: To see additional information for multiple accounts, use the "Account Selection" drop-down tool on the right-hand side of the "Billing & Payments" page.

Who receives my Monthly Statements?

To see who receives your Monthly Statements, log in to the Management Centre. Can’t access the Management Centre? Take a look at our Quick Start Guide.

Once you’ve logged in, find the “Products” menu, select “Instant Booking” and then click the “Settings” tab. You can add new people and make adjustments as needed.

How do I change the billing contact?

To update the billing contact for your instant booking account, or to add additional invoice recipients to your account, follow these steps:

  1. Log into the Management Centre and select your property.
  2. From the “Products” menu at the top of the page, select “Settings”.
  3. On the Settings page, scroll down to see the list of billing owner(s) and additional invoice recipient(s).
  4. Click "Add Another Recipient" and enter a new name and email. Check the box "Set as billing owner"   and then, "Save". (Note: If you don't click "Set as billing owner", the person will receive invoices on the 20th of each month but won't have   access to your Management Centre.)

Why can't I pay my Monthly Statement?

Your Monthly Statement is like a preview of your final bill for the prior month. We give you 15 days to make adjustments for no-shows or cancellations. Even if everything is correct, we cannot accept any payments until your commission fees are finalised on the 20th of each month.

Need more help?

If you have more questions, take a look at our FAQ. If that doesn’t help, login to the Management Centre and click “Get help online” under the “Contact TripAdvisor” box. Then select "Instant Booking" as the issue and "Billing and Payment Questions" as the subtopic. You can then add your question in the text box.

Last Updated: 24 March 2016

Your Instant Booking Quick Start Guide

Your Instant Booking Quick Start Guide

Start capturing bookings made directly on the world’s largest travel site – in just four simple steps.  

For the first time, millions of travellers can book on TripAdvisor without leaving the site.  Instant booking provides a simple way for you to capture a share of this business on a pay-per-booking commission basis.

Here's how it works:
​TripAdvisor collaborates with your connectivity partner to display your live rates and availability – directly on your property page. Travellers click the “Book on TripAdvisor” button to seamlessly complete their transaction on TripAdvisor. The booking process is fully optimised for desktop, tablet and mobile platforms in 48 languages and many global currencies

Once the booking is complete, you own the relationship with the customer. The booking details are passed to you through your connectivity partner. You only pay for the booking after the traveller completes their stay and it’s easy to track your performance in the Instant Booking Performance Centre.

Ready to capture more bookings from the world’s largest travel site? Four simple steps are all it takes (no expertise required):

1. Confirm eligibility

The first step is to check here to see if you’re eligible for instant booking. Confirm your property name and connectivity partner. Then, click “Get Started”.

Can’t get started? To be eligible, your connectivity partner must be instant booking-certified. Check to see if your connectivity partner is signed up here.

2. Verify Connectivity Partner information

Next, verify that the information that we’re receiving from your connectivity partner is correct. This ensures that travellers are seeing accurate information about your available rooms and rates.

Confirm your property's name, address and website. Next, check that the room types in the table are actually available for the selected search dates and that the correct rates (including taxes & fees) are displayed. Also, confirm that the cancellation policy is accurate.

Note – without the base rate, taxes and cancellation policy, travellers may not book your rooms! Make sure that you are providing this information through your connectivity partner. If you don’t separate taxes and fees from your base rate, the setup tool can estimate them for you.

Keep in mind, to give travellers the best possible booking experience, your rates must be the same or better than those of your other distribution partners. If your direct pricing isn’t competitive, your rates and availability may not appear.

If everything looks good, click “Correct”. Otherwise, select “Incorrect” for more support.

3. Choose your share of traveller views and commission rate

A traveller view occurs each time “Book on TripAdvisor” appears for your property in search results. Sometimes travellers will be viewing your prices; other times they will be seeing your distribution partners’ rates. Instant booking gives you the chance to capture half of these traveller views, as well as the bookings those views generate, with the 15% commission rate. Or you can choose a lower 12% commission rate to get a quarter of all traveller views, and any resulting bookings. It’s up to you – choose an option and then click “Continue”.

4. Add your payment method

Finally, add your payment method or confirm that the one on file is correct. No charge will be made to your account at this point, although we will verify the payment method to ensure that it is valid.  Then, accept the Terms and Conditions and click “Complete sign up”.

Instant booking is a commission-based product. This means no up-front investment, no long-term contracts and no risk to you. You’re only charged for bookings that turn into stays.

You’ll be invoiced on a monthly basis, with each billed item reflecting a completed stay that was booked via instant booking in the previous month. You’ll have the opportunity to review these bookings, and their associated charges, and make any necessary adjustments based on booking changes before your payment is due. For more information on the payment process read our guide here.

Last Updated: 3 December 2014

Managing your Instant Booking Campaign

Managing your Instant Booking Campaign

Manage bookings and track performance from your instant booking dashboard.

The instant booking dashboard is filled with data and insights to help you drive results. Here’s an insider’s guide to its most helpful tools:

1. Track key metrics

The main Dashboard page shows your Room Nights Sold, Bookings and Booking Value in Summary graphs (click each data point to change the graph). You’ll also see your current amount due for those bookings.   

Tip: Attract more guests

Select the higher commission rate on the Dashboard to see the difference that twice as many traveller views makes. 

2. Access guest information

Find full information for every booking – including guest names, e-mail addresses, booking details, billing status, and more – on the Booking Activity report. You can also make updates and reconcile cancellations by clicking the booking’s Confirmation ID number.

Tip: Get more revenue

Use guests’ e-mail addresses from the Booking Activity report to start developing relationships with them immediately. As travellers’ arrival dates approach, send value-added offers that motivate them to spend more. Get more ideas for pre-stay communications here.   

3. Manage commissions

See a running tally of all charges and credits to your account on the Transaction Log. This is also where you’ll find completed stays, commission dues as well as cancellations. 

Tip: Avoid unnecessary charges

With instant booking, you don’t pay commission for cancelled bookings. You’ll receive a preliminary invoice on the 5th working day of each month – either via e-mail or on the Transaction Log page. Click that invoice and confirm that all of the travellers listed completed their stays. To cancel a booking, click its confirmation number and select “Edit or Cancel this Booking”. You must cancel the booking within 15 days of the preliminary invoice date. After that time, on the 20th of each month, your invoice will be finalised and charged to your account. Still have questions? Read more about instant booking payments here.

Note: To view past invoices and payments, click "Billing & Payments" under the "Profile" tab at the top of the Management Centre.

4. Optimise your  instant booking performance

How do your prices and availability results compare to other providers? How have these results changed over the past 30 days? Or year? Find the answers to these questions and more in  the Performance Centre.

Tip: Get more bookings

Use the Performance Centre to see your availability and pricing compared to other distribution channels. In a recent survey, 90% of respondents said the price is important when booking an accommodation.1 Keep in mind, your pricing must be competitive in order for it to be viewed by travellers in the instant booking placement. Read our guide and learn how to optimise your instant booking performance to get more guests. 


  • 1. Source: The 2016 TripBarometer Study, conducted by Ipsos, a global research firm. A total of 36,444 interviews were completed in 33 markets, spanning 7 regions
Last Updated: 10 July 2017

Updating Payment Information on TripAdvisor

Updating Payment Information on TripAdvisor

Step-by-step instructions on updating your property’s payment information on TripAdvisor.

Updating payment information for your property is simple and can be done online. Follow the steps below to learn how to update this information across all TripAdvisor paid products.

Updating your payment information

  1. Go to www.tripadvisor.com/Owners to log into the Management Centre.
  2. Hover over the “Help & Settings” menu at the top of the page, click "Billing and Payments.”
  3. On the right-hand side, under “Billing Information” click the “Update” link.
  4. Enter in your new credit card, update your method of payment or billing information and click “Save.”

How long will this take?

Your updated payment information will appear immediately. If you have any outstanding payments, we’ll charge your account within 24 hours.

Who is the billing owner?

The billing owner is the person who manages payments to TripAdvisor. It’s typically the person who purchased or last renewed your TripAdvisor subscription, or the person who initially set up instant booking. You can see who has access to manage your commercial products by visiting the Manage User Access page. To access this page, log into your Management Centre and under the "Help & Settings" tab in the top menu, select "Manage User Access." On this page, you'll see a full list of all users registered to your TripAdvisor page. You'll also see their TripAdvisor usernames, email addresses, affiliations to your business, and the products they have access to (if applicable).

Can I have multiple cards on file with TripAdvisor?

Yes, you can keep multiple cards on file. However, only one credit card may be set as the default for payments. The billing owner for your property can update the selected default card at any time.

I don’t see the "Billing & Payment" option. What should I do?

You’re probably not registered with TripAdvisor as the billing owner of your property. In this case, you should ask the billing owner to log into the Management Centre and update the payment information using the steps above.

If that person should no longer be managing billing and payments, you can submit a request via the Management Centre to have the billing owner status shifted to someone else.

For owners with a Business Advantage subscription:

  1. Visit the Management Centre.
  2. In the Contact TripAdvisor box click "Get online help.” 
  3. Under "Please tell me what the issue is” box, select “Business Advantage.”
  4. Select "Update Account Access Permissions" as the subtopic.
  5. In the Comments box please include all details of the switch you'd like to make.

For owners with instant booking:

  1. Visit the Management Centre.
  2. In the Contact TripAdvisor box click "Get online help."
  3. Under “Please tell us what the issue is,” select “Instant Booking.”
  4. Choose “Billing and Payment Questions.” 
  5. Explain your request in the Comments box.
Last Updated: 15 June 2016

6 Reasons to Try Instant Booking

6 Reasons to Try Instant Booking Top reasons why hoteliers are making instant booking part of their distribution strategy.

More and more hoteliers are making instant booking part of their distribution strategy. Here are six reasons why you should try this powerful acquisition channel:

1. Convenience is key.

Today's travellers are increasingly looking for one-stop convenience. According to a recent study, 63% of TripAdvisor users want one place where they can read reviews, compare prices and book.1 When you enable instant booking, travellers are able to research, choose and immediately book your accommodation directly on TripAdvisor.

2. Own the guest relationship from the start.

With instant booking, there’s no waiting for guest information to be shared. You receive the traveller’s details as soon as a booking is made via your connectivity partner. Begin building a relationship with the guest – and maximising revenue from each booking – right from the outset. 


“Having access to guest information is vital to our business. It allows us to provide great customer service and provide value-added offers to guests. We’ve found that we’ve been able to convert more of those instant booking customers into returning business travellers, which is so important in our market.” -- Michelle Nelson, Arbuckle


3. Manage distribution costs.

Instant booking is based on a simple "Pay for Stays" commission model. You choose your commission level and pay only when bookings turn into completed stays. This means no upfront investment, long-term commitment or paying for cancellations and no-shows.


"Instant booking holds the promise of allowing us to work directly with our guests rather than through a third-party platform. This enhances our relationship directly with these guests prior to, during and after their stay at a very moderate marginal cost ... The commission paid is typically less than other OTA’s.  For that reason, it makes sense to drive bookings directly to your own booking engine instead of the OTA's that list availability on TripAdvisor."
– Leslie Araiza, Director of Marketing and Public Relations, The Grande Colonial La Jolla


4. Capitalise on your online reputation.

Many accommodations work hard to manage their TripAdvisor pages by collecting reviews, writing management responses, updating photos and more. This engagement makes your property more attractive to potential guests and instant booking helps you convert these browsers into bookers. In fact, in a 2015 Phocuswright study over 80% of respondents said traveller reviews are an important influence on their booking decisions and 54% would not book a property that didn't have reviews.2

5. Set it and forget it.

Instant booking is designed with hoteliers’ busy schedules in mind. It takes just minutes to set up and maintenance is minimal. 

6. Work with your trusted connectivity partner.

Instant booking is powered by your connectivity partner. So, the process of getting your share of bookings made on the world’s largest travel site is seamless.


“With instant booking we are able to reach customers directly on the TripAdvisor site where they are reading our reviews. The bookings allow us to have direct contact with the guest and save money on those reservations ... Working with our connectivity partner InnLink makes management of instant booking very easy, so it is a big win for our property.” 
– Luis Aguilar, General Manager, Studio Inn & Suites


Ready to make instant booking part of your distribution strategy? Learn more and sign up at www.tripadvisor.co.uk/InstantBooking.


  • 1. 2015 ‘Custom Survey Research Engagement’ was an independent study of 14,991 respondents conducted by Phocuswright on behalf of TripAdvisor.
  • 2. Phocuswright Custom Survey Research Engagement on behalf of TripAdvisor, May 2015
Last Updated: 10 February 2015

Reviews

Avoid This New Bitcoin Internet Scam - What You Need to Know

Avoid This New Bitcoin Internet Scam - What You Need to Know

A small number of hospitality businesses are being targeted by a new Bitcoin internet scam. Here we explain what this scam involves, how TripAdvisor protects businesses against it, and what a business can do if they have been targeted.

What does the Bitcoin scam involve?

This is a type of internet extortion scam where fraudsters reach out to businesses, usually by email, demanding a small sum of money be paid into a Bitcoin account. The scammers threaten that if the Bitcoin payment is not made they will write false negative reviews about the business online.

Receiving an email like this can be upsetting, but the good news is that they usually turn out to be empty threats. They are unsophisticated and opportunist attempts by fraudsters to target multiple properties en masse in the hope that a small number will pay up.

We have seen no evidence of these Bitcoin scams working — because Bitcoin accounts are publicly visible, we have been monitoring them to see if anyone has paid up. Based on our investigations to date, we have not seen any evidence of people paying into the accounts of Bitcoin scammers.

TripAdvisor already has safeguards in place to protect businesses

While most of these scams are empty threats, TripAdvisor takes any attempt to extort business owners seriously. TripAdvisor’s advanced fraud detection system already has safeguards in place to protect against this type of fraud, and our dedicated team of investigators actively investigate any reports of extortion attempts we receive.

What should businesses do if they are targeted?

Any business that is the target of an extortion attempt should:

We have not seen evidence of negative reviews submitted to our platform as a result of this scam, but if your property is targeted and subsequently receives a review you believe is connected to the scam, please report that to us so we can investigate further.

...

Traveller Safety on TripAdvisor: What Business Owners Need to Know

Traveller Safety on TripAdvisor: What Business Owners Need to Know TripAdvisor is committed to integrating traveller safety into the essence of the inspiration, research and booking experience. Here’s what owners need to know about our commitment to safety and how it impacts their TripAdvisor listing pages.

As all travel businesses already know, safety is an incredibly important issue in the tourism industry. Providing travellers with valuable, timely safety information gives them more confidence to explore the world, which is in the long-term benefit of businesses.

Like many of you, TripAdvisor has been working on this issue for years, but we know we can do more. So, we’re doubling down on our efforts to help travellers find and share safety information during every step of their journey by taking a phased approach to introducing new safety-focused features and policies to the site.

The first of these changes is a new “safety review filter,” which will allow travellers to filter for reviews posted about safety incidents on a property’s listing. The second is a notification that will be placed on the safety reviews themselves to make it easier for travellers to distinguish these from other reviews.

The majority of businesses will not see a safety review on their page for someone to filter, as these cases of reviews with extreme safety issues are rarer. For example, in the last year alone, of the tens of millions of reviews and opinions posted on TripAdvisor, there were approximately 1,000 reviews posted about sexual assault or egregious sexual misconduct. While a relatively small number, this is critical information for travellers who want to be safe while travelling.

Businesses around the world know their local regions, neighbourhoods, and properties better than anyone and are in a unique position to help travellers have a positive and safe experience. It’s our hope that businesses like yours, along with the larger tourism industry, will continue to work with us at TripAdvisor as we join efforts to make this vital traveller safety initiative a larger priority across tourism.

Here’s what you need to know as a business owner about how TripAdvisor informs and highlights critical health and safety information on the site.

The safety review filter

The safety review filter allows travellers to easily find reviews mentioning safety at any business where reviews about safety are posted. The safety filter appears in the “Reviews” section for all applicable accommodations, restaurants and experiences listings on TripAdvisor — with airlines, rentals and cruises rolling out later this year. These reviews will be surfaced globally, across all TripAdvisor sites worldwide and in all 28 languages.

As of launch, we have looked at all the reviews currently on our site going back one year (2018), and have tagged any that include incidents of sexual assault, or egregious sexual misconduct by a staff member.

We will tag any new reviews posted to the site that describes sexual assault, physical assault, drugging and death, and over the next few months are also going back and tagging reviews in those categories from the previous year.

Reviews about safety incidents will also include an “in-review safety notice.” The notice will appear at the top of each review that contains safety information to make it easier for travellers to distinguish these from other reviews. The safety notice will appear on these reviews for as long as the review is posted on the site.

The safety filter will only appear if a business has any reviews containing safety information on their listing. Those without such reviews will not have this filter since there are no reviews to surface.

Criteria for a safety review...

What Does TripAdvisor Do About Unfair Reviews?

What Does TripAdvisor Do About Unfair Reviews? Business owners and their customers often ask what we do about unfair or malicious reviews. Here we explain our approach...

When reviews are unbiased and honest, they are incredibly useful. For customers, they shine a light on businesses that offer great experiences, service and value; for owners, they help attract new customers to the business and provide valuable feedback on what it does well and where it can improve.

Unfair or malicious reviews have the opposite effect — they are misleading to potential customers and can do unwarranted damage to the reputation of a business.

Broadly speaking, there are two different scenarios in which an unfair review can occur:

  • Scenario #1: A review is submitted by someone who is either biased (you can learn more about how we determine bias here) or did not have a personal experience with the business they are reviewing.  We call these  Fake Reviews.
  • Scenario #2: A review is submitted by someone who did have a personal experience with the business (and is not biased by having a connection with the business), but what their review describes is disputed by the business.  We call these  Contested Reviews.

This distinction is an important one because it guides the way we handle review disputes. Review disputes occur when a business reports a review that they believe to be breach of our guidelines. Once a business reports a review, we then determine whether it is alleged to be a Fake Review or a Contested Review, and take action from there.

So how does TripAdvisor prevent Fake Reviews from being posted to the site?

Fake Reviews have no place on TripAdvisor. We work extremely hard to block them from being posted to the site.

First, we have a set of posting guidelines that all reviews must adhere to. These guidelines are designed to ensure reviews are as relevant and useful as possible. You can read more about our review guidelines here.

To enforce these guidelines, we use a combination of smart technology and a dedicated team of expert moderators.

The technology kicks in every time someone submits a review on TripAdvisor. Before the review is posted to the site, it has to go through hundreds of automatic checks which evaluate every aspect of that review. We call these checks our tracking system.

The system will either allow a review to be posted, block a review from being posted, or will send it to our moderation team for human analysis if it suspects the review may be fake.

Even after a review is posted, anyone can still use our reporting tools to request an investigation by our moderation team if they are concerned a review does not meet our guidelines. While the volume of requests we receive to investigate a review is low — less than 1% of reviews are ever reported to us — these reports are incredibly useful and help us enforce the guidelines consistently for all. Business owners can report reviews via the Management Centre (which they can access for free), while travellers can report reviews simply by clicking on the flag icon displayed beneath each review.

To read more about the different types of fake reviews and how we catch them, go here.

To read more about how our tracking system works, go here.

How does TripAdvisor handle Contested Reviews?

While more than 99% of TripAdvisor reviews are uncontested, we know that when a review dispute does occur, it can be a serious matter for those involved. Deciding whether a Contested Review represents fair commentary about a business is a very important task, and one we try to handle as sensitively and as fairly as possible.

This is because a customer’s opinion is subjective — whether service is fast or slow, whether food is tasty or bland, whether the cost offers great value for money or is expensive — all of these things depend on a customer’s expectations.

We strongly believe that every traveller has a right to express their opinion, good or bad, based on their own expectations of what the experience should deliver.

We also know that if you are a business owner or member of staff it can be incredibly frustrating when you feel a criticism you’ve received in a review is unfair.

Any business can contest a review by using our reporting tools. Contested Reviews are then assessed by our moderation team, who determine if the review breaches our guidelines and therefore whether it should be removed or not.

If our moderation team concludes that a review meets our guidelines, it will remain posted. In these circumstances, there are still a number of steps a business can take to lessen the impact of a Contested Review, including posting a response that gives their side of the story. Indeed, we strongly believe not only in the customer’s right to express their opinion, but also in the business’ right to reply. We call this feature a Management Response.

You can learn more about the ways in which a business can respond to a Contested Review here.

To learn more about how our tracking system catches fake reviews, watch this video.

...

How Reviews Help Your Business

How Reviews Help Your Business Three reasons why reviews help build a successful hospitality business

Many hospitality businesses make the mistake of not actively collecting guest reviews on sites like TripAdvisor. They may have more pressing priorities or concerns about potential negative feedback. But research shows that reviews can provide strong value for hospitality businesses. Here are three reasons why guest reviews are vital to the success of your business:

1. Reviews impact bookings

A recent PhoCusWright study1 revealed the impact reviews have on travellers’ decision-making:

  • 83% of respondents indicated that reviews help them pick the right hotel
  • 80% read at least 6 – 12 reviews prior to booking
  • 53% won’t commit to a booking until they read reviews

Similar trends apply with travellers and attractions and restaurants:

  • 68% of respondents say reviews help them know about attractions
  • 64% read reviews to find better restaurants

These results demonstrate how reviews can impact sales for all hospitality businesses. If you’re not collecting fresh feedback, and sharing it with travellers, you may be losing business to competitors who do.

2. More reviews over time can lead to higher ratings

The average TripAdvisor review rating is 4.12 / 5.2

Academic research has demonstrated that ratings in reviews usually become higher over time. Why? Early guests often have negative experiences that surprise them, which is reflected in initial reviews. As a property gets more reviews, the average rating tends to increase. The researchers believe this is because additional reviews help set traveller expectations. Eventually, the ratings centralize around a more accurate average.3

Consistently collecting reviews yields a more accurate assessment of your property – which is important to both you and potential guests. With more reviews, the impact of extreme feedback can be limited. Plus, using negative reviews to improve can help ensure future ratings continue to rise.

3. Reviews help businesses evolve

Peter O’Sullivan, Owner of Harington’s Hotel in Bath, England, says:

“We might think we’re doing a brilliant job – but there’s no point in us thinking we’re doing a brilliant job if guests don’t think we are – so we really value that feedback…It gives us a way to improve the service and the quality of product that we offer…In the last three or four years, in particular, we’ve really focused more on it. We can see the level of repeat bookings we’re getting has increased as well."

In fact, reviews are a free way to assess how your business is performing. They highlight what’s going well and where improvements can be made. Trends in reviews also reveal insights into guest expectations and how to better meet them.

How to collect reviews

80% of surveyed travellers say they focus on the newest reviews.

So, how can your property collect more reviews? TripAdvisor has lots of free tools to help. Use Review Express to easily send optimised review request emails. It’s even better than using your own email account because it delivers an automatic reminder and a detailed dashboard that tracks the performance of each campaign.  

For even more tools, log in to the Management Centre and visit the "Marketing Tools" tab at the top of the page. Here you will find widgets for your website and promotional tools like TripAdvisor stickers and "write a review" business cards. 


  • 1. Independent PhoCusWright study prepared for TripAdvisor, December 2013
  • 2. TripAdvisor internal data, January 2014
  • 3. “Online Customer Reviews of Hotels: As Participation Increases, Better Evaluation Is Obtained.” Cornell Hospitality Quarterly. March 2013.
Last Updated: 1 February 2017

How to Add Management Responses to TripAdvisor Traveller Reviews

How to Add Management Responses to TripAdvisor Traveller Reviews

Why is it important to write Management Responses?

Responding to reviews clearly demonstrates — to both former and prospective guests — that you are interested in feedback, and that you take customer service seriously.

Which reviews should I respond to?

Each property should determine its own strategy for responding to reviews. Some businesses respond to every review, while others focus primarily on critical ones.

It’s generally a good idea to respond to reviews that are negative, as well as those where you can correct a factual misstatement or write about an action you’ve taken to correct problems addressed in the review. Another best practice is to always have at least one Management Response amongst the ten most recent reviews you’ve received. That will help ensure travellers don’t have to dig too far into your property’s review history to see a response from you.

How will I know if I’ve received a new review?

You have the option to receive email notifications whenever new reviews are published for your property. This will help you monitor reviews as they come in, and decide which ones you want to respond to. To manage your email notifications, click on your profile icon in the top right corner of the TripAdvisor homepage, then select "Account info." Hover over "Settings" and click "Subscriptions." Under the "Emails for Owners" tab, next to "Reviews & Questions" make sure the “Subscribed” bubble is selected.

Where do I go on TripAdvisor to respond?

In order to reply to a review, you need to be registered with our free Management Centre. Claim your property at www.tripadvisor.com/Owners.

Once you are registered and verified, access the Management Centre by clicking on your profile icon and selecting "My Business” in the top-right corner of any page and follow the steps below. If you receive review notification emails, you can also click on the "Respond" link from the email.

  1. Click on the “Respond to Reviews” card under your primary photo or the “See all reviews” button at the bottom of the page.
  2. Choose the review you would like to respond to by clicking on the review in the left-hand sidebar. Reviews can be filtered by response status, bubble rating, date and language.
  3. Write (or paste) the response into the box provided. There is no character limit but be concise — nobody wants to read an essay!
  4. Enter in your display name and select your business role.
  5. Click submit.

Before drafting your response, read our Management Response guidelines. In order to be published, your response will need to meet these guidelines.

How do I respond to a positive review?

Thank the reviewer for taking the time to share their experience. Avoid using the same standard reply for every response, as that can come across as repetitive and insincere. Refer to the reviewer's positive comments about your business to both personalise your response and reiterate the compliment to your potential visitors.

How should I respond to a negative review?

Responding to negative reviews can be tough, but doing so is important. In fact, 87% of travellers agree that a thoughtful response to a bad review improved their impression of the property.1 Here are five tips to keep in mind when you receive a negative review.

  1. Respond quickly
  2. A prompt response shows prospective guests that you take customer service seriously and adds your perspective on the situation to the original review. This allows future guests to hear your side of the story as soon as possible.

  3. Be courteous and professional
  4. When replying, remember that your Management Response will be seen not just by the reviewer, but also by potential guests who are considering booking or visiting your restaurant or attraction. Therefore, if you don’t agree with the reviewer, or feel they are being unfair, relay your side of the story in a polite and unemotional way. The last thing you want to do is turn off potential visitors with an aggressive or defensive Management Response.

  5. Thank the reviewer
  6. Express your appreciation for the traveller’s business and for writing a review. Demonstrate that all feedback is important to you, be it good or bad. Also, if possible, provide an empathetic apology for any shortfalls.

  7. Address the specific issues
  8. If the review contains a specific complaint, explain what you have done to fix the issue so potential guests are reassured that the problem is resolved.

  9. Highlight the positives
  10. Highlight any positive comments the reviewer has made. You can even take the opportunity to mention related services or planned upgrades that you would like to share with potential visitors.

Need more help responding to negative reviews? Read on here.

Can I edit my Management Response?

Currently it is not possible to edit your response. If you want to change something, the best thing to do is to delete your original response and resubmit the edited version.

How long before my Management Response is posted?

Once you click submit, the status next to the review will become "Response Pending." When the response is approved, the status will change to “Response Published.” The majority of Management Responses will be reviewed and posted within a few working days. If there is a question of whether your response meets all of our guidelines, it will take longer to process. If your response is not approved, the status will become “Response Rejected”. Please review the Management Response Guidelines and submit a new Management Response for that review.

Tips

  • You can open the review you are responding to by clicking on the title of the review on the “Write a Management Response” page. This allows you to have the review fresh in your mind and respond to each of the specific points made.
  • You may want to write your response in a word processor first so you can spell check and edit it until you are pleased with the final product. Then, cut and paste it into the Management Response form.
  • Keep in mind that Management Responses can be found by search engines. If something negative comes up in a review, avoid repeating it in your response.
  • If you need more information from a guest, or would like to encourage them to contact you, it is permissible to include your email address in your response. Just keep in mind that your response is publicly visible to all TripAdvisor users.
  • Your username will appear on your Management Response unless you have put your real name in your profile. If you don’t want your real name to appear, delete it from your profile before posting your response. (Note: you can only change your display name once and it will not change on responses previously posted.)
  • Reviews that may contain safety information about your property will be tagged with a safety notification. If you receive a review of this nature we encourage you to speak with your staff about the situation and respond appropriately. Learn more about safety reviews here.
  • If you’ve reported a review, it’s still a good idea to write a Management Response to it. That allows you to share your side of the story with potential guests while your report is being evaluated. If the review is removed, your Management Response will also be deleted.
1. The 2015 TripAdvisor “Custom Survey Research Engagement" Last Updated: 22 July 2019

8 Reasons to Ask All Your Guests to Write a Review

8 Reasons to Ask All Your Guests to Write a Review When guests check out, many properties ask them to write a TripAdvisor review so that travellers have the fresh feedback they want to see before making a booking decision. What differentiates properties that are doing a great job with this from everyone else? Who they ask.

Properties that only ask for feedback from guests who they know had a great experience are not doing themselves, or their future guests, any favours. Remember the evil queen in Snow White?  Every day she asked her magic mirror who was "the fairest in the land", and she was only satisfied when the answer was her.  In the end, her resistance to hearing the truth backfired.  Here are 8 other reasons why it’s in your best interest to ask all guests for reviews: 

1. Don't assume you know what people are going to say.

You may think that a guest had a fabulous experience at your property or vice-versa, but you never know what will come through in a review.  Give guests the opportunity to surprise you. 

2. Well-rounded reviews set realistic expectations.

Afraid that the couple who commented on your small room size might write that in the review?  If your rooms are indeed small, that’s not a bad thing.  Guests who are considering your property need to know what to expect, warts and all.  If they come in with realistic expectations, they’re more likely to come out pleased.  

3. When all reviews are stellar, it's almost not believable.

No one is perfect, and travellers know that as well as anyone else.  If 100% of your feedback is stellar, it can raise suspicions.   A mix of opinions adds credibility.

4. Travellers focus on the positive. 

When feedback is highly negative, they actually don’t pay much attention to it.  In a 2013 Phocuswright survey, 66% of respondents said that they ignore extreme comments when reading reviews. 

5. Hold yourself accountable.

If you realised that someone was unhappy while at your property, did you really do nothing about it?  If you addressed the issue, that will likely be reflected in the review. And if the traveller is being unreasonable despite redress, that will also come through, loud and clear. 

6. You can’t improve unless you know what all your guests think.

If there is a valid problem at your property, you need to know about it.  You can't get better if you don't know what all your guests think. And if the feedback is negative, write a management response and tell the world what you’re doing about it. 

7. Demonstrate confidence in your product. 

Inviting every guest to write a review demonstrates that you’re confident your property is providing the best experience possible.  If you’re not confident in that, all the more reason to get as much feedback as possible and figure out what you need to fix. 

8. Honesty is the best policy.

When it comes down to it, it's just not that honest to cherry-pick for positive feedback. TripAdvisor provides a platform for all travellers to share all of their opinions, not just the ones that you like.  And soliciting feedback from everyone helps insure that you remain in compliance with our fraud policy. 

The bottom line is, successful hoteliers welcome all feedback and use it to their advantage, either to market their properties or make them better.  Ask every guest for a review, embrace all opinions and your business will benefit in the end.   

Last Updated: 22 September 2014

Promotional Tools

Request a Free TripAdvisor Sticker

Request a Free TripAdvisor Sticker

Looking for a great way to show that you value guest feedback and encourage new reviews while still increasing footfall? Get a free TripAdvisor sticker for your front door, window or busiest area of your hotel, restaurant or attraction today by using our sticker request tool: www.tripadvisor.co.uk/StickerRequest.

Show off your TripAdvisor Sticker

  • 67% of travellers check TripAdvisor a few times a month1
  • 75% of travellers prefer businesses with a TripAdvisor endorsement2
  • 89% of global travellers say reviews are influential when choosing where to book3

Please allow up to 6 weeks for the sticker to arrive by mail. Once you get it, we’d love to see it! Tweet a photo to @TripAdvisorB2B using the hashtag #OnTripAdvisor.


  • 1. Source: PhoCusWright study commissioned by TripAdvisor, December 2013
  • 2. Source: TripAdvisor member survey, October 2012
  • 3. Source: TripBarometer April 2014: Global Edition
Last Updated: 7 March 2015

Free or Premium? A Guide to Marketing on TripAdvisor

Free or Premium? A Guide to Marketing on TripAdvisor TripAdvisor offers a suite of marketing tools for hospitality businesses. Many are free but a few premium features are available for a fee. Do you know which are which?

Looking for ways to drive more business? TripAdvisor offers a variety of tools to help. There’s something for everyone, but you must be registered for your property’s Management Centre to have access. 

Free Tools

Let’s start by looking at the free tools available to any accommodation, restaurant or attraction listed on TripAdvisor. These tools are always available in the Management Centre:

Properties with at least 1 photo see 138% more engagement than properties with no photos.​1

Property page tools

Control the major elements of your TripAdvisor property page through the "Manage Listing" tab in the top menu.  Add photos to attract traveller attention, update your amenities, and complete other administration tasks here as well. 

Over 60% of travellers say Management Responses make them more likely to book.2

Review management tools

Under "Reviews" in the top menu, you'll find all of the tools you need to manage, measure, and respond to new reviews.  Try Review Express to encourage more reviews.

Nearly 90% of travellers say reviews are influential in choosing where to book.3

Free marketing tools

Get help marketing your business under "Marketing Tools" in the top menu of the Management Centre. Showcase your reviews with the TripAdvisor Traveller Reviews App for your Facebook page, TripAdvisor Social Media Buttons, and widgets to display your awards and reviews on your website. Finally, request a TripAdvisor sticker for your property, so guests know you’re listed on the world’s largest travel site.4 

TripAdvisor Insights

Want free marketing tips, industry research, helpful guides and more? Hotel managers and operators can visit www.tripadvisor.com/TripAdvisorInsights and restaurant owners can visit TripAdvisor For Restaurants. You can also find information in the Management Centre, under the "Help & Settings" tab in the top menu, select "TripAdvisor Best Practices."

Paid Tools

Accommodation & restaurant providers can enhance their TripAdvisor listings and attract even more travellers with some additional tools that are available for a fee. There are no premium tools available for attractions at this time.

Solutions for accommodations

  • Business Advantage: Industry-leading tools to better market your business to millions of potential guests, differentiate from competitors, impact booking decisions, and measure and improve your online reputation.Visit www.tripadvisor.com/business/BusinessAdvantage to learn more.
  • Instant Booking: Now, travellers can click the “Book on TripAdvisor” button to reserve a hotel directly on the site. Potential guests are more willing to book when they know they can purchase right on TripAdvisor.5 Instant booking gives your hotel an easy way to claim these bookings. Learn more here.
  • Sponsored Placements: Drive high quality traffic to your property by putting your listing on top of TripAdvisor search results for travellers searching for a place to stay in your area. Sponsored Placements are risk-free — meaning you pay only for the clicks you get and you can cancel at any time. Sign up today at www.TripAdvisor.com/business/sponsored-placements.

Solutions for restaurants

  • TripAdvisor Premium: Get the competitive advantage your business needs with TripAdvisor Premium for Restaurants. Upgrading to Premium gives you exclusive access to powerful subscriber-only tools including Storyboard, Top 3 Reasons to Eat Here, Favourite Reviews, and exclusive data & insights. Learn more here.
  • TripAdvisor Ads: Drive traffic to your TripAdvisor listing by promoting your restaurant in exclusive sponsored placements to a targeted audience of diners searching for a place to eat in your area. Learn more here.

  • 1. TripAdvisor data, July 7 - August 7 2014, tripadvisor.com/TripAdvisorInsights/n2507/bookings-and-traveller-engagement-driven-management-actions
  • 2. PhoCusWright, “Custom Survey Research Engagement,” prepared for TripAdvisor, December 2013.
  • 3. TripBarometer, April 2014, Global Edition: tripadvisor.com/TripAdvisorInsights/n2200/tripbarometer-april-2014-global-edition
  • 4. comScore Media Metrix for TripAdvisor Sites, worldwide,
  • 5. TripAdvisor internal data
Last Updated: 10 January 2018

Displaying Your TripAdvisor Rating and Latest Reviews on Your Site

Displaying Your TripAdvisor Rating and Latest Reviews on Your Site

Studies show that travellers want to see feedback from other travellers before they make their booking decisions. That's one reason why businesses around the world choose to enhance their websites with free TripAdvisor widgets.

What is a TripAdvisor widget?

A widget is a small snippet of code provided by TripAdvisor that can be installed within any HTML-based web page. They can bring TripAdvisor content – like recent reviews or your overall rating – to your website, and they update automatically. Other widgets encourage travellers to write reviews or link to your listing on TripAdvisor.

There are two categories of widgets available to you for free through TripAdvisor: widgets for businesses and widgets for destinations. To find out what content is free for you, go to your Widget Centre.

Widgets for Businesses

  • Awards & Praise: Has your business received rave reviews or have you earned a TripAdvisor recognition? These widgets will help you spread the news
  • Display Reviews: Show off your rating, snippets of recent reviews and more
  • Collect Reviews: Drive more reviews with a quick link for visitors to write a review on TripAdvisor, or encourage them to write a review without ever leaving your site

Widgets for Destinations

  • Social Media Button: Add this button next to your Facebook & Twitter icons so visitors are just a click away from reading your reviews
  • Read Reviews: Put visitors a click away from your destination’s reviews, photos and more

How do I get a widget?

Head to www.tripadvisor.co.uk/Widgets and enter your business or destination name. Your personalised widgets are just a few clicks away! 

Troubleshooting

If your widget isn’t working, check these troubleshooting tips for help:

  • Make sure that the code was pasted into the source code of your page, not the displayable version.
  • Make sure that the page that you're posting it on contains valid HTML code.
  • Check all code to make sure that tags (<p>, <a>, etc.) are closed.
  • Make sure that there are no line breaks in the script tag.
  • Make sure that the badge includes a <div> tag followed by a <script> tag.
  • Make sure that the script tag has the “&lang=” parameter, as this can become corrupted and converted to a left angle bracket.

If you need further help, visit our Help Centre. To get your property’s personalised widgets, go to www.tripadvisor.co.uk/Widgets.

Last Updated: 14 December 2017

Small social media button. Big traveller impact.

Small social media button. Big traveller impact. Make room Facebook, Twitter and Pinterest: there’s a new social media button in town. And it brings the power of the world’s largest travel site to your property’s website.

Travellers are often encouraged to connect with businesses via social media buttons on websites. But the new TripAdvisor social media button helps travellers do much more than connect. It puts potential guests one click away from reading your hard-won reviews and posting their own. And it brings the powerful brand of the world’s largest travel community right to your website.

The TripAdvisor social media button is free, easy to install and customisable to fit the needs of your business. To get the TripAdvisor social media button:

  1. Enter your property’s name on www.tripadvisor.co.uk/widgets.
  2. Select “Social Media Buttons” on your property's widget page.
  3. Next, customise the button to suit your website by selecting the size, shape, colour, language and additional elements (like a “Rate” call to action to encourage reviews, or a Bubble rating to showcase your overall TripAdvisor performance).
  4. When the preview looks good, copy and paste the code for your button into the HTML code of your website. (TIP: You can also select the “click here to e-mail the code” link to send it to the person who manages your site.)

For the best results, be sure to include the TripAdvisor button alongside other social media icons on your website (Facebook, Twitter, etc.). If you need more detailed installation instructions or troubleshooting tips, check out this guide.

Don’t miss a single opportunity to engage with travellers! Add the TripAdvisor social media button to your website’s social media icons today.

Last Updated: 28 July 2014

Showcase a five-bubble review – directly on your website

Showcase a five-bubble review – directly on your website  

Great news! You can now display your most recent five-bubble  review title directly onto your own website. The new Rave Review Widget is available to establishments that have recently received outstanding traveller reviews on TripAdvisor and are in good standing on the site.

How does it work?

Download the widget from the TripAdvisor Widget Centre and follow the instructions on the page to add it to your site. Once live, the widget will display a scrolling title of your most recent five-bubble review. The title will automatically update each time you receive a new five-bubble write-up. Travellers will be able to click the widget to see all of your reviews on TripAdvisor.

To show your TripAdvisor ranking, rating or more reviews, consider adding another widget to supplement the Rave Review tool. Other free marketing resources include the popular Review Snippets widget, Recommended On and Bravo! badges and What’s Nearby tools.

Last Updated: 23 April 2013

4 Free Tools to Remind Guests to Write Reviews

4 Free Tools to Remind Guests to Write Reviews

83% of travellers say TripAdvisor reviews help them feel more confident in their travel decisions1. So how can you collect more reviews? Here are four free tools to help you remind guests to write reviews of your business.

Reminding your guests to write a review is an easy way to build your reputation on TripAdvisor and in turn, get more exposure for your property. Use these free tools – available in the Management Centre – to remind guests to write a review while their experience is still fresh in their minds.

1. Custom Reminder Cards

Creating your custom business card-sized reminder cards is easy, follow these simple steps:

  1. Under the "Marketing Tools" tab in your Management Centre select “Promotional Tools
  2. Select “Order Now” under Business Cards
  3. Choose “Business Cards” in our promotional shop
  4. Click on the reminder cards that fit your business to customise the cards. Be sure to add your business name and city to the back side of the cards. 

Once you’re pleased with your cards, send them off to print! The first 100 cards are on us; you only pay for shipping (typically $6 - $10).

Tip: Distribute these cards at checkout, the end of a meal, or when the tour comes to an end to remind guests to write a review when they return home. 

2. Reminder Flyer

Another great way to ask your guests to write about their experience is to hand out our downloadable flyer. The downloadable flyer can also be found in your Management Centre. Under "Marketing Tools" in the top menu, select "Promotional Tools" and click “Download Now” under Downloadable Assets. The flyer is available in many languages, for your guests visiting from all over the world.

Tip: Hang this flyer in a high traffic area as an effortless reminder to your guests as they pass. 

3. Review Express

If you’re looking for another quick way to get more reviews, try Review Express – the review collection tool that allows you to create and send professional-looking emails that encourage guests to write reviews of your business.

Tip: Visit the Review Express Dashboard to monitor the success of your campaigns. 

4. Review Starter Widget

Invite visitors to begin reviewing your business right on your website with the Review Starter Widget.

Tip: Be sure to place your widget somewhere on your website where users can easily find it.  

To start using these tools today, visit the Management Centre.


  • 1. PhoCusWright Survey, conducted December 2013, www.tripadvisor.com/TripAdvisorInsights/n2121
Last Updated: 29 April 2019

Trends

Telling Your Digital Story on TripAdvisor

ON-DEMAND WEBINARTelling Your Digital Story on TripAdvisor 

With the rise of the Internet and the ubiquity of mobile devices, stories have gone digital. Digital storytelling cuts through marketing clutter, engages travellers, and allows you connect with them on an emotional level.

Sally Davey, Global Director Industry Relations at TripAdvisor, and Dianne Hallock, Head of B2B Content Marketing at TripAdvisor, discuss the psychological power of digital storytelling — and actions you can take on TripAdvisor to influence potential guests' booking decisions. Watch now and get tips to:

  • Identify and understand your target audience with exclusive data
  • See how owned, earned and paid strategies come together to shape your storytelling
  • Learn more about how to tell your story on TripAdvisor using our free tools as well as Business Advantage and Sponsored Placements

Sign up now to watch the webinar on-demand (available in English only)!

How an Independent Hotel Chain in Europe Increased Direct Bookings by 150%

How an Independent Hotel Chain in Europe Increased Direct Bookings by 150% Central Hotel and Forum Hotel in Bulgaria drive more traffic to their websites with TripAdvisor Sponsored Placements. Background Travellers' Choice winner Central Hotel and Certificate of Excellence holder Forum Hotel are jointly-owned independent boutique hotels in Sofia, Bulgaria. Hear how Zhivko Zhelyazkov, Hotel Manager, has increased direct bookings at both properties with TripAdvisor Sponsored Placements. Challenge Because fewer travellers visit Sofia in the winter, demand for Central and Forum Hotels is much lighter. As Zhelyazkov notes, "January and February are difficult months, and we are very focused on driving more direct bookings during that period." Solution...

Case Study: Derby Hotels Collection Boosts Bookings by 25% with Sponsored Placements

Case Study: Derby Hotels Collection Boosts Bookings by 25% with Sponsored Placements How the Derby Hotels Collection maximizes visibility with TripAdvisor Sponsored Placements to compete effectively in a challenging market. The Derby Hotels Collection is a family-owned, 14-property hotel chain based primarily in Barcelona. We recently caught up with David Martinez i Urgell, who leads the group’s Digital marketing and eCommerce strategy, to learn how he leveraged TripAdvisor Sponsored Placements to compete more effectively in a challenging market: Challenge: Competition for Fewer Travellers Tourism in Barcelona, Derby’s primary market, is expected to decline in 2018, particularly during the low season. Anticipating this downturn in travel, Martinez knew he needed something different to compete with larger hotel chains for fewer travellers. "We knew it was going to be a hard season because of the difficult economic situation in the market," Martinez says. "We also know most travellers don't know about our hotels until they start searching a specific location and discover us through TripAdvisor or OTAs."...

How This Sorrento Hotel Increased Direct Bookings by 20% in 40 Days

How This Sorrento Hotel Increased Direct Bookings by 20% in 40 Days Grand Hotel Aminta Owner, General Manager and Marketing Strategist Gianfranco Acampora shares top tips for marketing his Sorrento boutique hotel

We recently spoke with leading hotelier and marketing expert Gianfranco Acampora, Owner and General Manager of the Grand Hotel Aminta in Sorrento, Italy — who shared these important insights into digital marketing best practices for hotels:

Can you tell us about the Grand Hotel Aminta and your role at the property?

The Grand Hotel Aminta is one of the largest hotels in Sorrento, set on a hill overlooking the Gulf of Naples with a commanding view of the city. Today, my brother and I divide management of the hotel’s operations. I’m focused on the Sales, Marketing and Guest Registration aspects of the business.

Can you provide more details on the seasonality and customer demand for the Aminta?

The Aminta is one of the only hotels in the area that’s open year-round, but it’s really a summer resort. Busy season is April to October, and low season is November to mid-March — with the exception of New Years’, thanks to the amazing fireworks display here in Sorrento.

Today, the vast majority of our customers come from the United Kingdom. We also work with a lot of Americans and Canadians.

You’ve been marketing your hotel online for many years. Can you tell us more about your strategy and how it’s evolved over time?

I’ve always been very interested in digital marketing — it’s not only my job, but also my hobby and passion. We were the first property in Sorrento to launch a website back in 1995, and the hotel has always done well in organic search. As others have started to move online, we’ve tried different things to maintain our competitive advantage like advertising with search engines and OTAs.

We quickly found that it’s quite hard to reach our target customers with search engine ads. There’s too many competitors bidding on top keywords and it’s really hard to be ranked first. However, TripAdvisor’s often among the top organic search results for those terms. Plus, guests often tell us that they actually found us on TripAdvisor. So, we evolved our strategy to be very focused on marketing on that site.

Can you say more about the searching behavior of your guests?

Sure, so we were bidding on search terms like “Sorrento Hotel with Pool.” Guests today tell us they usually do an initial query on a search engine for a term like “Sorrento Hotels,” but then there are just too many search results that are difficult to sort through. They quickly find TripAdvisor and use the site to do more specific research to find a property that meets their needs. Effectively, TripAdvisor becomes the search engine that’s used within a destination that guests use to find hotels, restaurants, etc.

What’s your strategy for working with TripAdvisor, specifically?

TripAdvisor is currently our most effective marketing tool. For example, with the new Sponsored Placements, the Aminta can appear above search results for Sorrento. That’s been so important for us. The ad drives traffic to us and people are able to contact us directly via our Business Advantage links. I’ve found it’s saving me commission costs because people are contacting us directly or booking on our website.

How has Sponsored Placements performed for you?

We’ve been very happy with the product. We continue to test it, but so far we’ve seen a 20% increase in direct bookings in 40 days. The tool is fantastic, is really easy to use, and the cost is minimal relative to the return on investment we’re seeing. Customers from this channel also seem to be quite valuable — they’re booking longer stays and above average room types.

What will your strategy be for using Sponsored Placements moving forward?

There are three budget options for Sponsored Placements. During the busy season - when our property is full - we’ll probably scale back to the lower budget option, but still run a campaign. It’s important to always maintain visibility for future bookings. Through the rest of the year — particularly in January and February as people start to plan for the summer — we’ll use one of the higher budget options to drive more traffic to our property.

What would you say to other hoteliers who are considering Sponsored Placements?

It’s definitely something you should try. The tool is easy to use … there are no keywords to choose or bids to set. Just choose what you want to spend on a daily basis, set it up and forget it.

Last Updated: 22 February 2018

Dubrovnik Hotel Uses TripAdvisor to Drive Visibility & Bookings

Dubrovnik Hotel Uses TripAdvisor to Drive Visibility & Bookings How Berkeley Hotel & Spa uses Sponsored Placements to stand out in a highly competitive market.

Berkeley Hotel & Spa is a 24-room, family-owned hotel in Dubrovnik, Croatia. General Manager Katarina Elez has been focused on building Berkeley’s online presence to encourage more travelers to book directly on the property’s website. Read on to learn how she’s crafted a successful online marketing strategy:

A TripAdvisor Focus

When Berkeley Hotel first opened, Elez quickly determined that she needed to focus her marketing efforts online, particularly on TripAdvisor. "We were one of the first hotels in Dubrovnik on TripAdvisor, since our opening in 2007," she explains. "We’ve always used TripAdvisor extensively, and it’s one of the best things that could have ever happened for our business."

This commitment to online marketing via TripAdvisor continues to benefit Berkeley Hotel, even today. Elez says, "We’ve been able to increase our visibility to travelers searching our destination because we’ve had a strong, consistent presence on TripAdvisor from the start. We have always been among the top 15 properties in Dubrovnik."

Maximizing Visibility to Travelers

As a small 3-star hotel in a city dominated by 5-star hotels with larger marketing budgets, Elez has to be smart with her marketing investments in order to maximize visibility.

"Our guests are coming to us from huge markets like the UK, US and Australia," says Elez. "With our budget, we’ve found it’s really difficult to use tools like AdWords to reach and influence these travelers."

Elez recently invested in an enhanced website that is closely integrated with her channel manager. This allows her to track all of her booking sources — and evaluate what’s driving them. After experimenting with various marketing tools, Elez has found success by leveraging Berkeley Hotel’s already strong presence on TripAdvisor.

Business Advantage

In January, Elez upgraded Berkeley Hotel to a Business Advantage Preferred Access subscription because she was looking for a way to increase booking referrals to her website.

"We’ve just finished a renovation and will use the Preferred Access features—like Storyboard and Favorite Photos—to show off these enhancements to travelers," Elez says.

She also uses the Special Offers feature to gauge Business Advantage’s impact on her bookings.

"We post a TripAdvisor exclusive offer and carefully track how it comes back to us. We found that people who booked through our website mention it, and it shows up on bookings from OTAs as well, so we know that travelers went to our TripAdvisor page at some stage."

Sponsored Placements

Once Business Advantage was in place, Berkeley Hotel started using TripAdvisor Sponsored Placements. Elez says, "We know TripAdvisor guests are more confident and more likely to book directly. So, our goal is to use Sponsored Placements to get more guests to book directly on our website, and increase occupancy and ADR during the high season."

Given that Dubrovnik is one of the world’s most seasonal markets, she also thought that Sponsored Placements would drive even more traffic ahead of the high season. As there’s limited demand during low season, Berkeley can’t make up for missed opportunities.

"As guests get closer to booking, they become more price sensitive. Boosting our visibility creates opportunities to influence guests to choose our 3-star property, since our prices are lower than those of the 5-star properties that dominate Dubrovnik."

The results?

"It’s definitely cost effective to pay for the Sponsored Placements clicks and have guests book directly with us," says Elez. "We like that our ad appears at the top of the list. Repetition is important, especially given the shopping patterns in our market. Even if they don’t click right now, more people will remember us as an option. Then, when they do click, they’re more likely to book."

Elez plans to continue leveraging Sponsored Placements as a key part of her online marketing strategy. "We take a long-term view on our investments. We’ll continue to track the number of clicks, website traffic and confirmed number of direct bookings from Sponsored Placements over the next six months. So far, our bookings for this season have been quite strong," says Elez.

Last Updated: 12 March 2018

Travellers share what great service means to them

Travellers share what great service means to them

If you want to win over guests, you can’t just do the bare minimum.

That’s why popular travel video blogger Kate Thomas asked travellers, “As a hotel guest, what does great service mean to you?”

Based on this video (in English), delivering great service to your guests means:

  • Welcoming guests warmly and checking them in quickly
  • Being attentive to guest needs
  • Giving insider advice on where to eat and what to do
  • Having happy staff who genuinely enjoy what they do
  • Recognising guests by name
  • Solving any issues quickly

For Kate personally, she’s always impressed by a complimentary cocktail or snack upon her arrival.

Posted by: http://travelwithkate.com...