TripAdvisor Best Practices for Airlines
Want to connect your airline with millions of travellers visiting TripAdvisor each month? Read below to learn how you can claim your airline and use Management Responses to reach new heights.
Promoting Your Airline on TripAdvisor
Promoting your airline on TripAdvisor can give your brand an edge on the competition. Here are three tips to make the most of your TripAdvisor airline listing.
Tip 1: Encourage customers to write reviews
Reading reviews is an essential part of the travel-planning journey and traveller reviews can offer potential customers valuable insights into your route network, classes of service and in-flight experiences.
One of the best ways to encourage reviews is to promote your TripAdvisor listing through your own marketing channels.
- Link to your TripAdvisor listing from your website
- Post on your social media channels
- Encourage reviews in printed materials
- Send a link to your TripAdvisor review form to travellers after their flight
Widgets and other digital tools to help promote review collection for your business are coming soon. In the meantime, learn ways your airline can encourage TripAdvisor reviews, such as through post trip e-mails, by contacting email@example.com.
Tip 2: Display current content on your listing page
Present your airline the way you want potential customers to see it. As a verified representative, you can provide an updated 'hero photo' (the main image on your airline page) and request updates to the contact details displayed on your page by e-mailing firstname.lastname@example.org.
At this time, airlines are unable to edit or update information on their listing directly. We continue to test and improve our airline listings and additional features will be considered in future updates.
Tip 3: Promote your great rating
Is your airline rated 3.5 bubbles or higher? Then you're "Recommended on" TripAdvisor by its community of travellers. That positive reinforcement could be a deciding factor for a potential customer. Share the good news in the following ways:
- Promote your live rating and link directly to your TripAdvisor page by adding the "Ratings and Details" widget to your website. Contact email@example.com to get set up.
- Add "Recommended on" promotional assets to your digital or printed marketing materials. They are graphics that can help your airline leverage the TripAdvisor brand. Contact firstname.lastname@example.org for access to these assets.
- Get free "Recommended on" stickers to place in high-traffic areas like a ticket counter, lounge or help desk. 75% of travellers prefer businesses with a TripAdvisor endorsement1 so be sure to get your stickers, also by e-mailing email@example.com.
- 1. Source: TripAdvisor member survey, October 2012
Introducing Airline Listings on TripAdvisor
TripAdvisor now provides airlines with a dedicated listing on the world’s largest travel site3. Eligible airlines are now able to showcase their services and engage directly with the millions of qualified travellers who visit TripAdvisor each month to plan their trips. Follow the easy steps below to claim your free listing.
What are Airline Listings?
Each month, millions of visitors come to TripAdvisor to research and plan their trips. For many travellers, an important part of the travel planning process is researching and comparing air travel options. Airline listings are designed to help travellers make informed decisions when booking flights, by connecting them with valuable content. Through your business’s free TripAdvisor listing, you’re able to display basic contact information and engage directly with customers by responding to their reviews.
How can I get my airline listed on TripAdvisor?
Over 350 airlines are already listed on TripAdvisor. Before you request a listing, visit this link to see if you’re one of them: http://www.tripadvisor.co.uk/Airlines.
If your airline is not already listed on TripAdvisor, you may request a listing, provided your airline meets the following criteria:
- Operate a scheduled or chartered service under its own brand1
- Publish fares or schedules to the public
- Operate a service that picks up a passenger at one point and drops off at another2
- Must have been in commercial operation for a minimum of 60 days
If your business meets the criteria listed above and is not already listed on TripAdvisor, your next step is to email firstname.lastname@example.org with the following details to get started:
- Airline name
Next Steps: Once you request a listing, TripAdvisor editors will verify your details, affiliation with the airline, and confirm that your airline meets the guidelines. This typically takes approximately five business days.
How can I register as a representative of my airline?
In order to manage an airline listing page and respond to customer reviews, you must be verified by TripAdvisor as an official representative of your airline. Follow the steps below to register:
- Create a TripAdvisor account - Your TripAdvisor account must be associated with your company email account in order to be verified to respond to reviews on behalf of your airline. To register for a TripAdvisor account, please go to www.tripadvisor.co.uk and click “Join” at the top right-hand corner..
- Register your airline - Once logged into your new TripAdvisor account, visit http://www.tripadvisor.co.uk/AirlineRegistration and complete the details required. This information will be verified to ensure that you are an official representative of your airline and have been given permission to respond to customer feedback.
If successful, you will gain access to your airline Management Center within 72 hours.
How do I respond to reviews?
Once your airline is listed and you have been verified by TripAdvisor as an official representative, you will gain access to your airline’s Management Centre where you will be able to respond to traveller reviews. For more information on responding to reviews and updating content see Promoting your airline on TripAdvisor.
How can I advertise on my TripAdvisor Airline Page?
To work with TripAdvisor to drive traffic from the airline review page or from the TripAdvisor flight comparison search, please contact email@example.com. Airlines may also contact TripAdvisor at firstname.lastname@example.org to enquire about display advertising including banner advertising on TripAdvisor airline listing pages or on other parts of the TripAdvisor website.
Are airline reviews eligible for airline mileage promotions?
No. Airline reviews are not eligible for points with any TripAdvisor mileage for review programmes.
- 1. Regional operators for larger airlines may be grouped under the larger brand
- 2. Operators of sightseeing flights or helicopters should request a listing as an Attraction via this link (http://www.tripadvisor.co.uk/GetListedNew)
- 3. Source: comScore Media Metrix for TripAdvisor Sites, worldwide, July 2015
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 any false statements, 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 that 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?Sign up to receive an e-mail notification every time a new review is published for your property. This will help you monitor reviews as they come in, and decide which ones you want to respond to. To sign up for alerts, select the drop-down menu next to your username in the top-right corner of the TripAdvisor homepage, then scroll down to "Subscriptions". Under the "Emails for Owners" tab, next "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.co.uk/Owners .
Once you are registered and verified, access the Management Centre by clicking on “Your Business” in the top-right corner of any page and follow the steps below. If you receive review email notification emails, you can also click on the "Respond to Reviews" link from the email, then:
- Click on the “Reviews" tab in the top menu and select "Respond to Reviews."
- Choose the review you would like to respond to by clicking on the review in the left-hand sidebar. Reviews can be filtered by date, title, bubble rating, language and response status.
- Write (or paste) the response into the box provided. There is no character limit but be concise — nobody wants to read an essay!
- 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 reviewers’ 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?
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.
Be courteous and professional
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.
Thank the reviewer
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.
Address the specific issues
If the review contains a specific complaint, explain what you have done to fix the issue so potential guests are reassured that the problem has been resolved.
Highlight the positives
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 re-submit the edited version.
How long before my Management Response is posted?
Once you click submit, the status under the “Response” column will become “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.
- 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 e-mail 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.)
- 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.
3 Things You Can Do After a Bad Review Tackle bad reviews and come back stronger than ever with these tips.
Hospitality providers on TripAdvisor are passionate about their businesses and customers. So, a bad review can often be discouraging. But even the highest rated properties on TripAdvisor get bad reviews now and then. Brian Payea, Head of TripAdvisor Industry Relations, says, “What makes those properties great is how they incorporate the feedback to make the experience for the next guest even better.”
Here are three steps you can take after a bad review has come in:
1. Review what’s happened.
You’ve just finished reading a bad review. Take a deep breath. If needed, walk away for five minutes. Then look at the review impersonally with your team. What was the core problem that your guest experienced? Is this the first time you’ve seen this feedback, or is a trend developing? Getting the background can help you identify the root cause of any problem.
2. Incorporate the feedback.
Once you have some background, strategize with your staff on specific improvements that need to be made. Come up with an action plan for what your property will do and which team member will take the lead. If the issue is something you can’t fix, consider how to better-set expectations for guests, perhaps with updates to your website. Either way, be sure to monitor future reviews to make sure the same problems don’t come up again.
3. Complete a Management Response.
Write Management Responses to bad reviews as soon as possible. Your response explains the review to other potential guests on your property page. Be sure to share details of the action plan you’ve developed in your response. And don’t underestimate the power of a sincere apology. The most important thing your response should do is to answer unknown questions for future guests that the original review implied.
If necessary, submit a concern.
There are three circumstances where a review may be removed from your listing:
- If it’s posted to the wrong property
- If it violates TripAdvisor review guidelines
- If it’s suspicious
If the review doesn’t meet one of the circumstances above, it won’t be removed. Also, TripAdvisor won’t arbitrate or referee factual disputes between parties. Click here for more information.
To submit a concern about a review, go to the “Reviews” tab in the Management Centre. Click the link under “Report a Review” and complete the form on the following page. This process can take up to two working days, and there is no guarantee that the review will be removed. That’s why it’s important to submit a Management Response with your perspective as quickly as possible for other potential guests to read.Last Updated: 29 October 2018
Are you writing what you mean?
Tips for establishing a Management Response style that makes a good impression on both former and prospective guests.
Your voice plays a major role in how people perceive your message. Research shows it can be twice as influential as the actual content of what you say. When we write, there’s no face-to-face interaction. So word choice, sentence structure and tone convey our voice and meaning to readers.
Consider these statements that each express an apology for a problem and a resolution:
- “Sorry you complained about the noise. It wasn’t a big deal. You were lucky we were able to get you a different room at all.”
- “So sorry about the noise in your first room. We were happy to help you into a second one that worked for the rest of your stay!”
- “Sincerest apologies for the noise issue you encountered during your recent stay at our hotel. We were quite pleased to furnish the second accommodation that you enjoyed for the duration of your visit.”
Word choice, sentence structure and tone combine to provide a very different sentiment for each: accusatory (1), friendly (2) and formal (3).
Decide what your voice will be
So, how does all of this apply to Management Responses? A Management Response is your chance to show travellers that you care about feedback. Potential guests read reviews and responses to judge if they’d like to stay at your property. A confident, friendly Management Response voice can help you win new business, but an abrasive response (or a templated one) may push customers away.
It’s important to decide what kind of management response voice will attract travellers to your property. Reading responses from other businesses on TripAdvisor is a good place to start. Find responses that feel genuine and effective. Then, identify the elements they share and use them to shape your property’s own style.
Infusing a brand voice into your responses
A common question from hospitality business owners is how to write like a person but stay consistent with a business brand. Try adapting some of the language from your website and marketing materials for your responses. Or include some of the brand’s key values, so that travellers can get a sense of what the brand stands for.
Set simple guidelines
The key to building a voice is consistency. Once you’ve established the voice you’d like to use, set some simple guidelines to rely on when writing. Think about the types of words, length of sentences and tone that you’d like to incorporate in responses to positive and negative reviews. Your guidelines should be flexible enough to allow for a personal response that allows your brand voice come to life.
Now that you’ve established your Management Response voice, read on for tips to optimise it.Last Updated: 22 December 2014
The One Thing Your Management Response Must Do A review on your property has come in. You’ve read it, shared the feedback with your team and implemented ways to address any issues. You sit down to write your Management Response, but you don’t know where to start.
Sometimes there’s just too much to say, or maybe you’re struggling to write anything at all. In times like these, it helps to remember that there’s really just one thing your Management Response must do:
Address the unknown
88% of users say reviews have an impact on their accommodation choices1, they often use reviews to narrow their choices. When reviews surface an issue, it can open a line of questions in travellers’ minds. The unknown answers can weigh heavily on their planning and can cause them to lose confidence in your property.
The good news is that you have an easy way to remedy this uncertainty – by writing a Management Response. There’s no better place to address the unknown and rebuild traveller confidence.
Write a confidence-building response
Reply to the original review with a Management Response. Below are four questions to help you craft a confidence-building response:
- Who am I writing this for? We often see responses directed toward the reviewer and her specific concerns. Keep in mind that your real audience is both the reviewer and the wider TripAdvisor population of 455 million monthly visitors. Don’t forget to consider how the specific details in the review apply to the average traveller, what their concerns might be after reading it and the additional questions that this review might raise
- Am I addressing their core concerns?Respond to the concerns in the original review in a way that appeals to the larger group and answers as many of their questions as possible. Concentrate on the ones that have the biggest impact for future guests. If you’ve already remedied the problem, or have a plan in place to address it, be sure to include that in your response.
- Am I showing that we care? Every traveller has different preferences, but they all want to know that you care. When potential guests read reviews, they are putting themselves in the shoes of the writer. If you didn’t quite deliver during the original guests’ stay, talk about the specific changes you’re making that will mean you’ll do even better in the future. Readers will see your commitment to service and will build their confidence in you.
- Are we truly sorry? A well-placed, heartfelt apology is never wrong and shows empathy to past and future guests. The key is to really mean it. There’s nothing worse than the “We’re sorry, but…” That “but” essentially negates everything that comes before it and casts doubt on your entire response.
>>Tip: Travellers are looking for patterns. If the same issue keeps coming up in multiple reviews, it’s more important than ever to tell your full customer service and problem-solving story.
You have the power
Property representatives often tell us that their Management Responses help them win business. Travellers know that it’s possible to have an off day – properties cannot be perfect all of the time. They look to your response to see how you pick yourself back up after falling, and confirm that this isn’t a broader issue. Show them your empathy, your commitment to service and what you can offer them!
Start addressing the unknown – write a Management Response today! Log into the Management Centre and under the "Reviews" menu at the top, select "Respond to Reviews" to get started.
- 1. TripBarometer 2015
Responding to Your Airline Reviews on TripAdvisor
Why is it important to write Management Responses?
Responding to both positive and negative reviews shows that you're interested in feedback and take customer service seriously. Your responses will be public so they are a unique opportunity for you to show reviewers and potential customers what your brand is all about.
Which reviews should I reply to?
Every airline will have a different strategy – some will respond to every review, while others will focus only on critical ones. A critical review could be one that addresses an important product or service. Or, a critical review could highlight a service failure.
In either instance, responding to these types of reviews enables you to provide more information or to correct any inaccuracies. Generally speaking, you should plan to respond to at least one in every ten reviews. This approach will show potential customers that you're actively engaged in responding to feedback. And since Airline Reviews are collected in more than 28 languages, responding in a mix of languages shows that your airline cares about all feedback.
How do I know if a new review has been posted?
We will soon roll out an e-mail notification when a new review has been posted. Until this time, we encourage airlines to visit the TripAdvisor Management Centre regularly to see new reviews.
How do I reply to reviews on TripAdvisor?
To provide a Management Response, airlines must register with TripAdvisor. The service is free.
- Create a TripAdvisor membership for your airline – your company email address must be associated with this account. Go to www.tripadvisor.co.uk and click Join at the top right. Create a new account.
- Register your airline – go to this link www.tripadvisor.co.uk/AirlineRegistration and follow the instructions. Identity and company affiliation will be verified and you will receive a response within 72 hours.
After your account has been authorised, follow these simple steps to respond to reviews:
- Log into your TripAdvisor account – follow the link "Your Business" in the top menu.
- Click on the “Reviews" tab and select "Respond to Reviews".
- Select the review you would like to reply to by clicking on the button next to its title.
- Select your affiliation with the property.
- Respond to the review and/or use templates that you might have available.
Your response will be published if it meets all TripAdvisor guidelines. TripAdvisor recommends all airlines familiarise themselves with Management Response guidelines before drafting replies.
How should I reply to a positive review?
Responding to a positive review should be enjoyable. Avoid a standard cut-and-paste response for every review, as it may come across as repetitive and insincere. If you use a template, vary its usage so that it doesn't become repetitive.
Here are other general tips for positive reviews:
- Personalise your response – remember who you are addressing the response to – a family, a business person or an individual. Be it a positive or negative review, nothing is more appreciated than a human touch. Consider ending with your name to a Management Response; e.g "Joanna, Customer Service Department, ABC Airline Headquarters".
- Reiterate the positive – capitalise on the positive feedback you receive from a reviewer. If a reviewer is particularly happy with the in-flight entertainment, this is your chance to mention how much the airline has invested in in-flight services including entertainment.
- Be proactive – would you like to receive more information from the reviewer? Don't invite more information without detailing a way to receive it. Consider providing a link or an e-mail address – this shows your interest in finding out more is actually sincere.
- Thank the reviewer – let the reviewer know you appreciate the kind words.
How should I respond to a negative review?
Just like positive reviews, you don't need to reply to all negative reviews. Look at your responses as opportunities to share improvements.
And remember, a Management Response is the final word after a review. Unlike Twitter or Facebook, the conversation does not go on and on; your Management Response is a way to acknowledge reviews, provide your side of the story and offer additional information.
Here are other general tips for negative reviews:
- Respond quickly- A timely reply shows prospective customers that you take feedback seriously. It will also allow future passengers to hear your side of the story as soon as possible.
- Be professional and use a consistent brand tone - In a Phocuswright survey1 for hotels, 69% of respondents said that an aggressive or defensive reply to a review made them less likely to book that hotel. If you don't agree with the review, or feel the review is unreasonable, relay your side of the story in an objective and professional manner.
- Take complex or critical reviews offline – If a particularly complex or serious service failure has occurred and you'd like to follow-up with the reviewer, provide a direct contact for the reviewer to reach you.
- Address specific issues and investigate – Reviews that highlight a negative experience may warrant investigation of the complaints.
- Watch the length – is your reply getting into a third and fourth paragraph? Be clear and concise to demonstrate control and understanding.
- Thank the reviewer – Show your appreciation for the feedback, or even an apology for critical service failures.
- 1. The 2015 ‘Custom Survey Research Engagement’ was an independent study of 14,991 respondents conducted by Phocuswright on behalf of TripAdvisor. Phocuswright fielded an online consumer survey between 8 April, 2015 and 29 April, 2015, driving responses via pop-ups on TripAdvisor websites in the U.S., United Kingdom, France, Italy, Germany, Spain, Brazil, Russia, Australia, India, Japan, Indonesia, Malaysia and Thailand. The survey targeted users of the website’s hotel reviews who have also purchased lodging for travel within the past 12 months, and planned their own trips. Respondents were invited to participate in the survey while visiting the TripAdvisor website via a link which directed them to an online survey instrument.
Optimising Your Management Response Voice More tips for writing Management Responses that make a good impression on guests.
Once you’ve decided on a Management Response voice, here are some tips to optimise your responses:
Focus on the highlights
Pick out the key concerns from the review to focus your response and limit its length. Think about what 455 million monthly unique TripAdvisor users want to know about the review.1 Then share it with them in the easiest, most engaging, polite way.
Here’s an example of a response to a quirky review that said a ghost had visited the guest in the middle of the night. It provides a polite answer to the key question of whether or not the property is haunted:
“I would like to thank this TripAdvisor member for their feedback, and I am glad to hear you enjoyed your unit and overall stay at our resort. Though we have not heard of any ghost sightings from our guests in the past, in this unit or any of our units and townhomes, please have my assurance that we will be certainly noting your feedback. Please do not hesitate to contact me if I can be of any assistance to you in the future. Thank you again.”
Choose your words carefully
Management Responses are searchable content, so you might incorporate a key term or two (like “family-friendly” or “private beach”). Avoid using words that have double meanings or negative connotations, as well as reiterating negative phrases about your property from the review. Be careful not to turn your response into buzzword soup, or your message, and potential travellers, will be lost.
In this review, a guest writes about finding bed bugs in her first room. The response does an excellent job at incorporating positive search terms and avoiding negative ones. Readers can see the property’s commitment to the issue, even though the term “bed bug” is never mentioned:
“…We appreciate your kind words about the friendly and amazing customer service you received, your room, and our complimentary beach bag service. We are very sorry that you experienced the incident with your initial room. We would like to reassure you that the room was immediately inspected and, although no trace was found, it was treated to ensure that it was sound for guests. Our entire building is regularly treated and maintained to ensure that our guests experience the highest quality stay.”
Scrutinise your sentence structure
You might be tempted to use lots of short sentences to make your response more scannable. Or your writing style may lean towards long, flowing sentences. Variety is key in a management response. Too many short sentences may appear brisk and convey that you don’t care to invest a lot of time in reviews. Likewise, stringing together several long sentences can overwhelm the reader. Use short sentences to draw attention to important points and longer ones for more complex thoughts.
In this review, the manager combines shorter sentences with longer ones to convey importance and empathy:
“First off, I would like to thank you for your feedback. President’s Week is our busiest time of year and I am so sorry that you did not feel relaxed while you were here. Second, you are absolutely right. Our busy time is not an excuse for the problems you experienced and we strive to create a stay above and beyond expectations. I hope you’ll return again to feel a flawless and relaxing stay, improved from your most recent....”
Match your tone
When you receive a glowing review, include upbeat language along with a well-placed exclamation mark or two – but don’t use too many, they can be annoying and pass off as unprofessional. If the review isn’t as good, lean towards clear explanations with action verbs and full stops instead.
In this response, a manager is addressing a reviewer’s concern that disposable tableware and kitchen utensils at the restaurant felt cheap. He uses emphasis and some fun words to convey his tone:
“Thank you so much for taking the time to write your review and for letting us know how you feel. I believe we can address your concerns. Our breakfast plates and utensils are not paper. They are actually made of potato, that's right, taterware is made out of potatoes and completely biodegradable, which fits perfectly with our efforts to save our planet. I am sure you are as concerned as we are in regards to saving Earth for our future generations. Again, thank you very much for staying with us and I hope to see you back in the future.”
The best way to find your Management Response voice is to start writing. Log into the Management Centre and under the "Reviews" menu at the top, select "Respond to Reviews" today.
- 1. TripAdvisor log files, average monthly unique visitors, Q3 2017
The Final Word: TripAdvisor Management Responses How to craft a response that will make a lasting impression on potential guests
Over 455 million unique monthly visitors come to TripAdvisor each month. These visitors are doing a variety of things, including researching and booking all aspects of their trips, booking tables or tours and writing reviews. In fact, TripAdvisor now has over 570 million reviews and opinions, with 290 new contributions every minute.1 Once received, reviews are moderated and posted to each business's listing page on TripAdvisor. You can learn more about that process in our Journey of a Review video (available in English).
The Last Word
While a reviewer starts the feedback cycle, registered owners can have the last word by adding a TripAdvisor Management Response. The Management Response feature allows you to provide direct feedback and add your perspective on each review. Since only one review per experience can be submitted – and no additional comments can be added to the thread – your Management Response becomes the final word on that review. Not only is it the final word to the reviewer, but it also allows other potential guests on your page to see the resolution.
Writing Strong Responses
Only one review can be written per experience and registered owners can only write one Management Response to that review. This means your Management Response will create a lasting impression and can have a significant influence on other potential guests visiting your TripAdvisor page. So, it’s important to choose your words wisely because a well-written Management Response can help sway decisions in your favour.
Addressing a Negative Review
Lamenting over a negative review? Management Responses allow you to share your side of the experience and demonstrate to potential guests that you’re listening and acting on the feedback. In fact, research shows that a well-crafted Management Response can actually help neutralise the impact of a negative review: 85% of survey respondents agreed that a thoughtful response to a bad review improved their impression of the property.2 Here are three tips to help you write a well-balanced response to a negative review:
- Share the rest of the story: A review only covers the visitor’s side of the experience, but the full story doesn’t stop there. Complete it by providing context on what was happening behind the scenes or sharing what was unique about the situation. Be sure to talk about what you’ve done since you received the review, including any changes you’ve made or conversations you’ve had. This shows potential guests that you care about that feedback and use it to improve your operations. Learn more in our Responding to Reviews Workshop: The Essentials.
- Build guest confidence: A review may surface something about your business that didn’t quite meet someone’s expectations. That's perfectly fine! The key is to acknowledge that you’ve heard the feedback and, where possible, addressed it. This keeps other potential guests from wondering if the same thing is going to happen to them and convinces them that it’s safe to visit. Learn more about The One Thing Your Management Response Must Do.
- Write like you’re introducing yourself: While you’re responding to someone who has already interacted with your business, don’t lose track of your real audience – other potential guests on your page. Write your response as though you’re providing an introduction to your business. Include more background or context on why something happened in a certain way, and always take a positive and professional approach. Respond as you would when greeting someone who’s just walked through your front door. Learn more on Optimising your Management Response Voice.
The Last Word on a Positive Review
Nothing but glowing reviews? You’re in good company – according to a recent Phocuswright survey, 73% of respondents said they wrote a review because they wanted to share a positive experience.3
Don’t miss out on the opportunity to amplify the benefits of your positive reviews. A Management Response here shows you’re committed to using feedback to make ongoing improvements – demonstrating that a good experience is no accident. Here are a few ways you can further capitalise on your positive feedback:
- Show appreciation and highlight key points: Writing reviews and Management Responses takes time and effort. Thank your reviewers for sharing their feedback. Be specific. If the review calls out a particular benefit or selling point of your business, reiterate it in your response and build in why it differentiates your business. That way your last word calls attention to your property’s best features.
- Give your business a face: Hospitality businesses thrive based on their teams. Taking the time to write a personalised Management Response – from an actual person instead of a generic title – shows that there are real people behind the experience. This can make you seem more approachable and welcoming. In the case of a positive review, it also gives you an opportunity to provide recognition to your team – which can increase employee motivation.
- Encourage a return visit – and ask for referrals: Take the opportunity to invite happy reviewers (as well as their friends and families) to return to your business in the future. But be careful to avoid offering any incentives for a return visit – or in return for the positive review – because that violates Tripadvisor's Management Response guidelines.
Want more tips on responding to TripAdvisor reviews? See our complete Management Response guide.
- 1. TripAdvisor log files, average monthly unique visitors, Q3 2017
- 2. Source: https://www.tripadvisor.co.uk/TripAdvisorInsights/n2665
- 3. Source: 2015 ‘Custom Survey Research Engagement’ conducted by Phocuswright on behalf of TripAdvisor.