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.

  1. 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.
  2. 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:

  1. Log into your TripAdvisor account – follow the link "Your Business" in the top menu.
  2. Click on the “Reviews" tab and select "Respond to Reviews".
  3. Select the review you would like to reply to by clicking on the button next to its title.  
  4. Select your affiliation with the property.
  5. 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.

Last Updated: 6 December 2016