4 KEY FUNCTIONS SERVED BY TRIPADVISOR

The first key function of Tripadvisor is transparency. With increased information about the true nature of properties, brands and prices become less of an indicator of quality. This helps businesses compete on a more equal footing, while consumers have a clearer understanding of quality. Quality improvement and lower pricing can also ensue. The engine also enhances trust. In the absence of direct in-person recommendations, consumers are increasingly looking to online content. Unbiased reviews from the peer group of other travelers and clearer communication channels raises trust in the information provided. Tripadvisor is also a source of varied content, as it is a one-stopshop for travel research, facilitating easy comparison between different outlets. Finally, it is a major easy tool for searching and booking. The improved information flow provided by Tripadvisor benefits both the travel and tourism industry and also consumers consistent with conventional economic theory. Clearer communication and understanding of the true nature of destinations, properties, and attractions allows more informed decisions and purchases. This aids market efficiency with benefits to both consumers and the industry.

4.

Guest feedback opens the door to making operational improvements. Maybe you are so close to the day-today operations that you miss something a new guest spots easily. Each review is a window into the guest experience at your property. Was a guest’s room not cleaned thoroughly? Discuss it with your housekeeping staff and provide additional staff training if needed.

Consideration, communication, and implementation are how you turn feedback into a better experience for all future guests, which can have a significant influence on your Tripadvisor ratings and subsequently, your Tripadvisor ranking.

5.

According to Egan, most negative or bad reviews have a silver lining and should be seen as an opportunity more than a setback. Property managers and hoteliers should focus on the positive side of a bad review. The question they should ask themselves is “What can I learn from this?” A bad review is a way to signal to a business which areas are in need of attention. Business owners are so close to their properties that they sometimes struggle to notice an aspect in need of improvement. A bad review therefore represents the perfect opportunity to look at the finest details and strive for perfection.

Tripadvisor’s Global Director, Industry Relations,

shares insight and appropriate tools to avoid or to handle negative reviews on Tripadvisor