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TripAdvisor success with CRM

CRM clients see TripAdvisor ranking success with Review Collection

Recent findings from TripAdvisor and Guestfolio, part of Cendyn Hospitality Cloud, have brought to light the success of TripAdvisor Review Collection Partnerships for hoteliers. Using this technology, TripAdvisor identified that 74% of hotels using Guestfolio maintained or improved their TripAdvisor ranking position since starting Review Collection, and over 10% of those clients now occupy the No. 1 ranking in their region.

As a Review Collection Partner, Guestfolio enables hoteliers to engage with their guests using the channels that work for them. The integration allows guests to post reviews straight after completing a survey and seamlessly synchronize with their login details. This, in turn, provides the tools for guests to communicate and share their feedback with hoteliers in the ways that work well for them.

“TripAdvisor identified that 74% of hotels using Guestfolio maintained or improved their TripAdvisor ranking position since starting Review Collection, and over 10% of those clients now occupy the No. 1 ranking in their region.”

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The Review Collection integration also plays a role in the popularity index algorithm – where quality, quantity, and recency of reviews all count towards a hotels’ ranking. It was seen that on average, review rating collected through Guestfolio was higher than the average review rating collected organically, with 72% of hotels increasing their average bubble rating since starting Review Collection.

Through actively obtaining reviews via post-stay emails, Guestfolio clients have been able to capture the opinions of guests who were very satisfied with their stay but may not have been inclined to go through the process to post a review. This has contributed to the higher average rating of jointly collected reviews and allowed hotels to enter into a virtuous cycle of improved ratings that provide better visibility on TripAdvisor.

TripAdvisor captured around 1.1 billion visits during 2016, representing an 11% share of the travel industry’s top 100 sites in the US. This hugely powerful tool has been seen to play a big part in decision making when it comes down to booking. By using Review Collection Partnership with Guestfolio, hoteliers are systematically requesting feedback from their guests and enable them to enter a virtuous cycle of improved ratings and better visibility on TripAdvisor which, in turn, encourages better visibility for future and/or repeat guests.

These findings precede a new feature from Guestfolio that offers clients the option to pre-populate answers from an online survey into a guests’ TripAdvisor review when using Review Collection.  This pre-population of the TripAdvisor review form encourages a higher percentage completion rate of TripAdvisor reviews and improves the experience for the guest following check-out.

To summarize:

  • TripAdvisor identified that 74% of hotels using Guestfolio maintained or improved their TripAdvisor ranking position since starting Review Collection
  • 10% of those clients now occupy the No. 1 ranking in their region
  • 72% of hotels increasing their average bubble rating since starting Review Collection
  • Using Review Collection hotels are able to enter into a virtuous cycle of improved ratings that provide better visibility on TripAdvisor

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