16 November

How to Improve Your TripAdvisor Ranking Quickly and Easily

Tipps & Tricks  Vanessa Judas

TripAdvisor, the self-proclaimed largest travel community in the world, brings in 455 million unique visitors every month and boasts a userbase totaling 96 million registered users. In actuality, TripAdvisor isn’t just one website — it’s actually a collection of 48 sites offered in 29 different languages. And with such extensive global reach, it represents an incredible marketing opportunity for tour and activity operators worldwide. But to take full advantage of this amazing platform, you first have to improve your TripAdvisor Ranking.

Improving your ranking on TripAdvisor pushes your tours and activities higher in TripAdvisor’s suggested things to do, which has a direct effect on how many users see your listings and book your services. To help you get the highest ranking possible in the shortest amount of time, we’ve put together a brief list of things you can do right now to start climbing the ladder on TripAdvisor.

TripAdvisor & bookingkit

If you have a Viator account, you can add a “Book Now” button to your tour and activity listings on TripAdvisor. All orders placed through Viator and TripAdvisor then automatically go into your bookingkit account. To link Viator and TripAdvisor to your bookingkit, simply go to the marketing tab in your account and activate Viator. For full details, have a look at our help article on this topic.

How ratings affect your TripAdvisor Ranking

Unlike Google or Amazon, what TripAdvisor recommends to users — and the order in which it makes those recommendations — is based primarily on ratings. Ratings are the main deciding factor in whether users book a given activity, and they’re what make the difference between a potential customer choosing your activities over the competition. To understand why ratings are so important to TripAdvisor, all you need to do is look at the numbers. According to TripAdvisor itself, the platform has collected a total of more than 630 million ratings and opinions. It’s no surprise then that ratings — not price — have become the central mechanism behind how TripAdvisor ranks businesses and activities.

Getting the basics right

Although the goal is to improve your ratings on TripAdvisor, it’s important to not lose sight of the basics of what makes good listings good:

Description is king: Success on TripAdvisor hinges on whether customers are able to read your activity descriptions and feel like you’re the right choice for them. If your descriptions don’t cut it, your ratings aren’t going to help much.

Use multimedia: If you’re in the business of selling products and services online, then you already know that pictures and video are a must for winning over potential customers.

Use the TripAdvisor map: Add your tours and activities to the TripAdvisor map so that users can see where you’re located.

Keep your TripAdvisor account up to date: Make sure there isn’t any old or missing information on your account.

Choose the right categories for your activities: Help customers find you by assigning your services to the right categories.

Four key factors for improving your TripAdvisor Ranking

Instead of just looking at whether your activities have good ratings, TripAdvisor actually takes into account four factors when deciding how to rank your services: quality, recency, quantity and frequency of reviews.

The goal then is to achieve a steady stream of positive reviews at a high enough rate for the ratings to boost your ranking.

Now that we know what we we’re aiming for, we can get to the two biggest ways you can actually do this: 1) trying to get as many positive reviews as possible; and 2) dealing with negative feedback in the right way and trying to prevent bad reviews from happening in the first place.

How to generate more reviews for your TripAdvisor Ranking

Before we get into the tools available for improving your TripAdvisor Ranking, it’s worth taking a second to emphasize just how important it is to streamline the review process for customers. Here are three things to pay attention to: 1) customers should be able to leave reviews in lots of different ways; 2) leaving reviews should be dead easy; 3) customers should be able to refer to templates or sample reviews to know how best to structure their feedback. The less work people have to do, the better. And there’s really no sense in missing out on positive reviews just because it’s too complicated for customers to leave them.

Using what you’ve got: Your website, your employees and your own ability to communicate with customers is really the starting point for making friendly requests for feedback and letting folks know that reviews go a long way toward helping you improve your tours, activities and services.

bookingkit: bookingkit users get access to a powerful, fully automated reviews and ratings collection process. If you’re already using bookingkit, simply activate and configure the automated After Sales Email feature and be sure to include information about how to submit reviews in each and every email.

TripAdvisor tools: TripAdvisor wants users to leave lots of reviews and ratings and has provided a series of useful tools to help service providers collect feedback from customers. An overview of TripAdvisor’s promotional materials is available here. TripAdvisor focuses pretty heavily on printed materials such as business cards, flyers and stickers, but there are also plenty of digital media to choose from, including logos, banners and widgets. It’s also worth mentioning TripAdvisor’s Review Express, which you might consider using in conjunction with bookingkit’s automated after sales emails. Check it out!


How responding to reviews can improve your TripAdvisor Ranking

Showing current and potential customers that you value feedback is a great way to incentivize reviews and show that you prioritize customer satisfaction.

We recommend responding to every single review — the good ones and especially the bad ones. And be sure to follow TripAdvisor’s Response Guidelines to avoid having your account blocked for policy violations.


How to respond to positive reviews

Responding to positive reviews is the easy part. Here you want to make sure you thank the reviewer for their feedback and show that you’re just as excited about them being a customer as they are about your services. And be sure to mention that you look forward to seeing them again soon at one of your activities.

Dealing with negative feedback

Ideally, you want to get on top of negative feedback before it gets to TripAdvisor so that you can prevent it from turning into bad reviews. There are several ways to go about doing this, from showing up in person at your tours and activities and actively asking your guests if they are enjoying themselves to providing contact information on your website and at your locations so that customers know how to send feedback to you directly. Responding to complaints quickly and offering refunds, discounts and other forms of compensation are other effective ways to limit the chance that customers will post negative reviews on TripAdvisor.

But don’t be surprised if you still get some bad reviews here and there: it’s bound to happen. You just need to know how to deal with them.

How improving your TripAdvisor ratings impacts other sales channels

bookingkit makes it possible to use your customer ratings and reviews from Tripadvisor, Google and Facebook to convince visitors to book tours and activities on your website. This means potential customers can see directly in the embedded bookingkit window how satisfied other bookers are with your services. And if they want to know more about a particular review, all they have to do is open the detail view for the tour or activity in question. The benefits to you are three-fold:

  1. More trust in your services and more bookings
  2. Better customer relations and more repeat business
  3. Better search engine rankings

How to Turn Customer Ratings into More Sales.

Vanessa Judas
Vanessa is an expert in the activities industry and a member of the online marketing team at bookingkit. When she's not looking for current trends and the latest tips and tricks from the leisure industry, she likes to be active and to explore the hotspots of Berlin.


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