10 Tips for Optimizing Your Tripadvisor Presence

With select information on HelloBC.com business listings now being pulled from Tripadvisor listings, businesses in BC have more reasons than ever to optimize their Tripadvisor presence.

Whether you operate a lodging business, attraction, tour company or other tourism business, here are ten tips for putting your best foot forward on Tripadvisor.

1. Claim Your Page

If you haven’t registered your business on Tripadvisor, go to the Owner’s Page to claim or create a free listing. For step-by-step instructions, check out TripAdvisor’s Quick Start Guide. Once you are registered, you will be able to manage your profile from the Management Centre.

2. Complete Your Profile

Complete your business profile by adding contact details, a description, location information, hours of operation, photos and other details to help inform travellers about your business.

Think of your description as your chance to write a review of your business. What’s special about your business and location? Why should travellers include you on their itinerary? Mention any awards or accolades you have received and what makes you stand out from competitors.

Over time, check your listing regularly to ensure that it’s accurate and up to date. Consider changing the description, photos and hours of operation to reflect the season.

3. Upload Quality Photos

Photos are your opportunity to showcase your business visually. On TripAdvisor, photos are divided into three types:

• Management Photos: uploaded by your business
• Traveller Photos: posted by travellers
• TripAdvisor Photos: professional photos taken by Tripadvisor

You can upload as many Management Photos as you wish, but it’s better to focus on quality over quantity. Feature high-resolution, professional images that illustrate various aspects of your business inside and outside. Keep in mind that many people view listings on a smartphone.

Add captions and select a Primary Photo that will grab people’s attention; it will be displayed more prominently on your page and in search results.

4. Monitor Reviews

Set up email notifications of new reviews so you can take quick action when needed. Assign an employee to monitor reviews, share them with staff members and post responses.

5. Respond to Reviews

Travellers don’t only read reviews; they pay close attention to management responses too. In a survey of TripAdvisor users, 65% agreed that they were more likely to book a hotel that responds to traveller reviews than one that does not, and 85% agreed that a thoughtful response to a bad review improved their impression of the hotel.²

Post brief, courteous and respectful responses to select reviews to show that you are listening, appreciate customer feedback, and are committed to making improvements. Respond promptly, prioritizing negative reviews. And don’t forget to answer questions posted to your page.

6. Understand Ratings & Rankings

Your bubble rating is based on the ratings Tripadvisor users give your business in reviews. Your “Popularity” ranking is based on the recency, quality, quantity and consistency of traveller reviews relative to other businesses in your category.

For accommodations, the “Best Value” ranking takes into account traveller ratings, prices, booking popularity, location and personal user preferences.

Your rating and ranking are a reflection of the quality of the experiences you provide. The higher they are, the more visibility, page visits and booking enquiries you will receive on Tripadvisor.

7. Improve Your Rating and Ranking

Here are just a few strategies for improving your rating and ranking:

• Set realistic expectations of your business and work hard to exceed them.
• Use feedback in reviews as an opportunity to learn and improve.
• Learn what customers love about your business and take action to reinforce strengths.
• Be alert to signs of trouble and resolve issues before customers leave.
• Ask customers to review your business after their visit.

8. Track Performance

Use the Reports feature in the Management Centre to monitor your review performance and compare it with competitors. Set objectives, share progress with staff, and celebrate successes.

9. Promote Your Achievements

When you reach your desired performance level, consider displaying your Tripadvisor rating, recent reviews or rewards on your website, Facebook page and property. You can download widgets, banners and signage as well as tools for soliciting reviews in the Management Centre.

10. Be Inspired

For inspiration, check out these well-optimized listings of BC businesses:

• Tourism Discovery Centre, Williams Lake
• St. Eugene Golf Resort & Casino, Cranbrook
• Vancouver Foodie Tours, Vancouver
• Adventure Tofino – Wildlife Tours, Tofino
• Spirit Ridge, Osoyoos

For more tips and guidelines, check out Tripadvisor Insights, Help Center and Owners’ Forum.