Top tips to maximize the impact of a hotel page on TripAdvisor

NB: This is a guest post by Brian Payea, head of industry relations at TripAdvisor.

According to a recent MSNBC poll, 86% of respondents indicated that they rely on TripAdvisor and other travel sites to gauge traveler sentiment before they make their lodging choice.

Beyond guest reviews, your property’s TripAdvisor listing includes many additional pieces of information that can influence a traveler’s decision.

So, with millions of consumers searching online for a great place to stay, what will they think of your property based on your TripAdvisor listing?

Based on historical data, TripAdvisor is expecting significantly more traffic in January than in previous months.

The following are a few tips I’ve shared at our recent Master Class events to help you enhance, manage and market your TripAdvisor listing.

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1. Update your primary listing photo regularly

Guests want to see what your property looks like today, and your primary listing photo can help you make a great first impression. So, keep it current. Change it with the seasons, or showcase renovations and new features.

2. Add photos

As a general rule of thumb: the more photos, the better – travelers consume them at higher and higher rates. Make sure you have more than 20 photos for your property.

Travelers are 150% more engaged on listings with 20+ photos, than those with only a few photos.

3. Encourage guests to write reviews

While it is against TripAdvisor’s policies to offer guests incentives in exchange for positive reviews, it is perfectly acceptable to ask your guests to write a review on TripAdvisor.

There are many resources to help you do this under the “get more reviews” tab on your owner’s page.

You can download widgets, email links and other web tools, and you can also order custom cards and download flyers that offer your guests a friendly reminder to submit a review when they return home.

4. Add widgets to your own website

You are already aware that travelers want to know what other guests have said about your property and your service, so you can show your confidence in your customer service by showcasing your ranking right on your own site.

TripAdvisor offers several badges and widgets that let you add reviews on your own website and promote your TripAdvisor ratings and accolades, such as “recommended on” or “Bravo!”

5. Add videos

Google predicts that 2011 will be the year of video. You can add an unlimited number of videos to your TripAdvisor listing, and you can tag each of them with six keywords to help you get found in search results.

It’s a great way to be discovered by travelers searching in your region, so get creative.

6. Highlight key features

Once travelers have read the reviews and you’re one of a few properties they’re considering, how do you differentiate yourself to close the sale?

Fill in your Hotel Details tab with rich descriptive details that help distinguish your hotel from your competitors, making sure to include your unique offerings.

7. Monitor and respond to reviews

As I’ve noted in a previous article on Tnooz, responding to reviews – both positive and negative – shows you’re paying attention and taking customer feedback seriously.

According to a recent TripAdvisor survey, 76 percent of travelers said they have a more positive view of owners who respond to online guest reviews.

We frequently hear from hoteliers who track referrals closely that they get more bookings referred from their thoughtful management response to an occasional negative review, than from the positive reviews.

8. Evaluate your performance

Need some help figuring out the bottom line in all those reviews? You can track customer satisfaction and assess recent performance in comparison to competitors using your Track Performance tab on your owner’s page.

See how many reviews you’ve gotten compared to your competitors, and see how you score on the key satisfaction metrics for your eight most recent reviews – fresh, free customer feedback for your team.

Wrap up

The beginning of the year is a great time to visit TripAdvisor’s Owners’ Center and tap into the site’s free marketing resources and tools that can help you stand apart from the crowd.

Check it out to take full advantage of TripAdvisor’s free resources. Whether you’re encouraging guests to write reviews, posting videos on TripAdvisor or adding a widget to your website, you’ll be much more likely to catch the attention of travelers.

And if you’re looking for a way to enhance your listing even further, consider upgrading to a Business Listing, a paid subscription that allows you to prominently display your URL, phone number, email address and other contact information on your TripAdvisor listing page, and get more direct bookings.

NB: This is a guest post by Brian Payea, head of industry relations at TripAdvisor.

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About the Writer :: Viewpoints

A founding principle of tnooz was a diversity of viewpoints from across the spectrum. Viewpoints are articles by guest contributors from around the travel and hospitality industries. The views expressed are those of the author. and do not necessarily reflect those of the author's employer, or tnooz and its partners.



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  1. Website Writing 101 for Hotels - The Hotel Marketer

    […] to an expert from TripAdvisor, hotels with more photos receive more engagement. Guests want to know what your hotel looks like […]

  2. Dijana

    I’ve now tried contacting TripAdvisor 12 gimes, 8 via email and 4 by phone and have left messages that continue to go unanswered. How do I get a direct URL to my hotel?- If i go to my hotel on Trip Advisor the URL on iot is sooooooooooo long. that cant possibly be something I can give my guest when asking them to write about the hotel?- Isnt there something shorter?

  3. The Importance of Hotel Photography

    […] MANY HOTEL IMAGES – 4 Or 84? According to studies on tripadvisor, travelers are 150% more engaged on listings with 20+ photos, than those with only a few photos. If […]

  4. Alla Dolce Vita

    …FANTASTIC !!!!!
    all interested in working with this web-site which offers advantages through UNFAIR-COMPETITION….even though all of you are aware …still supporting?!?!

    ….by chance are you the same who signed for the “business listing ” ( PAYING EXPEDIA-TRIPADVISOR for the extra advertisments)?

    We are moving and justice will arrive!

    A TIP TO DETECT WHO WRITE FAKE POSITIVE REVIEWS AND…. AT THE SAME TIME NOT DETECTED AND CANCELLED BY EXPEDIA-TRIPADVISOR : count how many positive reviews written by anonuimous ( who is the author of ONE ONLY review), after a negative review, ENOUGHT to let this negative review go on second page …
    Sunny greetings

    Alla Dolce Vita

    *Edited for legal reasons*

  5. Diane

    My commentary on tripadvisor was deleted by the hotel itself. How are they able to accomplish this. Isn’t that deceitful?

  6. Bersafoni Evans

    I am writing to inform you that I am 86 years old, I am going to retire very soon.

    Please acknowledge receite of this this email.

    Thank you in advance.

    Bersafoni Evans

  7. Diseño web - marketing 2.0

    Great article. Clear and good information about TripAdvisor Management. I consider that TripAdvisor has to improve the section Manage your Listing. Sometimes is hard to find some specific features.

  8. Martin Page

    Its all very well telling us to add more photos, but the way that Tripadvisor displays photos means that you have no choice over the order, so if you add new photos, they will be the last ones that people will view (if they ever get that far). Meanwhile the meaningless photo of the front of the house from behind a tree on a cloudy day taken by a guest 4 years ago comes up as the first photo. And telling you that people have the option to filter only management photos is not the answer as most people are not going to bother. Very frustrating!

  9. Mary Wolters

    I have been hoping someone would reply to the above question from Pam about adding photos to one’s listing.
    Does anyone monitor this page from Trip Advisor?

    Thanks for your help……if it comes,

  10. THE CITY hostel / guest house

    Good cooperation !

  11. Margaret

    Thanks so much for the efforts to help us optimize mkt via Trip Advisor! Most appreciated let’s see what I can do with you tips!

  12. Stamatis Giannakopoulos

    It is a treat to be advised by the very best on the field. I appreciate the constant efford of the TripAdvisor team and affiliates to help improve all the TripAdvisor family.


    Stamatis Giannakopoulos
    Aegialis hotel & spa mngr

  13. Pamela Jane Stevenson

    Thanks for the great tips. Could you please let me know how you can update your primary listing photo? Kind regards Pam

    • Sive Hughes

      Hi Pam,

      If you have uploaded photos to TripAdvisor before, you can go to the “manage your listing” page of your Owners’ Center and click on the ‘manage your photos’ link. Find the photo you would like to use as your primary one, and select ‘set as your primary photo’ and click ‘save’. This photo will then become the large image on your listings page.

      If you have never uploaded photos to TripAdvisor before, you will have to do that first through the “add photos to your listing” link on the “manage your listing” page.

      Thanks. Let us know if you have additional questions.
      Sive Hughes

  14. Tadeo

    Great article. Hotels that do not respond to guest reviews in this day of social media are doing so at their own peril.

    • Alla Dolce Vita

      ….and who will respond to FAKE POSITIVE REVIEWS ?

      Who is capable to distinguish misleading advertisment from REAL GENUINE REVIEWS?

      Are you capable to distinguish REAL REVIEWS FROM FAKE NEGATIVE and POSITIVE REVIEWS?

      I don’t understand 🙂 why Mr. Payea is putting so many efforts in donating “precious suggestions” to keep on selling the services of EXPEDIA, trhough Tripadvisor, while he should face the main problem: the contents offered it’s UNRELIABLE!

      Sunny greetings
      Alla Dolce Vita

  15. Mejora el impacto de tu hotel en Tripadvisor

    […] Tnooz Etiquetas: destacado, Reputación Online, […]

  16. Tweets that mention Top tips to maximize the impact of a hotel page on TripAdvisor | Tnooz --

    […] This post was mentioned on Twitter by Heather Turner, Electric Suitcase and others. Electric Suitcase said: RT @kevinlukemay: Great FREE advice here… Top tips to maximize the impact of a hotel page on TripAdvisor [Tnooz] […]


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