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Tripadvisor Listing Optimization: How to Enhance Your Search Rankings

Tripadvisor Listing Optimization: How to Enhance Your Search Rankings
Tobias Roelen-Blasberg
Co-Founder & Head of Product
Enhance your Tripadvisor listing with our actionable tips. Uncover methods to improve your listing optimization for better search rankings, ensuring a surge in your bookings.
Tripadvisor Listing Optimization: How to Enhance Your Search Rankings
TABLE OF CONTENTS

With over 463 million active users per month, Tripadvisor is now the top Travel and Tourism website in the United States. Having a fully optimized Tripadvisor listing on the website won't just boost your online reputation but can also actively bring you hundreds of thousands of dollars in revenue each month.

To help you achieve this, we've come up with a complete guide on how you can make the most out of your Tripadvisor listing.

Why is Tripadvisor so appealing to consumers?

Tripadvisor has provided travelers across the globe with the easiest way to compare and book travel deals across various booking platforms. Because of this, the website remains to be one of the most trusted websites by travelers. Recent surveys suggest that 60% of travelers who book online visit Tripadvisor while planning their trip, while 57% visit Tripadvisor before making any purchase.

It's undeniable that Tripadvisor significantly affects the decision-making of most travelers. Whether booking for business, leisure, or a combination of both, people research their destinations through Tripadvisor.

Your Tripadvisor determines how many users can get access to your profile. The more frequently you come up with relevant searches, the higher your conversion rate is. Recent Tripadvisor surveys suggest that users only consider the Top 5 options on a search. Furthermore, travelers don't get past the first page of a 30-property- Tripadvisor search.

These figures show that optimizing your Tripadvisor business listing is paramount to driving revenue for your business. Doing this will require creating a detailed profile, collecting reviews, and more.

What is the Tripadvisor algorithm?

Tripadvisor doesn't shy away from revealing the algorithm behind the Tripadvisor Popularity Ranking. The website ranks listing based on user insights, precisely the quality, recency, and quantity of reviews.

Quality

The bubble ratings that users provide as part of their reviews are used to rank the quality of the experience at each business. This includes customer insights if they feel safe, well-cared for, treated with respect, and if their overall experience met their expectations. Tripadvisor quantifies these firsthand opinions, and a business with more 5-bubble ratings will rank higher than a business with lower bubble ratings.

Quantity

Tripadvisor recognizes that its users need multiple reviews to help create a travel decision that would suit their needs. Because of this, the number of reviews has become a critical indicator for their Popularity Ranking algorithm.

It's worth noting, however, that Tripadvisor relies on users' "statistical confidence" towards a property listing. While numerous reviews can truly affect your Tripadvisor search engine ranking, a property with 500 positive reviews would still rank higher than a property with 1,000 reviews but with a negative rating.

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Recency

Tripadvisor recognizes the need to provide its users with an accurate and current representation of each business listing. Because of this, the relevance of each customer review is weighed upon the details stated and the time the review is submitted. This means recent reviews are more valuable than older reviews when it comes to ranking.

Reviews' quality, quantity, and recency determine a profile's Popularity Ranking. The quality and quantity of reviews provide proof of a business's consistency, while quantity and recency provide accuracy. Businesses are less likely to rank if they sacrifice one element over the other.

How to create a new Tripadvisor listing?

Tripadvisor has made it easier for businesses to create property listings. Here’s a step-by-step guide on how to do this:

  1. Register for a partner account at https://rentals.tripadvisor.com/register
  2. You will be asked to provide the following information:
  • Location
  • Property Details
  • Rates, Taxes, and Fees
  • Booking Policies
  • Photos
  • Payout Settings
  • Review and Post
  1. Confirm your identity and business ownership.
  2. Submit your listing for review. This process usually takes up to 5 business days.
  3. Wait for Tripadvisor’s confirmation email.

How to claim your Tripadvisor profile?

Claiming your business profile is the first step in optimizing your presence on Tripadvisor. To do this, you must register for a Tripadvisor member account and verify your business ownership by phone or credit card. To learn more on how to do this, check Tripadvisor's complete guide.

How long does it take to get listed on TripAdvisor?

The process of listing approval on Tripadvisor can take around five business days. Once your application is accepted, you can update your business information, respond to customer reviews, answer customer questions, and add marketing assets to your profile.

How to set up a Tripadvisor calendar?

Your Tripadvisor calendar dictates the availability of your property. For this reason, it’s essential to prioritize it after activating a listing. A calendar will automatically be setup when you create a listing, but if you wish to synch it with your other booking accounts, you can importing an existing calendar into Tripadvisor’s system. Here’s how you can do this:

  1. Log in to your Tripadvisor account.
  2. Go to the Calendar menu on top of your dashboard.
  3. Check the dropdown menu at the top right corner of your dashboard.
  4. Choose the listing you wish to work on.
  5. Click Import on the right sidebar.
  6. Choose where to import the calendar from HomeAway/VRBO, Google, or Airbnb. If you’re importing it from another website, choose Other.
  7. Place the calendar’s export link in the space provided.

Upon setting up a calendar, you can start configuring it. Consequently, you can also export your Tripadvisor calendar to other websites using the same dashboard.

How do I increase my visibility on Tripadvisor?

After claiming your Tripadvisor listing, it's now time to update your profile, make it more engaging, and encourage customer reviews. Here's a step-by-step process:

Provide clear and up-to-date headlines and descriptions.

Your headline would be the first thing that potential guests would see. Aside from your brand name, ensure that you provide a clear and up-to-date description of your property. As much as possible, include your business category and location on your headline. Other pertinent business details you should display in your detailed description include the type of business, hours of operation, business days, special offers, and other public recognitions received.

sample-good-headline-tripadvisor-listing
Sample of a good headline for a Tripadvisor listing.

This property listing is currently in the Top 2 spot of a local search. Notice how its headline states its business location and mentions that it caters to both leisure and business guests. Click here to learn more about how to update your Tripadvisor profile.

Ensure accurate rates across booking platforms.

As a meta-review platform, you must ensure that your rates across all booking platforms and other review sites are mentioned on your profile, as this will provide broader options for your customers. Furthermore, the rates should be accurate and updated, inclusive of your discounts, cancellation, or prepayment options.

sample-rate-comparisons-tripadvisor-profile
Sample of rate comparisons for a Tripadvisor profile.

This property listing is currently in the Top 2 spot of a local search. Its Tripadvisor profile reflects its rates from nine booking platforms, with a special note on its free cancellation and reserve now pay later policies.

Add high-quality photos.

Photos play a huge role in the decision-making process of travelers, especially now that we're in an Instagram era of traveling. An accurate depiction of your facilities can entice more potential guests and help you manage their expectations of your property.

Your Tripadvisor photos should feature industry-specific elements of your business. For hotels, include photos of your property's facade, room options, function rooms, dining hall or restaurant, swimming area, and nearby tourist attractions. For restaurants, including photos of your interior decoration, dining style, and best-selling dishes.

Aside from pre-selected images, photos from customer reviews also play a huge role in a user's planning process. In a recent survey done by Tripadvisor, 76% of users agree that traveler-submitted photos influenced their booking decision.

Here’s an example of top Tripadvisor hotel listing with photos featuring travel experience on the property, pool & beach area, and rooms & suite.

tripadvisor-listing-attractive-photos-property
Sample of a Tripadvisor listing featuring attractive photos of the property.

Collect Guest Reviews actively.

As mentioned a while ago, customer reviews determine Tripadvisor's Popularity Ranking. Without enough customer reviews, your property is less likely to appear in relevant searches.

This is why it's essential to encourage your customers to leave a review on your profile. Fortunately, Tripadvisor has made it easier for a property as they can easily use their Google and Facebook accounts to sign up on Tripadvisor. Some properties even go as far as offering discounts and freebies for customers who would review their property.

Click here to learn more about how you can effectively collect customer feedback.

encourage-customers-guests-leave-reviews-tripadvisor-profile
Encourage customers and guests to leave reviews on your Tripadvisor profile.

How many reviews can you leave on Tripadvisor?

Customers can only write one review on a specific listing per visit. This means they need to revisit your business or repurchase your service to add a new review. Tripadvisor only allows subsequent review posting within three months of the last review.

Specify an exact location.

A Tripadvisor's selection process starts with a user keying in their desired destination. So, when updating your profile, be as specific as possible regarding your location.

exact-location-tripadvisor-ranking
Sample of how an exact location affects your Tripadvisor ranking.

In this Top 3 listing for a local search, notice how all properties have indicated their town road on their location. Furthermore, notice how the 2nd option has fewer reviews than the 3rd one, but since it has a more exact location on its headline and has more reviews, it ranks higher on searches.

Enable online booking.

Make sure your Tripadvisor has a direct link where users can book your property. There are three ways how you can do this:

  • Tripadvisor Instant Booking
  • Third-party booking websites such as Expedia, Agoda, and Booking.com
  • Own website

Regardless of your preference among the three, make sure that travelers can book your services in an easy and hassle-free process.

tripadvisor-listing-multiple-booking-options
Sample of a Tripadvisor listing with multiple booking options.

Ensure prompt and professional responses to all reviews.

A recent Tripadvisor study reveals 77% of travelers are more likely to book when business owners respond to reviews. Furthermore, the same research also suggests:

  • 79% of travelers said personalized responses from owners make reviews more useful;
  • 89% of travelers said a thoughtful response to bad reviews improved their impression of a business; and
  • 84% of travelers said polite and respectful responses from business owners are essential for their decision-making.

All these data prove the importance of management responses. A single reply to a review can make or break a customer's impression of your business, thus, affecting your ranking on Tripadvisor.

To ensure that you can diligently and promptly reply to Tripadvisor reviews, it's best to get an AI review reply assistant. This way, you won't have a shortage of personalized and thoughtful responses for your reviewers.

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Click here to learn more about using an AI review reply generator for your business.

personalized-ai-generated-reply-tripadvisor-review
Sample of a personalized AI-generated reply to a Tripadvisor review.

Include the Book Now button.

The website now offers direct booking for their listings in exchange for higher commissions. Tripadvisor Instant Booking requires a 15% commission rate, while the "View Deal" option, in which users are led to external booking websites, costs 12% commission.

While a 3% commission difference is significant, Tripadvisor Instant Booking is said to create a 50% conversion rate, while the external booking process only leads to a 25% conversion rate.

sample-tripadvisor-instant-booking
Sample of a listing with Tripadvisor Instant Booking. | Image Source: Mirai

Display your Tripadvisor awards proudly.

Tripadvisor takes pride in its Traveler's Choice Awards. The website awards destinations, hotels, restaurants, and other travel activities worldwide in this annual event based on Tripadvisor reviews and ratings collected over the past 12 months.

If you've won a Traveler's Choice Award, regardless of the year, highlight it on your profile. While Tripadvisor automatically adds profile badges to winners, it's best to reinforce the award by writing it in your "About" section.

travellers-choice-award-tripadvisor-ranking
Sample of a Travellers’ Choice badge that’s also featured on the About section of the listing.

Provide an exceptional experience.

As mentioned a while ago, Tripadvisor considers consistency as a vital factor for its ranking algorithm. To ensure that your Tripadvisor Popularity Ranking continues to rise, it is essential to provide guests with an exceptional customer experience.

If your goal is to become one of the top 10 hotels, restaurants, or destinations in your city, ensure excellent customer service. This includes providing a comfortable stay, offering unique and delicious food and drinks, and giving a remarkable travel experience. And to make the most out of your exceptional experience, it's best to encourage customers to leave positive reviews on Tripadvisor can help boost your ranking even further. By taking these steps, you can ensure that your business will continue to be successful and remain popular among visitors.

positive-review-tripadvisor-hotel-listing
A positive review to a Tripadvisor hotel listing.

Promote your listing with paid ads.

Tripadvisor offers a great way for businesses to increase their visibility and direct bookings with Sponsored Placements. This feature allows businesses to select from three monthly cost-per-click budget options or customize their own, allowing them to set their maximum spend threshold. This Tripadvisor metasearch PPC ads generate at least 2.34% better conversion rates.

The ads are targeted to traffic searching for relevant accommodation options in the area, and hotel owners are only charged for the clicks their ads receive. With this feature, accommodations providers can purchase sponsored listings that live above search results to increase their presence and throw some money their way.

 tripadvisor-sponsored-placement
Sample of a Tripadvisor Sponsored Placement versus the number 1 organic search result.

Your Tripadvisor listing is much more than a place for visitors to share their reviews; it's an opportunity to reach potential customers who are actively looking for accommodation options in your area. Investing in Sponsored Placements ensures that your business stands out from the competition and drives more direct bookings. Whether you choose one of the pre-set budget options or customize your own, you can rest assured knowing that you only pay for the clicks your ad receives.

Create a solid online reputation among travelers through a fully-optimized review responses.

Tripadvisor has successfully dominated the travel and tourist market, and it's time you utilize its broad reach to get potential customers. While Tripadvisor has publicly revealed how a company can rank high on its searches, continuously encouraging your customers to leave a review on your profile can be challenging.

To help you with the task, our MARA AI review reply generator will help you create well-crafted responses that will make your customers feel highly valued and appreciated. This way, more of your guests would be happy to share their experience with your business on Tripadvisor.

mara-ai-generated-reply-tripadvisor-review
Here’s a detailed and well-written MARA AI-generated reply for a Tripadvisor review.

The AI review reply assistant strategically writes responses based on industry-specific metrics. It also automatically extracts crucial elements on each review, so you can be sure that all of your customer's concerns will be addressed in the best way possible.

Here's how the MARA AI review reply generator can help you boost your Tripadvisor ranking:

  • 3x faster response rate, giving you time to focus your energy on collecting more reviews;
  • Achieve a 100% response rate that will boost your Tripadvisor Popularity Ranking;
  • Improve overall star rating by helping you mitigate negative reviews;
  • Respond with unique, human-like responses which make customers feel valued and appreciated; and
  • Enjoy easy-to-use software that will only take a second or two to generate responses, so you can focus on providing exceptional customer service.
mara-ai-user-excellent-tripadvisor-popularity-ranking
MARA AI user with excellent Tripadvisor Popularity Ranking.

Creating a competitive profile and making your way on top of relevant searches on various online review platforms such as Tripadvisor may be tricky–but they're not impossible. Register for a FREE MARA account and start reaching more travelers today.

This content is part of our hero article on “Optimize Your Hotel Listings to Increase Bookings - All You Need to Know" and “Mastering Tripadvisor: The Complete Guide to Improving Your Business’s Online Reputation".

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Frequently Asked Questions:

How do I promote my business on Tripadvisor?

Creating a fully optimized profile with a regular flow of customer reviews is the best way to promote your business on Tripadvisor. You can also get into the Tripadvisor Business Advantage, a subscription service that empowers accommodations to attract, engage and influence potential customers within the website.

How do you get 5 stars on Tripadvisor?

To get 5 stars on Tripadvisor, you should provide your clients with the best value offers, flexible payment methods, easy cancellation policies, and excellent customer experience. Aside from this, it’s best to streamline an effective review collection process among your customers.

Does Tripadvisor remove negative reviews?

Business owners can flag negative reviews. However, Tripadvisor would only delete them if they directly violate their review guidelines. It’s highly recommended to provide proof or evidence when reporting a review.

Why is my listing not showing on Tripadvisor?

Once your listing has been approved, it usually takes 48 hours to appear on Tripadvisor and other affiliate websites. Tripadvisor will notify you if your listing request is rejected.

Why is my Tripadvisor review not showing?

All Tripadvisor reviews are subject to approval before they get published on the websites. The process usually takes 24-48 hours, but if the review is suspected of violating website guidelines, it may be subject to manual reviewing, which may take up to 5 business days.

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