Like it or not, more travelers visit TripAdvisor than any other website when planning their trip. So ranking high matters. Learn how to master the fine art and science of ranking high on the travel planning site that matters most.

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Chris Torres
Tourism Marketing Expert
tourismmarketing.agency

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What you will learn…
• Why TripAdvisor is Important
• Understanding how TripAdvisor ranks your listing
• How to ask for reviews
• Best practices for managing and responding to reviews
• Top Tips for generating positive reviews
• Take-aways
• Q&A
• Free giveaway - TripAdvisor guide and checklist

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Who is this Chris Torres?
• Over 26 years of brand development and marketing expertise.
• Past 11 years running a marketing agency focused on tourism.
• Work with some of the worlds biggest brands including Julía
Travel, Macs Adventure and Gray Line, the oldest and largest
sightseeing company in the world.
• Customers across USA, Europe, Asia and even the North Pole.
• This has allowed me to gain real life insights into what makes a
tourism business and a destination successful.

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Why TripAdvisor is important?
600 million reviews
on TripAdvisor
455 million customers
visit TripAdvisor every month
93% travellers
say reviews are important before purchasing

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Why TripAdvisor is important?
Reviews Build Brand Trust

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Is TripAdvisor
Still Independent?

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Understanding how
TripAdvisor ranks your listing

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Understanding how
TripAdvisor ranks your listing
Algorithm Update
“In this recent update, the aim was to do a better job of measuring
consistency, so that all types of properties – large or small,
independent or centrally managed – have the same opportunities
to succeed on TripAdvisor. This means that business owners will
see shifts in the positions – some moving up, some moving down
in the rankings, depending on how the businesses around them
are shifting.”

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Quality.
Understanding how
TripAdvisor ranks your listing
Recency. Quantity.

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Quality.
Understanding how
TripAdvisor ranks your listing
Recency. Quantity.

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Quality.
• The more 4-5 star reviews, the higher you will rank
(If you don’t have lots of 1-2 star reviews)

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Quality.
• The more 4-5 star reviews, the higher you will rank
- If you don’t have lots of 1-2 star reviews.
• Reviews must also be more than one word reviews or a short
sentence. They must have meaning.

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Quality
• The more 4-5 star reviews, the higher you will rank
- If you don’t have lots of 1-2 star reviews.
• Reviews must also be more than one word reviews or a short
sentence. They must have meaning.
• Photos massively important in reviews. People buy people.
Show having a good time.

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PHOTOS!

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Recency
• The more recent the reviews, the more ranking weight
TripAdvisor give you.
• You must keep asking for reviews to stay relevant.

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Quantity
• This was one of the main changes in the algorithm which was
to stop new businesses rising quickly with a few good reviews.
• You don’t need hundreds or thousands of reviews… You just
need more 4-5 star reviews, and less negative reviews, than
your competitors.

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Total 4-5 Star Reviews: 887
Total 1-2 Star Reviews: 245
Subtract both: 642
Total 4-5 Star Reviews: 1,616
Total 1-2 Star Reviews: 957
Subtract both: 659

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Total 4-5 Star Reviews: 887
Total 1-2 Star Reviews: 245
Subtract both: 642
Total 4-5 Star Reviews: 1,616
Total 1-2 Star Reviews: 957
Subtract both: 659

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How to Generate Reviews
• Ask at the end of a tour/experience
• Some booking systems provide this service
• TripAdvisor Tools - Review Express

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How to Generate Reviews
• Ask at the end of a tour/experience
• Some booking systems provide this service
• TripAdvisor Tools - Review Express
• Customer surveys
• Email confirmations
• After trip follow up
• Competitions (don’t ask for a review as part of the terms!)
• Small Facebook ad $5 a day asking past customers for reviews
• When asking for a review - make it personal.

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Responding to Reviews - The Why
• 0% response rate = 3.81 average review rating
• 5% – 40% response rate = 4.04 average review rating
• 40% – 65% = 4.05 average review rating
• 65%+ response rate = 4.15 average review rating
• It is simply nice to take the time and thank customers

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Responding to BAD Reviews
• Don’t take it personal - I know it’s hard!
• Be positive

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Responding to GOOD Reviews
• Don’t Cookie Cut Responses - Shows you do not care
• Say Thank you
• Make it personal - first names etc

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“Dear [Guest],Wow!Thank you so much for your wonderful remarks. It’s
always a pleasure to have you as our guest. I’ll be sure to share your
comments with [tour guide] and the rest of the team.They will be happy
to know that they made your [product/tour] experience a memorable
one! We hope to see you back at in [destination] very soon. Chris”

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Responding to GOOD Reviews
• Don’t Cookie Cut Responses - Show an example
• Say Thank you
• Make it personal - first names etc
• Ask questions if it was not a 5 star review

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Some Quick Take-Aways
• Ask customers for a review - When they checkout or finish your
tour/ activity. Recent reviews carry more weight in your rankings.
• Send a ‘thank you’ email - With a link to your TripAdvisor page.
• Monitor your reviews - Do this on a daily basis.
• Use social media - Direct customers to your TripAdvisor listing.
• Share your guides name
• Display your TripAdvisor awards - Build that trust!
• Respond to ALL negative reviews

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Above all else
Provide a great service from start to finish.
Make your product exceptional.

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TripAdvisor Guide
& Best Practice
Checklist
https://bit.ly/2NPN4KR

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The Digital
Tourism Show
Over 200 Videos (and counting)
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Feel free to join the community

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THANK YOU