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Every Review Matters

What exactly is a trend? People are looking for more accommodation, more amenities. They expect service 24 hours. They want to pay less for better arrangement. This led those in the hospitality industry to come up with new strategies in order to be on top of their business. People are becoming so familiar with the internet and social media that everything is being rated and based on what people say through those websites. User generated online ratings means more to the hospitality industry then it ever has before. Digital review sites like Yelp and TripAdvisor are viewed as extremely important by consumers. The power of what’s posted on the web and digital word of mouth can severely impact businesses revenue for better or for worse.

As we know people are looking into TripAdvisor. The rankings are based on their own metric called “The Popularity Index,” a proprietary algorithm that determines rankings based on the quantity, quality and frequency of reviews for any given property. But how exactly does ranking translate to room nights? We’ve known for some time that even a small change in TripAdvisor ranking can have a significant impact on web traffic – the higher the ranking, the higher the traffic to the hotel’s website. But traffic, these days, doesn’t mean much.  What we want is qualified traffic.  How much of that traffic from TripAdvisor is actually converting online? That’s hard to say, to be moral.  It stands to reason, however, that if a large number of people are using TripAdvisor to research your property, then your ranking must play a pretty sizable role in your bookings.

The impact TripAdvisor have at the current location I am working is amazing. Hotelier is keeping their staff well motivated that they are offering $750 as a commission for every 15 reviews and their name being mention in it. – This is fair enough for those who works at the front desk and have to remind every single guest to write about their experience. – Most of the time they do it on their own. This is not only in the hotel industry; we are facing this type of trend in every business providing customer services. I have to say that I experienced how powerful is TripAdvisor when it comes to our guest booking our hotel. Most of the time I hear them say, “I only booked because this location have an amazing review.” When they are checking in and I say, “my name is Armando if you need anything please dial 0.” They usually respond, “Your name sound so familiar.” Impressive, before I even mention my name they already knew it. They already have knowledge how the service they will from me and other part of the staff that their name’s being mention on TripAdvisor. This can be a good way to growth in the industry.

This is impacting so many businesses. According to Ava Seave in “How TripAdvisor Grows Scale and Network Effects: Expertise in Gathering UGC” by Forbes magazine states that “TripAdvisor appears to be successfully making the transition from its TripAdvisor branded web sites, to additive distribution via syndicated content,  social media integration and mobile. More and more contributions are tagged “via mobile.” Medros would not disclose any volume numbers, but says that despite some worries internally that mobile contributions and mobile access could possibly weaken the contributor’s connection to TripAdvisor, the worries proved to be unfounded. “We were all pretty surprised.  Who was going to write long form reviews on mobile? And we debated a long time whether we should introduce a different kind of system. But we built it and we watched what happened. And we have been really pleased. The percent of reviews coming from mobile is a very healthy number. And the quality and the robustness of those reviews have not at all been compromised. Sometimes we get longer and higher quality reviews via mobile as people are using that free moments they have as opposed when they are next in front of their desk top computer. “The mobile tag is important to TripAdvisor for two reasons:  From a marketing standpoint, they want people to know that TripAdvisor has a mobile app to promote its use. And they want people to have the context in which something was written, since for mobile the review may be a little shorter, or not with fully formed sentences.” This means that people are so connected to technologies that within minutes they are able to feel free and express them self via TripAdvisor however, people should be more honest by letting them know at the front desk what they didn’t like, what they were expecting from that specific location before they go and write something negative about it. Since people are reading rating this places by what they read, this can cause the business have low revenue.

In conclusion, we are living in a big generation based on the internet and social media. Anything that people posted online positive or negative count for every business. In order to have your hotel booked throughout the year, the property should count with extraordinary customer services, offer great accommodation in order to impress those guest look for more but for less pricing at the same time. TripAdvisor is making hotelier to improve their service with every feedback the guest is providing.

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