Visit Scotland | Alba

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With 490 million average monthly users, TripAdvisor is the world’s largest and most influential travel platform.

 

In this section:

  1. Why use TripAdvisor?
  2. How do I set up a TripAdvisor listing?
  3. How do I verify my business?
  4. How do I respond to reviews?
  5. How do I track my performance?

 

TripAdvisor aggregates information and reviews on attractions and businesses. This gives tourists an insight into the places they want to travel to. In their own words, the site provides travellers with "the wisdom of the crowds to help them decide where to stay, how to fly, what to do and where to eat".

1. Why use TripAdvisor? 

Established in February 2000, this free service covers every corner of the world. The following are just a few reasons why your business should sign up if you haven’t already.

  • Community

    Join the world’s largest travel community. Consumers use it for advice, opinions, and reviews on travel destinations and related products across the world.

  • Exposure

    Travel purchases are increasingly shifting online. So, exposure on one of the largest travel review websites in the world could be a good thing.

  • Trust

    People believe reviews by other people more than they trust commercial advertising.

  • Integrity

    You can respond to reviews. Follow up to both good and bad reviews to show that you take customer relationships seriously.

  • It’s free

    TripAdvisor is free to use (there is an option to upgrade to a paid listing).

2. How do I set up a TripAdvisor listing?

There are two ways to list your business:

  • A representative from your business can request a listing
  • A TripAdvisor user can review your business and initiate a listing

 

This means that it is important to check whether you already have a listing and claim your business as soon as possible. TripAdvisor only allows one listing per property, so you should claim an existing listing if it is there, rather than try to create a new one.

 

If your business does not appear on TripAdvisor yet, click the "Get Listed Now" button. This will bring you to a page where you’ll need to provide information about your business to get started. It is important to complete this form in as much detail as possible so that TripAdvisor can accurately list your business.

Things to know when creating your listing:

  1. 1

    Your information

    Your name, connection with the business, and email address. TripAdvisor will send you a message to this email address once they published your listing.

     

  2. 2

    Location and contact information

    Company name, address, website and phone number.

    Top tip

    Ensure you use the same details consistently across all platforms. This removes search confusions across Google and other search engines. You’ll also need to place a marker on a map to show the exact location of your business. Travellers will see this location on TripAdvisor as they plan their trips.

     

  3. 3

    Type of property

    You might have to provide extra information depending on the type of property you want to list. For example, hotel will have to submit the following:

    • Price range 

    • If you have on-site staff and security 

    • Front desk staffing details 

    • If bathrooms are en-suite 

    • If room cleaning is included 

    • Minimum stay requirement 

    • Total number of rooms 

     

    For more detailed listing guidelines, use the following links:

     

    TripAdvisor does not list accommodation that is for exclusive vacation rental.

     

  4. 4

    Describe your property

    At this stage you'll need to provide a short description of your business. This will help users learn more about your business. You should write it in English without HTML code, contact information or text in all capitals.

     

  5. 5

    Add your profile photo

    To complete your listing add a photo that represents your business. Guidelines state that the photo should be in a JPG or GIF file format and have a maximum file size of 100 KB. There should be no logos or borders on the image.

3. How do I verify my business?

Once you have verified your listing, you will have access to the Management Centre – TripAdvisor’s hub for managing your business.

  • By phone

    If you choose to verify by phone, make sure the number is for your business – not your personal number. Once you are sure the number is correct, you will be able to choose whether you receive the verification code by phone call or text message.

  • By credit card

    Another way to verify is by submitting credit card information. The card details you provide are for authorisation purposes only. TripAdvisor will not charge you (they'll place a £1 hold on the card, but no actual charges). The card should bear your name.

4. How do I respond to reviews?

Once you are registered and verified and can access the Management Centre, you can begin responding to reviews. If your listing is new, you probably won’t have any reviews yet. Make sure to sign up for email notifications so you’re alerted when someone publishes a new review.

 

Get new review alerts in two easy steps:

  1. On the TripAdvisor homepage select the dropdown next to your username, then scroll down to "Subscriptions"
  2. Under the "Emails for Owners" tab, make sure that you have ticked "Subscribed". This way you’ll never miss a review

 

How to respond to reviews in three steps:

  1. Click the "Reviews" tab in the top menu and select "Respond to Reviews"
  2. Choose a review to respond to in the left-hand sidebar
  3. Submit your review response in the box provided

 

Tips on how to respond to reviews

  • Use the right tone of voice

    When responding to reviews, it's important to be friendly and personal. If there is a problem, keep your response short and humble and, if necessary, ask the customer to get in touch directly.

  • Respond quickly

    Don’t leave it too long before responding to customers, especially if they have given negative feedback. By setting aside time to get back to reviewers quickly, it shows that you take customer service seriously.

  • Thank the customer

    Always thank the customer for sharing their thoughts. Not only is it polite, it might just win you more business in the long run when potential new customers read your responses.

  • Resolve issues, don’t ignore them

    Try to address the specific issues raised in each review. Even the best business gets the occasional negative review. If you’re at fault, make sure it doesn’t happen again and take the time to acknowledge this in your response. Avoid generic responses.

  • Highlight positives

    Always take the positives! In most reviews there will be at least some good feedback – it’s okay to celebrate this in your responses and expand on what your business is doing well.

5. How do I track my performance?

One of the features TripAdvisor offers is a popularity ranking system. This shows the businesses that are performing well in a given area. TripAdvisor bases your popularity ranking on:

  • The quality and quantity of your reviews
  • How recent your reviews are
  • The consistency of those reviews over time

 

You can track your performance in the Management Centre by clicking on the view performance dashboard. Here you can see an overview of your business performance in terms of:

  • Overall rating out of five stars.
  • Rating in relation to similar businesses in your geographic area.
  • Total number of reviews.
  • Number of management responses.

 

Collecting high quality reviews, consistently, is the best way to improve your popularity ranking. To help with review collection, TripAdvisor offers a variety of tools.

Top tips

  • Accommodation providers

    People view hotels with 10 or more Management Photos more than those with fewer photos. Properties that also respond to at least one out of every two reviews are 24% more likely to receive booking enquiries.

  • Food and drink providers

    It’s important to share mouth-watering photos of your food. Or share pictures that give potential diners an idea of the atmosphere. Think "romantic" or "family-friendly". Select an engaging primary photo to help you make a strong first impression with potential visitors. Change this frequently to keep your listing fresh.

  • Experience providers

    Want your existing customers or passers-by to know you’re listed on TripAdvisor? Request a TripAdvisor Sticker in your Management Centre to prominently display at your business. Or incorporate a digital sticker onto your own business signage.

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