3 Reasons Why Hotel and Catering Managers Should Monitor Tripadvisor

By: Lien Brusselmans

April 29, 2013

TripAdvisor-IconTripadvisor is the one thing you need when planning a trip. For the non-believers: yes, it is possible to plan your journey without consulting a single travel guide. Nevertheless, I still like those good old travel guides and thus go for a golden combo. When choosing where to go, where to stay and where to eat I use Tripadvisor. During a trip I go for old-fashioned travel guides, because they are charming but probably also because roaming is so expensive ;). Anyway, Tripadvisor is a golden source for traveling advice. That’s why hotel and catering managers should be aware of this. Reviews can boost a business but also ruin it…

What exactly is Tripadvisor?

According to our good friend Wikipedia Tripadvisor is “a travel website that assists customers in gathering travel information, posting reviews and opinions of travel-related content and engaging in interactive travel forums.” In other words Tripadvisor gathers reviews on restaurants, hotels, places, activities, etc. It’s a great guide when you want to find the best places to stay, eat and visit in whatever part of the world.

3 reasons why you should monitor Tripadvisor

Hotel and catering managers get to welcome an enormous amount of people in their establishments. All these people have an opinion and often share this on the internet. When it comes to traveling, they share their opinion on Tripadvisor. It’s important to keep an eye on everything people are saying about your bar, restaurant or hotel. Here’s why:

  1. Quickly pick up reviews
    People are talking about your business and thanks to the internet you can be in the front row listening in to all these conversations. You of course won’t be able/willing to check review sites 24/7 but with a monitoring tool you can receive notifications whenever there’s a new review for your business. Whether it’s a positive or a negative review, you’re the first to know and you can also be the first to respond.
  2. Humanize your establishment by mingling in the conversation

    If people cheer you on, why not thank them? It will make you even more popular amongst your guests. If someone criticizes your business, you should not keep silent. If their critique is well-founded, learn from it and give some feedback. If not, you are free to defend yourself. Without starting an online quarrel of course.

  3. Learn from the analytics

    On Tripadvisor reviewers are asked what sort of trip they took: business, couple, family, friends or solo. This is valuable information for your business! If it turns out your hotel is mainly visited by families, you can relocate the focus of your marketing efforts.

    Screen Shot 2013-04-22 at 17.18.07

    Other interesting analytics you can track for a Tripadvisor ‘point of interest’ (hotel, restaurant, monument, etc.) include the most popular posts (the ones that were considered most interesting) and the share of excellent/good/average/poor/terrible reviews. All these KPI’s can be tracked with a social media management tool like Engagor. These are for example the most interesting posts for one of Europe’s most representative monument:

    Screen Shot 2013-04-22 at 17.28.02

The internet is always on, 24/7. Hotel and catering managers obviously have their hands full running their business but they should be aware of what is happening online. Email notifications whenever there’s a new review on Tripadvisor help them to be in the know and respond early if necessary. Analytics on the type of reviews and the type of travelers they welcome in their establishment can give insight into how they can further develop their business. Social media management is essential for all businesses. The hotel and catering industry is not an exception to that rule.