TripAdvisor Insights

Get the latest best practices and research on how to build your business on the world’s largest travel site.

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TripAdvisor Popularity Ranking: Key Factors and How to Improve

TripAdvisor Popularity Ranking: Key Factors and How to Improve Learn more about the TripAdvisor Popularity Ranking and get tips for improving your business’s performance. Your TripAdvisor Popularity Ranking is based on user reviews and reflects your standing against other businesses within your geographical location. Your Popularity Ranking is important because the closer you are to the top, the more likely it is that users will see your business when they search your area. Here are the three primary factors that impact your Popularity Ranking, and ways that you can improve: Quality of Reviews Higher bubble ratings positively impact your Popularity Ranking. Set guest expectations before they arrive by making sure any information about your business is up to date and photos accurately reflect your business. Fulfill or exceed those expectations during their stay, and keep those positive reviews rolling in! Quantity of Reviews...

Everything You Need to Know About the TripAdvisor Popularity Ranking

Everything You Need to Know About the TripAdvisor Popularity Ranking Learn all about the TripAdvisor Popularity Ranking algorithm, including how it’s used to rank accommodations, attractions and restaurants, and how it evolves over time. How the Popularity Ranking works The Popularity Ranking is based on the quality, recency and quantity of reviews that a business receives from users — and the consistency of those reviews over time. Quality The bubble ratings that users provide as part of their reviews are used to rank the quality of the experience at each business. All other things being equal, a business with more 5-bubble ratings will rank higher than a business with lower bubble ratings. Recency...

How to Optimise Your TripAdvisor Restaurant Listing

How to Optimise Your TripAdvisor Restaurant Listing

TripAdvisor isn't just the world's largest travel site. We're also one of the world's largest restaurant sites.2 Connect with millions of potential customers, and gain an edge over your competition, by optimising your TripAdvisor listing. 

1. Confirm and edit business details

Confirm that all of the details on your listing are correct. In order to make changes, you’ll need to register as an owner if you haven’t already done so. Registering is fast and free.

Once you’ve registered, double-check your restaurant’s name, address, phone number, as well as the links to your website and e-mail. Any edits can be made in the Management Centre by clicking "Profile" in the top menu and then selecting "Manage Listing". This will allow you to update or add information, and as an official representative of the business, your edits will override any existing content.

You should also provide the type(s) of cuisine offered, meals served, meal price range, opening times, business description and other features or amenities you offer. Spend some time on this page to ensure you're being as thorough as possible. You may also provide alternative versions of your business name, address and description for display on all TripAdvisor points of sale. Providing accurate and detailed information helps diners make a booking decision and gives them a better understanding of your restaurant and what you offer. 

2.  Upload photos 

Diners shop with their eyes. In fact, a recent study shows that restaurants with 11-20 photos see double the amount of diner interaction over others with no photos at all.1 So, the more photos on your listing, the better. 

Luckily, as an owner, you are entitled to upload an unlimited number of images. You can share mouth-watering photos of your food or pictures that give potential diners an idea of the atmosphere – romantic, family-friendly, etc. Select an engaging primary photo to help you make a strong first impression with potential guests. Update this image frequently so your listing stays fresh and continues to engage viewers over time. You can manage your restaurant’s photos through the Management Centre. For more information, read our guide to managing photos on TripAdvisor.

3. Get your listing on the map 

Maps help visitors place your restaurant within the area they are visiting and better plan their trip. If your listing is not located on the map, or your business is displayed in the wrong location, you can update it through the Management Centre by following these steps:

  • Log into the Management Centre
  • Under the "Profile" menu at the top of the page, click "Manage Listing"
  • Select the "Location" tab from the menu on the left
  • Update your street address and postcode and click "Submit". Please note, if your city/town or state/county is incorrect you will need to follow these instructions.
  • Then, click "Verify Map Pin" and drop the pin in the correct location – we suggest your main entrance or car park 
  • Click "Confirm". Your location will be updated on the site within 24 hours

4. add your menu

Adding a menu link to your restaurant listing is an easy way to display your restaurant’s dishes to potential guests. Menu links are powered through a TripAdvisor partnerships with SinglePlatform or Locu. If your business has a contract with either of these groups, your menu link will automatically appear on your TripAdvisor listing. After signing up with either partner, allow 10-14 days for the link to show up. To edit your menu, please contact SinglePlatform or Locu directly.

5. Add a booking button

Allow diners to make bookings directly from your TripAdvisor listing by registering with TheFork or OpenTable (currently only available in the US). Sign up with either partner and a "Book" button will automatically be added to your TripAdvisor listing, so you can begin converting visitors to your page into customers!

6. Allow users to order delivery

Give customers browsing your restaurant listing the convenience of delivery wherever they are. Register with Deliveroo or Grubhub (currently only available in the US) and an "Order Online" button will be added to your listing. Customers on the go, or at home, will then be able to quickly and easily place an order directly from your listing.

7. Encourage customers to write reviews

The more reviews your business has, the more content there is for travellers to consider before they finalise their plans. The more recent those reviews, the fresher and more relevant the content is to potential customers. There are many tools in the Management Centre, under the "Reviews" tab, to help you encourage travellers to write reviews, including widgets, our Review Express e-mail platform, custom cards and flyers.

8. Showcase your TripAdvisor listing

Want your existing customers or passersby to know you’re listed on TripAdvisor? Request a TripAdvisor sticker for your front window to show customers that you value their opinions and encourage them to review your property. If you’ve won a Traveller’s Choice Award or Certificate of Excellence, you can also request special stickers or plaques in the Management Centre to promote your victory. 

9. Add a widget to your website

One great way to spread the news about your listing is to add a TripAdvisor widget to your own website. Widgets can showcase your existing reviews and encourage guests to write new ones. Go to and enter your restaurant’s name to find widgets for your business. Take a look at this guide for more information on installing them.

10. Respond to reviews

According to a recent study, owners who respond to reviews can see as much as double the diner engagement with their TripAdvisor listings. For this reason, and others, we strongly recommend that business owners monitor their reviews and respond to select ones by writing Management Responses. If you receive a negative review, a Management Response demonstrates that you take customer service seriously and gives you an opportunity to explain how you have remedied any problems. A Management Response to a positive review shows that you’re paying attention and appreciate customer feedback. Regularly replying to reviews can set your business apart and give you a competitive edge. For more tips on this, see our guide on How to add Management Responses to TripAdvisor Reviews.

11. Drive Traffic to Your Listing with TripAdvisor Ads

TripAdvisor Ads is a new marketing solution available to restaurants on TripAdvisor. TripAdvisor Ads drive traffic to your TripAdvisor listing by promoting your restaurant in exclusive sponsored placements. Ads are targetted to a specific audience of diners searching for a place to eat in your area. Learn more by visiting

12. Upgrade to TripAdvisor Premium

Optimise your page and turn online visitors into customers by upgrading to TripAdvisor Premium for Restaurants. TripAdvisor Premium gives you access to exclusive tools to showcase your restaurant at its very best. These tools include: Storyboard, Top 3 Reasons to Eat Here, Favourite Review and actionable analytics on you and your competitors. Learn more about TripAdvisor Premium for Restaurants and how to sign up, here.

  • 1.
  • 2. comScore Media Metrics for TripAdvisor Site, worldwide, May 2016 and TripAdvisor log files Q2 2016
Last Updated: 16 October 2017

Get Your Business on TripAdvisor

Get Your Business on TripAdvisor

How to get listed and start collecting reviews on TripAdvisor

TripAdvisor is the world’s largest travel site, with millions of travellers visiting each month to research and plan their perfect trip. Accommodations, restaurants and attractions can be listed on TripAdvisor for free!  Being on TripAdvisor will increase exposure of your business to a large, qualified audience, and will give you access to many free marketing tools. Getting listed is easy – let’s get started.

How can your business get listed?

There are two ways: a representative from your business can request a listing, or a TripAdvisor user can write a review of your property and initiate a listing.

Before you request a listing, go to to see if a traveller has already added your business to TripAdvisor. Type the name of your business in the box. If it appears in the results drop-down menu, a traveller has already initiated a listing. Select your business from the drop-down menu and then click the “Claim Your Business” button to confirm that you are affiliated with the property.

If your business is already listed, you should claim that listing as your own instead of creating a new one. TripAdvisor only allows one listing per property. For more details on how to claim your listing and access the Management Centre, where you can manage your TripAdvisor listing and reviews, see our Quick Start Guide.

Request a listing

If your business is not listed on TripAdvisor yet, there won’t be any matches in the drop-down search results. In that case, click the “Get listed now” link below the search box. This will bring you to a page where you can request a listing for your property.

You’ll need to provide a few different types of information about your business to get started. TripAdvisor editors will use this information to confirm that your business meets our listing criteria and to determine the best category for it on the site. Please complete the request form with as much detail as possible to help us accurately list your business. Read below for more information about each section of the form.

Your information

The “Your information” section helps us verify your relationship with the business. Provide your name, connection with the business and email address. Make sure your e-mail address is correct because we’ll send you a message when your listing is published on TripAdvisor. Then you can register your affiliation with the property to take advantage of free tools.

Listing information for your property

Next, you’ll provide information for your business including your company’s official name and address. Once you’ve typed your address, place a marker on the correct location on the map. Your property’s mapped location will be shown to travellers on the site as they plan their trips. You’ll need to add your company’s website and phone number as well. 

Keep in mind that TripAdvisor editors use your website or a partner’s website (like a tourist board or reservations partner) to confirm the information you provide. So, it’s very important that the data you submit in your listing request matches your website and other resources.

Property details

We’ll also need you to answer some detailed questions about your type of property. These help us make sure that we’re displaying your business in the right category and are including as much relevant information as possible. For more specifics on your particular type of property, take a look at the categories below:

Accommodations: As an accommodation owner, your property will be listed on the TripAdvisor accommodations section for your destination. There are some specific items you’ll need to provide so we can put you in the correct category within that section:

  • Total number of rooms
  • Price range
  • Minimum stay requirements
  • If you have on-site staff and security
  • If room cleaning is included
  • Front desk staffing details
  • If bathrooms are en suite

You’ll also be able to provide additional information on amenities including whether your property offers complimentary breakfast, suites, tennis/golf, beach/pool access, a fitness centre, internet access, etc. These details will be added to the “Amenities” portion of your listing and will help travellers research what they can expect at your accommodation. We use these characteristics, as well as official, local classifications, to determine if your property should be listed in the Hotels, B&B/Inns or Speciality Lodging category on TripAdvisor.

For more information, read our accommodation listing guidelines here.

Restaurants: Restaurant listings appear on the Restaurants section of TripAdvisor. Individual restaurants that are open to the public can be listed. You’ll be asked to provide the category of your restaurant (sit down, café or fast food), type of cuisine, pricing and any special features. These items will appear on your listing page and will help travellers decide to dine at your restaurant.

For more information, read our restaurant listing guidelines here.

Attractions: You’ll need to select a category that best describes your attraction. If your business isn’t a fit for any of the attraction types that are listed, select “Other". You can also provide your recommended length of visit, pricing information and details on other amenities (bathroom facilities, lockers, etc.).

In order for a property to be listed on TripAdvisor in the Attractions section, it must be a permanent place of interest (not seasonal or short-term) with an official name, address and phone number. The attraction’s hours or regular departure times must be available on a website or brochure, along with scheduled departure locations (if they vary). Tour companies can qualify as an attraction if they offer day tours, are licensed/recognised by the local city or tourism officials, have a website and the word “Private” appears in the listing name.

For more information, read our guidelines for attractions here. 

Add a property description

A description helps travellers learn more about your business. It must be written in your local language and cannot include any HTML coding, phone numbers, web/email addresses or text in ALL CAPS. It’s best to keep this description short, so guests can scan the key highlights you’ve provided and make a decision.

Choose a photo

Providing a photo of your business helps you make a strong first impression with travellers. We’ll display this on your listing page. The photo needs to be a .jpg or .gif (common photo formats). We can’t accept images with borders, logos or files that are larger than 100kb.

Submit the listing

Once you’ve confirmed that all of the information you’ve added is correct, tick the box at the bottom of the form to verify that you are a representative of the business, the information you’ve submitted is valid and that you have the rights to post the image you’ve provided. Then click the ‘Submit’ button to complete the process.

Next steps

Once you request your listing, TripAdvisor editors will verify your details and confirm that your property meets the guidelines for the business type you’ve selected. This typically takes about five working days.

Last Updated: 6 April 2016

TripAdvisor Management Centre: Quick Start Guide

TripAdvisor Management Centre: Quick Start Guide Take control of your online reputation. Build your business on the world’s largest travel site. It’s all within reach when you register for the TripAdvisor Management Centre.

How to Register & Verify on the Management Centre

First, your property needs to be listed on TripAdvisor before you can access the Management Centre. Use the search box on the TripAdvisor homepage to see if you’re listed. If not, go to

Once your property is listed, you can register for the Management Centre. To register:

  1. Go to and select property type.
  2. Type your business name, select it from the drop-down menu and on the next page click "Register for this business".
  3. Fill in the registration form and click “Sign up”. 

Once you’ve registered, you need to verify your relationship with the property. Verification provides additional security by controlling who has access to a business's Management Centre. There are a few ways you can verify – depending on the information we have on file about your business. The most common ways to verify your identity are via phone or with a credit card (no charge is actually made).

In some cases, you may be able eligible to verify by e-mail. If you qualify for this method, select the e-mail verification option and you’ll receive a message with simple instructions. Similarly, another representative from your business could invite you to verify for the Management Centre via our Manage User Access tool. In that case, you’ll also receive an e-mail with instructions.

Please note: You must have a TripAdvisor Member account in order to log in and manage your property via the Management Centre. If you don't have an account, first visit and click "Join" in the top-right corner to sign up. 

Verification by Phone

If you choose to verify by phone, follow these steps:

  1. First, confirm the number shown is for your business – not your personal phone number. 
  2. Choose how you'd like to receive your verification code – by phone call or SMS text message.
  3. If your phone number requires an extension, you may enter it into the field and continue. 
  4. You will receive a call or text with a four-digit verification code. 
  5. Enter these four digits into the box provided and click "Submit Code".

If you receive a message indicating phone verification is unavailable, please proceed with another verification option. If the displayed number is incorrect, or is a personal phone number and not the one for your business, please click the "Request Update" link and follow the instructions to update it.

For detailed instructions on other verification methods, read here

N.B. You must have a TripAdvisor Member account in order to log in and manage your property via the Management Centre. If you don’t have an account, first visit and click "Join" at the top right to sign up.

How to Log into the Management Centre

Once you’re registered and verified, logging into the Management Centre is easy: 

  1. Go to and click “Join” in the top right-hand corner of the page. 
  2. Log in with your e-mail address and password. 
  3. Click on the "My Business" link. 
  4. If you’re affiliated with more than one property, select a specific property from the list.

Management Centre Main Features

Here's a quick list of many of the things you can find in the TripAdvisor Management Centre. Use the top menu to easily locate what you need. 

  • Profile: Add photos, manage listing details, update e-mail preferences, control who has access to your property's Management Centre and more via the Profile tab. 
  • Reviews: Respond to reviews, report a review and request new reviews via Review Express on the Reviews tab.
  • Products: If applicable, accommodations will find links to manage Business Advantage and instant booking in the Products tab.
  • Bookings: Restaurants, let diners book tables online by adding a booking button to your TripAdvisor listing in the Bookings tab.
  • Reports: Access TripAdvisor dashboards and analytics for your business on the Reports tab. 
  • Free Tools: Catch the eye of potential diners & guests with the TripAdvisor Facebook App, widgets and window stickers on the Free Tools tab.
  • Resources: Get answers to all of your questions. Access TripAdvisor Insights – your essential hospitality marketing resource. The Owners' Forum and Help Centre are also available here on the Resources tab.

How to Update Your Listing

Put your best foot forward and highlight all of the features and amenities that your property has to offer by updating your property listing. You can edit general information, such as the name of the business, location, types of amenities and even add a brief description of the property. To edit your listing:

  1. Log into the Management Centre.
  2. Click on "Profile" in the top menu, select "Manage Listing"
  3. Using the menu on the left, fill out (or update) your information for each section, then hit "Submit."

How to Respond to Reviews

Responding to reviews clearly demonstrates – to both former and future guests – that you are interested in their feedback and that you take their comments seriously. To respond to a review:

  1. Log into your Management Centre.
  2. Click on "Reviews" in the top menu and select, "Respond to Reviews".
  3. Choose the review you would like to respond to by clicking on the review in the left-hand sidebar. Reviews can be sorted by date, bubble rating, language and response status. 
  4. Select your affiliation with the property.
  5. Write the response in the box provided. Remember, your voice plays a major role in how people perceive your message. Take a look at our top Management Response tips.
  6. Click, "Submit".

How to Upload & Manage Photos

Grab the attention of potential guests by adding photos to your TripAdvisor listing. Upload photos that showcase what your business has to offer. Be sure to suggest a primary photo that makes a strong first impression. To upload photos:

  1. Head to the Management Centre.
  2. Click on "Profile" in the top menu and select, "Manage Photos".
  3. Once on the page, you can add photos by clicking the "Add More Photos" button in the top-right corner of the page.
  4. Click the box authorising that you are a representative of the business and that you have the rights to post the photo.
  5. Then click the "Upload" button.

While you're here, don't forget to   set a primary photo and add captions to existing images. Accommodation owners can also reorder their photos   and categorise   photos into albums.

For more tips on getting the most out of your photos, read our guide.

How to Dispute a Review

We take fraudulent reviews very seriously. If a review violates our guidelines, or we determine there is something improper about it, we will remove it. However, just disagreeing with the review isn’t enough to warrant removal. TripAdvisor does not arbitrate or referee factual disputes. To dispute a review: 

  1. Log into the Management Centre.
  2. Click on "Reviews" in the top menu and select "Report a Review".
  3. Under “Please tell us what the issue is:” select one of the options and fill in the rest of the form. 

Once you’ve submitted your request, it can take several days to resolve and we cannot guarantee that the review will be removed. We highly recommend that you submit a Management Response to the review as soon as possible for other potential guests to read.

To learn more, read about the “3 Things You Can Do After a Bad Review”.

How to Report Blackmail

Blackmail on TripAdvisor is defined as when a guest threatens to write a negative review unless the property provides a refund, upgrade  or meets another request. You should proactively report these threats to TripAdvisor before a review is potentially submitted. Your immediate reporting of blackmail threats can help keep blackmail reviews from ever reaching the site. 

  1. Log into the Management Centre.
  2. Click on "Resources" in the top menu and select "Help Centre".
  3. In the Help Centre, click "Contact us" in the top menu and select "Owner Support".
  4. Under “Please tell us what the issue is”, select “Report fraud”.
  5. Under “What do you want to do?” select “Report blackmail threat” and then provide additional information about the reviewer, including their name, e-mail, where they are from and stay date. 

Read about our blackmail policy here.

Last Updated: 18 July 2017

Need help? Start here.

Need help? Start here. How to address our most common customer support enquiries

Common questions about TripAdvisor Listings

Common Review and Management Response questions

Common questions about TripAdvisor Features and the Management Center

Common questions about TripAdvisor fraud policies

Need more help?

Submit a request for support:

  1. Log in to the Management Centre
  2. Find the "Contact TripAdvisor" box on the right side of the page
  3. Click the "Get online help" link
  4. Complete the form for your request

We'll be happy to assist you with your enquiry!

Last Updated: 15 September 2017

How to Get More Clicks on Your Sponsored Placements

How to Get More Clicks on Your Sponsored Placements Top tips to drive more traveller engagement with your ads. Looking to drive more clicks from your Sponsored Placements campaign? Here are some tips to help! 1. Optimise your photo One of the largest and most influential elements of your ad is the photo. Choose one that showcases the most unique features about your property — what makes you different from other accommodations nearby. Some clients have reported click-through rate improvements of between 40% and 60% when they updated poor quality images to more compelling ones. Update your primary photo. 2. Update your amenities Amenities are an important part of Sponsored Placements targeting. For example, if a guest selects specific things like "Pool" or "Free Wifi," your ad will only appear if you have those amenities. Decision-driving amenities also appear in your ad. Be sure your list is accurate and reflects everything you offer at your accommodation. Update your amenities....

10 Reasons To Use Sponsored Placements

10 Reasons To Use Sponsored Placements Top reasons why hoteliers are using Sponsored Placements to drive more traffic for their accommodations. 1. Reach a highly qualified audience TripAdvisor is the world’s largest travel site with 455 million monthly unique users.1 And 74% of travellers who book directly on an accommodation’s website visit TripAdvisor at some point.2 Increase your exposure to this highly qualified audience with Sponsored Placements. 2. Appear right where travellers are searching Ads appear on high profile TripAdvisor pages including above search results, on local competitors’ pages and more. They’re also available on desktop, tablet and mobile, so they can be seen wherever potential guests are searching. 3. Precise targeting with no extra effort...

Strategies for Managing Your Sponsored Placements Budget

Strategies for Managing Your Sponsored Placements Budget Tips on the most efficient ways to drive traffic to your property throughout the year. Getting to know Sponsored Placements budgets

Sponsored Placements budgets are designed to help you easily manage your campaign from month to month. Your budget is based on two factors - an estimated number of monthly clicks and your property’s cost-per-click (CPC) rate. These two factors combined result in your monthly budget, which is the maximum amount that you could be billed in a month.

You can select from a high, medium or low budget. Each one represents a different level of monthly estimated clicks. Choose one that works for your goals. Or, you can use the custom budget box, if you have a specific budget or click target in mind.

Best practices for managing your budget So, what’s the best way to manage your Sponsored Placements budget? Here are three best practices to keep in mind. 1. Maximise your monthly budget to expand your reach....

Frequently Asked Questions About the Certificate of Excellence

Frequently Asked Questions About the Certificate of Excellence Learn more about the Certificate of Excellence with these frequently asked questions. What is the Certificate of Excellence? Since 2011, the Certificate of Excellence honours hospitality businesses that deliver consistently great service across the world. This designation is presented to approximately 10% of total businesses on TripAdvisor that have consistently achieved great reviews over the past year. There is no application process for the Certificate of Excellence, and the achievement is earned over time. Who is eligible to receive a Certificate of Excellence? Accommodations (Hotels, B&B / Inns, and Speciality Lodging), restaurants, attractions, and holiday rentals worldwide are eligible to receive a Certificate of Excellence. How are Certificate of Excellence recipients determined?...

How an Independent Hotel Chain in Europe Increased Direct Bookings by 150%

How an Independent Hotel Chain in Europe Increased Direct Bookings by 150% Central Hotel and Forum Hotel in Bulgaria drive more traffic to their websites with TripAdvisor Sponsored Placements. Background Travellers' Choice winner Central Hotel and Certificate of Excellence holder Forum Hotel are jointly-owned independent boutique hotels in Sofia, Bulgaria. Hear how Zhivko Zhelyazkov, Hotel Manager, has increased direct bookings at both properties with TripAdvisor Sponsored Placements. Challenge Because fewer travellers visit Sofia in the winter, demand for Central and Forum Hotels is much lighter. As Zhelyazkov notes, "January and February are difficult months, and we are very focused on driving more direct bookings during that period." Solution...

Grow Your Restaurant with TripAdvisor WiFi

Grow Your Restaurant with TripAdvisor WiFi Make diners happy and grow customer loyalty with TripAdvisor WiFi for Restaurants TripAdvisor has partnered with Captini to offer your restaurant an easy, powerful marketing tool to connect with customers. TripAdvisor WiFi,...

How Reviews Help Your Business

How Reviews Help Your Business Three reasons why reviews help build a successful hospitality business

Many hospitality businesses make the mistake of not actively collecting guest reviews on sites like TripAdvisor. They may have more pressing priorities or concerns about potential negative feedback. But research shows that reviews can provide strong value for hospitality businesses. Here are three reasons why guest reviews are vital to the success of your business:

1. Reviews impact bookings

A recent Phocuswright study1 revealed the impact reviews have on travellers’ decision-making:

  • 83% of respondents indicated that reviews help them pick the right hotel
  • 80% read at least 6 – 12 reviews prior to booking
  • 53% won’t commit to a booking until they read reviews

Similar trends apply with travellers and attractions and restaurants:

  • 68% of respondents say reviews help them know about attractions
  • 64% read reviews to find better restaurants

These results demonstrate how reviews can impact sales for all hospitality businesses. If you’re not collecting fresh feedback and sharing it with travellers, you may be losing business to competitors who do.

2. More reviews over time can lead to higher ratings

The average TripAdvisor review rating is 4.12 / 5.2

Academic research has demonstrated that ratings in reviews usually become higher over time. Why? Early guests often have negative experiences that surprise them, which is reflected in initial reviews. As a property gets more reviews, the average rating tends to increase. The researchers believe this is because additional reviews help set traveller expectations. Eventually, the ratings centralise around a more accurate average.3

Consistently collecting reviews yields a more accurate assessment of your property – which is important to both you and potential guests. With more reviews, the impact of extreme feedback can be limited. Plus, using negative reviews to improve can help ensure future ratings continue to rise.

3. Reviews help businesses evolve

Peter O’Sullivan, Owner of Harington’s Hotel in Bath, England, says:

“We might think we’re doing a brilliant job – but there’s no point in us thinking we’re doing a brilliant job if guests don’t think we are – so we really value that feedback…It gives us a way to improve the service and the quality of product that we offer…In the last three or four years, in particular, we’ve really focused more on it. We can see the level of repeat bookings we’re getting has increased as well."

In fact, reviews are a free way to assess how your business is performing. They highlight what’s going well and where improvements can be made. Trends in reviews also reveal insights into guest expectations and how to better meet them.

How to collect reviews

80% of surveyed travellers say they focus on the newest reviews.

So, how can your property collect more reviews? TripAdvisor has lots of free tools to help. Use Review Express to easily send optimised review request emails. It’s even better than using your own email account because it delivers an automatic reminder and a detailed dashboard that tracks the performance of each campaign.  

For even more tools, log in to the Management Centre and visit the "Free Tools" tab at the top of the page. Here you will find widgets for your website and promotional tools like TripAdvisor stickers and "write a review" business cards. 

  • 1. Independent Phocuswright study prepared for TripAdvisor, December 2013
  • 2. TripAdvisor internal data, January 2014
  • 3. "Online Customer Reviews of Hotels: As Participation Increases, Better Evaluation Is Obtained.” Cornell Hospitality Quarterly. March 2013.
Last Updated: 1 February 2017

How to Add Management Responses to TripAdvisor Traveller Reviews

How to Add Management Responses to TripAdvisor Traveller Reviews

Why is it important to write Management Responses?

Responding to reviews clearly demonstrates – to both former and prospective guests – that you are interested in feedback, and that you take customer service seriously.

Which reviews should I respond to?

Each property should determine its own strategy for responding to reviews. Some businesses respond to every review, while others focus primarily on critical ones.

It’s generally a good idea to respond to reviews that are negative, as well as those where you can correct any false statements, or write about an action you’ve taken to correct problems addressed in the review. Another best practice is to always have at least one Management Response amongst the ten most recent reviews you’ve received. That will help ensure that travellers don’t have to dig too far into your property’s review history to see a response from you.

How will I know if I’ve received a new review?

Sign up to receive an e-mail notification every time a new review is published for your property. This will help you monitor reviews as they come in, and decide which ones you want to respond to. To sign up for alerts, select the drop-down menu next to your username in the top-right corner of the TripAdvisor homepage, then scroll down to "Subscriptions". Under the "Emails for Owners" tab, next "Reviews Questions" make sure the "Subscribed" bubble is selected.

Where do I go on TripAdvisor to respond?

In order to reply to a review, you need to be registered with our free Management Centre. Claim your property at .  

Once you are registered and verified, access the Management Centre by clicking on “Your Business” in the top-right corner of any page and follow the steps below. If you receive review email notification emails, you can also click on the "Respond to Reviews" link from the email, then:

  1. Click on the “Reviews" tab in the top menu and select "Respond to Reviews."
  2. Choose the review you would like to respond to by clicking on the review in the left-hand sidebar. Reviews can be filtered by date, title, bubble rating, language and response status.
  3. Write (or paste) the response into the box provided. There is no character limit but be concise — nobody wants to read an essay!
  4. Click submit.

Before drafting your response, read our Management Response guidelines. In order to be published, your response will need to meet these guidelines.

How do I respond to a positive review?

Thank the reviewer for taking the time to share their experience. Avoid using the same standard reply for every response, as that can come across as repetitive and insincere. Refer to the reviewers’ positive comments about your business to both personalise your response and reiterate the compliment to your potential visitors.

How should I respond to a negative review?

Respond quickly

A prompt response shows prospective guests that you take customer service seriously and adds your perspective on the situation to the original review. This allows future guests to hear your side of the story as soon as possible.

Be courteous and professional

When replying, remember that your Management Response will be seen not just by the reviewer, but also by potential guests who are considering booking or visiting your restaurant or attraction. Therefore, if you don't agree with the reviewer, or feel they are being unfair, relay your side of the story in a polite and unemotional way. The last thing you want to do is turn off potential visitors with an aggressive or defensive Management Response.

Thank the reviewer

Express your appreciation for the traveller’s business and for writing a review. Demonstrate that all feedback is important to you, be it good or bad. Also, if possible, provide an empathetic apology for any shortfalls.

Address the specific issues

If the review contains a specific complaint, explain what you have done to fix the issue so potential guests are reassured that the problem has been resolved.

Highlight the positives

Highlight any positive comments the reviewer has made. You can even take the opportunity to mention related services or planned upgrades that you would like to share with potential visitors.

Need more help responding to negative reviews? Read on here

Can I edit my Management Response?

Currently it is not possible to edit your response. If you want to change something, the best thing to do is to delete your original response and re-submit the edited version.

How long before my Management Response is posted?

Once you click submit, the status under the “Response” column will become “Pending.” When the response is approved, the status will change to “Response Published”. The majority of Management Responses will be reviewed and posted within a few working days. If there is a question of whether your response meets all of our guidelines, it will take longer to process. If your response is not approved, the status will become “Response Rejected”. Please review the Management Response Guidelines and submit a new Management Response for that review.


  • You can open the review you are responding to by clicking on the title of the review on the “Write a Management Response” page. This allows you to have the review fresh in your mind and respond to each of the specific points made.
  • You may want to write your response in a word processor first so you can spell check and edit it until you are pleased with the final product. Then, cut and paste it into the Management Response form.
  • Keep in mind that Management Responses can be found by search engines. If something negative comes up in a review, avoid repeating it in your response.
  • If you need more information from a guest, or would like to encourage them to contact you, it is permissible to include your e-mail address in your response. Just keep in mind that your response is publicly visible to all TripAdvisor users.
  • Your username will appear on your Management Response unless you have put your real name in your profile. If you don’t want your real name to appear, delete it from your profile before posting your response. (Note: you can only change your display name once and it will not change on responses previously posted.)
  • If you’ve reported a review, it’s still a good idea to write a Management Response to it. That allows you to share your side of the story with potential guests while your report is being evaluated. If the review is removed, your Management Response will also be deleted.
Last Updated: 8 September 2014

8 Reasons to Ask All Your Guests to Write a Review

8 Reasons to Ask All Your Guests to Write a Review When guests check out, many properties ask them to write a TripAdvisor review so that travellers have the fresh feedback they want to see before making a booking decision. What differentiates properties that are doing a great job with this from everyone else? Who they ask.

Properties that only ask for feedback from guests who they know had a great experience are not doing themselves, or their future guests, any favours. Remember the evil queen in Snow White?  Every day she asked her magic mirror who was "the fairest in the land", and she was only satisfied when the answer was her.  In the end, her resistance to hearing the truth backfired.  Here are 8 other reasons why it’s in your best interest to ask all guests for reviews: 

1. Don't assume you know what people are going to say.

You may think that a guest had a fabulous experience at your property or vice-versa, but you never know what will come through in a review.  Give guests the opportunity to surprise you. 

2. Well-rounded reviews set realistic expectations.

Afraid that the couple who commented on your small room size might write that in the review?  If your rooms are indeed small, that’s not a bad thing.  Guests who are considering your property need to know what to expect, warts and all.  If they come in with realistic expectations, they’re more likely to come out pleased.  

3. When all reviews are stellar, it's almost not believable.

No one is perfect, and travellers know that as well as anyone else.  If 100% of your feedback is stellar, it can raise suspicions.   A mix of opinions adds credibility.

4. Travellers focus on the positive. 

When feedback is highly negative, they actually don’t pay much attention to it.  In a 2013 Phocuswright survey, 66% of respondents said that they ignore extreme comments when reading reviews. 

5. Hold yourself accountable.

If you realised that someone was unhappy while at your property, did you really do nothing about it?  If you addressed the issue, that will likely be reflected in the review. And if the traveller is being unreasonable despite redress, that will also come through, loud and clear. 

6. You can’t improve unless you know what all your guests think.

If there is a valid problem at your property, you need to know about it.  You can't get better if you don't know what all your guests think. And if the feedback is negative, write a management response and tell the world what you’re doing about it. 

7. Demonstrate confidence in your product. 

Inviting every guest to write a review demonstrates that you’re confident your property is providing the best experience possible.  If you’re not confident in that, all the more reason to get as much feedback as possible and figure out what you need to fix. 

8. Honesty is the best policy.

When it comes down to it, it's just not that honest to cherry-pick for positive feedback. TripAdvisor provides a platform for all travellers to share all of their opinions, not just the ones that you like.  And soliciting feedback from everyone helps insure that you remain in compliance with our fraud policy. 

The bottom line is, successful hoteliers welcome all feedback and use it to their advantage, either to market their properties or make them better.  Ask every guest for a review, embrace all opinions and your business will benefit in the end.   

Last Updated: 22 September 2014

The Complete Review Express Guide

The Complete Review Express Guide Learn more about the fast, free way to collect TripAdvisor reviews for your property.

Looking for an easy way to get more reviews for your business? Try Review Express – the review collection tool that TripAdvisor created based on feedback from hospitality businesses like yours. It's free for all types of properties – no subscription required.

PhoCusWright data shows that more than half of travellers won’t commit to a booking until they read reviews1

With Review Express, you’ll create and send professional-looking e-mails that encourage guests to write reviews of your business. These emails can be customised with your property’s branding. There’s also a Review Express dashboard that provides in-depth analysis and tracking to help you fully optimise your campaigns.  On average, regular Review Express users see an uplift of 28% in the amount of TripAdvisor reviews for their property.2

Read on to learn how easy it is to start using Review Express for your business: 

Getting started

The first step to using Review Express is to gather your guests’ information. Start by collecting guest email addresses and language preferences in a spreadsheet or another easily accessible location. Accuracy is important because it increases the likelihood that your Review Express emails will be delivered, opened and clicked – resulting in more reviews for your property.

Often, the best way to collect email addresses is to simply ask guests for the information before they leave. If you have an online booking function, consider incorporating “Email Address” and “Language Preference” fields into your online form. You can see more tips for collecting guest e-mail addresses here. Before you start collecting guest data, be sure to review any applicable email laws in your country and make sure your plans comply with them.

No matter how you collect an email address, it’s important to get guests’ permission to email them. You should explain exactly how you’ll use their addresses. If you’re sending a Review Express campaign, be sure to tell them that in advance. Properly setting guests’ expectations can help increase your open and review rates.

Set up a Review Express campaign

Setting up a Review Express campaign is simple. Go to and type in your property name to access the Review Express home page. This hub contains everything you need to start requesting reviews from your past guests. To send an e-mail, click “Create E-mail" from the top menu.

Create E-mail 

The “Create E-mail” area is where you configure the e-mail that you’ll be sending to guests. The first time you use Review Express, it will default to the TripAdvisor template in your language. Just click the "Edit" button  to customise each element of the template:

  • From address: This is the address that appears in the “Sender” field of your guest’s email. Be sure it’s something that’s easily recognisable.
  • Subject: This is the email subject line that will appear to your guest. Avoid using exclamation points and other punctuation to limit bounces (emails that aren’t able to be delivered).
  • Photo: There’s a spot for a photo next to the name and address of your property at the top of the email. You can use your property’s default image, upload a new one or choose not to include one.
  • Message: The email message includes the headline and body of the email. You can use the current message, edit it or add your own. Generally, shorter is better, and it’s a good idea to thank guests for their business.

If you make changes to the TripAdvisor template, you’ll be prompted to save them as a new message. You can also choose to make your new message the default for that language. When you make a message the default, an asterisk will automatically be added to its name and it will appear first when you select that language in the “Create E-mail” area. You can always identify the default template by the asterisk in its title.

To have the most success, send targeted messages to guests in the languages they speak. Review Express is available in about 30 languages and there are TripAdvisor templates in each one. You can use these templates to contact guests who speak other languages, even if you do not.

Once your template is ready to go, click the “Continue to send” button to move on to the next step. 

Send E-mail

In this step, add the email addresses of the guests you’d like to reach. Have just a few addresses? Type them into the text box. If you have lots of e-mails to send, upload a spreadsheet of up to 1,000 e-mail addresses using the file upload box. Review Express will accept .CSV or .XLS files up to 5MB in size. If you’re sending emails to guests in different languages, be sure to set up a new message and upload just those addresses for that campaign.

Don't worry, an email address will automatically be removed from a campaign if: The e-mail recipient has reviewed your business in the last 30 (restaurants) to 90 days (attractions). A Review Express email was sent to the address in the last 30 days. The e-mail recipients have unsubscribed from Review Express e-mails.

Keep in mind, TripAdvisor takes fraud and privacy very seriously. The addresses you submit must belong to people who have visited your property and you must have permission to email them. You cannot have a personal relationship with any of the recipients and they cannot be offered any incentives for reviews. Finally, avoid selectively emailing only the guests you believe will write positive reviews. Review Express emails should be consistently sent to all guests – properties are often happily surprised by the results. 

Once you’ve added your recipients, review and click the three notices at the bottom of the page. Then, hit “Send”. Your emails will be sent within 24 hours. Reviews that you receive through Review Express will have a label indicating they were collected in partnership with your property.

Go automated

Sending Review Express e-mails can be even easier for accommodations that are working with a TripAdvisor-certified connectivity provider, such as an internet booking engine or property management system. These properties can opt in to have Review Express emails sent automatically to guests when they check out. And it’s free! 

If your property is eligible, you can sign up for this feature on the Review Express home page. Just click the button in the “Automate” box. Remember, you’ll still need to use the “Send E-mail” method (outlined above) to request reviews from guests who book through another third party, such as an Online Travel Agent.

Once you sign up, your connectivity provider will begin providing TripAdvisor with the data to automatically send guests your default Review Express e-mail on your behalf. The email will be sent to guests within 72 hours of check out. You won’t have to do a thing! You can edit your automated Review Express default e-mails and monitor the status of your connectivity provider in the "Settings" tab.

If your accommodation isn’t able to sign up for Automated Review Express, it could be that your connectivity provider is not certified. Please contact your provider to get connected. To learn more about Automated Review Express, click here.

Add private surveys

In addition to using Review Express to collect public feedback that shows up on your TripAdvisor page, accommodations can also get private feedback as well. With the Review Express + private surveys add-on, each Review Express campaign you send also includes a short, customisable guest satisfaction survey.

If travellers choose to complete the optional survey, that feedback is just for you and your hotel or B&B's staff. Your survey responses remain confidential and don’t show up on your TripAdvisor page or influence your TripAdvisor rating or ranking.

To add your private survey, go to the Create Survey tab. You’ll see a list of pre-translated questions that you can ask your guests. Click on a question you want and drag it to your survey – if you change your mind, you can reorder or remove questions as well.

Your private survey responses will show up in your Review Express Dashboard. To learn more, visit Understanding your private survey responses.

Review Express Dashboard

Once you’ve started sending campaigns, the Dashboard tracks the success of each one. To access it, click “Dashboard” from the top menu within Review Express.

First, you’ll see the key statistics from all the campaigns sent including Total Campaigns, Total Emails Sent, Total Opens, Total Clicks and Total Reviews. The Dashboard tracks the performance of all Review Express campaigns at the property level, no matter who sends them. You can use these numbers to evaluate your Review Express success over time.

Another key section of the dashboard is recent reviews. Titles and ratings of your most recent reviews are listed. If you don’t have recent reviews, the dashboard will provide some tips to try for future campaigns.

Finally, the “Recent email campaigns” report has regularly updated stats for each campaign sent by your property. It tracks the number of emails sent, opened and clicked as well as how many were bounced or suppressed. Suppression is used to prevent unnecessary emails to your guests. An email address will be automatically removed from a campaign if: 

  • The email recipient has reviewed your business in the last 30 (restaurants) to 90 days (attractions).
  • A Review Express email was sent to the address in the last 30 days.
  • The email recipients have unsubscribed from Review Express emails.

For more tips on the dashboard, including how to use it to drive your Review Express success, check out this tip sheet.  


Ready to get started with Review Express? Visit today. You’ll be able to set up and send your first campaign in fifteen minutes. If you’re looking for more help, including tips for sending Review Express campaigns, frequently asked questions and more information on why reviews matter, check out these resources.

Top Review Express Tips

  1. Set guests’ expectations: Tell them you’ll be sending a Review Express email to collect their feedback.
  2. Send emails regularly: Ask guests for feedback within a few days of check out, when the experience is still fresh.
  3. Choose your “from” address wisely: Be sure it includes the name of the property or a key employee that is recognisable.


Sources: 1. Independent PhoCusWright study prepared for TripAdvisor, December 2013 2. TripAdvisor site data, January 2014

Last Updated: 13 March 2017

3 Things You Can Do After a Bad Review

3 Things You Can Do After a Bad Review

How to tackle bad reviews and come back stronger than ever

Hospitality providers on TripAdvisor are passionate about their businesses and customers. So a bad review can often be discouraging. But even the highest rated properties on TripAdvisor get bad reviews from time to time. Brian Payea, Head of TripAdvisor Industry Relations, says, “What makes those properties great is how they incorporate the feedback to make the experience for the next guest even better.”

Here are three steps you can take after a bad review has come in: 

1. Review what’s happened.

You’ve just finished reading a bad review. Take a deep breath. If needed, walk away for five minutes. Then look at the review objectively with your team. What was the core problem that your guest experienced? Is this the first time you’ve seen this feedback or is a trend developing? Understanding the background situation can help you identify the root cause of any problem.

2. Incorporate the feedback.

Once you have some background, develop a strategy with your staff on specific improvements that need to be made. Come up with an action plan for what your property will do and which team member will take the lead. If the issue is something you can’t fix, consider how to better-set expectations for guests, perhaps with updates to your website. Either way, be sure to monitor future reviews to make sure the same problems don’t come up again.

3. Complete a Management Response.

Write Management Responses to bad reviews as soon as possible. Your response explains the review to other potential guests on your property page. Be sure to share details of the action plan you’ve developed in your response. And don’t underestimate the power of a sincere apology. The most important thing your response should do is to answer unknown questions for future guests that the original review implied.

If necessary, submit a concern.

There are three circumstances where a review may be removed from your listing:

If the review doesn’t meet one of the circumstances above, it won’t be removed. Also, TripAdvisor won’t arbitrate or referee factual disputes between parties. Click here for more information.

To submit a concern about a review, go to the “Reviews” tab in the Management Centre. Click the link under “Report a Review” and complete the form on the following page. This process can take several days and there is no guarantee that the review will be removed. That’s why it’s important to submit a Management Response with your perspective as quickly as possible for other potential guests to read.    

Last Updated: 29 July 2014

Request a Free TripAdvisor Sticker

Request a Free TripAdvisor Sticker

Looking for a great way to show that you value guest feedback and encourage new reviews while still increasing footfall? Get a free TripAdvisor sticker for your front door, window or busiest area of your hotel, restaurant or attraction today by using our sticker request tool:

Show off your TripAdvisor Sticker

  • 67% of travellers check TripAdvisor a few times a month1
  • 75% of travellers prefer businesses with a TripAdvisor endorsement2
  • 89% of global travellers say reviews are influential when choosing where to book3

Please allow up to 6 weeks for the sticker to arrive by mail. Once you get it, we’d love to see it! Tweet a photo to @TripAdvisorB2B using the hashtag #OnTripAdvisor.

  • 1. Source: PhoCusWright study commissioned by TripAdvisor, December 2013
  • 2. Source: TripAdvisor member survey, October 2012
  • 3. Source: TripBarometer April 2014: Global Edition
Last Updated: 7 March 2015

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How an Independent Hotel Chain in Europe Increased Direct Bookings by 150%

How an Independent Hotel Chain in Europe Increased Direct Bookings by 150% Central Hotel and Forum Hotel in Bulgaria drive more traffic to their websites with TripAdvisor Sponsored Placements. Background Travellers' Choice winner Central Hotel and Certificate of Excellence holder Forum Hotel are jointly-owned independent boutique hotels in Sofia, Bulgaria. Hear how Zhivko Zhelyazkov, Hotel Manager, has increased direct bookings at both properties with TripAdvisor Sponsored Placements. Challenge Because fewer travellers visit Sofia in the winter, demand for Central and Forum Hotels is much lighter. As Zhelyazkov notes, "January and February are difficult months, and we are very focused on driving more direct bookings during that period." Solution...

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