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Tripadvisor ranking: Factors to improve your hotel

  Posted in Resources  Last updated 13/08/2024

What is Tripadvisor ranking?

A Tripadvisor ranking is essentially your hotel’s report card in the eyes of your guests. It’s where you stand compared to other properties in your area, based on the reviews and ratings that your guests leave. The higher your ranking, the more likely it is that potential guests will notice and choose your property.

Your Tripadvisor ranking is influenced by how many reviews you get, how positive they are, and how recent they are. In simple terms, the more happy guests you have sharing their experiences, the better your ranking will be. This ranking isn’t just a number—it’s a reflection of the quality of service you provide and how well you meet your guests’ expectations.

This blog will discuss how the algorithm works and how to improve your ranking on Tripadvisor.

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Why is your TripAdvisor hotel rating important?

Keeping a strong Tripadvisor ranking can make a big difference to your business, as it plays a huge role in helping new guests decide where to book. So, every positive interaction, every thoughtful detail you add to your guest experience, brings you one step closer to climbing higher on that list.

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What you need to know about the Tripadvisor ranking algorithm

Tripadvisor announced some changes to its ranking algorithm and the way it displays popular hotels – and it appears to be good news for hoteliers.

Here are eight interesting things we learned about the method for ranking popular hotels:

1. Reviews

Travellers and guests are sharing experiences faster than ever before. Back in 2006, there were six million reviews on the Tripadvisor website. Today that figure stands at more than one billion – and travellers are adding hundreds of new reviews and photos to the website every minute and the record number of reviews resulted in ‘fast-risers’. There were instances of newly-listed hotels skyrocketing to the top of rankings after securing their first few 5-bubble reviews – also known as ‘fast-risers’. Eventually, as more travellers submit reviews, the rankings would level out. 

But of course that’s less than ideal because fast-risers would temporarily enjoy higher positions, and other hotels would appear lower than they would have otherwise. Hundreds of millions of reviews were analysed to fix it

2. Popularity ranking algorithm

When designing the change of algorithm, Tripadvisor analysed hundreds of millions of reviews covering the past 15 years. They researched how the rankings of properties were impacted over time. 

The result was an enhanced popularity ranking algorithm placing more emphasis on quantity and consistency, which helps stabilise the ranking for all businesses, reduces fast-riser behaviour and creates a more accurate overall ranking for travellers.

3. Quality, Recency, and Quantity

Tripadvisor’s method for ranking properties continues to be based on quality, recency, and quantity. But how does the site define these?

Quality

If all other things between two properties are equal, then the one with the most 4- and 5-bubble ratings will rank higher than a business with lower bubble ratings.

Recency

Tripadvisor posits that recent reviews are more valuable to travellers than older ones, therefore, more consideration is given to newer reviews.

Quantity

Multiple reviews help travellers make a more balanced and informed decision. A hotel doesn’t have to have more reviews than others – just enough for your guests to make a comparison that is statistically accurate and meaningful.

4. Good experience gets rewarded

You’ll be rewarded for your consistently good guest experience. The algorithm does a better job of rewarding your great customer service – so the more you deliver outstanding guest experiences, the more you’ll benefit. 

A property that has many consistently good reviews will rank higher than one that has many reviews, some of which are good and some of which are poor. This is because there is more confidence in the ranking if a large number of travellers are reporting consistent experiences.

5. Most recent guest experience

It’s all about your current guest experience. If you’re relying on those excellent reviews circa 2010, then sadly the new algorithm isn’t going to pay off for you and your hotel. Lots of recent reviews are more highly-valued by Tripadvisor because they give the site confidence in the current experience at the property. If your reviews predate most of your hotel’s staff, then work on getting some fresh reviews posted online.

6. Smaller properties can compete

Tripadvisor indicated that smaller properties can compete with larger ones. While the website found that smaller properties tend to have fewer reviews (due to fewer customers), the more personalised guest experience and service results in more guests willing to give feedback and write positive reviews.

7. Always respond to reviews

Replying to reviews and acknowledging both positive and negative feedback is crucial to building loyalty and future bookings. Management responses are not a consideration for the popularity ranking algorithm. 

However, Tripadvisor believes responses still make a big impact on your prospective guests, with thoughtful responses to reviews set to impress guests.

8. Metasearch

Your commercial relationship with Tripadvisor doesn’t matter. If you have a commercial relationship with Tripadvisor – including hotels that use metasearch, Instant Booking, and business listings – it has no impact on your property’s ranking, which is re-calculated on a daily basis.

tripadvisor ranking

How to improve your hotel’s Tripadvisor ranking

Improving your hotel’s Tripadvisor ranking involves delivering exceptional guest experiences, encouraging positive reviews, and actively managing your online presence. Here are some practical steps to help you boost your ranking:

1. Deliver outstanding service

Exceed expectations by going above and beyond in your service, whether it’s remembering a guest’s name, accommodating special requests, or offering unexpected perks. These small gestures can lead to glowing reviews. The same must be true for your entire team, so ensure that every team member is trained to provide excellent service consistently, as friendly, attentive, and knowledgeable staff make a lasting impression on guests.

2. Encourage reviews

Encourage guests to leave a review when they’re most satisfied—typically at check-out or after resolving any issues during their stay. The best way to do this is to make it easy for them by providing a simple way to leave a review, such as sending a follow-up email with a direct link to your Tripadvisor page.

3. Respond to reviews

Be prompt and professional in responding to all reviews, both positive and negative. Thank guests for their feedback, and if there’s a negative review, address the issues raised sincerely and professionally. Show you’re listening by addressing concerns mentioned in reviews, which demonstrates to future guests that you care about their experience and are committed to improving.

4. Keep your information up to date

Ensure your hotel’s details—such as contact information, amenities, and photos—are current and accurate on your Tripadvisor profile, as guests appreciate transparency and knowing exactly what to expect. Regularly update your profile to reflect any renovations, new services, or significant changes.

5. Engage with guests during their stay

Resolve issues quickly if a guest raises a concern during their stay, as addressing issues on the spot can turn a potentially negative review into a positive one. You can create memorable experiences by offering unique touches or little extras that guests will remember and want to mention in their reviews, such as local tips, special amenities, or personalised services.

6. Monitor your competitors

Learn from the best by keeping an eye on what the top-ranked hotels in your area are doing. Observe what their reviews highlight and consider adopting or adapting best practices. Differentiate your offering by identifying what sets your hotel apart and ensuring it’s highlighted in your communications and services, as guests appreciate unique experiences.

How did I fall in ranking on Tripadvisor?

Your Tripadvisor ranking may drop due to a few key factors: a decline in the number or quality of recent reviews, negative feedback that hasn’t been adequately addressed, or competitors receiving more positive reviews. If your profile information is outdated or if you’ve had any service lapses, these could also contribute to a lower ranking.

This is why it’s crucial to stay active on Tripadvisor. Generally, the closer an eye you can keep on your rankings and reviews, and the rankings/reviews of your competitors, the less likely it is that your Tripadvisor ranking will fall.

By Dean Elphick

Dean is the Senior Content Marketing Specialist of SiteMinder, the leading technology provider delivering hoteliers unbeatable revenue results. Dean has made writing and creating content his passion for the entirety of his professional life, which includes more than six years at SiteMinder. Through content, Dean aims to provide education, inspiration, assistance and value for accommodation businesses looking to improve the way they run their operations achieve their goals.

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