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43 – Making Moves On TripAdvisor

43 – Making Moves On TripAdvisor

Suite Spot

with Travel Media Group & Ryan Embree,
In this episode of the Suite Spot, we discuss how to improve your hotel’s city rank on TripAdvisor, no matter where your property currently stands. Host Ryan Embree is joined by guest Patrick O’Brien, TMG's Product Director and reputation solutions expert. Ryan and Patrick explain how to achieve both short- and long-term reputation goals for your hotel. Patrick walks us through how to rise into the top 10, top 5, and eventually top 3 of your market on TripAdvisor. He also shares best practices on how to sustain reputation excellence once your hotel is at the top of your city rank. Ryan and Patrick also discuss redefining reputation success based on market size. To learn more about improving your hotel’s city rank on TripAdvisor or to submit a question for future episodes, call or text 407-984-7455. Episode Transcript Our podcast is produced as an audio resource. Transcripts are generated using speech recognition software and human editing and may contain errors. Before republishing quotes, we ask that you reference the audio. Ryan Embree: Welcome to Suite Spot where hoteliers check in and we check out what's trending in hotel marketing. I'm your host, Ryan Embree. Hello and welcome to another episode of the Suite Spot. This is your host, Ryan Embree. Today, we've got a great episode for you today. Some of our most popular episodes and educational content really surrounds TripAdvisor. We know the importance of TripAdvisor and what type of impact that can make on revenue. Your hotel's reputation is one of those things that can really impact a traveler's booking decision. So I feel like the educational content we put out about TripAdvisor, that's why it's so well received. So in tune with that, I have invited in our product director, Patrick O'Brien, who will be joining us - you've been on the Suite Spot a couple times now. Patrick O'Brien: Yes I have, thanks for having me. Ryan Embree: Absolutely, so today we're going to talk about TripAdvisor. You know, we've done a lot of episodes around optimizing your TripAdvisor account and really getting the most out of it. I thought a great idea for an episode today would be really how can make some movement, because that's what we're constantly looking to do, right? Is improve our reputation online, see that city rank go up the ladder, and get into a competitive space where you are at the forefront of a traveler's booking decision and tip the scales in your favor. Let's go ahead and start a hotel that's out there. They're just now getting into TripAdvisor. You know, they've listened to a couple episodes on how to optimize their TripAdvisor, but you know, they haven't really focused on their reputation much, but in 2020 they're looking to really improve their reputation right away. So these hotels in maybe in the bottom 25% of their city, what are a few easy steps that they can do to start seeing improvement right now? Patrick O'Brien: Well, first and foremost, I think, you know, don't throw your hands up in the air and be like, "Okay, we're at the bottom of the pack, there's nothing that we can do." It is simply just about getting more positive reviews. If you are at a 2.5 star rating, every four or five star rating that you get is going to have a significant impact and it's going to have a significant impact fairly quickly. All of that is going to help increase your average because the average really is a kind of a compound equation. So you know the more of those four and five star reviews you can get, you're going to lift that average up pretty quickly. In addition, part of TripAdvisor's city rank algorithm revolves around recency of reviews. So the more recent the review is, the heavier it is weighted. The idea there really being around that this is the experience that a guest coming today would have. So, you know, you'll start to see a faster kinda growth and impact by those more positive reviews. So it is coming up with a strategy to go out and,
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