There has been much debate surrounding guest review sites and particulary Trip Advisor. It is so easy to get overwhelmed with the conflicting opinions and advice – but one fact which presented itself in Trip Advisor’s research undertaken by Phocuswright is a fact we all know – guest reviews do matter.

Peer review and user generated content are proven to be far more effective in lead generation verses structured marketing content disseminated through social media, email marketing or adverting campaigns alone. Each arm of your marketing efforts has its unique value, but reviews can really drive home if what you’re selling is meeting guest expectations.

Not only do reviews matter- they directly influence potential bookings, and no matter your opinion on these platforms, your guests will be reviewing their stay and experience at your establishment, whether or not you manage your profile.

As a business owner and marketer, it’s vital to engage with your guests on these platforms, not only to respond to their feedback, but to learn from them and grow your business offerings inline with your market’s feedback. Both positive and negative feedback provide opportunities to open conversations directly with your audience, remembering that it is not only the guest who placed the review who will read your responses, but potential future guests too.

Tripadvisor’s Survey Reveals 5 Key Points

1. Tripadvisor reviews influence booking behaviour

2. The more reviews and photos the better

3. To drive bookings, highlight Tripadvisor content

4. Travelers now want to read reviews and book – on the same website

5. Your responses to reviews are more important than ever