Tripadvisor increases user review dominance

2013-05-08 08:16

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Newton - Hotel review giant Tripadvisor has figured out a way to stretch out its review lead even further past wannabes such as Google, and online travel agency sites.

Skift reports the new travel app Review Express was officially launched on Tuesday and its primary feature is what will give it the lead when it comes to user reviews. Registered hotels are able to bulk upload up to 1 000 guest email addresses at a time and add a message with the hotel logo. Tripadvisor will then email guests in the hotels’ name to prod them after their stays to write a TripAdvisor review about the hotel.

The hotels can’t offer incentives or solicit positive reviews in these Review Express emails, but nonetheless there are a lot of benefits for the hotels in this — and mega upside for TripAdvisor, too.

The Review Express emails provide a link to the hotel’s “Write a Review” page on TripAdvisor, which will boost the number of reviews a hotel gets. The more reviews a hotel gets on TripAdvisor, assuming they are mostly positive, the higher a property’s ranking would trend in TripAdvisor — and that turns into additional bookings and revenue.

In this illustration featuring a Las Casitas Village property, a Waldorf Astoria property in Fajardo, Puerto Rico, appears on TripAdvisor because the hotel used a new TripAdvisor tool to send out mass emails to guests. (TripAdvisor, Skift)

The big question is whether midsize and large chains will adopt Review Express since most have their own customer relationship management tools, although they are focused on things such as their own loyalty programs, and not necessarily TripAdvisor reviews.

Review Express is only the latest feature launched to increase engagement on TripAdvisor as it launched a Rave Review widget a few weeks ago, enabling hotels to feature one positive TripAdvisor review on the hotel site, and then link to the rest of their reviews on TripAdvisor sites.

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