TripAdvisor shares top on-site engagement strategies for hotels
TripAdvisor is a master of traveler engagement. The company thrives when users consult the website for every hotel purchasing decision, and therefore has a completely vested interest in ensuring active hotel profiles within a thoughtful user experience.
The company analyzed data from a sample of properties across the 25 most reviewed cities during the period of July 7 to August 7 of this year. This extended timeframe delivered insight into how management responses affect review ratings. The actual content on the listing page – photos, videos, rate of response – can then be compared to overall engagement, as defined by page views per session and the number of booking inquiry clicks.
The following is what the analysis determined.
The top factors that drive the most engagement on accommodation pages, in order of impact, are:
Number of photos.
Total number of reviews.
Management responses in the past year.
Number of reviews in the past year.