Ever popular,TripAdvisor reviews or on a PR persons checklist every couple of days. With reviews posted several times a day, TripAdvisor is so valued by hotel guests, and future guests shopping for a good hotel.
Seeking real advice and feedback from those who have already experienced a property, travelers put a lot of stock on what they read on the site. But, how can TripAdvisor be leveraged as a true PR tool?
The most common question asked… are the reviews accurate? That is one factor that impacts the credibility of an anonymous review. What if it is the competitor down the street writing a nasty review? What if it is your extended family writing glowing reviews about a hotel they haven’t actually stayed in?
While TripAdvisor does all it can to scan reviews and seperate the fake ones from the real ones, it’s nearly impossible to always tell the difference. From a PR standpoint, the value and perception of the hotel increases when the property is in the top five of the area. Conversely, a bad review needs to be addressed with the proper management response, which is a good communications tool that TripAdvisor allows to be fair.
As well, the annual awards which TripAdvisor announces is a great recognition for hotels and destinations that is certainly worth a lot of PR value. Placing updated photos and posting current information should also be part of your checklist.
Tags: accurate hotel reviews, hotel awards, hotel reviews, social media, tripadvisor, tripadvisor awards, value of pr, viral messaging
Like it or not, TripAdvisor has become a “trusted” source for hospitality reviews. While in the past people relied on professional sources, the power of TripAdvisor is unmistakable. I think hotels should always be scouring the site - that way, if they see something that can be “fixed”, they can work on it for the future.