16
USING GUESTFOLIO TO IMPROVE YOUR TRIPADVISOR ® RANKING 21 March 2018
USING GUESTFOLIO TO IMPROVE YOUR TRIPADVISOR® RANKING
21 March 2018
AGENDA1. TRIPADVISOR INTEGRATION 2. IMPACT OF TRIPADVISOR INTEGRATION 3. IMPACT OF TRIPADVISOR PRE-POPULATION 4. QUESTIONS
TRIPADVISOR INTEGRATIONHow Guestfolio collects TripAdvisor reviews on behalf of hotels
SURVEY EMAIL Guest is invited to provide their feedback
1
GUESTFOLIO SURVEY Guest provides their feedback using the Guestfolio survey form
2
TRIPADVISOR REVIEW Guest is invited to post a review on TripAdvisor
3
HOW TO ADD TRIPADVISOR TO YOUR SURVEY → http://help.guestfolio.com/article/67-how-to-setup-your-guest-survey-including-tripadvisor
TRIPADVISOR INTEGRATION (PART II)Get to know the guest behind the review
TRIPADVISOR REVIEW
GUESTFOLIO DASHBOARD
TRIPADVISOR REVIEW ON DASHBOARD
TRIPADVISOR PRE-POPUL ATION
TRIPADVISOR PRE-POPULATIONLet your guests submit reviews seamlessly
GUESTFOLIO SURVEY
AGENDA1. TRIPADVISOR INTEGRATION 2. IMPACT OF TRIPADVISOR INTEGRATION 3. IMPACT OF TRIPADVISOR PRE-POPULATION 4. QUESTIONS
IMPACT OF INTEGRATIONGuestfolio research study
‣ From May 2017 — Dec 2017, we analyzed approx. 35,000 reviews across 150 hotels
‣ To measure impact on quantity: percent increase in reviews were calculated
‣ To measure impact on recency: number of additional collected reviews per month were counted
‣ To measure impact on quality: average ratings between non-Guestfolio collected and Guestfolio-collected reviews were compared
IMPACT OF INTEGRATIONComparing non-Guestfolio collected and Guestfolio-collected reviews
MONTHNON-
GUESTFOLIOGUESTFOLIO-
COLLECTEDTOTAL
REVIEWS% INCREASE IN REVIEWS
% INCREASE IN RATING
May-17 1,927 2,720 4,647 141% 3.0%Jun-17 1,828 2,686 4,514 147% 3.2%
Jul-17 2,163 2,991 5,154 138% 2.8%
Aug-17 2,300 2,899 5,199 126% 2.1%
Sep-17 1,978 2,649 4,627 134% 2.3%
Oct-17 1,872 2,637 4,509 141% 3.1%
Nov-17 1,304 2,243 3,547 172% 4.3%Dec-17 1,203 1,740 2,943 145% 1.2%
TOTAL 14,575 20,565 35,140 141% 2.8%
141% 12–21 2.8%
AVERAGE INCREASE IN QUANTITY
EXPECTED RANGE OF ADDITIONAL REVIEWS
PER HOTEL PER MONTH
AVERAGE INCREASE IN RATINGS
n = 143 hotels
AGENDA1. TRIPADVISOR INTEGRATION 2. IMPACT OF TRIPADVISOR INTEGRATION 3. IMPACT OF TRIPADVISOR PRE-POPULATION 4. QUESTIONS
IMPACT OF PRE-POPULATIONGuestfolio research study
‣ From May 2017 — Jan 2018, we analyzed approx. 250,000 survey responses and approx. 45,000 TripAdvisor reviews across two groups: (a) hotels with TripAdvisor Integration + Pre-Population and (b) hotels with TripAdvisor Integration only
‣ The group with TripAdvisor + Pre-Population comprised of 13 hotels, with a total number of approx. 3,800 reviews
‣ The group with TripAdvisor Integration only comprised of 300–350 hotels, with a total number of approx. 45,000 reviews
IMPACT OF PRE-POPULATIONComparing review volumes between the two groups
25.9%* 17.4%
TRIPADVISOR PRE-POPULATION TRIPADVISOR INTEGRATION ONLY
AVERAGE REVIEW RATE
NUMBER OF HOTELS
TRIPADVISOR REVIEWS
133,810
300–35044,324
*After adding Pre-Population
IMPACT OF PRE-POPULATIONReview volume before and after Pre-Population
REVIEW RATES PRE- AND POST-FEATURE IMPLEMENTATION
REVI
EW R
ATE
10%
15%
20%
25%
30%
35%
HO
TEL 1
HO
TEL 2
HO
TEL 3
HO
TEL 4
HO
TEL 5
HO
TEL 6
HO
TEL 7
HO
TEL 8
HO
TEL 9
HO
TEL 10
HO
TEL 11
HO
TEL 12
HO
TEL 13
28.8%28.3%
31.1%
28.5%
25.9%26.8%
20.9%
24.8%
29.1%
24.8% 25.0%
22.9%24.0%
24.7%
20.0%
23.4% 23.3%
19.5% 19.6%
16.9%
23.9%23.4%
19.8%
24.4%
20.0%
21.4%
LEGEND
REVIEW RATE POST
REVIEW RATE PRE
HOTELS WITH TRIPADVISOR INTEGRATION ONLY
19.3% (MAX)
17.4% (AVERAGE)
16.6% (MIN)
SUMMARYWhat we learned from our research
‣ Enabling TripAdvisor Integration can positively impact all three determinants of TripAdvisor’s ranking algorithm: volume, recency and quality.
‣ By reducing the effort required of guests to complete a review, hotels with the TripAdvisor Pre-Population enhancement can expect to see an average increase in review volume by 22.4%.
HOW TO ADD TRIPADVISOR TO YOUR SURVEY → http://help.guestfolio.com/article/67-how-to-setup-your-guest-survey-including-tripadvisor
AGENDA1. TRIPADVISOR INTEGRATION 2. IMPACT OF TRIPADVISOR INTEGRATION 3. IMPACT OF TRIPADVISOR PRE-POPULATION 4. QUESTIONS
THANK YOU!
