How to get your hotel to use the website more effectively

1- Keep an eye on the Q&A: Make sure you have notifications enabled in your TripAdvisor settings for the new Q&A function. Speed really matters here and you should reply to questions within 24 hours. Questions and your answers are publicly visible to all TripAdvisor users, so keep your replies professional and to the point.

2- Refresh your frontline staff on TripAdvisor blackmail procedures: When it comes to TripAdvisor blackmail threats, your frontline staff are absolutely crucial, because they need to report threats, no matter how big or small, immediately so that you can file a report with TripAdvisor. Filing blackmail reports is far from a waste of time, because they usually work really well, but you need to make sure that you staff gathers all necessary information, so retrain them frequently and also display information in the back office area.

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3- Take another look at TripAdvisor’s review policies: Have you ever looked at TripAdvisor’s review policies and do you know what the website deems acceptable and what it doesn’t? You should know these inside out so that you can report questionable reviews immediately. I recently successfully reported a review on TripAdvisor, in which the reviewer likened the front office manager of a five-star hotel in Dubai to a member of Germany’s Third Reich Nazi Party. It turned out TripAdvisor rightfully deemed this an unacceptable insult and pulled what was otherwise a rather well-written negative review.

4- Be yourself: Have fun when replying to reviews and do not be afraid to stand your ground. Remember, we have the last word. Make your replies good, make them personable, and don’t just copy and paste. Replies to negative reviews carry particular weight and properly written, can turn the tables on the reviewer. I once shamed a reviewer into pulling his review by revealing that he arrived at the hotel by taxi inebriated and in little more than his underwear.

5- Get badged and widgety: Have a look in the marketing section of your TripAdvisor back office and check the various badges and widgets the platform offers for your use. They’re all free and easy to add to your website, email newsletters, blogs, email signatures, and Facebook pages. Badges and widgets are a good way to drive more reviews and also showcase your achievements outside the confines of TripAdvisor.