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TripAdvisor Reveals Secrets To Driving Higher Traveler Engagement With North American Hotels

NEWTON, Mass., Dec. 4, 2012 /PRNewswire/ --   TripAdvisor®, the world's largest travel site*, today announced the results of a study of the factors most likely to increase traveler engagement with North American accommodations on the site as measured by an increase in page views. The study reveals a strong correlation between hotels with a greater number of reviews, photos and videos and a notable increase in travelers' interaction with their property pages.

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The study also found that in North America, hotels that post management responses to traveler reviews not only see a higher rate of engagement with travelers, but they also tend to see higher ratings.

Small Increase in Reviews Has Big Impact The TripAdvisor study found that a greater number of reviews attract more attention from travelers, as North American accommodations with as few as 11+ traveler reviews see 26 percent more engagement than properties with fewer reviews.  Accommodations with 50 or more reviews on the site see 27 percent more engagement with travelers than those with 10 or fewer.

According to the study, even a small increase in the number of reviews a property receives helps drive more interaction from travelers.

Management Reponses: Higher Engagement, Ratings TripAdvisor offers a free online marketing platform – called the TripAdvisor Management Center – that gives businesses access to free resources and tools to help them drive more business, manage their online reputation and monitor their progress on the site. The Management Center includes a management response tool that empowers business owners and representatives to respond to traveler reviews.

TripAdvisor studied the impact these management responses have on traveler engagement and found that North American properties with more than five management responses see 10 percent more engagement from travelers than hotels with less than or equal to five management responses.

More Content, More Traveler Engagement Hoteliers may submit photos and videos of their properties through the TripAdvisor Management Center. This content supplements those photos and videos submitted by travelers.

TripAdvisor examined the degree to which the presence of photos and videos on hotel pages impacts traveler engagement with North American accommodations.  

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