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TripAdvisor Profile 101: How to optimise for the algorithm [2023]

Updated: May 1, 2023

If you're a hotel owner, then you know how important it is to have a high ranking on TripAdvisor. After all, TripAdvisor is one of the most popular travel websites in the world, and a high ranking on the site can mean more bookings and more business. But how do you increase your TripAdvisor ranking? In this Guide, we'll give you some tips on how to improve your TripAdvisor ranking, understanding the TripAdvisor algorithm, and get more exposure for your hospitality business.

Claim your listing

The first thing you need to do is make sure that you're claiming your listing on TripAdvisor. If you haven't claimed your listing yet, go to TripAdvisor's website and search for your hotel. Once you find your listing, click on the "Own this business?" link and follow the instructions to claim your listing.

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A consistent, up-to-date appearance

One way to improve your TripAdvisor ranking is to make sure your hotel's name and address are consistent across all your online listings. This may seem like an obvious solution, but you'd be surprised how many hotels have different names and/or addresses listed on their website (some are called hotels, some are B & B’s) on their Google Business listing, and on TripAdvisor.

Creating consistency will make it easier for potential guests to find your hotel when they're searching online. You should also regularly update your photos and description so that potential guests have a clear idea of what your property looks like and what amenities you offer.

Encourage reviews

Another way to improve your TripAdvisor ranking is to encourage past guests to leave reviews. This can be done by proactively reaching out to guests during and after their stay or by providing an easy-to-use link on your website or in your email signature. The more reviews you have, the higher you'll rank on TripAdvisor.

Respond to reviews

Finally, another way to improve your TripAdvisor ranking is to take advantage of TripAdvisor's "Management Response" feature. This allows you to respond directly to reviews, both positive and negative. Responding shows that you're actively engaged with your guests and that you care about their experience at your hotel. If there are any negative reviews, respond quickly and professionally to try and resolve the issue. Ignoring negative reviews will only make them worse and could hurt your TripAdvisor ranking.

Get involved in TripAdvisor Forums

You should also try to get involved in TripAdvisor's forums and answer any questions that potential guests may have about your hotel or the area around it. This will not only improve your relationship with potential guests but also help increase your TripAdvisor ranking as well.

Understand What the TripAdvisor Algorithm Looks for

If you want to improve your TripAdvisor ranking, it's important to first understand what the algorithm is looking for. Here are some of the factors that go into TripAdvisor's ranking algorithm:

  • The quantity and quality of reviews

  • The age of reviews

  • Whether reviews are from verified guests

  • Whether reviews are from recent guests

  • The recency and frequency of hotel updates

  • How popular the hotel is with other travellers

Top Hack: Encourage Reviews from Verified Guests

One of the best ways to improve your TripAdvisor ranking is by encouraging reviews from verified guests. Verified guests are defined as travellers who have booked their stay at your hotel through TripAdvisor. To get more reviews from verified guests, you can send them follow-up emails after their stay or add a link to your TripAdvisor profile on your website.

TripAdvisor is an effective digital marketing channel

With over 460 million monthly visitors, TripAdvisor is one of the most popular travel websites in the world. And with travellers increasingly relying on user-generated reviews and recommendations when choosing a hotel, it's more important than ever to make sure your property is well-represented on TripAdvisor.

Create Targeted Ads

TripAdvisor offers a number of advertising options that allow you to specifically target travellers who are looking for hotels in your area. For example, you can create Sponsored Placements, which are ads that appear at the top of the search results for specific keywords. You can also create Display Ads, which are banner ads that appear on other websites within the TripAdvisor network.

Creating targeted ads on TripAdvisor is a great way to ensure that your property is seen by travellers who are already interested in booking a hotel in your area. And because you can specifically target keywords and locations, you can be confident that your ads are reaching your target audience.

Promote Special Offers and Deals

Another great way to get more exposure for your hotel on TripAdvisor is to promote exclusive offers and deals that you're running. For example, if you're offering a discount for stays booked during off-peak times, you can create a tripwire offer to entice travellers to book with you. You can also create Gift Cards and Experiences offers to encourage traveller spending at your property.

Book our free 1-to-1 Coaching Sessions: Level Up Your Trip Advisor (various dates)

These are just a few tips on how to improve your TripAdvisor ranking as a hotel owner. Claiming your listing, keeping your information up-to-date, encouraging guests to leave reviews, getting involved in forums, and monitoring for negative reviews are all great ways to increase your exposure on TripAdvisor and attract more business. By understanding what the algorithm is looking for and taking steps to encourage positive reviews, you can improve your chances of bookings all year round.

Interested to learn more? We provide professional review management services to hospitality businesses, including TripAdvisor and Google Reviews. No other digital agency offers TripAdvisor services like Treat. Get in touch by email at, or book some time in our diary using the link below. We're always happy to help!

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