Press release
TripAdvisor Study Reveals 77% of Travelers More Likely to Book When Business Owners Respond to Reviews
NEEDHAM, Mass., Dec. 12, 2019 /PRNewswire/ -- New research released today from Ipsos MORI in partnership with TripAdvisor has revealed that customers are more
About this update from Tripadvisor, Inc.
[{"type":"text","content":"NEEDHAM, Mass., Dec. 12, 2019 /PRNewswire/ -- New research released today from Ipsos MORI in partnership with TripAdvisor has revealed that customers are more likely to book after seeing owners respond to online reviews, demonstrating why hotel and restaurant owners should be making the most of TripAdvisor's free online tools to grow their business.\n\n \nPersonalization is Key\nThe research comes from an Ipsos MORI survey, which polled over 23,000 travelers and diners worldwide. The results showed that 63% of respondents said they would be more likely to book a hotel or restaurant if the owner responded to the majority of reviews. When a property owner leaves personalized responses to reviews, over three-quarters (77%) of TripAdvisor travelers said they are more likely to book as a result. Even among respondents who said that they tend to focus less on online reviews, over half were still likely to book if the owner has responded to reviews.\nOver two thirds (67%) of respondents agreed that they find it helpful when they can see the context to negative reviews and apologies to guests from management.\n\"These survey results clearly show the importance of managing online reviews,\" said Fabrizio Orlando, senior manager, Industry Relations at TripAdvisor. \"If an owner responds to a review, whether that review is positive or negative, it makes a real difference to a traveler's perception of a property, and can have huge effects on increased room bookings and table reservations.\" \nGiving Owners the Last Word\nThe Management Response feature on TripAdvisor is available for free to any business owner who has claimed their listing. Only one review can be written per experience and owners write just one Management Response per review. Therefore, Management Responses leave a lasting impression and can have a significant influence on potential guests. So, it's important that owners choose their words carefully. \nTripAdvisor's top tips when it comes to responding to reviews are simple:\nIntroduce yourself and write your response as though you're providing an introduction to your business; potential guests will also be reading. When responding to a negative review, share the rest of the story and provide context on what was happening behind the scenes or what was unique about that specific situation. Amplify the benefits of the positiv...