Given the popularity of TripAdvisor and the impact of hotel reviews on ADR and RevPar, hoteliers and guests want to know the answer to one pressing question: How are TripAdvisor Rankings calculated?
Take New York City, for example. A recent ranking of hotels by TripAdvisor found the Best Western Herald Square to be among the top hotels in Manhattan.
No disrespect to the Best Western, but many travelers may be asking just how this limited service property is ranked higher in New York City than the Trump International, Four Seasons New York, and – of course – The Ritz-Carlton, New York Central Park. (There's also a pretty good chance that hotel owners and managers are asking the same thing!)
The answer, according to TripAdvisor, is that hotel rankings are determined by the following:
TripAdvisory Hotel Ranking Criteria
- Number of Reviews per Hotel
- Recency of TripAdvisor Reviews
- Rating given to Hotel by Reviewers
TripAdvisor takes these three core elements – quantity, quality, and recency – and runs them through their proprietary algorithm to determine the rankings for hotels in each city.
The more highly rated reviews a hotel receives in a short-period, the higher their ranking will be on TripAdvisor.
It's worth noting that TripAdvisor rankings are updated for each city are updated approximately once per week, to incorporate new reviews and ratings.
So, there you have it… the "secret" to how TripAdvisor calculates rankings for every city.
Source: TripAdvsor Help Center
I can't believe how many emails I receive every weekday morning that ask this key question:
"Do you want to connect with more customers?"
And the answer, of course, is "Well, yeah! Don't we all?!"
A study by GetResponse.com suggests that the timestamp on emails might be as important as your message.
GetResonse analyzed more than 21 million customer emails and found that while almost 50% of all emails arrived in customers inboxes before noon, customers opened a much higher percentage of mails sent between noon and 6pm.
Additionally, the study found that 23.63% of emails are opened within one hour of when they are received. The number falls by half in the second hour and more than 90% after five hours. Clearly getting your email into your customers hands during the business day is key.
So, does this mean I have to stop being a morning person? Well, maybe not. But, if you are connecting to customers via email, you may have increased success if you time your message for receipt between 12 noon and 6pm.
Though highly, highly unscientific, my own study finds that the .
If you consider the number of problems that can befall hotel customers during a stay, it can be a bit overwhelming.
Broken remote controls. Plumbing problems. Noise from adjoining guestrooms. Incorrect orders from room service. Room key issues. HVAC issues. Kids running in the halls. Not enough chairs at the pool. Slow service in restaurants. Incorrect room type at check-in.
And the list goes on and on.
Studies show that product problems account for nearly sixty percent of all guest complaints.
But there is one problem – over and above all others – that causes not only dissatisfaction, but a complete break in a hotel customer's trust.
What could negatively impact hotel customer loyalty so greatly? According to data-analysis firm Market Metrix, .
Service problems, on the other hand, make up a much smaller portion of reported problems, but have a much more dramatic impact on guest loyalty. Just look at staff-related problems in the table below. They are only 4.7% of reported problems. But staff problems punch way above their weight causing loyalty to plummet by over 26 points when they do occur.
On the other hand, the nearly 60% of hotel customer complaints COMBINED only account for a 12% drop in hotel customer loyalty.
This study begs the question: With such a large number of guest product complaints, how much time is your hotel spending to fix staff problems?
Television remotes can be replaced, but a disengaged hotel customer may be lost forever.
Here are three short, compelling reads regarding customer service and sales. I found each of these very poignant for guest service and hotel sales in our industry:
For more customer service and hospitality sales insights, please follow me on Twitter: @mrkevindonahue.
A new study from the Cornell School of Hotel Administration details that hotel reviews posted on social travel websites, such as TripAdvisor and Travelocity, positively impact a guest's willingness to book reservations at a premium rate for a reviewed hotel.
"The Impact of Social Media on Lodging Performance," by Chris K. Anderson found that the number of reviews as well as the willingness of consumers to assign credibility to hotel reviews has increased over time. Anderson also found that a 1-point increase on Travelocity's review scale – such as increasing a hotel's review from 3.3 stars to 4.3 stars – drives an 11.2 percent premium in a hotel's rate, while still maintaining occupancy and market share.
Given these results, it's increasingly clear that hoteliers must dedicate resources to monitoring their social reputation, actively review online hotel reviews and invest further in guest experiences on-property to create engaged guests. (Read more on who writes hotel reviews)
Beyond Travelocity, Anderson determined through regression analysis that a
The full social media impact study is available online from the Cornell School of Hotel Administration.
Since the rocket-like launches of Twitter, Facebook, and Pinterest years ago, organizations have been asking the million dollar question in regards to social media, "How can we convert fans into buyers?"
Countless books, seminars, blogs have been devoted to the topic of social media ROI, but (sadly) most seem to miss the most obvious point.
While I don't proclaim to have all of the answers, the answer to the question of converting social media followers to customers seems a rather obvious one: The same way you converted your existing customers.
From my perspective, there's too much status placed on 'fans' and 'fan counts' by most social media "experts". They appreciate something you've done or a perception you've created about your products. They may or may not be your current customers. And – unless you work to convert your followers into buyer – they may or may not be your future customers.
In a traditional sense, your Some of them know your brand well, they enjoy your products and actively share their experiences with their friends.
But some of your fans – a large majority – are standing on the sidewalk. They like your window display, but it hasn't compelled them to open the door and try your brand. And this is where your business acumen and experience – more so than your social networking skills – come into play.
So ask yourself and your team: What do you do as a brand that brings potential customers in off the sidewalk?
If you can answer that question, then you can convert social media followers into buyers.
Here's a great quote about leadership and managing priorities at work and at home that inspires me from noted author and leadership guru Jon Gordon:
You can follow Jon on Twitter here: @JonGordon11
A recent presentation by Peter Yesawich, vice chairman of MMGY Global, highlighted a number of trends and insights for the hospitality market in the near term. While there was definitely a lot of beneficial information presented, one key insight may emerge as the number on trend in hospitality: multigenerational travel.
"Multigenerational travel" or "mutligen travel" most commonly refers to grandparents traveling with grandchildren, but can reflect any number of generations traveling together.
According to MMGY Global, more than 20% of travelers are grandparents. Of those, 40% have taken a trip with a grandchild during the past year. And eight out of 10 times that a grandchild comes along, so does a parent.
As you can see, the market is already well developed. As more affluent baby-boomers retire and begin traveling alongside children and grandchildren, this market will will just continue to mature (pardon the pun!)
Several elements are key to capturing this target market, but most important among them is a well-developed recreation program that meets the needs of these guests collectively. Broadly inclusive cooking classes, walking tours, and lower-impact activities that can be enjoyed by all age groups are key.
For the hospitality market, multigenerational travel represents one of the few demographics that shows extensive growth potential domestically. Beyond just welcoming family guests, multigen represents a new gateway for luxury hoteliers. Traveling alongside affluent parents and grandparents, economically stretched GenX and GenY consumers are discovering brands that can serve them for decades to come as their affluence grows, making this a significant play for the luxury market.
I happened upon a curious article entitled "How to Roll Up Your Shirt Sleeves" via a luxury company's social media and it really struck me. As a man who wears shirts, I suppose I am well-within the blog's target demographic for this post; however, what really interested wasn't the content, but rather the positioning.
The article details (with photos AND videos!) different ways for men to roll up their shirt sleeves. This is, I suppose, interesting information for a number of readers.
Beyond the content, I think this is a great example of how to position yourself as an expert.
Each of us has a number of interests in which we have a great depth and breadth of knowledge. Be it personal or professional, I'm sure there are several areas in which you could be considered an expert. And therein lies the opportunity.
By taking the next logical step and SHARING your expertise, you can not only impact your audience but also establish yourself as an expert – a status that can reward you handsomly in career pursuits. After all, who would you rather hire/work with/buy from? An expert or the other guy?
In what areas are you an expert? Find your niche and roll up your sleeves!