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Guide to Diner Engagement on TripAdvisorMay/June 2017
TripAdvisor is not only the world’s largest travel site, it is also one of the world’s largest restaurant sites. With over 150 million average monthly restaurant browsers*, TripAdvisor offers reviews and opinions to help consumers find and book perfect places to eat both at home and while traveling.
In order to better understand what entices consumers to consider booking a particular restaurant, we analyzed our internal site data to determine how consumers interact with particular types of page content. Our study examined how the volume and recency of reviews, photos and management-contributed content influence a potential customer’s interest and decision-making process.
Insight: Review quantity and recency engages consumers
Key Finding: Restaurants with over 20 reviews see twice as much engagement as those with no reviews.Key Finding: Having over 40 recent reviews drives three times the engagement with TripAdvisor users. Consumers on TripAdvisor want to unleash the full potential of their dining experiences. They often read multiple reviews when choosing where to eat. As a result, they spend twice as much time on restaurant listings that have at least 20 reviews.
In addition, TripAdvisor consumers are especially interested in recent reviews, as that content most likely reflects the latest dining experience. When a restaurant has over 40 recent reviews (collected over the last six months), it sees three times as much engagement over competitors with none.
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Page interaction
+48%Page interaction
+96%Page interaction
+36%Page interaction
# of Recent Reviews
2x User Engagement
JUST 1 Management Photo
11–20 Total Photos
With open hours
3x User Engagement
New Insights from the 2017 TripAdvisor Diner Engagement Study
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*Source: TripAdvisor log files, Q3 2016
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Insight: Consumers like to see Management Responses Key Finding: Owners who respond to reviews can see as much as double the diner engagement with their TripAdvisor listings. Across TripAdvisor, a Management Response is viewed as a positive indicator. Effectively, a manager is demonstrating that she cares about the diner’s experience by taking the time to review the feedback and respond. Our study verified that this holds true for restaurants, as managers who respond to feedback see twice as much engagement with their TripAdvisor listings.
Insight: Photos heavily influence diners
Key Finding: Restaurants with 11 - 20 photos see double the amount of diner interaction over others with no photos at all. Key Finding: Restaurants with at least one Management Photo see 44% more engagement over those with no photos.
Photos are essential to driving higher levels of engagement from prospective customers. Diners are eager to preview the appearance of the restaurant and the food they can expect to find there. That’s why businesses that have more than 10 photos see double the engagement over others that have no photos.
The study also revealed that restaurants with their own Management Photos see significantly higher customer interaction. When restaurant managers take the time to present their businesses in the best possible light, with at least one high quality photograph, it draws in more customers. Uploading at least one Management Photo allows managers to select a primary photo for their listing - ensuring they can control how potential diners see their property on the search results page for their destination.
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Insight: Complete business details are essential
Key Finding: Restaurants with hours of operation on their TripAdvisor listing see 36% more engagement than those without them.
In order to make their dining decisions, TripAdvisor users need up-to-date business details. An example of this is hours of operation. Restaurants that list their hours of operation see 36% more engagement than those that do not. Adding detailed business information to your listing provides authenticity that consumers embrace as they decide where they’d like to eat.
In Summary
Prospective diners want to know what they can expect from a restaurant before reserving a table, and they engage with restaurant listings that provide the right content to help them choose the best option for them.
The 2017 TripAdvisor Diner Engagement Study clearly indicates that potential customers spend more time browsing the pages of restaurants that offer extensive decision-driving content. Restaurant managers can take advantage of this trend by actively connecting with their TripAdvisor listings; encouraging new reviews, responding to those reviews, uploading fresh photos, and ensuring their business details are correctly listed on TripAdvisor.
When all of these elements are combined, they can create a virtuous circle of more customer engagement on the restaurant’s listing, more dining decisions being influenced in the restaurant’s favor, and, ultimately, more reviews and photos being posted to the listing. This additional content can then drive more engagement, setting the cycle in motion again. But it all starts with attentive ownership of a restaurant’s TripAdvisor listing.
Page 4
Page interaction
+48%Page interaction
+96%Page interaction
+36%Page interaction
# of Recent Reviews
2x User Engagement
JUST 1 Management Photo
11–20 Total Photos
With open hours
3x User Engagement
Page 4 | Guide to Diner Engagement on TripAdvisor
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Ready to start marketing your restaurant on TripAdvisor? Check out our checklist for some ideas to get started.
1. Register for Management Center to start engaging with TripAdvisor• Visit www.tripadvisor.com/Owners• Search for your business• Complete the registration process
2. Make Collecting Reviews a Priority• Once you’ve registered, check out the “Free Tools” menu in the
Management Center• Order TripAdvisor promotional items like stickers and business
cards for your restaurant• Add a TripAdvisor widget to your website• You can also use our free Review Express tool to
send an email requesting reviews from past customers. Visit www.tripadvisor.com/ReviewExpress to learn more
3. Show Customers You Care: Respond to Reviews• To write a Management Response, select “Respond to Reviews”
from the Reviews menu• Be sure to thank the reviewer for their feedback and tell them how
you’re using it to improve• At a minimum, it’s a good idea to make sure you have a response
on the first page of your reviews - that way customers can see you respond without having to scroll through multiple pages of reviews
4. Upload More than 10 Management Photos• Under the “Profile” menu, select “Manage Photos” to upload
your images• Be sure to choose photos that are bright, varied (show different
elements of your restaurant) and high resolution, so they show well on screens of all sizes
• Once you’ve uploaded your photos, be sure to designate one as your Primary Photo. This photo will show on search results and elsewhere on TripAdvisor
Checklist: Marketing on TripAdvisor
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“TripAdvisor has helped us to position our restaurant brand as a well-recognized place serving fresh and tasty food with a high level of service. This has been achieved through reviews and ratings of high integrity from the TripAdvisor audience, consisting of guests that have visited us. All-in-all it has raised the perception of our brand and resulted in much higher turnover. We are very satisfied with the outcome that has been achieved through the free marketing tools offered by TripAdvisor.”
MURAT GÜNGÖR Owner at WOK Christianshavn, Copenhagen, Denmark
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5. Confirm & Update Your Business Details• Visit your restaurant’s TripAdvisor listing to review your
business details• To make edits, select “Edit Business Details” from the Profile menu
in the Management Center• Be sure to add a description of your restaurant - it’s an easy way to
convince customers to choose you
6. Consider TripAdvisor Premium for Restaurants• To stand out even more, consider purchasing a TripAdvisor Premium
for Restaurants subscription• Get exclusive access to exclusive page-enhancing tools like
Storyboard and Favorite Review, plus benefit from advanced analytics and more
• Learn more at www.tripadvisor.com/Premium
Methodology of the Restaurant Engagement Study
This study looked at page views per session for March 2017 across a representative sample of worldwide restaurants listed on TripAdvisor. Results imply correlation not causation.
Checklist: Marketing on TripAdvisor
