Blue Magnet Hotel Online Marketing Guide

How Hotels Benefit from TripAdvisor’s Questions & Answers

TripAdvisor’s newest feature, Questions & Answers, is a trip-planning tool that offers an easy way for your hotel to interact with potential guests. When browsing a hotel on TripAdvisor, travelers can scroll down to the bottom of the page and enter a question in the designated box.

A representative of your hotel, past reviewers, and other members of the TripAdvisor community can then provide timely answers and feedback. This gives your hotel the opportunity to set travelers’ expectations by giving them all the information they need to choose your property for their next trip. The tool basically offers a more personalized version of the already popular TripAdvisor forum. Travelers can ask questions specific to your hotel like, “What time is breakfast served on weekdays?” or “We are planning to visit in December, will the renovations be complete by then?”

How Your Hotel Can Get Involved

When a new question comes in, your property’s registered TripAdvisor email will receive a notification. Login to your hotel’s TripAdvisor page to address the traveler’s inquiry as directly and concisely as possible. Responses must be family-friendly, original, and cannot include links or contact information. As a property representative, your response will automatically go to the top of the responses, giving it priority and authority over the comments from the rest of the TripAdvisor community. TripAdvisor community comments are sorted based on upward and downward votes by the rest of the users. As a hotel representative, you can answer the same question multiple times if something has changed at your property over time.

Other hoteliers in the same market will not be able to answer traveler questions for your hotel.  Additionally, competing hotels in the area cannot ask questions about your hotel. These rules have been implemented by TripAdvisor to combat spam on the site.

5 Ways TripAdvisor Questions & Answers Benefits Hoteliers

  1. Hoteliers can engage with potential guests before the purchasing stage
  2. Hoteliers have the ability to answer questions more than once, keeping the information as correct and up-to-date as possible. This is particularly useful because OTAs and local listings are not always updated every time there is a change on property, which can confuse shoppers. This platform allows travelers to get clarification on necessary information and eliminate confusion.
  3. Hoteliers can help humanize the hotel brand by showing guests that the hotel cares about their questions and concerns and takes the time to respond. Guests appreciate personal interaction!
  4. Hoteliers can improve their overall image by being honest and proactive. Not only does the person who asked the question appreciate the response, but other hotel shoppers will respect the hotel for responding as well.
  5. Hoteliers can essentially audit their communication. What messages are clear across their channels and which messages need to be reworked?

In the first example below, the Marriott Oakland City Center effectively uses the Questions & Answers tool to communicate with potential guests. The hotel representative provides a brief but detailed answer to the traveler’s question in a timely manner. Now that the guest is well-informed, she can book an accessible room at the hotel with confidence.

In the example below, the hotel has the opportunity to reassure a guest so he does not cancel a block of rooms. However, no one from the property has responded to the guest, who asked the question 7 days ago. The hotel’s failure to respond is detrimental to the hotel, since they will likely lose this reservation.  Plus, as you can see in the screenshot below, another TripAdvisor community member responded with her own warning to avoid the hotel, so the hotel’s silence will likely negatively impact the hotel’s reputation.

5 Things to Keep in Mind before Getting Started

  1. Make sure your property is registered and that you have a designated staff member to answer questions in a timely manner. If travelers are inquiring about your property, they are probably ready to book. Don’t miss out on the opportunity to convert shoppers into guests!
  2. Balance your answers with brevity and helpfulness. Readers don’t want to sift through a lengthy response to find the answer to their question.
  3. Emphasize the positive. If the answer to a traveler’s question is “no”, supplement it with a positive remark. For example, if a guest asks whether you have a spa on-site and the answer is no, let them know that you have two top-rated spas less than 5 minutes from the hotel and that your concierge is more than happy to assist with scheduling and directions.
  4. If you are seeing travelers ask the same question time and time again, think about how you can display the information more clearly on your website, OTAs, and social media.
  5. Although you want to respond to questions quickly, make sure you also evaluate your answers carefully before posting them. Answers can receive positive and negative votes from the community, so think about rephrasing your answers to ensure they are viewed as helpful and the votes are positive.

TripAdvisor’s new Questions & Answers feature is a valuable tool for your hotel and potential guests since it opens up a direct line of communication. Don’t miss out on an opportunity to engage with travelers, improve your property’s online reputation, and convert shoppers into hotel guests.