INSIGHTS & ARTICLES

Why Tripadvisor matters in the travel and tourism landscape

While Google Reviews have become somewhat of a “gold standard” in the online review space, specialized platforms like Tripadvisor offer unique value, particularly within niche industries such as travel and tourism. Tripadvisor in particular is an invaluable tool for travelers as they research and plan—a stage of the travel journey when reviews have significant sway.

According to a survey conducted by the brand, 80% of respondents read at least 6 to 12 reviews before making their decision, and more than half (53%) of users will not book a hotel that does not have reviews on their site.1  In this context, Tripadvisor is widely regarded as a trusted source for travel planning, often surpassing even personal recommendations and traditional guidebooks in perceived reliability.

Google reviews are ideal for local discovery and quick decision validation. Tripadvisor, on the other hand, excels in supporting in-depth research and serves as a powerful marketing and discovery tool for the hospitality industry. 42% of customers trust reviews as much as personal recommendations from those closest to them, and a 10% increase in review volume boosts online bookings by more than 5%”.2

On Tripadvisor, reviews are not isolated comments; they augment business listings and actively support travelers throughout their planning and decision-making processes. Investing in a robust and consistent review-gathering process is therefore essential for maximizing the benefits of customer feedback.

Tripadvisor ratings are presented on a 1 to 5 “bubble” scale. Internally, these ratings are calculated to the nearest tenth, though they are visually displayed rounded to the nearest half bubble.

However, your Tripadvisor ranking on results pages is determined by more than just this high-level rating. It is driven by their Popularity Index, a proprietary algorithm that assesses a business’s performance based on several key factors:

While a high star rating (4 or 5 stars) is important, review quality also emphasizes descriptiveness. Reviews rich in detail offer greater value to potential guests, which positively impacts your algorithmic standing.

The volume of reviews is another significant factor. It’s possible for a business with a slightly lower average rating (e.g., by 0.5 stars) but a significantly higher number of reviews to rank better. A larger volume of feedback provides a more comprehensive and accurate representation of the business. 

Recent reviews are weighted more heavily than older ones, as they offer a more current portrayal of the customer experience. This encourages businesses to consistently deliver positive experiences rather than relying solely on past reputation.

A steady stream of reviews throughout the year can lead to better rankings compared to businesses with significant fluctuations in review volume. This consistency is interpreted as an indicator of reliable customer experience.

Actively responding to reviews, both positive and negative, is another critical piece of your Tripadvisor ranking and reputation-boosting strategy.

When businesses engage with reviews, it signals a commitment to customer satisfaction: 62% of users agree that seeing hotel management responses to reviews generally “makes me more likely to book it (versus a comparable hotel that didn’t respond to travelers)”3 Responding to negative reviews in particular demonstrates a willingness to address concerns and make improvements, which helps build customer trust and loyalty.

Investing in a strong Tripadvisor review strategy is a valuable complement to your efforts on other platforms, including Google reviews. For travelers, Tripadvisor is more than just a review site; it’s a rich resource offering detailed accounts of experiences with your brand, aiding them in making informed decisions about their travel expenditures.

Consistently capturing a high volume of reviews—particularly from your most satisfied customers—and engaging thoughtfully with all feedback are key to ranking highly on the Tripadvisor Popularity Index. This not only enhances your online reputation but can also directly translate into increased booking inquiries and, ultimately, greater sales and revenue.

Find out how to boost reviews by improving their quality and quantity, and attract more people to your business by booking a demo.

References:

1. Eighty percent of TripAdvisor users read at least six to 12 reviews before choosing a hotel. TripAdvisor, 2014.
2. Local Consumer Review Survey. BrightLocal, 2025.
3. TripAdvisor, 2014.

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