HOTELS with a greater number of reviews, photos and videos see a notable increase in travellers’ interaction with their property pages, according to a study by TripAdvisor of the factors most likely to increase traveller engagement as measured by an increase in page views.
The study found that a greater number of reviews attract more attention from travellers, as Asia-Pacific accommodations with as few as 11+ traveller reviews see 10 per cent more engagement than hotels with fewer reviews. Hotels with 50 or more reviews on the site see 42 per cent more engagement with travellers than those with 10 or fewer.
In addition, TripAdvisor discovered that having more content such as photos and videos on hotel pages impacts traveller engagement with Asia-Pacific accommodations.
Asia-Pacific properties with 30 or more photos garner 49 per cent more engagement than hotels with 10 or fewer photos. As for video content, hotels with at least one video achieve about 32 per cent more engagement than properties without a video.
The study also revealed that in Asia-Pacific, hotels that post management responses to traveller reviews through its free online marketing tool, TripAdvisor Management Centre, not only see a higher rate of engagement with travellers, but also tend to see higher ratings on the site.
Asia-Pacific properties with more than five management responses see 18 per cent more engagement from travellers than hotels with less than five management responses.
