A standout presence on Tripadvisor can transform an average season into an exceptional one.
With millions of travelers browsing the platform for their next experience each month, the best-rated tours and attractions know that consistent engagement, stellar customer service, and responsive review replies make all the difference.
Let’s explore the inner workings of Tripadvisor’s ranking system to determine how your tour or attraction business can best position itself on the platform.
- What are Tripadvisor rankings?
- How does Tripadvisor calculate rankings?
- Why does your ranking matter?
- 5 strategies to improve your Tripadvisor ranking
- 3 tour and attraction examples that improved their Tripadvisor rankings
What are Tripadvisor rankings?
Tripadvisor rankings reflect customer feedback, which on the largest travel review site on the Internet comes in the form of ratings and reviews. The feedback is meant to help travelers choose places to visit and activities based on honest advice from fellow travelers.
On the operator end, we deal with something called rankings. The ranking system uses various metrics to create a score for your business, which will determine where it stands on a list of options for guests browsing the platform. In other words, your business will be ranked based on customer satisfaction, consistency of reviews, and quality of experiences.
Higher-ranked businesses will catch customers’ eyes first, making your Tripadvisor ranking a critical factor in your guest’s decision-making process.
How does Tripadvisor calculate rankings?
Tripadvisor calculates its Popularity Rankings based on three main factors: quality, quantity, and recency of reviews. Here’s a closer look at how each impacts your standing and the ways you can improve:
Quality of Reviews: Higher ratings significantly boost your ranking, as they signal high guest satisfaction. Achieving these ratings starts with setting clear expectations by maintaining accurate, up-to-date information about your business on your Tripadvisor page, including photos. Delivering or exceeding those expectations during a guest’s visit ensures consistent positive feedback.
Quantity of Reviews: The more reviews your business receives, the better your chances are of ranking higher. Encouraging guests to leave feedback is essential to boosting your review count. Tripadvisor’s Management Center offers tools like Review Express, which allows businesses to send custom emails to past guests asking for reviews. Widgets, reminder cards, and flyers can also serve as practical tools to prompt feedback.
Recency of Reviews: Fresh reviews hold more weight in your ranking than older ones because they reflect recent guest experiences. Encouraging new reviews consistently is crucial for maintaining a competitive edge.
Why does your ranking matter?
A high ranking on Tripadvisor isn’t just a badge of honor; it’s a powerful marketing tool. Here’s why:
- Boosted visibility: Higher-ranked businesses appear at the top of search results, putting your brand in front of potential customers before they even begin scrolling. Every marketing director understands that more visibility = more bookings.
- An added layer of credibility: A great ranking sends a message that your business is trusted and loved by real people — which, in turn, builds credibility with those browsing your profile.
- Positive impact on booking revenue: At the end of the day, a higher ranking means more customers finding you, which translates directly into higher revenue. A strong ranking can result in a big boost in bookings, especially during peak travel seasons when travelers are looking to make big decisions quickly.
Think of your Tripadvisor ranking as a critical part of your marketing and sales funnel. The higher you climb, the more you’ll see the rewards in traffic, trust, and revenue.
How to interact with reviewers
Tripadvisor has a structured reviewer system that assigns different levels to users based on their contributions:
- First-timer: 1 review/photo
- Newbie: 2 reviews/photos
- Beginner: 3 reviews/photos
- Rookie: 5 reviews/photos
- Rising Star: 10 reviews/photos
- Ace: 20 reviews/photos
- Pro: 50 reviews/photos
- Superstar: 100+ reviews/photos
Focus on engaging with top-tier reviewers on Tripadvisor (those who have left 50+ reviews). Due to their credibility and expertise, their opinions often carry more weight than other users. Here are some strategies for responding to and engaging with these influential reviewers.
- Personalize your responses. Top-tier reviewers are accustomed to receiving generic responses from operators. A personalized touch will make your business stand out. Address them by name, thank them for any unique insights they shared, and acknowledge any particular experiences or highlights mentioned in their review.
- Highlight their expertise and thank them. Acknowledge that they’re an experienced reviewer, showing them that their opinion is continuously valued in the community. End your reply with a “thank you.” Let them know their feedback helps you improve your business.
- Offer a small gesture of appreciation. Consider offering them a small token of appreciation, such as a complimentary upgrade on their next visit, a discount code, or an exclusive experience. You can also invite them to reach out directly if they plan to visit again so you can make their experience even more special.
- Ask for advice. Top-tier reviewers have experienced many attractions and tours, so they know what makes up a great guest experience. Asking them to share any additional ideas or elements they believe could enhance the tour or attraction could bring you valuable insight.
- Keep the conversation going. Consider reaching out privately if they have questions or concerns, and keep the dialogue open if they have mentioned specific issues. Establishing a direct line of communication allows you to respond promptly to their problems and can turn a lukewarm review into a positive one.
5 strategies to improve your Tripadvisor ranking
At this point, you’re probably wondering how difficult it is to improve your Tripadvisor ranking. It’s certainly possible with the following strategies.
1. Encourage your guests to leave you a review
The best way to increase your ranking is by getting more positive reviews. Make it a habit to ask guests for feedback at the end of their visit. This tactic should be included in the training for your front-facing staff. Your customer service agents and tour guides should know that a simple, friendly reminder can be very effective. Additionally, you can send follow-up emails or texts thanking them for their visit and include a direct link to your Tripadvisor page for their convenience.
2. Respond to reviews (all of them)
Engaging with all reviews shows that you value customer feedback and care about guest experiences. Thank guests for their kind words and address any negative reviews professionally, offering an apology where necessary. Take a proactive approach to negative reviews, such as contacting the guest of the review platform to provide a solution.
Other guests will publicly see your responses. Answering both positive and negative reviews demonstrates your commitment to customer service and can influence potential guests browsing your page. Consider setting aside weekly time to monitor your Tripadvisor page and respond to new feedback.
Pro Tip: For tips on how to respond to negative reviews, read this post. For examples and templates to help you respond to positive reviews, check out this article.
3. Optimize your Tripadvisor profile
An up-to-date, attractive profile makes a great first impression on guests. And sometimes, that’s all it takes to convince them to book.
What makes a great Tripadvisor profile? If we observe the example shown above, we’ll notice that the page has the following:
- High-quality photos of real guests experiencing your attraction or tour
- Accurate information like tour duration, languages offered, and a list of what’s included
- Up-to-date business hours and prices
- A compelling list of highlights that tells the visitor what to expect
- Plenty of reviews
A well-maintained profile will help draw in more visitors. In other words, regularly reviewing your profile pays off to keep it current, highlighting new services, promotions, or special offers as you introduce them.
4. Keep your guests happy
Happy guests are more likely to leave positive feedback. The key to a happy guest is consistently excellent service. Training your staff thoroughly to ensure they understand the importance of exceptional customer service will directly impact the quality of your reviews. The feedback you receive can then be used to identify areas that can be improved upon, ensuring that you’re constantly evolving in the right direction.
5. Use social media
Encourage guests to connect with your Tripadvisor page by posting about it on social media. Posting guest testimonials and sharing stories from the feedback you receive can also drive more traffic to your profile. Establish a routine for social media posts that tie back to your Tripadvisor page, and track the effectiveness of these efforts to refine your approach.
3 tour and attraction examples that improved their Tripadvisor rankings
The Empire State Building becomes the top attraction on Tripadvisor
In 2024, the Empire State Building improved its ranking on Tripadvisor to become the world’s top attraction.
In recent years, the Empire State Building took on significant renovations — like upgrading its observatory experience, modernizing its amenities, and featuring immersive exhibits — to enhance the overall guest experience.
This led to over 300 reviews calling it a “once-in-a-lifetime” experience. The reviews consistently highlight the skyscraper’s unbeatable views, knowledgeable staff, and ease of access. It now boasts over 60,000 five-star reviews, making it an excellent example of how positive word-of-mouth can influence an attraction’s visibility and credibility on the platform.
Savannah History and Haunts Candlelit Ghost Walking Tour
This highly-rated Salem walking tour has a perfect 5-star rating from over 7,400 reviews and is recommended by 97% of travelers. The History and Hauntings of Salem Guided Walking Tour snagged a high rating thanks to its attention to detail, passionate guides, and immersive experiences.
In this experience, participants are guided through key landmarks of Salem’s storied past, such as a residence tied directly to the infamous Witch Trials, the McIntire District, Ropes Mansion garden, and the Burying Point, one of the oldest cemeteries in Massachusetts. The guide’s enthusiasm and expertise in storytelling bring to life tales of the witch trials and Salem’s haunting history, captivating guests throughout the experience. The option for a nighttime lantern-lit tour adds a unique ambiance and caters to those seeking a spookier adventure.
As a tour operator, there are a few takeaways here. A clear, detailed breakdown of stops, duration, and content enhances visitor expectations and satisfaction. Passionate guides who show genuine enthusiasm for the experience can be the differentiator between a good tour and an excellent one. Finally, offering alternative experiences, like a nighttime tour, caters to different audience preferences and adds a layer of exclusivity.
The Ahhh…Ras Natango Gallery and Garden
The Ahhh…Ras Natango Gallery and Garden in Montego Bay, Jamaica, relies heavily on Tripadvisor—with over 90% of its business stemming from its presence on the platform. As a top-rated destination and Tripadvisor Certificate of Excellence winner, it maximizes its exposure by featuring the Tripadvisor logo on brochures and using Tripadvisor’s Review Express to reach out to guests.
Personalized responses to reviews help foster strong connections, and visible Tripadvisor stickers instill visitor confidence. They also demonstrate attentiveness and adaptability by actively using guest feedback to improve their offerings, such as adding local cuisine based on visitor suggestions.
Key takeaways include consistently engaging with guests, valuing their input, and strategically leveraging Tripadvisor’s tools to build trust and visibility. This approach highlights how attractions can use reviews and guest feedback to grow their business and maintain a strong reputation online.
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Improving your Tripadvisor ranking requires a blend of providing exceptional guest experiences, maintaining consistent engagement, and optimizing how you showcase your business online. Understanding how Tripadvisor calculates rankings allows you to position your tour or attraction to capture more visibility. With dedication, your efforts can turn satisfied customers into your most powerful advocates, ultimately boosting bookings and building a standout reputation in your industry.
