TripAdvisor Reviews: A Guide for Business Owners

Dhiraj Nallapaneni

8 min read Last Updated Jan 10, 2023

Graphic design of a women checking out TripAdvisor reviews on her mobile device.

TripAdvisor is one of the biggest hotel and travel review platforms. TripAdvisor reviews can help introduce your business to new customers. In this article, we’ll talk about how you can optimize your business’s presence on TripAdvisor. 

Why is TripAdvisor Important? 

Originally started in 2000, TripAdvisor was envisioned as a kind of online travel guide. However, the focus of the site switched when the founders saw the feature that users were gravitating towards. The most-used feature was the reviews posted by travelers. Reviews helped to provide clarity on the best businesses and attractions in cities all over America and helped travelers understand the opinions they cared about the most: those of their fellow travelers.

Nowadays, TripAdvisor is a review site that helps travelers discover locations like hotels and restaurants. TripAdvisor is a great opportunity to ensure that your business is getting discovered by tourists and travelers. The site currently averages around 390 million monthly unique users. That means a TripAdvisor listing has the potential to be viewed by many people from all over the world. 

How to Claim Your TripAdvisor Listing 

The first step to getting started on TripAdvisor is to claim your TripAdvisor business listing. Most of the time, existing businesses will already have a listing. Users can initiate the creation of your profile by reviewing your business. You can check to see if your TripAdvisor listing already exists at

If your business listing already exists on TripAdvisor, here’s how you can claim it. 

  1. Enter Your Information 
    Before you start entering your business’s information, TripAdvisor will ask you a couple of questions about you. The site asks for your name, your position, and your email address. Make sure that this is an inbox you check regularly, as this will be how TripAdvisor will communicate with you. 
  2. Enter Your Business Information
    Now it’s time to fill in basic data about your business like official name and address. If you want to change your business’s name later, you will have the option to do so.  
  3. Drop Your Business Map Location
    Here’s a feature that you won’t see on most other listing sites. In this section, you’ll have the option to drop a pin near your business’s entrance on the map. This is meant to help travelers more easily locate your business. If your business doesn’t have an entrance, drop a pin at the “geographic center”. 
  4. Add Contact Information
    Now you can add information that will make it easier for customers to contact you. Add your business phone number and email address so that customers can reach out to you easily. 
  5. Provide Business Details 
    Next, TripAdvisor will ask you to provide details about your business. This varies based on the type of business you have. For example, a restaurant might have to provide information on what type of cuisine they serve. 
  6. Describe Your Business 
    This description can help show off your services and your brand’s unique personality. In this section, TripAdvisor also recommends you add information such as your hours of operation, whether your business is okay for children and groups, and things that will help your business attraction. 
  7. Add a Business Profile Photo 
    Don’t worry, we’re almost done. At this point, you’ll be asked to add a business profile photo. Since this photo will serve as a first impression for your business, be sure to add a high-definition picture that shows off the strength of your services. 
  8. Wait for Verification
    After you hit “Submit”, TripAdvisor editors will review your application and then send you a confirmation email. The process takes around 5 business days. 

    Once your application is accepted, you’ll be able to respond to customer reviews, update your business information, answer customer questions, and add photos and videos within TripAdvisor’s Management Center. 

Optimizing Your TripAdvisor Listing 

Once you’ve claimed your TripAdvisor listing, it’s important to optimize it. An optimized listing can help your business look more appealing to prospective customers and rank higher in search results. 

Add photos

TripAdvisor gives you the option to add an unlimited number of photos. According to the site, businesses that add more than 35 reviews see 41% more engagement. 

Just like with your profile picture, make sure that you’re adding high-definition photos that show off the best of your business’s services. After all, a picture tells a thousand words. 

Keep your information up-to-date

If your business moves addresses or changes phone numbers, be sure to update your TripAdvisor listing. Remember, inaccurate listing information confuses your customers and hurts your business in search results. Remember, Google values consistency in business listings.

Want to see how accurate your business listings are across the Internet? Check out our free business listings scan.

Add a “Book Now” button

If you are a hotel, you may be eligible for TripAdvisor’s “Book Now” button on your listing.

However, there is a catch. Businesses with the “Book Now” button need to pay a commission to TripAdvisor for every booking. So before you pull the trigger on the “Book Now” button, make sure that it’s going to have a positive impact on your business. 

Get More Reviews on TripAdvisor 

TripAdvisor encourages businesses to request their customers to leave reviews. Reviews are one of the biggest factors encouraging customers to check out new businesses. Studies show that an overwhelming 92% of customers consult reviews before making any kind of a purchase decision. 

Here are a few tips to collect reviews on TripAdvisor: 

Remember, customers are most likely to leave a review when the process is easy. Most of your customers are more than happy to leave a review since they understand all of the ways a review can help your business. 

The problem is this: very few people are going to look up your business and leave a review on every possible channel. So if you want more reviews on TripAdvisor, it’s important to send a message to your customer that links directly to your profile. 

Be timely with review requests

Customers are most likely to leave reviews when you are timely with your request. If a customer gets a review request a month after dining with you, they might not even really remember how they felt at the time. Be sure to send your review requests on the same day that the transaction took place, when your business is fresh in your customer’s mind.

Don’t give incentives for reviews

Like most review sites, TripAdvisor does not allow incentives for reviews. Remember, TripAdvisor wants to maintain a space where reviews are authentic, and incentives can lead to bias. TripAdvisor has a dedicated team that looks out for suspicious reviews. If you’re caught incentivizing reviews, the reviews will be marked as suspicious and your reviews will be removed. 

Your customers wrote reviews. Now what?

Of course, the story isn’t over when you get more reviews. Once you have reviews it’s important to respond to your reviews. Responding to reviews is an easy way to engage with your customers. In the case that you have an upset customer, it can be a great way for you to help solve a potential problem. 

Here’s how you can respond to reviews on TripAdvisor: 

  1. Click the “Reviews” tab in the top menu. Select “Respond to Reviews.”
  2. Click the TripAdvisor review you want to respond to in the left-hand sidebar. 
  3. Enter your review response into the form provided. 
  4. Click submit. 

Advertising on TripAdvisor  

TripAdvisor also offers paid advertising for businesses. There are two different ways you can pay to promote your business: TripAdvisor Premium and TripAdvisor ads.

TripAdvisor premium

TripAdvisor Premium is a feature available only for restaurants.  Here’s how the feature can make your restaurant look better to potential customers.


Instead of the static image that is included on a standard profile, TripAdvisor Premium gives you the option to include a moving storyboard. A gallery can be a great way to show off everything your business has to offer.

Favorite reviews

Do you have a glowing review that perfectly describes what your business has to offer? With the TripAdvisor Premium feature, you can pick a Favorite Review which will be featured towards the top of your profile. 

Top 3 reasons

This feature allows you to select the Top 3 reasons why a customer would choose your restaurant. For a restaurant, this might be something like “Elegant atmosphere” or “Fantastic service”. This section appears between Overview and your TripAdvisor reviews. 

TripAdvisor Premium also offers you insights that allow you to compare your listings to your competitors. You’ll be able to see your page views and your ranking compared to other restaurants in your area.

TripAdvisor ads

Just like Google and TripAdvisor also allows paid advertising. The advertisements go to targeted audiences who are looking for businesses that are similar to yours. TripAdvisor charges you every time someone clicks on your ad. 

Collect reviews with Birdeye

Birdeye integrates with TripAdvisor and 150+ other review sites on the Internet. With Birdeye, you can collect, monitor, respond, and leverage reviews easily from your dashboard.

R2R masterclass guide

Originally published Nov 27, 2019, updated