Travelodge is incorporating TripAdvisor’s seamless Review Collection Solution into its customer satisfaction surveys.
The solution aims to help the hotels within the budget chain improve their online reputation by enabling customers to write and submit a review as they complete guest satisfaction surveys.
By integrating this service, Travelodge hotels stand to see a significant increase in the number and freshness of their reviews on TripAdvisor – two of the key elements affecting the Popularity Index ranking for accommodation on the world’s largest travel site.
Older Travelodge property reviews, submitted before renovations to hotels were made, will be removed from the site.
More than half (53%) of respondents to a recent PhoCusWright report, commissioned by TripAdvisor, said that they will not book a hotel that does not have any reviews on the site.
The deal comes as Travelodge spends £223 million to revamp rooms as part of an overall refurbishment plan and brand relaunch next year.
TripAdvisor global partnerships vice president Severine Philardeau said: “This is the first time a hotel group has embraced TripAdvisor reviews as such an integral part of their renovation plans, placing the customer feedback they collect through TripAdvisor’s review collection solution at the heart of their operations, from product and marketing, through to staff and service.
“This move will make it easier for Travelodge to leverage the power of online reviews as a megaphone for traditional ‘word-of-mouth’ recommendations.”
Travelodge chief executive Grant Hearn said: “We are delighted to be working with TripAdvisor; not only are we gaining further insight from our customers regarding our product and services but we are also reinforcing our commitment to be open and transparent.
“The site is renowned for its open and honest approach and since we started our partnership with TripAdvisor, 31 of our hotels have been awarded the TripAdvisor Certificate of Excellence. Also the number of click-throughs from the TripAdvisor site to our website has more than doubled.
“Today, TripAdvisor accounts for more than 1,000 click-throughs to the Travelodge website every week.”
He added: “Our partnership with TripAdvisor plays a fundamental role in helping us to communicate our £223 million brand investment and will be a key communication tool when we re-launch our brand next year.”