Checking in to TripAdvisor’s Hotel Popularity Index

Credits: USA Today – Travel By: Laura Bly

‘To many hoteliers and their guests, TripAdvisor’s Hotel Popularity Index — a destination-specific ranking based on quantity, quality and recency of content written about the hotel on the site — is an indispensable and influential tool.’

‘While TripAdvisor “does a good job for a lot of people, its popularity index can be easily and significantly manipulated,” claims Chris Emmins of Kwikchex, a British reputation management firm. Earlier this year, Britain’s Advertising Standards Authority upheld a complaint from Kwikchex and two hotels which argued that wording on TripAdvisor’s U.K. website was misleading because the company couldn’t prove reviews were genuine or from real travelers.’

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