TripAdvisor has announced the results of its
first ever restaurant engagement study, uncovering which factors
drive the most engagement from consumers researching places to eat
on the website’s restaurant pages.
The study analysed data such as number of
reviews, management responses, photo content and the presence of
opening hours across a representative sample of restaurants to
reveal which factors most encourage consumers to look for more
information about a restaurant, through clicks on their
Two of the key findings from the study are that photos are essential
for restaurant businesses, and higher management response rates
drive up average review ratings. The study also revealed that both user
and manager generated content can make a restaurant’s profile far
more compelling to consumers researching on TripAdvisor.
Factors that drive the most engagement on
1. Overall number of photos (submitted by both users
2. Number of photos submitted by management
3. Total number of reviews
4. ‘Opening hours’ displayed
Diners are keen to preview what kind of food
they might expect to find, as well as how the restaurant looks.
Just going from not showing any photos to having photos on
TripAdvisor restaurant pages results in 73% more engagement
from users. Restaurants with more than 35 pictures see an increase
of 107% in the level of engagement (compared to restaurants
with no pictures).
Open or Not
Displaying opening hours has a significant impact – those
restaurants that display their opening hours on TripAdvisor see an
11% increase in engagement from potential patrons.
also shows that responding to reviews is beneficial for
restaurants, not only to ensure that they are able to get their side of the story across but also in terms of increased engagement
levels from visitors to their business pages on TripAdvisor. Travellers are 12% more engaged on restaurant pages where
the owner posts management responses.
in the conversation also has a positive impact on the overall
rating for a restaurant on TripAdvisor, meaning the more reviews the
management responds to, the higher the average review rating.
Average review rating vs. rate of response for recent
0% response rate = 3.91
average review rating
5%- 40% response rate = 4.02 average
40% - 75% = 4.06 average review rating
75%+ response rate = 4.21 average review rating
"The results of this study clearly demonstrate the importance of
both user and manager generated content on restaurant pages,"
said Severine Philardeau, VP, Global Partnerships,
TripAdvisor. "Prospective diners want to know what kind of
experience they can expect from a restaurant before selecting
where to eat, showing more interest in businesses that have
pictures and plenty of reviews to help them make their dining
decision. When selecting a restaurant, 50% of traveller
usually or always reference TripAdvisor reviews before making a
decision. Restaurant owners should be encouraging their diners to
share their experience by posting reviews and pictures on
TripAdvisor. Just as importantly, they need to respond to reviews,
as the study shows that increasing the frequency of management
responses has a measurable impact on average review ratings."
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