A TripAdvisor profile can make or break a hospitality business.
While it has become commonplace for hotels and restaurants to check their TripAdvisor ratings on a regular basis, the process breaks down as the size of the business grows, causing brands with hundreds of locations to struggle.
The digital location marketing platform Uberall is trying to change that, partnering with TripAdvisor to help large brands track, monitor, and evaluate their online reputations across hundreds of locations in real-time.
The new partnership grew from customer demand, explains Uberall Co-Founder and CRO Josha Benner.
“This integration was one of our most requested for the year, and we moved to deliver for our users,” Benner says. “And TripAdvisor, knowing who our clients are, was very interested in partnering with us, as well.”
With its new collaboration in place, Benner believes brands will have an easier time accessing customer reviews across all of their TripAdvisor profiles and analyzing data to get a sense of sentiment at certain locations, making it possible for brands like Virgin Holidays and McDonald’s to have an easier time figuring out how to improve on local feedback.
“Ultimately, we can help brands deliver the [best] possible experience at each location for their customers,” he says.
It’s not uncommon for brands to receive much higher or lower ratings at certain locations than others. For example, customers at a Marriott in Lower Manhattan might rave about the room service, while customers staying at the same hotel chain in Dallas have nothing but negative opinions. By integrating its location marketing platform with TripAdvisor, Uberall is betting that it can empower brand marketers to respond to customer reviews in real-time and ultimately provide a more consistent online presence. As part of the collaboration, Uberall is also giving its customers access to their TripAdvisor reviews from the past three years.
“Not only are they able to monitor and analyze reviews, they can respond to feedback for all their locations through one central tool,” Benner says. “We are enabling a level of automation that just wasn’t there before. But it’s also location-specific. Each response can be location-tailored.”
This isn’t the first time Uberall has partnered with another technology platform based on demand from customers. The company already integrates with Yelp, Instagram, Google, Facebook, and Foursquare, allowing its target client—multi-location brands—to monitor reviews across multiple platforms. Still, Benner sees this integration as markedly different, in part because of the power that TripAdvisor holds over the hospitality industry as a whole and the growing number of hotel brands Uberall has added to its roster in recent years.
“Hospitality is actually one of our primary revenue drivers, along with retail, insurance, banking, franchise, and QSR,” he says. “We see this partnership as helping to support that existing brand roster, while also helping us grow our hotel business in the future.”
The partnership is also playing a role in Uberall’s overall growth, particularly in North America, where the company has been aggressive in scaling its reach.
“We raised nearly $30 million in funding to support that mission,” Benner says. “To do it, we are creating relationships with the right brands, whether it be TripAdvisor or Google, and are excited about the direction of our company.”
Stephanie Miles is a senior editor at Street Fight.