In order to better understand what entices consumers to consider booking a particular restaurant, TripAdvisor analyzed its internal site data to determine how consumers interact with particular types of page content.
Some key findings from the 2017 Diner Engagement Study include:
- Diners spend double the amount of time viewing TripAdvisor restaurant listings that have at least 20 reviews, compared to similar restaurants with no reviews. Consumers on TripAdvisor want to unleash the full potential of their dining experiences. They often read multiple reviews when choosing where to eat.
- Owners who respond to at least 1% of reviews see twice as much diner engagement with their TripAdvisor listings.
- Restaurant listings with a single management photo incur up to 44% more interaction than a restaurant with no photos. Diners are eager to preview the appearance of the restaurant and the food they can expect to find there.
- Restaurants that display hours of operation on their TripAdvisor listing have an average of 36% more diner engagement than restaurants without them. In order to make their dining decisions, TripAdvisor users need up-to-date business details. Adding detailed business information to your listing provides authenticity that consumers embrace as they decide where they’d like to eat.
Prospective diners want to know what they can expect from a restaurant before reserving a table, and they engage with restaurant listings that provide the right content to help them choose the best option for them.
The 2017 TripAdvisor Diner Engagement Study clearly indicates that potential customers spend more time browsing the pages of restaurants that o er extensive decision-driving content. Restaurant managers
can take advantage of this trend by actively connecting with their TripAdvisor listings; encouraging new reviews, responding to those reviews, uploading fresh photos, and ensuring their business details are correctly listed on TripAdvisor.