TripAdvisor is releasing some new analytics tools which enable hotel owners and managers to keep tabs on the competition.
Among the functions of the new TripAdvisor Management Dashboard, which is being rolled out on the company's global sites, is a feature which enables hotel owners to view a list of competitors' properties most viewed by the consumers who are also accessing the property's TripAdvisor page.
A free version of the TripAdvisor Management Dashboard is available today, the company says, and TripAdvisor Business Listings customers are to get an enhanced version "in the coming weeks."
The new analytics services goes beyond keeping tab of competitors' page views.
The free service documents a property's number of TripAdvisor reviews, popularity ranking and TripAdvisor rating; a summary of reviews and comments; tallies on consumer- and business-submitted photos; and the numbers on which countries are producing the most visits to a property's TripAdvisor page.
The free TripAdvisor Management Dashboard is available to anyone who has registered on TripAdvisor as a business representative of the hotel.
Business Listings' customers get those features plus trends graphs and performance metrics, including how a property measures up against competitors.
A special offers recommendation tool is also part of the dashboard package for Business Listings subscribers.
Business Listings customers add their direct-contact information, including a website link, email address and telephone number, to their TripAdvisor property pages.
The introduction of the TripAdvisor Management Dashboard and analytics service is an attempt to provide new services to hoteliers and to prod deeper engagement with TripAdvisor.
Christine Petersen, president of TripAdvisor for Business, says the tools provide hotels with "the metrics they need to succeed on TripAdvisor."