Despite many hoteliers in the UK falling out of love with the website, which allows guests to post their own reviews of places they have stayed and eaten at, its recent ratings survey shows the average rating for UK properties at 4.09, compared with a global average of 4.04.
TripAdvisor for Business president Christine Petersen said hoteliers and B&B owners were evidently listening to feedback from postings on the site and making improvements to their businesses if needed. WhenTripAdvisor started collecting ratings in 2004, the average score for UK properties was just 3.48.
“In the last 10 years, there has been a rapid increase in the number of travellers posting reviews about where they have stayed, but today’s findings show the wealth of information now available hasn’t just benefitted other travellers, it has benefitted the industry as well," she said.
“Hotel and B&B owners have, it appears, clearly been listening to the free feedback they have received, and used it to improve the service they provide.”
As well as presenting the average rating for UK hotels, TripAdvisor highlighted the five English counties with the highest average for hotels and B&Bs in its findings.
Cumbria tops the list with hotels there receiving an average rating of 4.3 out of 5, followed by Cornwall (4.28), Northumberland (4.26), Devon (4.24) and Somerset (4.22).
The news of higher average ratings has been welcomed by many, particularly during a year when the UK will be hosting many major events, such as the 2012 Olympics and Paralympics and next weekend's celebrations for the Queen's Diamond Jubilee.
Jo Causon, chief executive of the Institute of Customer Service, praised the industry: "We know from Institute data that as customers we have become more demanding and a key differentiator for any organisation has to be on the service they deliver.
"What the TripAdvisor data shows is that where there is a genuine focus on delivering excellence in service this will be rewarded positively by the comments and recommendations customers post.”
Shadow Tourism Minister Dan Jarvis added: "2012 will be a year when the eyes of the world are fixed on Britain. We are rightly proud of our tourism industry and this year, right across the country, tourism will provide a hugely valuable boost to our local, regional and national economies. I know that businesses will be doing all that they can to maximise the potential of the Olympics and the Diamond Jubilee celebrations so that tourists can enjoy the very best of British hospitality.”