The budget hotel firm, which is currently investing £223 million into a brand re-launch, claims the integrated approach is the first time a UK hotel chain has incorporated reviews at such a core level of their operation.
By incorporating reviews into customer satisfaction surveys, Travelodge believes it will see a significant increase in the number and freshness of reviews left for them on TripAdvisor – two key elements affecting the Popularity Index ranking for accommodation on the travel site.
According to Grant Hearn, Travelodge chief executive officer, the reviews will provide greater insight into the products and services the hotel chain offers, while reinforcing the firm’s commitment to be open and transparent.
“TripAdvisor is a crucial source of information for many of our guests, and raising our presence on the site is a natural way we can improve our communication with potential and existing guests,” he said.
Hearn added that the number of click-throughs from TripAdvisor to the Travelodge site had more than doubled since the firms first partnered up in May of this year, accounting for more than a thousand click-throughs every week.
Severine Philardeau, TripAdvisor’s vice president, global partnerships said: “This is the first time a hotel group has embraced TripAdvisor reviews as such an integral part of their renovation plans, placing the customer feedback they collect through TripAdvisor’s review collection solution at the heart of their operations, from product and marketing, through to staff and service.
“This move will make it easier for Travelodge to leverage the power of online reviews as a megaphone for traditional ‘word-of-mouth’ recommendations.”
The review is just one element of a £223 million investment programme by Travelodge, which has seen it launch a new room design and comprehensive refit schedule across its estate of 500 hotels.