After beta testing since November 2012, TripAdvisor have just launched Review Express, a feature that enables accommodation providers to bulk upload up to 1,000 guest email addresses at a time, add a message with a personalised logo, and then TripAdvisor will email guests in the accommodation providers' name to prod them to write a review.
TripAdvisor will be effectively piggybacking on the databases of motivated properties that wish to boost their number of reviews within a short time - and assuming the solicited reviews are positive, there is an opportunity for these properties to rise up the ranks to gain valuable exposure.
Larger accommodation providers that are already successfully direct marketing to their guest databases will need to weigh-up if a separate controlled email via TripAdvisor could undermine their core marketing efforts - especially loyalty programs.
It is possible that small to medium sized properties without a direct marketing program could use TripAdvisor's new easy-to-use online tool as a simplified total direct marketing solution.
Users will see a message underneath TripAdvisor reviews solicited in this manner that reads: “Review collected in partnership with (accommodation provider's name).
TripAdvisor has produced the following video on Review Express for operators:
