TripAdvisor vs. Google: Where to Invest

In short: For most properties, it is better to prioritize Google reviews because they impact local search and Maps, while still keeping your TripAdvisor profile active and updated. The most efficient approach is to ask all guests for a review at check-out and let them choose the platform.

The distinct roles of both platforms

Google Maps plays a key role during the local search phase ('hotels in [city]'), while TripAdvisor is often used as a comparison and research platform by those who are already evaluating specific alternatives—these represent two different stages of the guest's decision-making journey.

Why Google is increasingly critical for visibility

Google reviews directly influence rankings in local search results and on Google Maps, a discovery channel that currently captures a massive share of traffic, often exceeding that directed toward TripAdvisor.

TripAdvisor remains relevant for certain segments

For international tourism, especially from English-speaking countries, TripAdvisor maintains established authority: some guest segments still consult it as a primary reference before booking, particularly for multi-night stays.

The most efficient strategy: don't choose, integrate

Rather than choosing one platform at the expense of the other, the most efficient strategy is to request a review at the right moment (check-out) and let the guest choose the platform they feel most comfortable using—often, simply offering both options in a single request is sufficient.

Where to focus your limited time

If resources for actively managing reviews are limited, the practical priority almost always goes to Google due to the direct impact on visibility in local search, while still maintaining an active and updated presence on TripAdvisor without abandoning it.

How the TripAdvisor ranking works in brief

Beyond the average rating, TripAdvisor considers the quantity and recency of reviews to calculate rankings in the local hotel list: a hotel that is inactive for months loses ground even while keeping the same rating, whereas one that collects reviews consistently tends to rise.

What to do if platforms show very different scores

A significant gap between Google and TripAdvisor scores for the same property often indicates a different type of audience between the two platforms (e.g., more international tourists on TripAdvisor, more local clientele on Google): understanding this difference helps interpret the feedback received on each correctly, rather than treating them as equivalent sources.

Frequently Asked Questions: TripAdvisor or Google?

Which platform brings more bookings?

It depends on your audience: Google is decisive for those searching for "hotels in [city]", while TripAdvisor carries more weight for international tourism comparing properties. Look at where your guests come from and prioritize accordingly.

Can I ask for reviews on both?

Yes: offer both options at the same time and let the guest choose. Do not curate who to invite: the request should be made to everyone.

How many reviews are needed?

Consistency counts: a few reviews every week are worth more than many in just a few days. The Google review calculator tells you how many you need to reach your target average.

How do I make reviewing easy?

With a direct link or a QR code in the room or at reception. You can create them with the free Google review link generator. Also check out the page for hotels and B&Bs, with a 14-day free trial.

3 steps to take today

1. Check where your guests are coming from.
2. Prepare a single invitation with links to both Google and TripAdvisor.
3. Send it to everyone at check-out, every day.