Η TripAdvisor αναβάθμισε τον αλγόριθμο κατάταξης ξενοδοχείων – Πώς θα ανεβείτε στην κατάταξη;
Η TripAdvisor αναβάθμισε τον αλγόριθμό της για να επιτύχει πιο ακριβή παρουσίαση των επιδόσεων μιας επιχείρησης στο χρόνο. Ο αναβαθμισμένος αλγόριθμος χρησιμοποιείται πια ευρέως στην πλατφόρμα και οι αξιολογήσεις έχουν σταθεροποιηθεί. Στόχος είναι μια μονάδα να έχει σταθερή αξιολόγηση.
Τα κριτήρια για τον αναβαθμισμένο αλγόριθμο, είναι:
- Ποιότητα – Οι αξιολογήσεις των χρηστών, ως τμήμα την κριτικών τους, συνεχίζουν να χρησιμοποιούνται στην αξιολόγηση των μονάδων.
- Χρονική εγγύτητα – Οι πιο πρόσφατες κριτικές θεωρούνται και πιο πολύτιμες.
- Ποσότητα – Ο αριθμός των κριτικών είναι ένδειξη για τη μονάδα. Όταν ένα ξενοδοχείο έχει περισσότερες κριτικές από ένα άλλο, δεν σημαίνει ότι θα ευνοηθεί στην αξιολόγηση, αλλά ότι με βάση αυτές θα συγκριθεί με τα άλλα ξενοδοχεία.
Δείτε τη δήλωση:
We recently made some changes to the Popularity Ranking on TripAdvisor. Read on for more background on how the algorithm used to rank accommodations, attractions and restaurants has changed.
Why We Changed the Popularity Ranking Algorithm?
Over the past decade, the volume of reviews and opinions on TripAdvisor has increased exponentially – from six million in 2006 to over 350 million in 2016. Today travelers are adding 200 new contributions to the site every minute.
Due to the speed at which travelers are sharing their experiences on TripAdvisor, we found instances where a newly listed property was able to skyrocket to the top of the rankings on relatively few 5-bubble reviews. We called these properties “fast-risers.” Over time, TripAdvisor travelers would submit more reviews on the fast-risers, causing them to settle into more stable, accurate rankings. Unfortunately, while this transition was happening, TripAdvisor consumers may not have been seeing the most accurate rankings for the destination. Fast-risers would temporarily enjoy higher positions before falling significantly in the rankings, and other businesses would appear lower than they would have otherwise.
To improve our site experience for travelers and businesses alike, we’ve enhanced our Popularity Ranking algorithm. The enhanced ranking results in a more accurate representation of a business’s performance over time. These changes were not undertaken lightly and were carefully designed and tested to improve our rankings algorithm in some very specific ways, while maintaining the accurate standings of existing properties with great reputations among TripAdvisor members.
In designing the enhancements, we analyzed the hundreds of millions of reviews we’ve received over the past 15 years and how they impacted the rankings of properties over time. Based on this research, we designed the enhanced Popularity Ranking algorithm to value the quantity and consistency of reviews more significantly than we have in the past. Doing so helps stabilize the ranking for all businesses, reduces fast-riser behavior and creates a more accurate overall ranking for our travelers. We’ve tested the enhanced algorithm extensively – both internally and by analyzing how travelers interacted with the site as we’ve gradually rolled it out.
When did this happen?
In January 2016, we switched to using the enhanced Popularity Ranking algorithm for Restaurants and Attractions on TripAdvisor. Between February and April, we rolled out the algorithm for Hotels. During the roll-out, there were some cases where the rankings would move independent of new reviews being collected. Those ranking changes were due to the enhanced algorithm accounting for more and more of the calculation for each property over time.
The enhanced algorithm is now being used on the vast majority of the site, and the resulting Popularity Rankings have stabilized.
How the Enhanced Popularity Ranking Algorithm Works?
Our goal was to design an enhanced algorithm where a property settles into a stable ranking more quickly and avoids the fast-riser behavior. The Popularity Ranking continues to be based on the quality, recency and quantity of reviews that a business receives from travelers. The final algorithmic input, for a small set of properties that violate our guidelines, are fraud penalties that exist to protect the integrity of the content on TripAdvisor.
The bubble ratings provided by travelers as part of their reviews continue to be used to rank properties. All other things being equal, a property with more 4- and 5-bubble ratings will rank higher than a business with lower bubble ratings.
We believe that recent reviews are more valuable to our travelers than older reviews. They give a more accurate representation of the current experience at the property. To take this into account, we continue to give more consideration to fresh reviews over those that were written in the past. This means that reviews – even excellent ones – that are more dated will not count as much towards a property’s ranking as a review written last week. Even though these reviews do not have as much weight in the ranking, they are still visible to travelers in the Traveler Rating bar chart, in the overall bubble rating on each listing as well as in the review history.
The number of reviews is a critical indicator to TripAdvisor travelers about a property. TripAdvisor consumers read multiple reviews to help form a balanced opinion on a business and tend to have more confidence in their decisions when they see agreement across a large set of fellow travelers’ reviews.
The enhanced algorithm quantifies this intuitive notion of confidence in a statistical way. As we accumulate more reviews on a property, we have more confidence in the potential experience it provides to guests. Once we’ve reached a critical mass of reviews, we’re able to more accurately predict that property’s ranking.
When we talk about quantity of reviews, it is important to note that a property doesn’t have to have more reviews than others. It just has to have enough reviews to allow for a statistically meaningful comparison to other properties. For instance, a business with 110 reviews isn’t necessarily going to be rated higher than one with 100 reviews that were received in roughly the same period of time. This is because they both have enough reviews to make us confident in the potential travel experience they can deliver.
Putting It All Together
- More reviews are better than fewer reviews;
- Good reviews are better than poor reviews; and
- Recent reviews are better than older reviews.
These factors interact to determine a property’s Popularity Ranking.
For example, the quality and quantity of reviews are compared to assess the consistency of the experience provided by the property. The new algorithm does a better job of rewarding consistently good behavior: A property that has many consistently good reviews will rank higher than one that has many reviews, some of which are good and some of which are poor, all other things being equal. That’s because we can have more confidence in our ranking if a large number of travelers are reporting consistent experiences at that property.
Similarly, recency and quantity of reviews are closely linked. When a property has lots of recent reviews, they are more highly-valued in our calculation because they improve our confidence in the current experience at the property. A large number of reviews that are several years old will not provide TripAdvisor or our travelers with as much confidence on what the property is like today.
Impact on Smaller Properties
Some smaller properties have expressed concern about the increased weight on the quantity factor. In practice, our analysis found that while smaller properties tend to receive fewer reviews because they have fewer customers, the personalized attention, service and care that they can provide often results in more of their guests being willing to write reviews. As a result, we’ve found that smaller properties are still able to compete with larger competitors.
Some Questions and Answers
Why has my property been moving, even though I haven’t gotten bad reviews?
Properties were seeing some movement while the enhanced algorithm rolled out. The vast majority of these changes are now completed and rankings should be stabilized.
Why has my property been dropping?
It is likely that we either don’t have enough reviews of your property or that the reviews that we do have are not recent. It is also possible that your property may have been a “fast-riser” in the previous algorithm and has now readjusted to a more accurate ranking that reflects your consistency over time.
Why is Property A above Property B?
In most cases, this is because A has a statistically better set of reviews (based on quality, quantity and recency) than B and we’re more confident of the experience it can offer to potential guests.
Why is Property A above Property B when Property B has more reviews?
If their average ratings are identical, this is most likely due to B having older reviews than A. Older reviews count for less, so even though the “raw average” of B, as shown on the Traveler Rating bar chart, looks better, we rank A higher. It’s also possible that A has a more consistent set of reviews than B. Finally, it could be that B is under a fraud penalty.
Do Management Responses factor into the Popularity Ranking?
Management Responses are not factored into Popularity Ranking. However, research shows that when an owner responds promptly and professionally to a review, addressing any specific complaints as well as the positive comments, it can make a big impact on prospective customers. Our surveys show that 85% of travelers say that a thoughtful response to a review improves their impression of a hotel and 65% are more likely to book a hotel that responds to reviews versus a comparable hotel that doesn’t.
Does having a commercial relationship with TripAdvisor impact my ranking?
No. A business’s commercial relationship with TripAdvisor has absolutely no impact on Popularity Rankings. This includes accommodation partners who use meta-search, Instant Booking and Business Listings; as well as restaurants that partner with TheFork and attractions that partner with Viator.
While we think it’s helpful to be able show consumers whether you have availability for their search dates and help them book, or provide a website link or phone number, these have never been part of the ranking algorithm.
How often is the Popularity Ranking calculated?
The ranking is re-calculated daily based on new reviews received that day.
Do the sub-ratings (cleanliness, service, etc.) impact my ranking?
At the moment, the sub-ratings do not factor into the ranking calculation. However, they do provide travelers with valuable information on your business.