Many hoteliers have written Tripadvisor off as a relic from the 2010s. It doesn’t drive bookings like it used to, so it quietly slipped down the priority list.

But here’s the catch: while hotels forgot about it, guests didn’t.

At Surf Office, we’ve seen this firsthand. Corporate clients booking retreats almost always peek at Tripadvisor before confirming a hotel.

‍It’s a silent sales touchpoint nobody talks about.

‍So, dust off your profile. Reply to reviews, ask happy guests to leave one, and check that your photos and descriptions are up to date.

Because while Tripadvisor may not send you direct bookings, it could still be tipping that scales in your favor.