A hotel's popularity ranking on TripAdvisor is as vital is its rating, and the best way to improve it is by paying attention to guest feedback, speakers said during a webinar entitled "Climbing TripAdvisor's Popularity Index." "The popularity index is an important part of travelers' decision-making process. Certainly everyone wants to see their hotel move up so they can be seen by more potential guests," said Brian Payea, TripAdvisor's head of industry relations. Popularity is also linked to the number of reviews for a hotel, so encouraging departing guests to write a TripAdvisor review would be helpful, Payea said.

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