What are the pros and cons of creating a link on the hotel website to the customer reviews page of the hotel on TripAdvisor and displaying TripAdvisor reviews directly on the hotel website via the TripAdvisor Review Widget.

We have always recommended against both of these options. Here is why:

1. Creating a link on the hotel website to the customer reviews page of the hotel on TripAdvisor

This is a much simpler case. Have you looked at your property page and your customer reviews on TripAdvisor lately? Have you noticed that the page is full of advertisements by all the major online travel agencies (OTAs), all the major hotel brands, and many of your competitors?

By linking from your hotel website to TripAdvisor you are actively encouraging your potential customers to book with the OTAs or someone else. On the other hand, it is extremely expensive nowadays to bring visitors to your website (costs related to paid search, website development, SEO, hosting, email marketing, analytics, etc.), and you would not want to lose them that easily by sending them away.

2. Displaying TripAdvisor reviews directly on the hotel website via the TripAdvisor Review Widget

The TripAdvisor Review Widget is placed on the hotel website by uploading a special TripAdvisor code that