A hotel’s online reputation isn’t just a reflection of guest satisfaction—it directly influences bookings, revenue, and brand trust. A carefully managed review strategy will help you stand out, drive more direct bookings and improve your online presence.
How hotels can leverage review management to remain competitive and increase future bookings.
Why reviews are more important than ever
Travelers are increasingly influenced by the reviews of other guests when making a booking. Even a small improvement in ratings leads to significant growth, according to research. McKinsey says:
“Our analysis demonstrates that improvements in a product’s star rating—even an increase as small as 0.2 stars—can deliver meaningful growth in many categories… Even a small rise in score, such as an increase from 4.2 to 4.4 stars, often produced a meaningful improvement in sales.” (McKinsey, Aug 2021)
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It is clear that hotels who actively manage their reviews and respond to their guests’ feedback can have a direct effect on their bottom line.
Reviews: A Key Driver of Online Visibility
Reviews are not only important for consumer perceptions, but also have a major impact on search engine rankings. Google’s local search algorithm heavily incorporates user reviews, so higher ratings and positive feedback are likely to boost your hotel’s visibility in search results.
It is important to maintain a constant stream of positive reviews in order to increase your visibility on search engines and online booking platforms. How can a hotel do this effectively?
Do’s and Don’ts of Review Management
✅ Encourage More Reviews
More reviews will make your hotel appear more reliable and appealing to guests. Encourage your guests to leave feedback on their experience by sending them emails after their stay, using review cards with QR code, displaying signage at the hotel, and engaging with them directly during their visit.
✅ Do: Respond to Every Review—Good or Bad
It is important to respond to reviews from guests on popular platforms such as Google, Expedia Booking.com TripAdvisor and Agoda. This will help you build trust and improve your hotel’s image. Professional responses in a timely manner are a great way to show that you care about the feedback of your guests. Engagement with customer feedback is not only an excellent way to demonstrate great customer service, but it also increases guest loyalty. Professional, courteous responses to negative reviews will turn a dissatisfied customer into a return visitor and show potential guests that you are concerned.
✅ Do: Monitor feedback and analyze it
Hoteliers can use social media to track guest reviews and identify issues that recur. This helps them make better operational decisions. This process can be streamlined by investing in review monitoring software.
✅ Use reviews to boost your marketing
Positive reviews can be displayed on your hotel’s website, in advertising, and across the social media platforms to influence potential guests.
✅ Do: Optimize your Google and OTA listings
Ensure your hotel information is current across all booking platforms, including Google My Business Profiles, OTAs and Metasearch platforms. Quality images, accurate description, and competitive prices all contribute to a positive review profile.
❌ Don’t ignore negative reviews
Unaddressed negative reviews can deter potential guests. Always respond professionally, and resolve any issues as quickly as possible.
❌ Fake reviews should not be posted
Fake reviews may damage your reputation and violate platform policies. To build trust with guests, authenticity is essential.
❌ Don’t: Overlook Feedback Trends
Low ratings for specific aspects (e.g. cleanliness, service, etc.) are a sign that certain areas need to be improved. Use feedback from guests to improve operations.
❌ Don’t: Barter For Reviews
Offering a discount or free product in exchange for reviews is not a good idea. It is against the platform’s policies, and can lead to a decrease in your online reputation. This increases the risk that your account will be permanently suspended.
The Bottom Line
The online reputation of your hotel is one its most valuable assets. You can improve your hotel’s brand image, increase bookings and keep ahead of the competition by actively managing reviews and engaging with guests. Prioritizing review management in an age where a difference of a half star can have a significant impact on revenue is not only essential, but also no longer optional.
