What are hotel reviews?
Hotel reviews are feedback from guests after their stay, offering insights into their experience, from the quality of services to various aspects of the property. These reviews can be either positive or negative, and they might be solicited or shared voluntarily.
Reviews can appear on a range of platforms, including OTAs, social media, your hotel’s Google Business profile, your website, or dedicated review sites like TripAdvisor. They typically include a rating, written feedback, and sometimes photos or videos.
Why are good hotel reviews so important?
In the digital world, filled with endless choices, what better way to navigate than by relying on others to help you decide? This is where reviews come in—they’re crucial for both users and hotels, helping to shape an online story and stand out from the competition.
For hotels, good reviews are essential. They can inspire guests to book, boost your online reputation, and reinforce your value proposition. It’s one thing to say, "We’re the best hotel," but it’s far more powerful when potential guests see it confirmed through real testimonials. For hoteliers, there’s nothing more rewarding than knowing you’ve done a great job and sharing that with future guests. Let’s dive into a few more reasons why reviews are so important.
It allows interaction with your guests
When a guest posts a review on platforms like Google or TripAdvisor, it gives you an opportunity to engage with them and maintain a connection after their stay. One of the most challenging yet vital aspects of guest retention is staying in touch, and reviews provide a great way to start an online conversation. By responding to reviews, you not only show that you value their feedback but also strengthen guest loyalty by demonstrating that you care.
It helps your SEO
Beyond the personal satisfaction of knowing your guests had a great experience, positive feedback helps boost your hotel’s online visibility. When people talk about your hotel online, it signals to search engines that your property is relevant, increasing the chances of appearing higher in search rankings. This makes it easier for potential guests to find you, which can lead to more direct bookings. It’s a win-win.
It’s great for marketing
Reviews offer free marketing for your hotel. When potential guests read positive feedback about your property and like what they see, they’re more likely to book. Essentially, your guests are promoting your hotel to others, all while you focus on maintaining the reputation that earned those great reviews in the first place.
How to get good hotel reviews from your guests?
To get great testimonials, the most important step is to deliver outstanding service. As a hotel, you can leverage guest experience software to create a seamless experience that sets you apart. Offering online guest services to handle common requests 24/7 or providing an online check-in option that allows guests to check in before they arrive are just a couple of ways to enhance their stay.
Now that we understand the value of positive feedback, let’s explore five of the best strategies for securing top tier reviews.
Have a plan
Nothing can be executed successfully without having a plan of action in place. Develop a strategy for how you will respond to reviews (both positive and negative) and make sure to follow it. The more guests see you interact with their feedback, the more trust you will inspire. The time will inevitably come when you have to deal with a bad review, so make sure you’re prepared. Check out some tips on how to respond to negative reviews.
Don’t be afraid to ask
It can be hard to ask for what you want, but asking for reviews is one of the easiest strategies to get people to write them. Make sure upon checkout you let guests know where they can find you online and share their experience. You can also contact them after their stay during the post-trip phase to ask them to fill out a survey about their satisfaction levels. Then, invite them to post their experience online, and even offer them a discount for doing so.
Post guest testimonials online
Sharing positive experiences that other guests have had is great content for your social media channels, newsletters, and online communications. Testimonials can also be used on your website to encourage guests to book. Invite guests to share pictures and experiences on your social media channels, and then reward them when they do.
Prepare your staff
Remind your team to encourage guests who give positive feedback during their stay to share their experiences on TripAdvisor or Google. A friendly invitation, rather than a pushy request, goes a long way in building genuine connections with guests.
Smooth check-in and check-out processes are essential—first and last impressions really matter. Make sure your staff understands how crucial these moments are for creating a positive overall experience. Learn tips on how to manage your staff in order to provide the best service possible.
Make it easy
Guests shouldn’t struggle to leave a review. Ensure your feedback process is simple and straightforward—without making guests feel confined to multiple-choice responses. Also, be sure to get their permission to share their feedback across your channels.
While reviews on TripAdvisor and Google are key, don’t forget to use your own surveys to gather testimonials for your website and social media. Apply the same tips for gathering reviews to drive engagement on your platforms as well.
5 best hotel review website where your hotel should be listed
Take a look below at the best hotel review websites where your brand must be.
Google reigns as the queen of review sites. Many travelers rely on Google’s hotel search tool and Google Maps to find accommodations, making it essential to have a strong strategy for capturing Google reviews. The more stars and reviews you accumulate, the more trustworthy your brand will appear.
Responding to all reviews — whether positive or negative — is key. Acknowledge the good experiences, and for negative reviews, show that you’re taking steps to address the issue. With Google being the top search engine, maintaining a solid presence boosts your chances of being found by potential guests.
TripAdvisor
TripAdvisor is the go-to platform for travel reviews. It’s community-driven, allowing users to submit photos, reviews, and ratings. Many travelers rely on TripAdvisor when deciding where to stay, and its Q&A section even lets potential guests ask questions directly to those who have previously stayed at the hotel. Having a presence on this trusted site is essential for your brand.
Booking.com
As one of the leading OTAs worldwide, Booking.com is crucial for hotels working with multiple metasearch platforms. What sets it apart is that reviews are verified—only guests who have actually stayed at the hotel can leave feedback, making the reviews more credible and trusted by travelers. Given its global reach, being listed on Booking.com is a must for hotels looking to build trust and attract more bookings.
Expedia
Expedia is another significant OTA, offering user-generated reviews from verified guests who booked through the platform. Reviews on Expedia cover specific categories like cleanliness, service, and facilities, adding an extra layer of detail that travelers find helpful. Since only actual guests can leave reviews, it’s considered a highly reliable source for prospective customers.
While Facebook may be losing some ground in the social media landscape, it remains a key platform where guests leave reviews, share pictures from their stay, and voice complaints they want addressed quickly. As an experience-based platform, it’s valuable to be listed here, as conversations and comments about your hotel are public and visible to potential guests.
Facebook also offers a great opportunity for social proof, allowing friends and family to see firsthand experiences from those who have stayed at your hotel. Plus, your team can easily engage with comments, feedback, and user-generated posts, strengthening your online presence and guest relationships.
Conclusion
Reputation management is a crucial aspect of running a successful hotel. By setting clear steps to capture positive reviews, you increase the likelihood of gathering valuable feedback that can be leveraged to market your business and drive direct bookings. It’s one of the most effective—and free—ways to promote your hotel.
You don’t have to handle it all on your own. Listing your hotel on popular review sites increases visibility and boosts bookings, while also allowing guests to rate their stay. Additionally, there are several excellent hotel tech solutions that can help you collect and manage guest reviews efficiently – you can view them in our marketplace.
.webp)