Guests trust reviews. That’s a fact. Whether it’s on TripAdvisor, Google, Booking.com, or Hotels.com, reviews influence booking decisions. A few bad reviews—or worse, a lack of reviews—can send potential guests straight to a competitor.
If your hotel isn’t actively managing its online reputation, you’re leaving money on the table. A 2023 study published in the Journal of Marketing Research found that both a hotel’s online reviews and those of its competitors significantly impact booking performance. Guests compare ratings across multiple properties before making a decision, meaning even a slightly better rating than your competition can drive more bookings your way.
In other words, your hotel’s online reputation isn’t just about looking good—it’s about securing more guests and increasing revenue.
So, how do you ensure your hotel gets more positive reviews, fewer complaints, and a strong online presence? Let’s break it down with online reputation strategies that work.
1.) Track Your Hotel’s Online Reputation Everywhere
Before improving your reputation, you need to know what’s being said about your hotel. Monitoring reviews helps you stay ahead of negative feedback and leverage positive guest experiences.
Where to Monitor Your Online Reputation
- TripAdvisor & Google Reviews – The two biggest platforms influencing hotel bookings.
- Online Travel Agencies (OTAs) – Booking.com, Expedia, and Hotels.com all impact visibility.
- Social Media Mentions – Facebook, Instagram, Twitter, and TikTok can amplify guest experiences (or complaints).
- Third-Party Review Sites – Trustpilot, Yelp, and other industry-specific platforms may have guest feedback you’re missing.
Set up Google Alerts for your hotel’s name so you get notified when new content appears online.
2.) Encourage More Positive Reviews (Without Begging)
Guests rarely leave a review unless their experience is exceptionally good or terribly bad. That’s why your job is to encourage guests to share their experiences online— and your requests should be without bias and as all-inclusive as possible.
How to Get More Reviews the Right Way
- Ask at Departure, or better yet – DURING the guest experience– Train front-of-house colleagues to casually mention reviews. Example:
“Glad you enjoyed your stay! If you have a moment to let your fellow travelers know what they can expect when joining us, we invite you to spread the word via an online review!”
- Send a Follow-Up Email – A simple message like:
“Thank you for staying with us! If you had a great experience, please share it with other travelers in the form of an online review”
- Use QR Codes – Place review request QR codes on room keycards, menus, and receipts for easy access.
Hotels with 50 or more reviews and an average rating of 4.5 stars attract 270 percent more bookings than those with fewer reviews.
3. Master the Art of Responding to Reviews (Even the Bad Ones)
Your responses to reviews say just as much about your hotel as the reviews themselves. Whether it’s a glowing five-star review or a scathing one-star rant, your reply can shape future guests’ perceptions.
How to Respond to Positive Reviews
Guests who leave positive reviews are your best brand ambassadors. Show them you appreciate their time.
Example Response:
“Thank you, Sarah, for your kind words! We’re thrilled you loved the ocean-view suite. We hope to welcome you back for another unforgettable stay!”
- Personalize It – Mention their name and something specific they liked.
- Show Gratitude – A little appreciation goes a long way.
- Encourage a Return Stay – Invite them back for another visit.
How to Respond to Negative Reviews
Bad reviews aren’t the end of the world. But how you handle them determines whether they hurt or help your reputation.
Example Response:
“Hi John, we’re sorry your stay didn’t meet expectations. We take guest feedback seriously and will review your concerns with our team. Please reach out to [contact info] so we can make this right!”
- Stay Professional – No defensive replies, ever.
- Acknowledge the Complaint – Show you’re listening.
- Take it Offline – Offer a direct contact for resolution.
Fifty-three percent of customers expect a review response within a week. Fast replies build trust.
4.) Build a Strong Social Media Presence for Hotel Reputation Management
Your hotel’s social media pages are part of your reputation. If guests can’t find you on Facebook or Instagram—or worse, your pages are outdated—they might assume you’re not a top-tier hotel.
How to Use Social Media for Reputation Management
- Post Guest Testimonials – Share positive reviews to reinforce credibility.
- Engage With Comments – Answer guest questions and respond to messages quickly.
- Showcase Behind-the-Scenes Content – Staff stories, upgrades, and hotel renovations make your brand more human.
- Promote Special Offers – Exclusive social media deals drive engagement.
Hotels that engage with customers on social media increase bookings by 40 percent.
5.) Improve Your Hotel’s SEO With Reputation-Boosting Content
If your hotel doesn’t show up on the first page of Google, you’re losing potential bookings. SEO (Search Engine Optimization) helps guests find your hotel when searching for accommodations.
How to Improve Your Hotel’s SEO
- Claim Your Google My Business Listing – Keep contact details, photos, and reviews updated.
- Use Local Keywords – Example: “Best beachfront hotel in Miami” instead of “Good hotel.”
- Publish Travel Guides & Blog Posts – Content like “Top Things to Do Near [Hotel Name]” boosts search rankings.
- Get Featured on Travel Blogs – Backlinks from popular travel sites improve credibility.
Websites on Google’s first page get 92 percent of clicks. If you’re on page two, you’re invisible.
6.) Maintain a Consistently Great Guest Experience
Your hotel’s reputation starts long before a guest leaves a review. To get positive feedback, you need to deliver exceptional service every time.
What Guests Expect from Top-Rated Hotels
- Fast & Welcoming Check-In – Everyone wants a warm welcome and No one wants to wait 20 minutes to get their room key.
- Spotless Rooms – Cleanliness is the number one complaint in hotel reviews.
- Friendly Staff – A warm welcome sets the tone for the stay.
- Reliable Wi-Fi – Yes, even on vacation.
- Clear Communication – Ensure guests know what to expect before arrival.
Sixty-three percent of guests will pay up to 15 percent more for a better hotel experience. Reputation equals revenue.
Winning the Online Reputation Strategies
Your hotel’s online reputation is an asset. If you actively monitor reviews, encourage guest feedback, engage on social media, and provide an unforgettable experience, you’ll stand out in the competitive hospitality industry.
Your Next Steps
- Track and manage reviews across TripAdvisor, Google, and OTAs.
- Respond to all reviews—positive and negative—with professionalism.
- Optimize social media and Google My Business for visibility.
- Keep delivering excellent guest experiences to generate positive feedback.
If you are interested in learning how a reputation management strategy can benefit your business, we invite you to email us via our secure contact form to set up a no-pressure consultation or call us at 855-979-6800.
