Guest reviews are at the heart of a hotel’s reputation. They shape perceptions, influence booking decisions, and provide valuable feedback to improve services. For hotels, review management is not just about damage control—it’s a powerful tool to build trust, enhance the guest experience, and drive long-term success.
This guide explores the essentials of guest review management, actionable strategies for hotels, and the latest tools to streamline the process.
Why Guest Review Management Matters for Hotels
Guest reviews significantly impact a hotel’s success. In fact, a majority of travelers rely on reviews to make their booking decisions. Positive reviews can act as endorsements, while negative reviews—if unaddressed—can deter potential guests.
The Benefits of Effective Review Management:
- Increased Guest Trust: Responding to reviews shows that your hotel values guest feedback and is committed to improving.
- Enhanced Guest Loyalty: Engaging with guests builds stronger relationships and encourages repeat bookings.
- Boosted Online Visibility: Actively managing reviews improves your hotel’s SEO ranking, making it more discoverable in search results.
- Higher Bookings: A positive online reputation translates into higher occupancy rates and direct bookings.
Building a Strong Foundation for Review Management
1. Monitor Guest Reviews Regularly
Stay updated on what guests are saying about your hotel across key platforms like Google, TripAdvisor, Booking.com, and social media. Regular monitoring ensures you can respond quickly to thoughtful accolades, constructive feedback, and even the review that tells a story that strays far from reality.
2. Respond to All Reviews
Responding to reviews—positive and negative—is a cornerstone of effective review management. It shows guests that their opinions matter and reflects your commitment to customer satisfaction.
- For Positive Reviews: Thank guests sincerely and reinforce their positive experience.
- For Negative Reviews: Address concerns professionally, apologize when necessary, and offer solutions to improve their experience.
3. Encourage Guest Feedback
The more reviews you have, the better. Have you ever counted your reviews and then compared it to the number of guests hosted in a given month? While the number of guests who read reviews is high, the percentage of guests who leave reviews is relatively low. We therefore need to be proactive in driving more reviews. That doesn’t mean increasing your TripAdvisor review count from 6 to 600. But growing from 6 to 12 shows 100% growth on that channel. Growing from 6 to 12 may sound like an easy task, though most will find it takes a dedicated consistent focus. Yes, you can provide the guest with a business card and a QR card upon departure, but if you want your hotel to stand apart from all the online review “noise” we suggest exploring other alternatives for increasing your review volume. One such method is to simply engage your guests in an authentic conversation, ask open-ended questions about their experience and vocally invite that guest to share a review. When reminded that you would value their feedback, most will agree to leaving a review, and a small percentage will actually carry through and leave that online review.
4. Address Negative Reviews Professionally
Mistakes happen, but how you handle them makes all the difference. Remember your online reviews and the management responses posted by your team are often the first glimpse a prospective guest has at the hospitality offered at your hotel. It is critically important that you handle responses to negative reviews with finesse. Apologize sincerely, address the issue directly, and take the conversation offline for resolution when needed. Avoid defensive or dismissive language. Don’t be afraid to use this as an opportunity to educate. Those details will help better define expectations for the next round of guests staying at your hotel and in time, this misunderstood reoccurring topic will be mentioned less within your reviews.
Leveraging Positive Reviews for Reputation Enhancement
1. Showcase Positive Feedback
Highlight glowing reviews on your website, social media, and marketing materials. This not only builds trust but also demonstrates the value of your services.
2. Personalize Responses to Happy Guests
Thanking guests for their reviews is great, but referencing specific details from their feedback makes the response feel genuine and thoughtful. It also encourages future reviewers to share details about their experiences.
3. Analyze Positive Trends
Look for recurring themes in positive reviews, such as compliments on service, cleanliness, or amenities. Use these insights to amplify what you’re doing well.
The Role of Technology in Guest Review Management
Technology is a game-changer in managing guest reviews efficiently. With the right tools and expertise, hotels can simplify the review process, enhance guest engagement, and drive higher bookings.
Why Choose The Reputation Lab’s Reputation Enhancement & Management (REM) Service?
We specialize in providing hotels with the tools and strategies they need to excel in guest review management. Our REM service includes:
- Comprehensive Monitoring: Stay updated on reviews from platforms like Google, TripAdvisor, and Booking.com.
- Thoughtful Responses: Our team crafts personalized, professional responses to both positive and negative reviews. We highlight unique selling features and paint a picture of what one can expect when staying at your hotel.
- SEO Boosts: Engage with guest reviews to enhance your hotel’s online visibility and drive direct bookings. And don’t forget your restaurant reviews as well!
- Guest Engagement Training: Remember when we mentioned the need to ask our guests open-ended questions about their experience so that the storytelling can begin between our colleagues and our in-house guests? Our Guest Engagement Training program coaches colleagues on how to set the stage for those conversations to occur. We then coach team members on how they can eloquently and confidently invite an online review.
- Actionable Insights: Through our weekly and monthly reports, you can analyze guest feedback to identify trends, improve services, and increase guest satisfaction.
How Our Technology and Expertise Help Hotels:
- Save Time: We handle the monitoring and responding, so your team can focus on delivering exceptional guest experiences.
- Enhance Reputation: Timely and professional review responses build trust and boost your online ratings.
- Increase Bookings: Improved visibility and a stellar reputation lead to more direct bookings and reduced reliance on OTAs.
With The Reputation Lab, you’ll have a partner dedicated to strengthening your hotel’s online presence and reputation.
Benefits of Proactive Guest Review Management
Proactive review management isn’t just about addressing feedback—it’s about using it strategically to build your hotel’s brand. Here’s what you can expect:
- Improved Guest Relationships: Engaging with guest feedback fosters loyalty and trust.
- Stronger Online Presence: Active review management enhances SEO, making your hotel easier to find.
- More Direct Bookings: A strong reputation encourages guests to book directly through your website.
- Valuable Insights: Guest reviews provide a goldmine of information to refine services and improve the guest experience.
Building a Reputation That Shines
Guest review management is an ongoing process that requires attention, professionalism, and a genuine commitment to improvement. By monitoring feedback, responding thoughtfully, and leveraging technology like The Reputation Lab’s REM Service, your hotel can create a reputation that attracts guests and fosters loyalty.
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
