Online reviews are the new word-of-mouth. With over 90% of travelers reading reviews before booking, your hotel’s digital reputation can either skyrocket your occupancy rates or quietly sabotage them.
NB: This is an article from Travelboom Marketing
Subscribe to our weekly newsletter and stay up to date
For independent hotels aiming to decrease OTA dependence and grow direct bookings, a strong reputation management strategy is more than optional – it’s essential.
Three Big Hotel Review Channels Google, TripAdvisor, and OTAs
Google Reviews: The First Impression for Hotel Bookings or Bounces
In 2025, Google is still the dominant search engine and a top review channel for hotels, now playing an even bigger role in influencing travel decisions. Reviews here show up instantly in Google Maps and local search results. A stellar rating can increase clicks on your direct booking link and lower reliance on high-commission OTAs.
Pro Tip: Set up alerts for new reviews and respond within 24 hours. A quick, personalized reply demonstrates service quality and builds trust.
Hotel Reviews on TripAdvisor: The Traveler’s Authority
TripAdvisor continues to dominate trust-building. The “Popular Mentions” feature allows potential guests to see repeated sentiments like “spotless rooms” or “noisy AC.” Managing those trends through thoughtful replies can influence decision-making at scale.
Action Point: Encourage satisfied guests to leave TripAdvisor reviews with follow-up emails or at checkout – especially during peak seasons when reviews are more likely to be seen.
OTA Reviews: Control the Narrative Where You’re Paying the Price
Since many independent hotels rely on OTAs (paying 16%+ commissions on average), it’s crucial to control the message there too. OTA reviews are indexed by search engines and shape perceptions even before a guest hits your hotel’s website.
Pro Tip: Even if the booking wasn’t direct, respond to every review like it was. Turn OTA exposure into a stepping stone for future direct bookings.
A Framework for Reputation Management Through Hotel Review Replies
The 4R Formula for Hotel Review Responses
- Recognize – Start by acknowledging the guest’s experience.
- Reinforce – Mention a unique feature of your hotel positively if applicable.
- Redirect – For negative reviews, share a fix or update.
- Request – Encourage the guest to contact you directly or return for a better experience
Example response from a hotelier to a negative reviewer:
“Thank you for your feedback. We’re sorry to hear your stay didn’t meet expectations. Since then, we’ve upgraded our Wi-Fi system to improve guest satisfaction. We hope to welcome you again soon for the experience we’re known for.”
