Businesses in the digital era thrive and die by ratings and reviews.
Those little stars on platforms such as Google Business, Yelp and Trip Advisor can hold more sway than tens of thousands of dollars in paid advertising.
Specific to the hospitality sphere, positive reviews can help drive demand, which provides opportunity to adjust rates and add revenue to the bottom line.
Mobilizing guests to post those reviews, however, can be a struggle.
Providing multiple prompts for guests to review their stay is savvy, but there has to be a balance between encouragement and being an annoyance.
Your goal as a clever hotelier is to encourage guests to leave an enthusiastically positive review every time to build your numbers, boost your stars, and make a strong impression on potential guests.
Here are five tactics to garner more stars:
#1: Put It in the Book
One of the longest-running traditions in hospitality is the guestroom compendium. While designs vary from property to property, the books often include important details for guests, and even in the modern digital era, many people plop down on the bed and power through the compendium upon arrival.
Plant the seed early. Include an insert that references reviews and identifies key review sites. Consider a note from the general manager outlining how important reviews are and how much their opinion is valued.
While guests may not be ready to review then and there, this initial touch point will increase the chance that they review down the road.
#2: Gratitude at Checkout
One of the most effective times to encourage a review is the day a guest checks out. A little reminder on their way out the door is a great way to boost your number of reviews.
Consider offering each guest a modest “thank you” gift when they depart that includes a card with a helpful link to your review locations. Expressing your appreciation for their patronage can foster a positive review and direct them toward the review site that best serves your specific property.
