Pop quiz: How many travelers read reviews before booking a hotel? If you guessed nearly every single one, you’d be right.
NB: This is an article from Canary Technologies
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Glowing reviews are often more persuasive than the world’s best marketing campaign, and online travel agencies (OTAs) are where guests often go to leave them. Out of all the websites in the travel and tourism sector, Booking.com is the most visited by far. So when travelers need intel, it’s the place to go. With that in mind, let’s explore why review insights for hotels matter, how to optimize your Booking.com presence and key tips for feedback management.
What is The Role of Booking.com Reviews for Hotels?
The majority of travelers use the internet to research and make decisions about their travel, so Booking.com reviews are a vital part of how your hotel is perceived. Hoteliers often know this intuitively, but there are some serious business benefits to boosting your ratings, too. Whether they’re hotel reviews on Google or Tripadvisor reviews about an on-site spa, potential guests want to be certain a property is worth their time and money before they book.
For example, if a hotel increases its review score by one point, it can increase its price by 11% and maintain the same occupancy rate and 76% of travelers are willing to pay more to stay at a hotel with higher ratings. Clearly, getting good Booking.com ratings is a good move for…well, bookings! So, how do hoteliers make it happen?
Getting Good Reviews on Booking.com
Hoteliers know that sometimes even a great stay doesn’t result in a great review. Of course, if a stay was less than stellar? That’s a review you’re sure to see come through.
To make sure the good experiences outweigh the bad, it’s important to go above and beyond to inspire a rave review and make sure you ask for feedback as part of the checkout flow. (And if you want to read more about this specifically, our latest pocket guide has you covered!)
6 Benefits of Responding to Guest Reviews
Responding to guest reviews is an integral part of managing your online reputation. Guests who leave feedback, both positive and negative, want to feel like their input matters.
Responding to reviews shows past guests (as well as potential ones!) that their opinion is valuable to your business. Here are 6 key benefits to note:
- Build trust with future guests. They’ll see that your property values the feedback it receives.
- Improve your hotel’s visibility. The Booking.com algorithm favors active listings.
- Strengthen brand loyalty. When guests feel like their feedback matters, they’re more likely to become repeat visitors.
- Increase word of mouth. Guests who feel valued are more likely to recommend your property to friends and family.
- Stand out from the crowd. Because many hotels miss the chance to respond to reviews, acknowledging feedback helps yours stand out online.
- Gain improvement insights. When guests leave feedback about what could have been better, you get valuable insight for hotel improvements.
Are There Bad Reviews of Your Hotel on Booking.com?
Don’t worry – you’re not alone! Not every review of your hotel will be positive – in fact, only having 5-star reviews might raise red flags for potential travelers. It’s frustrating to receive negative reviews, but responding well to critical feedback shows your hotel’s commitment to continually improving the guest experience.
