A hotel’s online reputation isn’t just a reflection of guest satisfaction – it directly influences bookings, revenue, and brand trust.
NB: This is an article from Cogwheel Marketing, one of our Expert Partners
Subscribe to our weekly newsletter and stay up to date
A well-managed review strategy can set your hotel apart, driving more direct reservations and improving your overall online presence.
Here’s why review management is vital and how hotels can use it to stay competitive and drive future bookings.
Why Reviews Matter More Than Ever
Guest reviews have become one of the most influential factors in a traveler’s booking decision. Research shows that even a slight improvement in ratings can lead to meaningful growth. According to McKinsey:
“Our analysis demonstrates that improvements in a product’s star rating -even an increase as small as 0.2 stars -can deliver meaningful growth in many categories… Even a small rise in score, such as an increase from 4.2 to 4.4 stars, often produced a meaningful improvement in sales.” (McKinsey, Aug 2021)
This means that hotels that actively manage their reviews, respond to guest feedback, and enhance the guest experience can see a direct impact on their bottom line.
The Role of Reviews in Online Visibility
Not only do reviews influence consumer perception, but they also play a crucial role in search engine rankings. Google heavily incorporates reviews in its local search algorithms, meaning that higher ratings and frequent positive feedback can significantly boost your hotel’s visibility and improve its ranking in search results.
This highlights the importance of maintaining a steady stream of recent, positive reviews to improve your discoverability on search engines and booking platforms. Now, how does a hotel effectively do this?
Do’s and Don’ts of Review Management
Do: Encourage More Reviews
The more reviews your hotel accumulates, the more trustworthy and appealing it appears to potential guests. Encourage satisfied guests to share their feedback by using post-stay emails, review cards with QR codes, on-property signage, and, of course, engaging with guests directly during their stay.
Do: Respond to Every Review – Good or Bad
Responding to guest reviews on major platforms like Google, Expedia, Booking.com, TripAdvisor, and Agoda is essential for building trust and improving your hotel’s reputation. Each platform serves different audiences, and timely, professional responses show you care about guest feedback. Engaging with guest feedback not only demonstrates excellent customer service but also enhances guest loyalty. A professional, courteous response to negative reviews can turn a dissatisfied guest into a repeat visitor while showing potential guests that you care.
