The high season brings bustling crowds, overwhelming occupancy, and the opportunity to make a lasting impression on your guests. Amid the whirlwind of activity, you might wonder why guest reviews should be a priority – your focus is on delivering exceptional service.
NB: This is an article from GuestRevu
Subscribe to our weekly newsletter and stay up to date
But unless you’re closing forever after Christmas, your online reviews will continue to matter long after the travellers and trimmings have gone. Most people rely on digital platforms to plan their trips, and guest reviews are critical in their decision-making process. Leveraging reviews collected during the high season can keep your property top-of-mind and thriving even during quieter months. Here’s how — and why — it matters.
Why Guest Reviews Are Crucial
Travellers today are more research-driven than ever. Reviews provide the social proof they need to make booking decisions.
- 98% of consumers read online reviews for local businesses (BrightLocal, 2024)
- 76% of travellers consider reviews “important” or “very important” when making travel choices (BrightLocal 2023)
- 59% of consumers won’t consider using a business with fewer than 20 reviews (BrightLocal, 2024)
Platforms like Tripadvisor, Google, and Booking.com often factor review quality, volume, and recency into their rankings. This means collecting a steady flow of positive, timely reviews can enhance your visibility and appeal and the high season offers an unparalleled chance to boost these metrics.
Making High-Season Reviews Work for You
Collecting reviews is just the start. Here are actionable ways to maximise the impact of your high-season feedback throughout the year:
1. Enrich Your Social Media Content
Your reviews are a goldmine for creative content. Share glowing testimonials on your social media platforms to boost engagement and showcase your strengths. For example:
- Guests rave about your rooftop bar? Share a stunning sunset shot from the terrace and pair it with the review.
- Did someone love your chef’s signature dish? Post a behind-the-scenes clip of how it’s prepared.
Leveraging user-generated content (UGC) builds trust and adds authenticity to your brand, and video content keeps increasing in popularity. Create short reels or TikTok videos inspired by guest experiences (or even featuring guests, if you can convince them!) — they’re more likely to be seen and generate new interest in your property.
2. Update Your Website with Guest Insights
Guest reviews can offer valuable perspectives on what makes your property unique. Take their comments and weave them into your website’s narrative:
