
Reviews and ratings are pivotal in determining a hotel’s reputation and visibility on hotel metasearch platforms like Google and TripAdvisor.
NB: This is an article from gcommerce
Subscribe to our weekly newsletter and stay up to date
These elements are key indicators for search engines and potential customers, influencing rankings and booking decisions. Here’s why they matter:
The bottom of the sales funnel
Metasearch is positioned at the bottom of the sales funnel, meaning it’s often the final step before a guest makes a booking. At this stage, potential customers rely on reviews and ratings to decide. For many, this is the last chance to evaluate a property before committing. Ensuring that your hotel is presented in the best possible light is crucial for securing these bookings.
The foundation of trust and transparency
Search engines like Google weigh reviews as critical metrics to assess a property’s reputation and user experience. While some platforms prioritize these metrics more than others, all incorporate reviews into their ranking algorithms. This makes them essential for every property listed on metasearch platforms.
- For customers: Reviews on platforms like Google Business Profile (GMB), TripAdvisor, or others provide consumers with valuable insights into what they can expect from a hotel. Guests can identify highlights such as excellent service, exceptional food and beverage offerings, personalized experiences, or prime locations. Conversely, reviews also expose areas that need improvement, such as cleanliness, front desk efficiency, or the condition of facilities.
- For search engines: Google prioritizes recent reviews, giving greater weight to feedback from the last 6-12 months over older reviews. This constant influx of reviews impacts not only organic search rankings but also paid search and metasearch performance.
- Guest interaction matters: How a property responds to reviews – whether positive or negative – plays a significant role in how it is perceived. Responding thoughtfully demonstrates that the property values guest feedback and is committed to resolving issues, further boosting credibility.
- Platform-specific policies: While Google Business Profile allows some reviews to be flagged and potentially removed – such as those left mistakenly or unfairly – TripAdvisor does not permit review removal, regardless of circumstances. This reinforces the need to actively manage your property’s reputation and address guest concerns promptly.
The snapshot of satisfaction
Ratings, often displayed as a numerical score (e.g., 4.5 out of 5), are just as critical as detailed written reviews. A higher rating signals better guest satisfaction and directly influences booking decisions.
- Attracting guests: Properties with higher ratings are more likely to secure bookings than lower-rated competitors. Ratings provide a quick, visual summary of guest experiences, offering an immediate impression of quality.
- Customer loyalty: Higher ratings suggest positive guest interactions, increasing the likelihood of repeat visits and word-of-mouth recommendations.