A hotel’s online reputation isn’t just a reflection of guest satisfaction—it directly influences bookings, revenue, and brand trust. 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.
✅ Do: Monitor and Analyze Feedback
Tracking guest sentiment through review platforms and social media helps hotels identify recurring issues and make informed operational improvements. Investing in review monitoring tools can streamline this process.
✅ Do: Leverage Reviews for Marketing
Positive reviews can be showcased on your hotel’s website, in advertisements, and across social media to build credibility and influence potential guests.
✅ Do: Optimize Your Google and OTA Listings
Ensure that your hotel’s information is up-to-date across all booking channels, including Google My Business Profile, OTAs, and Metasearch platforms. High-quality images, accurate descriptions, and competitive pricing all complement a strong review profile.
❌ Don’t: Ignore Negative Reviews
Unaddressed negative reviews can deter potential guests. Always respond professionally and seek to resolve issues when possible.
❌ Don’t: Post Fake Reviews
Fake reviews can damage your credibility and violate platform policies. Authenticity is key to building trust with guests.
❌ Don’t: Overlook Feedback Trends
Consistently low ratings on specific aspects (e.g., cleanliness, service) indicate areas that need improvement. Use guest feedback as a roadmap for enhancing operations.
❌ Don’t: Barter For Reviews
It’s not a good practice to offer money off or a free item in exchange for a review. This violates platform policies and leads to a decline in online reputation. It also increases your risk of having your account suspended forever.
The Bottom Line
Your hotel’s online reputation is one of its most valuable assets. By actively managing reviews, engaging with guests, and leveraging feedback for operational improvements, you can enhance your brand perception, increase bookings, and stay ahead of the competition. In an era where a half-star rating difference can significantly impact revenue, prioritizing review management is no longer optional; it’s essential.
About Cogwheel Marketing
Cogwheel Marketing™️ is a full service digital marketing agency specializing in branded hotels, first leveraging brand systems then coupling that with supplemental strategies to maximize total online presence. Their reporting and business intelligence tool, Cogwheel Analytics, aggregates data from multiple sources to allow companies to identify trends and opportunities in their online presence. Our defined processes ensure the best positioning for your hotel against the competitive set and against other hotels of the same brand. Let us work with your sales and revenue management teams to identify and close the gaps and target your ideal guests.
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