Today’s travellers interact with brands in multiple ways, and online reviews have become one of the most influential touchpoints. Whether on review platforms or social media, guest feedback plays a key role in shaping reputation and influencing booking decisions. Instead of avoiding reviews—especially negative ones—hotels should embrace them as valuable insights. When properly managed, reviews can help improve operations, strengthen customer relationships, and build trust.
Monitor review platforms
Keeping track of online reviews is essential. Smaller or independent hotels may manage this manually by checking major review platforms and social media channels. However, for properties with a higher volume of guests, tools like Hootsuite or Podium can streamline the process.
It’s also important to limit the number of people responding to reviews. This ensures a consistent tone of voice and maintains a more personal connection with guests.
Regularly reply to your online reviews
According to TripAdvisor, only 4% of negative reviews get a response from hotels. This is not a good approach. Ignoring feedback does not make it disappear; it only weakens your brand image.
Actively responding to reviews shows that you value your guests and are willing to engage. Ideally, hotels should aim to respond within 24 hours. This promotes an image of engagement and helps develop a relationship with your guests, both online and offline. If you cannot respond to all reviews within 24 hours, prioritise negative reviews first. This approach demonstrates accountability and helps build trust with both current and future guests.
Encourage guests to leave reviews
Every guest should be encouraged to share their experience. This can be done through a friendly reminder at check-out or a follow-up email after departure.
However, it’s important to remain subtle and authentic. Avoid being overly pushy or offering incentives that may appear as if you’re trying to “buy” positive feedback.
Identify areas for improvement
Guest feedback is one of the most valuable tools for identifying areas that need attention. By analysing reviews, you can detect recurring issues—whether related to facilities, service quality, or team performance.
Look for patterns and address the most frequently mentioned concerns. If feedback points to internal challenges, don’t hesitate to discuss them openly with your team and work towards improvement.
Showcase positive reviews
While many guests will check third-party platforms, your own channels should also highlight positive feedback. Sharing strong reviews on your website and across other communication channels helps reinforce credibility and strengthens your online presence.
Photo: Designed by Freepik