Hotel reviews are feedback that guest mention about their experience at your hotel. A review gives potential guests a clear idea of whether you offer the services you claim to
Hotel reviews are feedback that guest mention about their experience at your hotel. A review gives potential guests a clear idea of whether you offer the services you claim to
Ever wondered what’s the most important aspect of a potential guest’s trip?
Let’s understand with an example.
Once a traveller decides upon a destination to travel to. Apart from the other travel factors such as flights, on-ground transportation, meals, etc, one of the most important factors is ‘accommodation’. The choice of accommodation can either make or break the traveller’s trip. It must align with their expectations and needs.
But among so many choices, what persuades a traveller to click ‘Book now’?
Well, the answer is an online hotel review. As per a report by Tripadvisor, 80% claim to read recent 6-12 reviews before choosing a property. Eventually, they shortlist one option that has a positive review.
But what is a hotel review and how does it affect hotels? Let’s understand.
In simple terms, hotel reviews are feedback that guest mention about their experience at your hotel. Reviews could be in the form of text, video, image with text, etc. Whereas, experiences entail the guest’s perception of your hotel's overall service during their stay.
But, how does an online review affect hotels?
93% of the users believe that online reviews have a significant impact on their buying decisions. A review gives them a clear idea of whether you offer the services you claim to.
Moreover, a 10% increase in reviews has the potential to boost online bookings by 5%. Proving that there is a direct impact of online user reviews on hotel room sales.
Let us explore it’s importance in the next section.
Here is an overview of the statistics to understand how impactful an online review is.
93% of the users believe that online reviews have a significant impact on their buying decisions. Online reviews by past guests create a certain perception about your hotel, which impacts how your potential guests perceive when reading it.
75% of the consumers state they read reviews either ‘always’ or ‘regularly’. Whereas, 3% state that they have never read online reviews. Interestingly, as per a report by Tripadvisor, 80% claim to read recent 6-12 reviews before choosing a property.
As per a Search Engine Land report, 88% of consumers are more likely to trust online reviews as much as a personal recommendation. This proves how effective reviews are for your business.
The age group that is more likely to leave a review is between 16 and 24 years old, which accounts for nearly 66.70%. Interestingly, they are also the one’s who are more likely to leave a negative review after a bad hotel experience.
Approximately, 40% of hotel guests are likely to write a a positive review. Interestingly, 48% won’t shy away from writing an honest review after a negative experience, which definitely overpowers the positive reviews.
Google Review remains one of the most used websites for online hotel reviews, followed by Tripadvisor, Booking.com, Expedia, Yelp,, etc. Following is a list of the top 9 hotel review websites.
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According to a report by Accor, a world-leading hospitality group, 97% of respondents have read reviews prior to booking their stay.
As per the same report, respondents were asked to select the three most important options among the 13 listed criteria, that influenced their booking decision. Surprisingly, guest reviews and ratings ranked as the second most important deciding factor. Other listed factors were rooms and amenities, food and dining options, wifi/ internet connection, health and hygiene standards, etc.
These numbers validate the importance of online reviews for hotels. It proves that review has the potential to build brand revenue and loyalty.
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Here are a few benefits of online hotel reviews for your reference.
So without further ado, let’s explore the strategy to use online hotel reviews to boost bookings and best practices to collect reviews in the following sections.
Online reviews are one of the key user-generated content examples, which have the potential to provide valuable insights that no other marketing strategy can. If managed correctly, reviews can be used to boost hotel bookings.
Here are a few practical strategies of how you can use online hotel reviews to your advantage. Let’s begin!
71% of respondents appreciate when the hotel responds to reviews. Courteous and prompt responses to reviews — both positive and negative, imply that you value customer
feedback and are invested in improving your services. Prompt response to reviews also encourages word-of-mouth marketing from past and repeat guests.
Tip: Acknowledge both positive and negative guest feedback. Appreciate positive comments and address negative comments with a commitment to improve.
Websites and social channels are your hotel’s first impression. Don’t forget to use them the right way! Positive online reviews offer social proof to potential guests and also resolve any doubts they might have.
Tip: Create a designated testimonial section on your homepage and social media. Ensure the online reviews are recent, preferably not older than a year. It’s recommended you showcase your combined ratings too.
Online hotel reviews offer valuable insights into your most preferred services, guest’s pain points, etc. Re-evaluate and incorporate strategic changes based on the review, in order to improve operational efficiency.
Tip: Identify and analyse what the guests are writing about. Is it about cleanliness, staff responsiveness, rooms and amenities, etc? Highlight the positive feature as your most preferred hotel service, whereas improve upon criticism.
Visual content (images and video) gets 94% more views than text. Hence, leveraging video and image testimonials is a great way to attract potential guests. Moreover, hotels that showcase high-quality photos on their website and social channels observe a 15% increase in conversion rates.
Tip: Reshare or repost images or video testimonials shared by your previous guests on your social channels, website, etc.
Potential guests are more likely to click on an advertisement or a social media post, provided it contains social proof from fellow travellers.
Tip: Display a written review or create a montage of videos and images of your guests (with consent) enjoying their stay at your property. Share it on your distribution channels as part of your marketing strategy.
Reviews on Google and other third-party websites are indexed by search engines. Check the relevancy and search volume of the repeated keyword mentioned in the online review, with the help of a tool. If it fits right, implement the same to improve your SEO strategy.
Tip: Include the repetitive and relevant keywords used by prospective guests. Mention them in your blog post, website’s FAQs, etc to drive organic traffic. Google will index those keywords, and simultaneously consider other factors to rank your website on search results.
Google Review, Tripadvisor, Booking.com, Expedia, etc are the most effective sources to help you target where your potential guests are.
Tip: Ensure your hotel has an active presence on Google and other hotel review websites. Provide your guests with an embedded link to these review sites as an alternate option to secure more reviews.
Until now, we have covered the basics of why an online hotel review matters and how to use it to get more bookings. But, we are yet to explore the most important aspect.
Which is, how do you secure or collect a review? Read on to know more!
Train your staff to subtly request a review from the guests while or after tending to their needs. For instance, if a guest asks for recommendations for popular local attractions, restaurants, etc. Firstly check whether they are having a pleasant stay and ask them If they require any additional service. Gradually mention how important their feedback means to your hotel and you would highly appreciate If they provided one.
A highly effective method to secure online hotel reviews is by placing QR codes at several visible guest touchpoints. Placing the QR at the front desk, in the hotel room or elevator, key card holder, etc are a few examples. Guests can easily scan the QR codes at their convenience and they will be redirected to the link to place a review.
Apart from requesting a review during their stay, another best time to ask is during checkout. The ideal time is when they are waiting for their cab to arrive. Politely ask them how their trip was. Gradually, mention If they could spare a couple of minutes to write a review. It’s more likely that they will provide one, considering their experience is still fresh in their minds.
Despite requesting a review in person, you must automate the ‘Post-stay Guest Feedback for Hotel Survey’ and send it via your preferred channel, i.e. email, WhatsApp or SMS. It’s ideal to wait for a day or two until the guests reach their destination. But don’t wait for too long, or you might miss out on a great opportunity to secure a review.
It doesn't matter what you say but how you say it! Offering loyalty programs or discount offers, in return for a review is a great way to do that. Thank the guest for choosing to stay at your hotel. Explain how their valuable review would help your hotel in return. As a token of appreciation for submitting their review, offer them an exclusive deal for their next stay.
Include a review widget on your website and social media channels. Reach out to your past guests and request them to offer a review on your website or socials. Don’t forget to target repeat guests, they are more likely to provide you with an incredible review.
Among other review websites, Google still remains the most preferred channel for prospective guests to read online hotel reviews. Reviews and ratings on Google largely influence a guest's final decision. Hence, ranking on Google reviews must be your hotel’s top priority to drive conversions.
Getting the timing in hospitality is everything. Request an appropriate time to have a word with the guests. Don’t miss out on explaining how valuable guest feedback for the hotel is. Ask them which medium works for them, whether it’s email, WhatsApp or SMS. Include an embedded link to your respective review sites.
There is no set number defined for service-based businesses to secure reviews. However, your website is more likely to appear on the results, If it secures more positive ratings. Moreover, as per Google, a business’s combined ratings are evaluated by dividing the total number of positive ratings by the total number of ratings.
Online reviews have a direct correlation to sales. As per a study by Harvard Business School, even a one-star increase in rating could directly link to a 5-9% revenue increase. Hence, leveraging your positive reviews is the best way to increase your brand loyalty and revenue.
The key aspect to managing an online review, whether positive or negative is a prompt response. Acknowledge your guests for leaving a review. Contact the ones who have left a bad review personally. Understand what went wrong and verify it’s authenticity. Resolve If it was indeed a mistake by offering them an exclusive deal for their next stay.
Increasing hotel reviews is not the end goal. It starts when your potential guests discover your property. You must ensure to offer your best possible service. This will encourage the guest to leave an exceptional review. They might eventually recommend your hotel to their family and friends, thereby building loyalty.
Hotel reviews enhance the brand's visibility on search engines. A hotel that garners more consistent positive reviews, implies that previous guests have favoured a hotel over its competitors. This builds brand trust and credibility, which is certain to attract potential guests.
Online hotel reviews or guest reviews are arguably one of the most prominent factors for any business, including the hospitality industry. Reviews, either good or great, not only boost bookings and drive revenue but also increase customer retention.
As property owners or hotel managers, If you want to stay ahead of the game — constantly keeping a tab on your reviews and managing them is definitely something you shouldn’t overlook!
Hotel reviews are feedback that guest mention about their experience at your hotel. A review gives potential guests a clear idea of whether you offer the services you claim to
Ever wondered what’s the most important aspect of a potential guest’s trip?
Let’s understand with an example.
Once a traveller decides upon a destination to travel to. Apart from the other travel factors such as flights, on-ground transportation, meals, etc, one of the most important factors is ‘accommodation’. The choice of accommodation can either make or break the traveller’s trip. It must align with their expectations and needs.
But among so many choices, what persuades a traveller to click ‘Book now’?
Well, the answer is an online hotel review. As per a report by Tripadvisor, 80% claim to read recent 6-12 reviews before choosing a property. Eventually, they shortlist one option that has a positive review.
But what is a hotel review and how does it affect hotels? Let’s understand.
In simple terms, hotel reviews are feedback that guest mention about their experience at your hotel. Reviews could be in the form of text, video, image with text, etc. Whereas, experiences entail the guest’s perception of your hotel's overall service during their stay.
But, how does an online review affect hotels?
93% of the users believe that online reviews have a significant impact on their buying decisions. A review gives them a clear idea of whether you offer the services you claim to.
Moreover, a 10% increase in reviews has the potential to boost online bookings by 5%. Proving that there is a direct impact of online user reviews on hotel room sales.
Let us explore it’s importance in the next section.
Here is an overview of the statistics to understand how impactful an online review is.
93% of the users believe that online reviews have a significant impact on their buying decisions. Online reviews by past guests create a certain perception about your hotel, which impacts how your potential guests perceive when reading it.
75% of the consumers state they read reviews either ‘always’ or ‘regularly’. Whereas, 3% state that they have never read online reviews. Interestingly, as per a report by Tripadvisor, 80% claim to read recent 6-12 reviews before choosing a property.
As per a Search Engine Land report, 88% of consumers are more likely to trust online reviews as much as a personal recommendation. This proves how effective reviews are for your business.
The age group that is more likely to leave a review is between 16 and 24 years old, which accounts for nearly 66.70%. Interestingly, they are also the one’s who are more likely to leave a negative review after a bad hotel experience.
Approximately, 40% of hotel guests are likely to write a a positive review. Interestingly, 48% won’t shy away from writing an honest review after a negative experience, which definitely overpowers the positive reviews.
Google Review remains one of the most used websites for online hotel reviews, followed by Tripadvisor, Booking.com, Expedia, Yelp,, etc. Following is a list of the top 9 hotel review websites.
According to a report by Accor, a world-leading hospitality group, 97% of respondents have read reviews prior to booking their stay.
As per the same report, respondents were asked to select the three most important options among the 13 listed criteria, that influenced their booking decision. Surprisingly, guest reviews and ratings ranked as the second most important deciding factor. Other listed factors were rooms and amenities, food and dining options, wifi/ internet connection, health and hygiene standards, etc.
These numbers validate the importance of online reviews for hotels. It proves that review has the potential to build brand revenue and loyalty.
Here are a few benefits of online hotel reviews for your reference.
So without further ado, let’s explore the strategy to use online hotel reviews to boost bookings and best practices to collect reviews in the following sections.
Online reviews are one of the key user-generated content examples, which have the potential to provide valuable insights that no other marketing strategy can. If managed correctly, reviews can be used to boost hotel bookings.
Here are a few practical strategies of how you can use online hotel reviews to your advantage. Let’s begin!
71% of respondents appreciate when the hotel responds to reviews. Courteous and prompt responses to reviews — both positive and negative, imply that you value customer
feedback and are invested in improving your services. Prompt response to reviews also encourages word-of-mouth marketing from past and repeat guests.
Tip: Acknowledge both positive and negative guest feedback. Appreciate positive comments and address negative comments with a commitment to improve.
Websites and social channels are your hotel’s first impression. Don’t forget to use them the right way! Positive online reviews offer social proof to potential guests and also resolve any doubts they might have.
Tip: Create a designated testimonial section on your homepage and social media. Ensure the online reviews are recent, preferably not older than a year. It’s recommended you showcase your combined ratings too.
Online hotel reviews offer valuable insights into your most preferred services, guest’s pain points, etc. Re-evaluate and incorporate strategic changes based on the review, in order to improve operational efficiency.
Tip: Identify and analyse what the guests are writing about. Is it about cleanliness, staff responsiveness, rooms and amenities, etc? Highlight the positive feature as your most preferred hotel service, whereas improve upon criticism.
Visual content (images and video) gets 94% more views than text. Hence, leveraging video and image testimonials is a great way to attract potential guests. Moreover, hotels that showcase high-quality photos on their website and social channels observe a 15% increase in conversion rates.
Tip: Reshare or repost images or video testimonials shared by your previous guests on your social channels, website, etc.
Potential guests are more likely to click on an advertisement or a social media post, provided it contains social proof from fellow travellers.
Tip: Display a written review or create a montage of videos and images of your guests (with consent) enjoying their stay at your property. Share it on your distribution channels as part of your marketing strategy.
Reviews on Google and other third-party websites are indexed by search engines. Check the relevancy and search volume of the repeated keyword mentioned in the online review, with the help of a tool. If it fits right, implement the same to improve your SEO strategy.
Tip: Include the repetitive and relevant keywords used by prospective guests. Mention them in your blog post, website’s FAQs, etc to drive organic traffic. Google will index those keywords, and simultaneously consider other factors to rank your website on search results.
Google Review, Tripadvisor, Booking.com, Expedia, etc are the most effective sources to help you target where your potential guests are.
Tip: Ensure your hotel has an active presence on Google and other hotel review websites. Provide your guests with an embedded link to these review sites as an alternate option to secure more reviews.
Until now, we have covered the basics of why an online hotel review matters and how to use it to get more bookings. But, we are yet to explore the most important aspect.
Which is, how do you secure or collect a review? Read on to know more!
Train your staff to subtly request a review from the guests while or after tending to their needs. For instance, if a guest asks for recommendations for popular local attractions, restaurants, etc. Firstly check whether they are having a pleasant stay and ask them If they require any additional service. Gradually mention how important their feedback means to your hotel and you would highly appreciate If they provided one.
A highly effective method to secure online hotel reviews is by placing QR codes at several visible guest touchpoints. Placing the QR at the front desk, in the hotel room or elevator, key card holder, etc are a few examples. Guests can easily scan the QR codes at their convenience and they will be redirected to the link to place a review.
Apart from requesting a review during their stay, another best time to ask is during checkout. The ideal time is when they are waiting for their cab to arrive. Politely ask them how their trip was. Gradually, mention If they could spare a couple of minutes to write a review. It’s more likely that they will provide one, considering their experience is still fresh in their minds.
Despite requesting a review in person, you must automate the ‘Post-stay Guest Feedback for Hotel Survey’ and send it via your preferred channel, i.e. email, WhatsApp or SMS. It’s ideal to wait for a day or two until the guests reach their destination. But don’t wait for too long, or you might miss out on a great opportunity to secure a review.
It doesn't matter what you say but how you say it! Offering loyalty programs or discount offers, in return for a review is a great way to do that. Thank the guest for choosing to stay at your hotel. Explain how their valuable review would help your hotel in return. As a token of appreciation for submitting their review, offer them an exclusive deal for their next stay.
Include a review widget on your website and social media channels. Reach out to your past guests and request them to offer a review on your website or socials. Don’t forget to target repeat guests, they are more likely to provide you with an incredible review.
Among other review websites, Google still remains the most preferred channel for prospective guests to read online hotel reviews. Reviews and ratings on Google largely influence a guest's final decision. Hence, ranking on Google reviews must be your hotel’s top priority to drive conversions.
Getting the timing in hospitality is everything. Request an appropriate time to have a word with the guests. Don’t miss out on explaining how valuable guest feedback for the hotel is. Ask them which medium works for them, whether it’s email, WhatsApp or SMS. Include an embedded link to your respective review sites.
There is no set number defined for service-based businesses to secure reviews. However, your website is more likely to appear on the results, If it secures more positive ratings. Moreover, as per Google, a business’s combined ratings are evaluated by dividing the total number of positive ratings by the total number of ratings.
Online reviews have a direct correlation to sales. As per a study by Harvard Business School, even a one-star increase in rating could directly link to a 5-9% revenue increase. Hence, leveraging your positive reviews is the best way to increase your brand loyalty and revenue.
The key aspect to managing an online review, whether positive or negative is a prompt response. Acknowledge your guests for leaving a review. Contact the ones who have left a bad review personally. Understand what went wrong and verify it’s authenticity. Resolve If it was indeed a mistake by offering them an exclusive deal for their next stay.
Increasing hotel reviews is not the end goal. It starts when your potential guests discover your property. You must ensure to offer your best possible service. This will encourage the guest to leave an exceptional review. They might eventually recommend your hotel to their family and friends, thereby building loyalty.
Hotel reviews enhance the brand's visibility on search engines. A hotel that garners more consistent positive reviews, implies that previous guests have favoured a hotel over its competitors. This builds brand trust and credibility, which is certain to attract potential guests.
Online hotel reviews or guest reviews are arguably one of the most prominent factors for any business, including the hospitality industry. Reviews, either good or great, not only boost bookings and drive revenue but also increase customer retention.
As property owners or hotel managers, If you want to stay ahead of the game — constantly keeping a tab on your reviews and managing them is definitely something you shouldn’t overlook!
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