guest reviews, simplified
I love online guest reviews, [insert eye roll here].
I love online guest reviews because it is easy for a business to create a successful reviews strategy and execute on it. This blog outlines my recommended reviews strategy.
Before I dive in, I want to cover my bases and answer the question “why should I care about reviews and care about responding?”. Plain and simple, travelers use reviews to decide where to stay. Did you know on average, reviews produce an 18% increase in sales. Another helpful fact is that customers trust businesses 1.7x more when they respond to reviews.
I have categorized this blog into three sections and I will end off with some additional resources and places to find out more information.
How to get guests to leave reviews?
How to respond to reviews?
What to do if you get a bad review?
1. How to get guests to leave reviews?
The most simple and effective way I have found is to have the front desk gently remind and ask guests at checkout to leave a review. “Was there anything we could have done better during your stay?” If it is a generally positive stay, then add on “We would love it if you would be willing to write a review about our hotel online.” If they had a negative experience, your front desk agent should thank them for the candid feedback, jot it down, and pass along to the Manager on Duty (MOD). You can add this review solicitation process to your front desk training checklist and SOP.
A couple of other ways I have seen hotels ask for reviews are:
Sign at the front desk reminding guests to leave a review (I bet you could have a QR code they can directly scan and go to the hotel’s review page!)
Automated post stay email asking about their stay and requesting they leave a review
Provide guests with complimentary post cards at checkout with a tag reminding them to leave a review
2. How to respond to reviews?
The general guidance I learned early on in my career was to respond to about every one in three positive reviews and reply to all negative reviews (negative reviews are everything at and below the midpoint rating and/or any review with critical feedback). I like this approach because it feels authentic (I am not sure why but I don’t like it when a company responds to every single review) and saves a bit of time.
I would only have the General Manager (GM), Assistant General Manager (AGM) or Front Office Manager (FOM) respond to reviews. My preference is the GM, but that is not always possible.
A couple of other general to-dos:
Vary the language in your responses. I eyeroll when I am reading reviews that are worded exactly the same. Of course you can use some general similar language but it is helpful to take the extra minute to personalize the response to the review.
Keep it short, especially for positive reviews. Harvard Business Review found that long highly customized responses on positive reviews is perceived as “promotion and thus viewed disingenuous.”
Be optimistic and hospitable. In the wise words of Michelle Obama, “when they go low, we go high.” And I am always a fan of being thankful and gracious in responses.
I do not recommend responding to perfect rating scores without added commentary.
3. What to do if you get a bad review?
I appreciate thoughtful responses to bad reviews when researching hotels, and I take personal joy in writing them.
I always start by thanking the guest for taking the time to write the review. I also recommend framing your responses authentically and optimistically.
If there is any specific feedback in the review that you have or plan to action? If so, include that follow-up in your response. Remember, it still is important to keep your response concise.
Then if the review has a negative tone, give them your email and ask them to reach out if they would like to speak further. You can also add something like “I would love to make it up to you,” if you feel comfortable honoring that statement.
It is really important to remain humble and not defensive if your response and wherever possible end your response on a happy note.
Next Level: take your review strategy to the next level by tracking all of the reviews and do a monthly review for more holistic takeaways and action plans. Here is a spreadsheet I created to help you start this process.
Additional Resources
LinkedIn Learning, How to respond to low ratings and poor reviews.
Expedia Group Resources, How to Response to Hotel Guest Reviews.
Explore CRM systems (customer relationship management systems). Revinate is a CRM focused on hotels and it has a guest feedback solution.