The Role of Customer Reviews in Shaping Hotel Reputation
Consider this data: 94% of consumers say that reading a bad review made them want to avoid a business.
That’s the power of reviews, especially in an industry like hospitality. In fact, 81% of travelers read reviews before booking a hotel. And nearly half won’t make a reservation for a hotel without reviews.
It just goes to show how much weight potential guests place on reviews. These reviews can actually be the difference between a fully booked hotel and dozens of empty rooms.
Why Are Guest Reviews So Important in Hospitality?
Reviews are important in virtually every industry. They tell potential customers who are considering a brand if it’s worth spending their money on and what to expect when they do.
When traveling and staying at hotels, people want to feel at home. Of course, they enjoy exploring new cultures, cuisines, and landscapes.
Of course, they want to make new memories and do different things they wouldn’t normally do or can’t do otherwise.
But when they go to a hotel, they want to feel safe. They’re not just investing their money hoping to have a positive experience.
They’re making an emotional investment. Guests want to feel assured that their stay will be enjoyable and stress-free.
Reading positive reviews helps potential guests feel safe when choosing a hotel.
An example of a hotel that constantly gets glowing reviews is the Slow Town Hotel in Taichung, Taiwan.
It receives high praise from guests due to its comfort and cleanliness, friendly and helpful staff, convenient location, and quiet environment.
These factors make the Slow Town Hotel a standout choice for travelers. As a result, it gets consistently high ratings and positive reviews across various booking platforms.
Screenshot provided by the author
How Positive Reviews Can Boost Your Hotel’s Reputation
In business, reputation is everything. That goes for the hospitality industry, too. Even if just one customer talks negatively about their recent hotel stay, many travelers will overlook that hotel in their search for the best accommodations.
Let’s look at how good reviews can do wonders for your hotel’s reputation.
Build Trust and Credibility
Trust is everything, especially in hospitality. Potential guests are more likely to trust your hotel if they see other people talking about their positive experiences.
And that trust helps build credibility. People view a hotel that consistently gets positive reviews as a reliable, trustworthy place to call their temporary home while traveling.
Enhance Online Visibility
Guest reviews can also help you boost your hotel’s online presence. By featuring your hotel’s reviews on popular review sites like TripAdvisor, Booking.com, Google Reviews, Yelp, Expedia, and Hotels.com, you can boost traffic to your own website.
Those backlinks can help boost your search engine rankings, resulting in even more traffic to your booking site.
Improve Guest Satisfaction
Did you know that positive reviews can also help you improve the guest experience? When you see that your hotel is doing something right to satisfy your guests, you’ll keep doing it, right?
Consider this glowing review a guest left on Hotels.com for their stay at the Darwin Hotel in Atlanta.
Screenshot provided by the author
Notice how the hotel specially accommodates the needs of the guest’s child by turning off the music in the lobby. The staff at Darwin made the guests feel safe and cared for in a new city.
The hotel can use this feedback to improve the guest experience further. For example, it can continue to make special accommodations for guests who need them to improve their stay.
Encourage Repeat Business
Guests who leave positive reviews about your hotel are more inclined to return, especially if they see that you acknowledged and acted on customer feedback.
Satisfied guests are likely to recommend your hotel to others, which helps drive repeat business and referrals.
Gain Competitive Advantage
Positive reviews can set your hotel leaps and bounds above the competition. This can increase the chances of a traveler choosing your hotel over others.
For example, let’s say a family is going to Disney World for their vacation. They’re considering two hotels: yours and a competitor’s. They like both options, including the amenities, proximity to major attractions, and other factors that make it hard to choose.
So, they decide to compare customer reviews. Your hotel’s review rating on TripAdvisor is noticeably higher than that of the other hotel. Ultimately, they choose to book a room at your establishment.
Practical Steps for Hotel Reputation Management
Maintain a strong reputation for your hotel by taking the following steps:
Encourage Guest Feedback
Ask guests to leave reviews about their stay. You can do this through follow-up emails, at check-out, or via in-room information.
Whatever you do, make it easy. To simplify the process, you can provide direct links to review platforms.
Monitor Online Reviews
Check online regularly to see what guests are saying about your hotel. Start by registering your property on popular review sites.
Use reputation management software to track mentions and reviews across multiple platforms. You can set up alerts to stay updated with new reviews in real-time, which enables quick responses and proactive management.
Respond to Reviews in a Timely Manner
Acknowledge all reviews, whether positive or negative. Kindly thank all guests when they leave positive feedback, and always address any concerns that you see in negative reviews. Fast responses show that you value guest feedback and are committed to improving their experience.
Screenshot provided by the author
Takeaway
It’s amazing how much power a few positive words about a brand can wield. When you consistently deliver a memorable guest experience, you can expect glowing review after glowing review.
That’s just the way it works. So, continue to keep your guests happy and watch how eager they’ll be to rave about their stay. Then, look at how many more guests you can attract. It’s a beautiful, ongoing cycle of growth that enhances your hotel’s reputation and success.
Here’s to landing more positive customer reviews to boost your bottom line!
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