Despite the constant evolution of online marketing and distribution platforms and social media, online reviews remain so important. According to recent research, a total of 92 percent of leisure travelers in the U.S. consider online hotel reviews “somewhat important” or “very important” when choosing a hotel. Recent changes to how Google reviews are displayed on hotel pages within Google demonstrate the weight of reviews on the consumer’s decision-making process when looking for a place to stay.
Now when travelers “google” accommodation and click on a property within Google’s Hotel Finder results they will find a separate “Reviews” tab for the hotel that offers the ability to filter, sort and search reviews, and also pulls reviews in from other online sources like TripAdvisor and Booking.com, in addition to reviews from Google users. These changes have resulted in a more comprehensive and efficient review resource that helps consumers make well-informed decisions.
In our increasingly digital world, online reviews are more important than ever. Google’s recent enhancements to its reviews feature should serve as a reminder to lodging operators that reviews do matter—a lot. If chatter about your property has been a bit quiet online lately, here are our top tips for getting more reviews.
Ask at Check-out
There’s nothing wrong with asking guests for reviews face to face. You probably already ask departing guests if they enjoyed their stay—if they did, follow up with something genuine and light like, “That’s good to hear! If you have a spare few minutes sometime in the next few days, we’d love it if you could leave us a review online on [your preferred review channel].” Most guests will appreciate the opportunity to do something nice for your business if they had an enjoyable stay.
You can ask guests for reviews in more subtle ways too, like including your review profiles on business cards or a small sign placed at the front desk. Include a message at the bottom of check-out receipts, inviting guests to leave a review online on your preferred review site if they enjoyed their stay. You could also consider adding a message that invites dissatisfied guests to email you directly with any negative comments, which will hopefully avoid those complaints going public online.
It’s best to ask for reviews as soon as possible after a guest’s stay while they are still focused on their experience. Post-stay messaging provides an ideal opportunity to encourage guests to leave a review online.
Whether by email or mobile messaging, post-stay messages thanking guests for their stay should be sent to every guest and should also politely ask them to leave a review if they enjoyed their experience at your property. As mentioned above, invite them to contact you directly with any negative feedback. Post-stay communications can be triggered automatically through your property management system (PMS), CRM or guest messaging platform.
Make it Easy to Leave Reviews
Whenever and however you prompt guests to leave a review, make it easy for them to do so. If it’s not clear where they should leave a review and they have to search online and click around, chances are it’s not going to happen. Instead, point them directly to your property’s profile on your preferred review channel via direct links (or linked icons/banners) included in emails, mobile messages and on your website.
Any printed material should also point guests in the right direction by including the logo or website address of your preferred review site along with your profile name (which should be the same as your property’s name).
Automate Review Management
Make it easy for yourself too, by automating review management with CRM or reputation management software that can send post-stay surveys to your guests, triggered automatically. Through platforms like Revinate, completed surveys can then be submitted straight to important review channels such as TripAdvisor and Google, steadily increasing online review volume.
When your PMS is integrated with your reputation management software, you don’t even need to enter guest details into your reputation management system or CRM—the PMS sends the data directly. The entire process becomes automated, saving you valuable time and ensuring no guest goes forgotten when it comes to asking for feedback.
Be on the Sites that Matter
From Google to TripAdvisor to Booking.com, set up profiles on multiple review channels to make sure you cover the ones your guests like and use. If you haven’t already, search for reviews for your property on Google (and other major search engines like Bing and Yahoo! Search) and take note of the sites that come up—these are the ones that your customers prefer, so make sure you set up profiles on all of them to make it easy for your guests to find you and review you.
Sometimes it takes a little incentive to motivate customers to write a review. While at first this approach might sound a bit like a bribe, it’s not really. There’s nothing wrong with running a monthly draw for all customers who submit a review (whether good or bad) online. Promote your draw on social media, on your website, and in emails and other guest communications.
Some ideas for prizes include a free night’s stay, a gift certificate, or a free meal at your restaurant.
Share Rave Reviews on Social Media
Sharing your property’s glowing reviews on your social media channels is a good way to inspire (and remind) other guests to leave their own reviews online. Social media users love it when their content is shared by other social media users, with credit given to the original creator.
Sharing positive reviews on social media is not only a good tactic for generating more online reviews, it also provides great content for promoting your property.
Respond to Reviews
You don’t have to respond to all reviews, but you should endeavor to respond to all negative reviews and some great reviews as well. Thoughtfully responding to online reviews tells customers that you care about your guests and their experience of your property, and motivates other guests to provide valuable feedback that helps your business succeed.
Treat Every Guest like a VIP
Consumers tend to write reviews about exceptionally good or bad experiences—not about average ones. So be exceptional by showing every single customer how much you value them. It doesn’t take much—from anticipating guests’ needs to greeting guests with a smile every time, the smallest efforts can make a big difference to your customers.
Generating a steady stream of online reviews isn’t always easy, but it’s a crucial part of maintaining a healthy online reputation. Follow the above tips and watch the reviews roll in—and your occupancy and revenue soar!