In the digital age is it imperative that your hotel has an adequate online presence, in fact over 68% of sales for travel and tourism were made online in 2022. Reviews play a critical role in your hotel's online reputation and can often be the difference between a prospective guest booking your hotel or booking a competitor close by.
While we know that online reviews are like gold in the industry, it's not always so easy to get guests to leave reviews. So, to help you get more of this invaluable guest feedback that you can use in a multitude of ways, we put together five top tips for getting more reviews from your guests.
1. Just ask
This may seem obvious, but statistics show that “65% of consumers left reviews in response to requests from a business.” Get your team involved in actively asking guests for reviews. Aside from just encouraging reviews, get your staff trained to spot opportunities with guests to enhance your online presence, such as offering to take photos for a group of travellers or creating photo-friendly moments throughout the guest's stay.
2. Do more than what’s expected
We know it's not always easy to go above and beyond for every guest’s every stay, but having moments where you can delight your guests could be the difference between them leaving a review or not. According to a study by BrightLocal, “81% of consumers are 'likely' or 'highly likely' to leave a positive review if they feel the business went above and beyond to ensure an exceptional experience.”
3. Make it easy for your guest to leave a review
Leaving a review can be time-consuming and not top of the list of priorities for most guests, but making it easy and simple for them to leave a review will go a long way in getting those reviews. Try placing strategic QR codes around the hotel, and after the guest has left, you can send them a post-stay email prompting them to leave a review. If you have GuestRevu PRO this is automatic, but if you are using the free version, GuestRevu LITE, you may want to encourage staff to send regular email prompts to guests. Again, make it simple by including an easy-to-follow link to leave a review.
4. Show that you care about feedback
Often guests don't understand the importance of leaving a review. To encourage future guests to leave reviews – and to make those who already have felt heard and acknowledged – it is important to continue to engage with your guest's feedback. Responding to all reviews is of paramount importance. It can have a positive impact on the way potential guests review your management team and a positive impact on your SEO.
Engagement with reviews shows potential guests that you value feedback and are committed to continuous improvement. Furthermore, you can share the reviews on your social media and on your website as a form of social proof, indicating to future guests that their reviews mean something to your hotel.
5. Remind guests again to leave feedback after their stay
While some guests may be eager to leave reviews, others may need an additional nudge. If you don't remind them or prompt them to share their experience they may simply forget. Implementing a proactive review request strategy can make a huge difference. For example, Portmeirion Village saw a massive 569% increase in the number of reviews they received on Tripadvisor when they began sending GuestRevu post-stay surveys with Tripadvisor integration.
In the highly competitive landscape of the hospitality industry, mastering the art of collecting online reviews is a strategic move that can set you apart from the competition. By actively engaging your guests, providing exceptional experiences, simplifying the review process, and demonstrating your commitment to feedback, you'll not only boost your online reputation but also gain valuable insights to improve your service.