The Importance of Online Reviews and How to Improve Them
efore going on a vacation, before booking anything, what site are you usually on doing your research? I bet it’s an online review site. According to research, 92% of consumers read online reviews before deciding and making a booking. Yelp, Facebook, Google, TripAdvisor, the list goes on when it comes to business review sites, and they are all frequently visited by consumers to help with their decision making.
These consumers who have read reviews about your hotel could easily become your guests. They’ve come so far in their research because they are considering staying at your hotel, provided any negative reviews will not be driving them away.
Your hotel is likely to fall under one of the below three categories.
- You have plenty of positive reviews. Well done!
- You only have a handful of reviews, but they are mostly positive, with a small number of neutral reviews.
- You have negative reviews that have likely pulled your ratings down as well
What can you do?
- If you have plenty of positive reviews
Don’t get complacent, continue to collect good reviews. Do promote these good reviews on your website (e.g. “Testimonials” or “What our guests say about us”), and on social media. Also, don’t forget to thank the guests who have made the effort to write a positive review about you!
- If you only have a handful of reviews
Don’t be discouraged. Most people only leave reviews when their experience was very unpleasant, so you should be happy you don’t have much negative reviews to deal with. Keep asking your guests for reviews. Consider having an email marketing campaign to remind guests to leave reviews after their stay.
- If you have negative reviews
Respond to these as soon as possible. What guests want is acknowledgement and your promise of implementing changes. They want to know what happened, what you plan to do, when you plan to do it, etc. Your response in the end will be more important than the negative review itself.
Be aware of what people are saying about your hotel and be on the ball to improve or upkeep your hotel’s service standards.
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