Chapter 22
Turning Guest Reviews into a Marketing Goldmine
The Power of Reviews in the Hospitality Industry
Imagine you’re looking for a weekend getaway. You find a homestay with stunning photos, but it has no reviews. Then, you see another one with glowing guest testimonials about their warm hospitality, delicious home-cooked meals, and serene ambiance. Which one would you book?
Guest reviews are one of the most powerful tools for influencing potential travelers. In fact, studies show that 93% of consumers say online reviews impact their booking decisions. Yet, many property owners don’t utilize them effectively. If you’re not leveraging reviews, you’re leaving money on the table.
Encouraging More Guest Reviews
Many guests may leave happy but forget to write a review. Here’s how you can nudge them:
Make it easy: Send an automated follow-up email with a direct link to review platforms.
Offer incentives: A small discount on their next stay or a free coffee during checkout can motivate guests to leave feedback.
Ask personally: A warm, personal request at checkout can go a long way in getting genuine reviews.
Using Reviews as a Marketing Tool
Once you start collecting reviews, don’t just let them sit on third-party sites—put them to work!
Feature them on your website: Dedicate a section to guest testimonials.
Turn them into social media posts: A great review with an eye-catching image can make an engaging post.
Use video testimonials: Short guest interviews sharing their experiences can be highly persuasive.
Handling Negative Reviews Like a Pro
No one likes a bad review, but how you respond matters more than the review itself. Here’s a winning approach:
Acknowledge the complaint: Show empathy and thank them for the feedback.
Offer a solution: If valid, explain how you will address the issue.
Stay professional: Never argue or take it personally.
For example, a guest might complain about slow service. A response could be:
“We truly appreciate your feedback and regret that you experienced delays. We are currently improving our service efficiency and would love the chance to welcome you again for a better experience.”
This shows professionalism and can turn a negative into a positive.
10 Interactive Questions for This Chapter
- How often do you request reviews from your guests?
- What platforms do you encourage guests to leave reviews on?
- Do you have an automated follow-up system for collecting reviews?
- How do you showcase guest testimonials on your website or social media?
- Have you considered offering incentives for leaving a review?
- How do you currently handle negative reviews?
- Do you respond to every review, positive or negative?
- Have you ever turned a negative review into a positive opportunity? How?
- Can you create a social media post using a recent guest review?
- What steps can you take to increase the number of positive reviews?