The Last Mile of the Guest Journey

Online reviews have evolved from mere customer feedback to a powerful tool that significantly shapes the reputation and success of hospitality businesses.

words by Dimitra Morati | released on May 10th, 2024

Platforms such as TripAdvisor, Google My Business, and Expedia influence guest decisions and provide invaluable insights for hotels to improve their services and guest experiences. With information instantly accessible, potential guests frequently rely on review media before making booking decisions, as these platforms act as digital word-of-mouth, offering insights into the experiences of previous guests.

Recognizing and harnessing the power of review media is crucial for any hotel aiming to excel in the competitive hospitality landscape.

5 tactics to make reviews work effectively for your hotel

1. Make it human – this is not a ChatGPT exercise
Regularly monitoring reviews across different platforms keeps hotels informed about guest feedback. Responding to both positive and negative reviews shows that the hotel values guest opinions and is committed to improving their experience. Tailor your responses to express appreciation for positive feedback and address concerns in negative reviews, offering solutions or compensation if necessary. This is human – to – human interaction. Not a task list that need to be tackled.

2. Ask your guests to be part of your evaluation process
A higher volume of reviews boosts a hotel’s visibility and perceived reliability. Encourage guests to share their experiences by simplifying the review process. This can be achieved through post-stay emails, QR codes in guest rooms, or verbal reminders at check-out.

3. Read carefully – not aggressively
Reviews are a treasure trove of insights into guest experiences and expectations. Analyze feedback to identify areas for improvement and make data-driven decisions to enhance service quality, amenities, and overall guest satisfaction.

4. Leverage positive reviews as marketing tools
Showcase positive reviews and ratings on your hotel’s website and social media platforms. Highlighting guest testimonials can boost credibility and attract potential guests by providing authentic experiences.

5. Make it a team matter
Empower your team with the knowledge and tools to positively contribute to your hotel’s online reputation. Training programs should emphasize the impact of guest interactions on reviews and encourage the team to go above and beyond in providing exceptional service.

Effective review media management goes beyond mitigating negative feedback; it strategically leverages reviews to build a positive brand image, enhance guest experiences, and drive business success. By skillfully navigating review media, your hotel’s reputation can thrive in the digital realm, turning guest feedback into your strongest asset.

Cover Photo by Vidar Nordli Mathisen