Hotel guests make booking decisions based almost entirely on reviews. Here's how to build a review strategy that keeps your property booked year-round.
96% of travellers consider reviews important when booking accommodation. Hotels, B&Bs, boutique properties, and vacation rentals all compete primarily on their reputation. In a market where price is transparent and amenities are similar, your star rating is your differentiation.
The Guest Journey: When to Ask for a Review
- At check-out — the highest-emotion positive touchpoint in the stay
- In a post-stay email sent 2–4 hours after checkout
- In a farewell text with a thank-you and review link
- On the key card sleeve or room information booklet
- Via a QR code in the elevator or lobby
Creating a Review Culture at Your Property
Your front desk staff, concierge, and housekeeping all have touchpoints with guests. Train every guest-facing team member to proactively identify happy guests and make the review ask feel natural. A personalised ask from someone who helped during the stay converts far better than an automated email.
How to Handle Negative Hotel Reviews
Never copy-paste responses to hotel reviews — future guests are reading every one. Personalise each response with the guest's name and specific details from their complaint. For maintenance complaints, mention the specific fix that was made. This shows you're responsive and proactive.
"Hotels that respond to at least 50% of their reviews see 24% more bookings than properties that don't respond." — TripAdvisor Insights
Using QR Codes in Hotel Settings
- In-room QR code cards placed on the desk or nightstand
- QR code on the checkout folio
- On complimentary breakfast menus or activity cards
- In the fitness centre, spa, or pool area
- On the parking validation ticket or key envelope
Benchmark
Top-ranked hotels on Google Maps typically have a 4.5+ star rating with 200+ reviews. Properties with fewer than 50 reviews rarely appear in the top 3 local pack results.
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