It doesn’t matter if you run a business, a marketing agency, an online store or a local shop – guest reviews are important for every business. We form our own opinion based on other people’s opinions and this ultimately influences our decision to buy or book accommodation.
And how do you convince satisfied customers to write glowing reviews about your business on public websites? Before we give you some tips, let’s take a look at some analysis of the importance of guest reviews and explain why guest reviews are important and how to get them.
In February 2018, TripAdvisor changed its popularity ranking algorithm. This was met with mixed reactions from the travel industry, as the ranking now takes into account the quality, quantity and timeliness of reviews on a business’s page. So, you don’t just need great quality customer reviews; you also need more reviews, published frequently throughout the year.
In 2019, Trustpilot and Skift launched an online survey of consumers to explore the role reviews play in travel booking decisions. A whopping 88 percent of respondents said that reviews played a significant role in their booking decisions. This is supported by other sources. Data from So Connect shows that 49 percent of users would not book a hotel without reviews, and 88 percent of consumers trust online reviews as much as a personal recommendation.
But getting people to write positive reviews about a business can be difficult. As Jonathan Aufray of Growth Hackers says, “Most happy customers will never tell you they’re happy. Unhappy customers will definitely let you know.”
So how do you convince satisfied customers to write rave reviews about your business on public websites, and why are guest reviews so important?
- One reason why customer reviews are important is that they help with website optimization (SEO – Search Engine Optimization), especially if you are a local business. SEO helps to improve the ranking of a website in search engines. This means: more content and the right choice of keywords on your website bring customers in faster and more efficiently.
- Above all, reviews are crucial for your business because they have a huge impact on the purchasing decisions of your potential customers. As consumers and potential customers increasingly decide to do their own research, they increasingly rely on the opinions and experiences of other customers and guests when evaluating options and making purchasing decisions.
- Positive reviews and ratings help build trust in your company and its products/services in the long run. Your reputation depends on your customers’ opinions.
If guests are truly happy with their stay and we have exceeded their expectations, they are more likely to write a positive review themselves. We will need to ask or remind other guests to write a review or experience.
Before we ask for guest opinions and reviews, there are some things we can do to increase the chances of getting their feedback.
Things to consider before asking for reviews
1. Set the right expectations
It all starts before a guest checks in – set the right expectations. Don’t set unrealistic expectations in your advertising and marketing materials. Make sure the information and images on your website represent the experience at your property. Most positive guest reviews occur when guests are pleasantly surprised by what they receive.
2. Creating exceptional experiences
Create an experience worth talking about. “Exceptional” literally means “worth mentioning,” so take it very literally. Does your guest experience match that? See what previous guests have said about their stay at your property and improve on the things that guests complain about.
How to ask guests for reviews?
1. Explain the process to them
Sometimes it’s just that the guest isn’t familiar with guest review sites. Explain to them why they’re important to you and how their feedback will help improve their experience next time. Explain what steps the person – your guest – will need to take to leave a review online.
2. Simplify it
Remove any barriers that prevent people from reviewing your hotel online. Let your guests know which websites you want them to leave reviews on and add them to cards that you can set up at the reception. Have a “review our hotel” link on your hotel website, in emails, or on your guest messaging landing page, where guests can contact you via chat.
3. Offer options
People should leave reviews where they feel most comfortable (on the website) and where they already have established accounts. Avoid limiting your request to a single website, as this could limit the total number of online reviews you receive. Consider where your guests are coming from, as different review sources are popular in different markets.
Mostly larger websites where guests book accommodation (Booking, Airbnb…) automatically invite the guest to rate their stay at the accommodation. Polna hiška uses Bentral as a channel for accepting direct bookings. This is a tool that helps manage multiple properties and where guests can leave their opinions, as Bentral itself invites them to do so.
4. Ask for guest opinions and reviews on social media
You can ask for reviews on any social media platform, but Facebook should be your preferred network as it is the most popular place for reviews. Ask, include a link, and tag your guests. Everyone loves to be mentioned in someone’s post.
Another way to get reviews on social media is to create posts from existing reviews. Share reviews on your channel as you receive them, as all major hotels and accommodation providers do. Let people spread the word and share positive things about you and your property. Polna hiška uses this and it works great for spreading positive reviews.
When to get guest reviews?
1. Encouraging guests during the check-out process
First, ask them if they had a positive experience at your hotel, and if they did, you can encourage them to share it on their chosen review site. This may be the best time, as the positive emotions they experienced during their stay are still fresh. It means even more if the reception staff or owners had positive interactions with guests during their stay. Guests also often enjoy a guest book. It feels more personal and in the case of a positive experience, guests are happy to write something, and children can also draw their impressions.
2. Follow-up emails
Some hotels and accommodations send a thank-you email after guests check out, thanking them for their stay and inviting them to come back soon. Consider including a link to review sites in this email. Email your invoice to business travelers and include a link to review the hotel.
If you have implemented contactless check-out, you can add “Rate your stay” to your confirmation email after the process is complete.
3. When receiving unwanted feedback
The entire operation is obsessed with feedback. It’s important that everyone on your team understands the importance of collecting this feedback and what to do with it. When an employee receives unsolicited positive feedback, they can personally encourage the guest to leave a positive review. Even a negative review is a review. And an opportunity for improvement. It depends on how you look at the situation.
4. In the post-stay survey
If someone takes the time to leave you a positive response on a guest survey, it usually means they are motivated to share their experience. In your reply, thank them for their feedback and ask them to leave you an online review.
Another way is to participate in a review collection program, such as TripAdvisor, Google, or HolidayCheck. This way, they will receive a review request form after completing the survey.
What to do after you ask them?
Listen to feedback
While guest reviews are important for your ranking and reputation, the ultimate goal of asking guests to leave a review is to gather valuable information. With the feedback your guests provide, you can improve your processes, services, and products, and better understand your unique selling points.
When guests see that you are a guest-focused organization that truly listens to their feedback and implements improvements based on their suggestions, they are more likely to continue to leave reviews.
Encouraging more guest reviews is essential for the successful growth and development of your business, because without guest feedback, you cannot determine whether you are meeting their needs and expectations. We are more dependent on the opinions and ratings of others than ever before. However, there is only so much we can do to achieve a positive review. Good luck in getting feedback from your guests.
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