Customer reviews: How to ask for, respond to, and use them

Online customer reviews are of important significance to many consumers, and this is especially true for the hospitality and tourism industry. Travelers expect to read reviews about your accommodation through sites like Tripadvisor and It is increasingly important to maintain a good online presence and reputation. With social media becoming a more pivotal role in marketing, the platform not only allows you to communicate directly with your customers, but also allows your customers to communicate with each other.

We give you an overview on how to ask for, respond to, and use the reviews you get, and an example of what to say in each of those instances.

Get reviews

A range of reviews is not a bad thing, as it adds legitimacy to your hotel. To get these reviews you could ask customers to leave a review when you check them out. Alternatively, you could also send out a post-stay email thanking the customer for their stay and asking them for any feedback and a review on some sites. You could also publish some social media posts, reminding guests to review their stay.

What to say: We’d love to hear how your stay with us was! Leave us a review on these websites <insert links>, or send us an email with your feedback.

Respond to reviews

It is extremely important to respond to guest reviews. Engage with both positive and negative reviews in a professional and friendly manner. Make sure your responses are genuine and always be appreciative of the feedback and the time it took the guest to leave the review. While negative reviews are not ideal, responding to them in a friendly, professional manner is essential to maintaining a good relationship with the guests, without losing potential customers. It is important to apologize for their negative experience and address how you will do better in the future.

What to say: Thank you for taking the time to leave us feedback, and we are extremely sorry for the negative experience you had with us. We are always working on improving, and in the future, we will <insert improvements you will make>.

Use reviews to your advantage

Reviews can be extremely effective in your marketing and to know where you need to improve. Use the feedback you receive from customers to improve on your services or facilities. Use the positive reviews to help with marketing, let potential customers know how good of a time people have had when they’ve stayed with you. Use them on social media, and through your marketing emails. Showing consistently good service and reminding people of the wonderful time they had with you, will also encourage repeat bookings.

What to say: What our guests have to say about their stay with us: <Insert review>. Or See what others have to say: <Insert review>.

Search Preno Blog

Explore our Topics

About the author

Amanda is Preno’s content strategist, with added skills in copywriting and digital marketing. Working across Marketing & Sales, she enjoys writing content that covers trends, tips, and resources that help empower hoteliers.

Subscribe to our newsletter

Other Blogs you may also like


Could Rural Hotels Be the Big Winners of The Post COVID World?

The COVID-19 pandemic has had an unprecedented effect on the global economy, with no sector or industry spared. In the face of this healthcare crisis and the economic recession it has triggered, businesses have been forced to restructure and transform rapidly in significant ways. Business as usual is a thing of the past, and we’re […]


Top 5 integrations every hotelier needs

The hospitality industry is full of great companies that will help you run your business more efficiently. We wanted to share with you our favourite companies that we think every hotelier needs to know of. These integrations can help you manage your workflow to maximise time and revenue. 1. Xero – Accounting Software Every small […]


How To Choose the Best Small Hotel Management Software

The hotel industry faced many challenges in the last few years. As the world begins to open up, small hotels are now getting ready for a strong rebound. Occupancy rates are rising, and average room prices are beginning to recover. Now is the time to make sure your small hotel is running efficiently, so you […]


Top Features You Need in A Small Hotel Management Software

As a small hotel owner or manager, it is important to have a reliable and efficient hotel management software in order to streamline operations and increase profitability. But with so many options on the market, how do you choose the right one for your business? Here are some top features to look for in a […]


How emails can help you enhance the guest experience

You can use emails to personalise and enhance the guest experience. Using emails is an effective way to gather information pre-stay, ask for reviews post-stay, and keep them engaged once they are part of your database. Automating your emails can save lots of time while keeping track of communication sent to your guests. Here is […]


Common Hotel Guest Complaints & How to Handle Them

As a hotel, providing top-notch customer service is crucial in ensuring guest satisfaction and repeat business. However, it’s inevitable that guest complaints will arise during their stay. Here are some common complaints in the hotel industry and tips on how to handle them: Poor housekeeping Dirty laundry left uncollected, used cutlery left in the room, […]