Online reviews have emerged as a crucial element in the decision-making process for travellers. They give potential guests a glimpse into real experiences, fostering trust and authenticity beyond marketing efforts. For hotels, these reviews impact occupancy rates and shape their online reputation, making them a vital component of their overall business strategy.

Choosing the right platforms to focus on for review acquisition and management is crucial for hoteliers. With numerous review sites available, each with its unique audience and impact, it’s essential to understand where your efforts will yield the most benefit.

This blog post aims to guide you through some of the most influential review sites in the hospitality industry, helping you decide where to concentrate your attention to effectively boost your hotel’s online presence and reputation.

Top 5 Websites for Hotel Reviews

Google Reviews

Google Reviews holds a significant position in the online review landscape due to its direct integration with Google’s search results and Google Maps. When potential guests search for hotels in a specific location, Google prominently displays businesses with high ratings and positive reviews in the local search results, also known as the “Map Pack”. This visibility can greatly influence travellers’ decisions, making Google Reviews a powerful tool for attracting more guests.

Moreover, Google Reviews play a crucial role in Search Engine Optimization (SEO). The number of reviews, their quality, and how recent they are can all impact your hotel’s ranking in local search results. This means that actively acquiring and managing these reviews can significantly improve your hotel’s online visibility.

To leverage the power of Google Reviews, you first need to claim your hotel on Google My Business. This platform allows you to manage your online presence across Google, including search and maps. Once you’ve claimed your business, encourage your guests to leave reviews. You can do this through post-stay emails, signage at your hotel, or even verbally during checkout.

Managing and responding to these reviews is equally important. Regularly monitor your Google My Business dashboard for new reviews. Respond to each review in a timely and professional manner, whether it’s positive or negative. For positive reviews, thank the guest for their feedback. For negative reviews, apologize for the guest’s experience, address their concerns, and if appropriate, discuss any changes you’ve made as a result. This not only shows potential guests that you value feedback but also that you’re committed to improving your service.

TripAdvisor

TripAdvisor is a formidable force in the world of travel, with a massive influence on the global travel economy that exceeds $5 trillion. Its popularity among travellers is undeniable, with over 1 billion reviews and opinions from users around the world.

Moreover, TripAdvisor plays a significant role in influencing booking decisions. Four out of five people say online reviews remain a trusted source of information when booking travel, and TripAdvisor’s extensive database of traveller reviews makes it a go-to resource.

Understanding and harnessing the power of TripAdvisor can provide hoteliers with a competitive edge. Here’s how you can leverage this platform:

Claim Your Business: Start by claiming your business on TripAdvisor. This gives you control over your hotel’s listing and allows you to respond to reviews, update your property’s information, and more.

Encourage Reviews: Encourage your guests to share their experiences on TripAdvisor. This could be through a follow-up email after their stay or a gentle reminder at check-out. The more reviews you have, the more trust you build with potential guests.

Respond to Reviews: Just as with Google Reviews, responding to reviews is crucial. It shows travellers that you value their feedback and are committed to improving their experience. Remember, 79% of travellers find reviews with personalised responses from owners more useful.

Promote your TripAdvisor Ranking: If your hotel has a high ranking or has received awards from TripAdvisor, such as the Travelers’ Choice Award, make sure to promote it on your website and other marketing materials.

Facebook

Social media reviews have become a significant part of the consumer decision-making process, and Facebook is at the forefront of this trend. Facebook reviews serve as powerful user-generated content that can increase a business’s reputation. Many consumers trust Facebook reviews more than other sources, leading to immediate trust and higher conversion rates.

Moreover, each Facebook recommendation has the potential to reach the reviewer’s entire network, amplifying the impact of positive experiences. With most consumers considering referrals from social media friends and strangers’ reviews when making decisions, it is clear that Facebook reviews matter.

Here’s how hoteliers can leverage Facebook reviews:

Encourage Reviews: Just like with Google and TripAdvisor, encourage your guests to share their experiences on Facebook. This could be through a follow-up email after their stay or a gentle reminder at check-out. The more reviews you have, the more trust you build with potential guests.

Manage Reviews: Regularly monitor your Facebook page for new reviews. Respond to each review in a timely and professional manner, whether it’s positive or negative. This not only shows potential guests that you value feedback but also that you’re committed to improving their experience.

Promote Positive Reviews: Share positive reviews on your Facebook page and other marketing materials. This not only showcases your hotel’s strengths but also encourages more guests to leave their feedback.

Create Social Proof: Use Facebook reviews and recommendations as social proof on your website. This can be in the form of a widget, testimonials page, or even integrating them into your booking process.

Booking.com

Booking.com is one of the largest online travel agencies, with over 28 million listings in more than 226 countries and territories worldwide. The platform is a major player in the travel industry, offering bookings for hotels, flights, car rentals and attractions.

Reviews on Booking.com play a crucial role in influencing booking decisions. The platform’s review system emphasizes transparency and reliability, as only guests who have booked through the site and completed their stay can leave a review. This authenticity makes Booking.com reviews particularly influential for prospective travellers.

Here’s how hoteliers can manage and respond to reviews on Booking.com:

Monitor Reviews Regularly: Stay on top of new reviews by checking your Booking.com account frequently. This will allow you to respond promptly and address any issues that may arise.

Respond to Reviews: Whether a review is positive or negative, it’s important to respond. A thoughtful response shows that you value your guests’ feedback and are committed to improving their experience. On Booking.com, you can respond to reviews directly from your extranet.

Encourage Reviews: Encourage your guests to leave a review on Booking.com after their stay. The platform automatically sends an email to guests asking them to review their stay, but a friendly reminder at check-out can also be effective.

Learn from Feedback: Use the feedback in reviews to identify areas for improvement. This can help you enhance your service and overall guest experience, leading to better reviews in the future.

Hotels.com

Hotels.com, a leading online accommodation site, plays a pivotal role in the hospitality industry. The platform’s review system is particularly influential, offering both hoteliers and guests unique benefits.

Reviews on Hotels.com are crucial for several reasons:

Trust and Credibility: Reviews provide prospective guests with insights into what they can expect from their stay, thus enhancing your hotel’s trustworthiness.

Business Insights: Online reviews offer valuable insights into guests’ perceptions of your hotel’s product and service attributes, helping you understand what you’re doing well and where improvements can be made.

SEO and Ranking: Fresh reviews help improve your ranking on search engines and increase the number of visitors to your site.

Influence Decision-Making: With countless choices available, great reviews can sway travellers’ decisions in your favour.

Performance Indicator: Higher-quality hotels tend to receive higher online review ratings, providing an indicator of your hotel’s quality.

Here’s how hoteliers can manage and respond to reviews on Hotels.com:

Monitor Reviews Regularly: Keep track of new reviews by frequently checking your Hotels.com account. This will enable you to respond quickly and address any issues that may arise.

Respond to Reviews: Responding to reviews, whether positive or negative, demonstrates that you value your guests’ feedback and are committed to improving their experience.

Encourage Reviews: Encourage guests to leave a review on Hotels.com after their stay. A friendly reminder at check-out or a follow-up email can be effective.

Learn from Feedback: Use the feedback in reviews to identify areas for improvement. This will help you enhance your service and overall guest experience, leading to better reviews in the future.

Importance of Review Management Across Platforms

In an era where online reviews can make or break a business, consistent review management across all platforms is no longer optional—it’s essential. The hospitality industry, in particular, relies heavily on online reviews, with travellers frequently consulting multiple platforms before making their booking decisions.

Why Consistent Review Management Matters

Consistent review management allows you to maintain a unified brand image and deliver a consistent guest experience. It ensures that feedback from guests—whether positive or negative—is acknowledged and addressed, demonstrating your commitment to customer satisfaction.

Moreover, managing your online reputation across all platforms can boost your visibility on search engines, drive traffic to your website, and ultimately increase bookings. Different platforms may attract different types of travellers, so by managing reviews on multiple platforms, you can reach a broader audience and understand the needs and preferences of diverse customer segments.

Role of Review Management Tools

Given the plethora of review platforms, manually managing reviews on each one can be a time-consuming and complex task. This is where review management tools come in. These tools aggregate reviews from various platforms into a single dashboard, making it easier to monitor, respond to, and analyze reviews.

Review management tools can automate the process of soliciting reviews from guests, saving time and ensuring consistency. They can also generate reports and insights, helping you understand trends, identify areas for improvement, and benchmark your performance against competitors.

In conclusion, consistent review management across all platforms is crucial for maintaining a strong online reputation, improving guest satisfaction, and driving business growth. Leveraging review management tools can greatly simplify this process, allowing you to focus on what matters most: delivering exceptional guest experiences.

Online reviews have become crucial in shaping a hotel’s reputation and impacting guest booking choices. Thus, selecting the right review platforms is a vital business decision. Trusted sources like TripAdvisor, Booking.com, and Hotels.com have established themselves as essential platforms for hotels to maintain a strong presence and gather valuable guest feedback.

Actively managing your hotel’s presence on these platforms isn’t just about responding to reviews—it’s about engaging with guests, understanding their needs and preferences, and using their feedback to continually improve your offerings. By doing so, you can enhance your hotel’s reputation, attract more bookings, and ultimately drive business growth.

Whether you’re a small boutique hotel or a large chain, consistent review management should be a key component of your online strategy. Embrace the power of online reviews, and turn them into a valuable asset for your business. And remember: every review is an opportunity to learn, improve, and build stronger relationships with your guests. So don’t let them go unnoticed—make review management a priority.