The Power of Reviews and How They Affect Hotels

In marketing, there is a type of communication used in the diffusion process called word-of-mouth communication (or buzz marketing), and considering the digital atmosphere, it was coined as word-of-mouth communication, and review is one of its forms nowadays. As a way for consumers to give their opinion and recommendations, reviews are also organic, which means they do not have to pay, have long-reach through social media or online travel agencies, help attract new guests, and can be your ally or your enemy. It depends on how you manage them.

Why are Reviews Important?

As said, reviews are a way for consumers to show their satisfaction (or not) regarding hotel service. It is a form for guests to share their experience after the stay. This can be done through personal or hotel social media, travel forums, and online travel agencies such as booking.bom or Expedia.com.

Thanks to the digital age, their message can reach millions of people in seconds. If it is a positive review, it can bring new guests, competitive advantage, and free advertising.  

Ally or Enemy?

One of the first things travellers do, besides "where to go", is to seek recommendations or reviews of hotels and their accommodations, and their decision is based on what they read.

Another point is the power of viral. Viral is a trend word associated with social content sharing, and a review can go viral, which means that many people spread the comment and, depending on the subject, can bring a good or bad reputation to your business.

Make sure you listen to your guest, not only through surveys or suggestion boxers but also online. Here we talked about Social Listening tools and how they are a potent weapon for tracking your hotel’s reputation. 

How to Generate Good Reviews?

There is no recipe to follow, but follow some suggestions to get five stars. 

Guest contentment

Guest satisfaction is the key to getting a good review. Once satisfied, your guests are more likely to recommend your hotel and write a positive testimonial on social media about your service and their experience.

Act quickly.

Tracking and proposing a solution quickly can convert a negative review into a positive one, in addition to preventing the problem from getting worse.

Thank your Guests.

Thank your guests for the positive or negative reviews. This will show them that you are aware of their opinion and recognise the importance of it in improving your hospitality. 

In conclusion, sometimes good service is not enough if a review tells the opposite of your service. Take the time to read what your guests have said about your hotel, engage them, and demonstrate that you care.