Did you know that you can improve your hotel's online reputation by optimising your reviews?
Online reputation is your calling card in the hotel market. Boosting customer reviews and highlighting them on platforms such as Google, TripAdvisor or Booking not only attracts new guests, but also increases the prestige and profitability of your business. Transforming your customers' experiences into positive reviews is easier than it seems if you apply the right strategies.
Before we go any further, do you know what a hotel's online reputation is?
Online reputation is the public perception of your hotel based on the experiences your customers share on digital platforms. This includes reviews, ratings and mentions on specialised sites and social media. A good reputation not only attracts new customers, but also builds loyalty with existing ones.
Do online reviews really improve the status of my hotel?
The answer is a resounding yes. Reviews have a direct impact on travellers' decisions. Studies show that more than 80% of customers read reviews before booking. High ratings and positive reviews significantly increase the likelihood of attracting new guests. In addition, reviews reflect key aspects such as:
- Quality of service.
- State of the facilities.
- Value for money.
Therefore, a strategy focused on improving feedback not only benefits your reputation, but also your revenue.
5 general tips to improve your hotel reviews
1. Offers an exceptional experience
The basis for positive reviews is to provide an experience that guests will remember with pleasure. From the moment of check-in, make sure the process is smooth and efficient, accompanied by a friendly and professional attitude. Surprising your guests with little touches, such as an unexpected courtesy or a personalised welcome note, can make a big difference. In addition, ensuring that every aspect of their stay, from the cleanliness to the quality of the facilities, is impeccable reinforces the impression of exceptional service.
2. Facilitates requests for reviews
Most guests will not spontaneously leave a review, but you can encourage this behaviour by making the process simple and accessible. Sending a post-check-out email thanking them for their stay and providing a direct link to leave a review on key platforms such as Google or TripAdvisor can significantly increase responses. You can also include reminders in the hotel, such as a QR code in the room or in common areas, inviting guests to share their experience.
3. Respond to all reviews
Taking the time to interact with your guests' reviews shows that you value their opinions and are committed to their satisfaction. Always acknowledge positive comments, highlighting your appreciation for their preference and recognition of your team. On the other hand, address negative reviews with empathy and professionalism. A sincere apology, accompanied by an explanation of the corrective actions that will be implemented, can transform a bad experience into an opportunity for improvement and customer loyalty.
4. Listen and act
Every comment received, whether positive or negative, is an opportunity to improve your service. Analyse reviews for patterns that may point to recurring areas for improvement, such as problems with breakfast, cleanliness or staff attentiveness. Use this data to implement concrete changes that respond to guests' needs. Customers appreciate seeing their feedback lead to action, which increases confidence in your commitment to excellence.
5. Highlight positive reviews
Positive reviews are a powerful tool to promote your hotel and attract new guests. Include featured testimonials on your website and social media, accompanying them with attractive images of your facilities. In addition, using excerpts from these reviews in advertising campaigns reinforces the perception of quality and reliability. Even within the hotel, you can display these reviews on digital screens, building trust among new guests who have not yet experienced the hotel.
4 must-haves for your hotel to increase reviews
1. Beds that invite you to rest
Sleep quality is critical. Investing in comfortable mattresses, premium bedding and pillow options can make all the difference.
2. Amenities that surprise
It offers more than the basics. Details such as luxury grooming kits, slippers and bathrobes elevate the guest experience.
3. Inspiring decoration
An attractive and welcoming design not only enhances the experience, but also encourages customers to share photos on social media.
4. Technological details
It provides fast wifi, accessible plugs and wireless chargers. Connectivity is key for the modern traveller.
3 skills your employees need to have to encourage online reviews
The role of staff is crucial to improving the customer experience and, consequently, online reviews. Here's how to develop these skills in your team, giving you practical tools to implement them.
1. Proactive and friendly attitude: The key to connecting with guests.
An employee with a proactive attitude does not just wait for problems to arise, but takes the initiative to anticipate guests' needs. This creates an environment where customers feel valued and cared for.
- Strategies to promote this attitude:
- Empathy training: Teach them to identify subtle signals of what the host needs, such as body language or tone of voice.
- Personalisation protocols: Encourage the team to greet guests by name, remember previous visits or comment positively on their trip.
- Constant motivation: Reward employees who demonstrate proactivity, for example, by solving problems before the customer mentions them.
Genuine friendliness builds trust and a feeling of connection, which increases the likelihood that the guest will leave a positive review.
2. Ability to solve problems quickly: Become a "solution creator".
Problems can arise in even the best hotels, but it's how you handle them that really matters. The speed and efficiency with which your team responds can turn a negative experience into an opportunity to excel.
- Effective problem-solving techniques:
- Staff empowerment: Empower your employees to make quick decisions, such as offering reasonable compensation or upgrades, without the need to consult with superiors.
- Conflict management training: He gives workshops on how to defuse tense situations and remain calm in difficult interactions.
- Proactive monitoring: It is not enough to solve a problem; it instructs the team to follow up afterwards and
se make sure that the guest was satisfied.
The ability to solve problems quickly shows professionalism and empathy, two qualities that guests value highly.
3. Attention to detail: Because small gestures have a big impact
Attention to detail can turn a standard stay into an unforgettable experience. From making sure the room is perfectly clean to remembering specific preferences, this level of care leaves a lasting impression.
- How to instil attention to detail in the team:
- Operational checklists: It provides detailed checklists to ensure that no aspect goes unnoticed, from the right room temperature to well-presented courtesy items.
- Observation training: Encourage your staff to pay attention to guests' preferences, such as their favourite beverage or food allergies, and use that information to personalise their experience.
- Culture of excellence: Constantly reinforces the importance of "going the extra mile" in every interaction, highlighting positive examples within the team.
Guests appreciate details that show they are more than just a room number, and this impression is reflected in their reviews.
How does our hotel PMS support review management?
In a world where online reputation is key to a hotel's success, a PMS (Property Management System) such as LEAN Hotel System becomes an indispensable tool. This system not only simplifies the management of daily operations, but also facilitates a comprehensive and strategic management of your guests' reviews through the integration of specialised providers in the field.
Let's take an in-depth look at how these reputation management solutions work:
1. Real-time monitoring: Always be in the know
Real-time review monitoring is one of the most valuable features of our integration.
- Receive immediate notifications every time a customer leaves a review on key platforms such as Google, TripAdvisor or Booking.
- Centralise reviews from multiple channels into a single interface, preventing you from missing important details.
- Quickly identify negative comments, allowing you to take instant corrective action to mitigate reputational impacts.
Instant access to this information gives you full control over your guests' perception of your hotel.
2. Automated and personalised responses: Save time without losing the human touch.
Responding to all reviews can be a challenge, especially when the volume of feedback is high.
- Customisable templates: Set up autoresponders that reflect your brand's tone and identity, ensuring consistent communication.
- Quick responses to negative reviews: Act immediately to address any complaints, showing your customers that you value their feedback.
- Advanced customisation options: While automation saves time, you can adjust each response to make it unique and feel genuine.
Efficient management of feedback reinforces guests' confidence and increases the likelihood that they will choose your hotel again.
3. Data and trend analysis: Making informed decisions
With a data-driven approach, advanced analytical tools are offered that go beyond the simple collection of reviews. You can:
- Generate detailed reports on patterns in feedback: What aspects do guests highlight? What areas need improvement?
- Identify seasonal or recurring trends in reviews, helping you to plan long-term improvement strategies.
- Compare your reputation with that of your competitors, detecting opportunities to stand out in the market.
This data not only allows you to improve the customer experience, but also helps you set clear and achievable goals for your team.
4. Automatic review requests: Increase your volume of positive feedback.
One of the best ways to improve your online reputation is to increase the number of positive reviews:
- Automated post check-out requests: Set up messages that are automatically sent to guests after their stay, inviting them to share their experience.
- Customer segmentation: Customise requests according to the profile of the guest (families, couples, business travellers, etc.) to obtain more relevant opinions.
- Integration with key platforms: It facilitates access to sites such as TripAdvisor or Booking directly from the mail, simplifying the process for the customer.
This strategy not only increases the volume of reviews, but also ensures that more reviews reflect the satisfaction of happy guests.
