How To Encourage Hotel Guest Reviews
With competition so fierce and margins so tight, many hoteliers are struggling to increase their profits. Technology has already enabled cost cutting to the bare bone but, surprisingly, one factor that can have a profound effect on the bottom line is often overlooked – customer reviews.
Online customer reviews are increasingly important to travelers hooked on their smartphones. TripAdvisor claims that 93% of travelers base their hotel booking decisions on reviews. The same survey showed that 53% wouldn’t stay in a hotel that had no reviews. But how do you get reviews?
The Dangerous Route
An online search, will show companies that offer fake reviews for a small fee. Some hotel owners have even resorted to getting their staff to post reviews. Don’t be tempted, neither is worth the risk.
Recently, Yelp reported they had 102 million reviews, while TripAdvisor claimed 320 million. These companies stake their reputations on the validity of these reviews and go to great lengths to expose fraudulent ones. Any attempts to increase your review status by deception will be revealed, with severe consequences. TripAdvisor’s infamous Red Badge of shame can take years to overcome.
Terms & Conditions
The terms and conditions of each review company should be studied because the rules vary and may even appear contradictory. For example, offering promotions in exchange for reviews is frowned upon by TripAdvisor. But introductory offers on Yelp’s business pages are acceptable, although the company will penalize blatant ‘rewards for reviews’ schemes.
Some consultants suggest putting a laptop at reception, with a link to TripAdvisor or Yelp. The customer is asked to write their review at reception after checking out, perhaps while waiting for a taxi. Others warn that review companies monitor IP addresses and are suspicious of large numbers of reviews coming from the same location.
Asking Is Ok
Differences in approach can be seen with the simple matter of asking a guest for a review. TripAdvisor recommends you request one, suggesting you do so as the guest leaves. If they forget, TripAdvisor supply a widget that automatically sends an email after 48 hours to thank the guest for their visit and remind them to leave a review. Yelp does not like this tactic. Their website states that you will only ask guests who will make positive comments, distorting the review results.
Realistically, most hotels ask for a review. Some ask directly, others do so in a more roundabout way. There is nothing wrong with following the TripAdvisor route of asking your guests as they leave, but how you do so is important. Don’t make it sound like an obligation. A simple request, followed by a suggestion they compare their experience with those on a review site doesn’t sound like a plea. Explain that reviews are important to your business and you are always looking for ways to improve. Most people are helpful and willing to oblige.
Respond to Reviews
When you do get a review, a good practice is to make a brief comment. For positive reviews, thank the guest for taking the time to write it and show your appreciation for their visit. Make the comment personal rather than just a bland ‘thank you’ statement. Responding in a professional and constructive manner to any negative comments will reflect well on your attitude to customer service.
It is likely that any guest staying at your hotel had looked at reviews of your establishment before they made their decision to book with you. They will see how you react to reviews. If you treated earlier guests with respect and kindness, the current ones are more likely to add their own comments.
Offer great service
The best way to garner positive reviews is by giving outstanding service. If you make their stay exceptional, guests will feel compelled to tell others. Great service does not always mean providing amenities free but anything your hotel offers should be above average. This extends to all parts of your business, whether at the restaurant, housekeeping, room service or reception.
Guest are often busy people and with the best intentions may forget to post their reviews even when delighted with their stay. You may need to remind them with the TripAdvisor widget.
Gentle reminders
If you offer free Wi-Fi, show the review sites on the sign-in page, suggesting that guests take the opportunity to leave a comment. Somewhere on the bill you may decide to place a request for a review. Some hotel owners feel that an invitation for feedback placed next to the amount the guest paid is not wise. That will depend on your confidence about the value for money they received. Business travelers need their receipts when claiming expenses and will probably sit at their laptops when doing so. Most will not object to the reminder on their bill and may quickly add some comments about your hotel.
Some hotels slip a scenic postcard into the envelope with the bill, including a message on the back asking for a review. When the guests arrive home, the postcard will remind them of good times and motivate them to write a kind remark.
After getting permission from the writers, include a small selection of positive reviews on your hotel website. You might also print and frame some to hang above reception. The fact that you are showing interest in the opinions of your guests encourages more reviews.
Prominently display review site stickers in your hotel, whether they’re from TripAdvisor, Yelp, Google or others. Today’s vocal generation will undoubtedly have an account with at least one of these and the sign will encourage them to add their opinion for kindred spirits to read.
Give them a chance
Guest reviews are now an important part of any hotel’s marketing arsenal, giving third-party proof that your service is as good as advertised. Good reviews can attract guests to your hotel, leading to an increase in profits from the additional business. Studies also show that such reviews enable you to charge more. Even bad ones, when handled well, add credibility to the positives comments.
Give your guests the chance to help you by making it as easy as possible for them to give a review. You’ll be glad you did.
Sources
TripAdvisor / Yelp / Cornell / Review Pro / Booking Wizz / Practical Ecommerce
