Why Online Reviews Matter In The Hospitality Industry

As more and more people rely on the internet to research and book accommodation, online reviews are becoming more and more critical in building a solid reputation.
In the hospitality industry, reviews are one of the most critical aspects of building a solid reputation.
Making sure you understand the importance of online reviews (and how to handle them) is a simple and effective way to grow your online presence.

Online Reviews And Why They Matter In Hospitality

Before going any further, it’s essential to answer the big question: 

How do reviews affect businesses? 

Let’s take a look at some of the ways that online reviews can impact your digital standing.

  1. They Provide Honest Opinions

Reviews are written by real people, who’ve had an unbiased experience of the quality of their stay, as well as the quality of the services.
It creates a sense of transparency, which is invaluable in building a good reputation.

  1. They Help Guests Make Informed Decisions

Online reviews can help potential guests make informed decisions as to whether or not they want to stay somewhere by providing information about specific services and locations.
For example: If a hotel has great reviews, but some reviews mention rude staff, or dirty rooms, it could help people figure out if they want to stay in that place (or not).

  1. It Helps Companies Improve Their Services

Online reviews provide very helpful feedback for businesses to identify where they’re excelling, and improve where they’re not.
For example: If your rooms are lovely, but some people have mentioned that your breakfast isn’t the best, you can use that information to improve what you offer for breakfast.

  1. They Can Increase Visibility And Bring In More Customers

Whenever you get a positive review, it bumps up your overall SEO score slightly.
The more positive reviews you have, the higher up you rank.
That means that more reviews lead to being more likely to show up on search results, beating out your competitors.

  1. They Build Trust And Credibility 

Online reviews help hospitality businesses build a positive reputation online by providing social proof that other people have had a positive experience with you. 
This can be especially important for businesses that are new or relatively unknown.

Where Can I Start?

First things first – you’ll need to have some sort of place where people can find you and leave reviews.
Websites such as HelloPeter and TripAdvisor (especially important for hospitality businesses) are great ways to get your account set up quickly.
Additionally, you should look at a Google My Business listing.
GMB listings aren’t just important for reviews – they’re the lifeblood of local SEO (which is exactly what you want if you’re a resort, lodge, or any other type of guest house).
Once that’s set up, it’s time to start getting those stars!
Ask guests who’ve stayed with you to leave an online review on your GMB page, as well as any other site you’re listed on.
You can do this by following up via email or call after they’ve left, or asking them at check-out. 
Once the reviews start coming in, it’s vital that you keep an eye on your reviews, and respond to each and every one to ensure you build up a reputation as somebody who cares.

What About Negative Reviews?

Negative reviews are the most important of all!
There’s a lot of power in negativity. While it might seem daunting, it’s important to use negative reviews as a means to improve.
Take into account what your reviewers are saying, and work on building a positive reputation through responding respectfully, and positively.


Whether you’re a potential guest looking for the best accommodation options, or a hospitality business looking to improve your services and attract more customers, online reviews are an invaluable resource in growing your name in the ever-changing digital world we live in today.

Why Should We Trust Online Reviews?

Online reviews are the opinions of others, which allows customers to form a more holistic opinion of a product or service.

Why Is Responding To Online Reviews Important?

Responding to online reviews can help to solidify your online reputation by showing that you’re responsive to all feedback.

How Do Online Reviews Affect Customer Behaviour?

Generally, positive reviews tend to generate emotional trust from customers, and persuade customers to make a purchase. On the other end, negative reviews reduce emotional trust and can stop customers from making a purchase.



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