Guest reviews are one of the most important factors in booking decisions today. Most travellers check hotel reviews online - on Booking.com, Google or Airbnb - before choosing their accommodation. It is the comments of previous guests that build credibility, shape the image of the establishment and very often determine whether someone will book your hotel or flat in particular.
Reviews also improve a property's online visibility. The booking portals' algorithms give a premium to hotels and flats with a high number of reviews. What's more, establishments with a rating above 8.5 on Booking.com get significantly more bookings on average than those with lower ratings. It is also worth remembering that reviews are not just marketing - they are also a free source of feedback that allows you to better tailor your offer to your guests' needs.
Most common fears of asking for feedback
Many hotel and flat owners avoid directly asking for reviews because they fear negative comments, don't want to be pushy or think that guests don't give feedback anyway. Meanwhile, a lack of reviews works worse than a few average ratings. Authentic mixed reviews inspire more trust than mere fives. And a negative review doesn't have to be a problem at all - if you respond calmly and professionally, you show potential guests that you care about relationships and can resolve difficult situations.
When is the best time to ask for feedback?
The timing of the request is of paramount importance. Contact works best just after a stay, when the guest's impressions are fresh.
- At check-out - the receptionist can personally thank you and give you a leaflet with a link to the feedback.
- A few hours after departure - a good time to text or email a thank you and a link to the review.
- Two-three days later - the guest has a moment to sit back and give his or her opinion calmly, and the emotions of the stay are still vivid.
How to write an effective hotel review request?
Be brief and polite
The request should fit into two or three sentences.
"Thank you for staying at our hotel! We would be very pleased if you would take a moment to share your feedback. Your opinion is extremely important to us."
Show that opinion matters
Visitors are more likely to give reviews when they know they will help others.
"Your feedback will make it easier for other tourists to choose the right place and allow us to better tailor our services."
Add an incentive, e.g. a discount code
A small bonus increases the effectiveness by up to several times.
"Share your feedback and you will receive discount code -10% for your next stay."
Make it easy for the visitor to give feedback
Add a direct link to the form on Booking.com or Google - this minimises the barrier and increases the number of reviews.
How do you respond to visitor feedback online?
Asking for feedback is only the beginning. It is also important to respond to reviews.
- On the positive side - a brief acknowledgement is sufficient.
- On neutral - show that you are learning lessons and making changes.
- On the negative - stay calm, express empathy and offer a solution to the problem.
Many travellers read not only reviews, but also the venue's responses. Professional communication builds your image and often determines the booking decision.
Automating requests for feedback - how it works mobile-calendar
Manually sending messages after each stay is a time-consuming chore. This is where the mobile-calendar system comes to the rescue, which allows you to set up automatic message scenarios.
Example: two days after departure, the guest receives an automatic email thanking them for their stay, a link to a feedback form on Booking.com or Google and a discount code for their next arrival. In this way, you increase the number of reviews without any additional work, keep in touch with the guest after departure and encourage them to return.
Find out more about automatic messages in mobile-calendar: LINK
The most common mistakes in asking for reviews
- Ask for positive feedback only - visitors sense this and do not take it seriously.
- No response to comments - silence shows lack of interest.
- Sending requests too late - after a week or two the visitor's excitement wears off.
- Lack of personalisation - messages such as 'Dear Visitor' are less effective than communication by name.
Summary: Booking reviews and Google as a facility development tool
Guest reviews are one of the easiest and most effective ways to increase bookings. Hotel reviews improve a property's online visibility, boost Booking and Google ratings, build credibility and guest loyalty. You will achieve the best results if you ask for reviews at the right time, in a simple and friendly way, offering a small bonus and automating the process with a mobile-calendar.
Ready-made examples of messages to visitors
E-mail
Good morning,
Thank you for choosing our facility. We hope you enjoyed your stay. We would be very pleased if you would take a moment to give us a review. Your review will help other travellers and allow us to tailor our services even better.
👉 [link to opinion].
As a thank you, you will receive the discount code -10% for your next stay: WELCOME10.
See you soon!
The [name of facility] complex
SMS
Thank you for your stay at [facility name]! We would be pleased if you would give a short review: [link]. As a thank you, you will receive the discount code -10% for your next stay: WELCOME10.
