On the Internet, for a hotel to be well referenced and visible, it needs to collect good reviews from its customers. However, this can be very complicated.
In this article, we explain how to collect more reviews in order to improve your visibility and attract more customers to your hotel.
The relationship between online visibility and reviews
Online visibility and customer reviews help develop a hotel’s reputation. This visibility and these reviews are essential for attracting and convincing potential customers.
The link between visibility and reviews
As travellers explore different accommodation options, online visibility and customer reviews take on crucial importance. The way a hotel is seen is associated with the experiences shared by those who have stayed there.
The influence of reviews on visibility
A hotel’s visibility on the internet is based on the ratings left by guests who have had an experience in that location. The more a hotel has good reviews and testimonials from customers who have had an experience in your establishment, the more trust you will instil and therefore generate more bookings. In other words, a hotel with a good rating will attract more potential customers.
More visibility online
Being visible online is the key to attracting travellers to your hotel.
If your hotel isn’t visible then you’ll get almost no bookings.
Learn how to increase your presence on the Internet and boost your bookings?
When a traveller has the idea of staying in a hotel, they go straight to a search engine like Google (which has a virtual monopoly, with a 93% market share worldwide).
That’s why it’s vital to get good reviews and ratings on this search engine. The more good reviews you have on this search engine, the more visibility you will have and the more bookings you will get.
OTAS are essential in your quest for visibility. These include Booking.com and Expedia, which between them already have 83% of the market share. The aim is to get good reviews on these platforms in order to increase your visibility, while at the same time encouraging your potential customers to book directly.
Price comparison sites
In addition to search engines and OTAs, price comparison (or metasearch) sites such as TripAdvisor, Trivago and Kayak also play an important role in hotel searches. These price comparison sites give hotels greater visibility and display customer reviews.
They also allow potential customers to compare the different hotels on offer, making it easier for them to make a decision.
Social networks (mainly Facebook) allow you to share the latest news about your hotel. An increased presence on these networks not only increases your visibility, but also allows you to interact with your community. Customers can share their experiences, generating recommendations for their network.
Set your hotel apart from the competition and build customer confidence to boost your bookings. Apply simple strategies, such as a loyalty scheme for your regular customers or a promotion for your direct bookings, to grow your business.
Stand out from the competition
To stand out from the competition, you need to highlight what makes your hotel unique and share the great experiences your guests have in your establishment. Collecting reviews can be a real asset in differentiating your business from the competition. The higher your hotel’s rating, the higher the number of bookings and therefore the higher your turnover.
Encourage your customers to leave reviews and share their experiences to help you stand out from your competitors.
A feeling of trust
Trust is a key factor in a customer’s decision to book a stay at your hotel. Between 2 hotels in the same location with similar services, it’s the reviews that will make the difference. The more positive reviews you have, the more confidence you can instil in your customers. What’s more, if you manage negative reviews as well as possible by providing clear, structured responses, you will also build a feeling of trust.
Managing bad reviews
Negative reviews can seem daunting, but with a strategic approach, they can become opportunities for improvement and confidence-building.
Here are a few tips for dealing with negative reviews:
- React with empathy: Adopt an empathetic approach by acknowledging the customer’s concerns. Show that you understand their point of view.
- Respond professionally: Respond calmly and professionally. Avoid knee-jerk responses. Suggest solutions or corrective measures.
- Turn feedback into improvements: Use negative feedback as a guide to improve your services. Identify trends and make positive changes.
- Show your commitment to improvement: Let customers know that their concerns are taken seriously and that corrective measures are being put in place.
How to collect more reviews
Boost your e-reputation: The key to attracting more customers
Getting positive reviews online may seem tedious, but it’s essential to stand out in a world where e-reputation is crucial to attracting customers. Find out why reviews are so important and how to collect them more effectively.
Why are reviews so important?
- 70% of Internet users read reviews before choosing an establishment.
- 80% consider TripAdvisor to be reliable.
- A rating of less than 3.5/5 discourages 60% of consumers from booking.
- 93% of Internet users look at owners’ responses to negative reviews.
Make it easy to collect reviews:
The good news is that there are ways of making it easier, and even automating the collection of positive reviews. Here’s how:
Improve the customer experience:
- Anticipate your customers’ needs using a CRM tool.
- Communicate with your customers during their stay to anticipate their needs.
Automate incentives to leave reviews:
- The popularity index on TripAdvisor is based on the quality, quantity and regularity of reviews.
- Use a CRM to make it easier to collect positive reviews.
- Automatically redirect your customers to the review platforms of your choice.
Which review platforms should you choose?
- TripAdvisor is a must.
- Google reviews are becoming increasingly important.
Analyse your e-reputation to improve it:
- A CRM enables you to analyse reviews to detect recurring problems.
Manage negative reviews effectively:
- Responding correctly to negative reviews can add value to your business.
- Research shows that 65% of users are more likely to book with a business that responds to reviews.
Reviews in the hotel world are necessary. They contribute to the reputation of your establishment, influence travellers’ choices and differentiate you from your competitors. By anticipating needs, communicating effectively and encouraging your customers to leave reviews, you will strengthen customer confidence and contribute to the development of your hotel.