Getting Guests to Remember to Leave Reviews

While review scores aren’t make-or-break, they are the second
most important variable for travellers when deciding where to book,
following price. Hotels go out of their way to give great service,
making sure guests have a memorable stay, but even that doesn’t
guarantee a good review.

In the digital age, it’s important for hotels to look
appealing online. That means maintaining good review scores.
Consumer research from the University of Heilbronn shows that 54
percent of guests have written and submitted at least one review in
the last 12 months, 95 percent of which are positive.

But what can hotels do to ensure that guests that loved their
stay remember to leave a review when they leave?

At Four Points by Sheraton Bangkok, the team took an unsubtle
approach, leaving a business card of the table with the TripAdvisor
logo, asking:

“How was your stay? It’s been great having you stay. Let
everyone know how it was – post a review on
TripAdvisor.com.”

The same consumer research report showed guests are almost four
times as likely to leave a review when requested to by the hotel.
This worked for Four Points by Sheraton Bangkok, which despite only
being a mid-range hotel, manages to hold a 4.5 rating on
TripAdvisor.

“One of the easiest ways to begin collecting more feedback is
by requesting it directly from guests,” said Nicholas Scott John,
marketing manager, TrustYou.

“Furthermore, there is a significantly higher average review
score when guests were asked to submit a review. The amount of
five-star reviews increases by 16 percent.”

While the tactic is effective, you don’t have to be as
upfront. Visual reminders could be placed behind the front desk, so
it’s the last thing guests see and think of when they leave.

Though getting and directing guests to leave reviews on
third-party websites is beneficial, adding a review widget on the
hotel’s website itself makes it even simpler for guests as they
don’t even have to go anywhere extra to leave a review.
TripAdvisor, for instance, offers widgets to help collect and
display reviews on your website.

Be careful not to encourage guests too much though.

“Incentives, like offering vouchers or upgrades in exchange
for writing a review, actually violate TripAdvisor rules because
special treatment or discounts can hinder the validity and accuracy
of a guest’s reviews. Incented reviews are removed so they
don’t influence your TripAdvisor ranking, and other penalties
against your property and ranking could be imposed,” said
TripAdvisor Insights.

It’s not just TripAdvisor, Yelp, Trivago, Booking.com that you
need to worry about. Research from Travel Trippers shows 81 percent
of travellers use Google first when looking for a hotel. The
reliance on Google makes it essential to be present, noticeable and
accurate on the platform. Ensure all your hotel’s details are up
to date and accurately listed on Google, as this could be the only
research a guest does about the property. The last thing you want
is for guests to book in to a room thinking they are getting
amenities or facilities that are no longer available and leaving
greatly disappointed.

Giving great service, making it easy to leave a review, being
upfront about all facilities and amenities in the hotel, and asking
for a review won’t guarantee five-star reviews across the board
– some guests just can’t be pleased. However, taking those
steps will get visitors leaving reviews in the first place. Even if
the reviews aren’t delivering flying colours, feedback can only
help.

Source: FS – All-Hotels-Blogs
Getting Guests to Remember to Leave Reviews