When did you last book a hotel without first checking the reviews?
We know that hotel guest reviews are a valuable tool for travelers. But guest reviews also provide value for hotels, in more ways than one. Guest reviews offer valuable feedback and also boost a hotel’s visibility on search engines, online travel agencies (OTAs), and social media platforms. They’re trust signals, social proof, and a direct line to potential guests. But everyone’s chasing visibility. How can your hotel rise above the noise and stand out from your competition? Tap into the power of what your guests are already saying.
User-generated content, like reviews, provides fresh, relevant content that search engines prioritize. This constant stream of new content signals to search engines that your hotel is active, relevant, and frequently discussed. Guest reviews often contain keywords – such as the name of your hotel, nearby attractions, or common amenities – that prospective guests use in searches. Having this type of content helps improve your ranking for those terms and your hotel’s visibility.
A study found that online reviews make up around 15.44% of Google’s local ranking factors. This means actively encouraging and responding to reviews can improve your hotel's ranking in local searches.
Online Travel Agencies (OTAs) like Booking.com, Expedia, and TripAdvisor use reviews as a ranking factor for properties. Hotels with more positive reviews can appear higher in search results, making it easier for prospective guests to find them. Encouraging guests to leave reviews on these platforms helps your property climb the ranks and increases your chances of being noticed by new travelers.
That said, quantity is not the only guest review ranking factor for OTAs like TripAdvisor. Quality, recency, and consistency all play a major role. The combination of these metrics makes it harder for hotels to game the system with fraudulent or paid-for reviews.
Still, hotel guest reviews are an important part of improving position and performance on OTA sites – just make sure to focus on consistent, new, and high-quality guest reviews.
Travelers tend to filter hotel options by review score and rating on OTAs, making it all the more important to secure positive guest feedback. This has a knock-on effect on bookings and revenue, with a study concluding that a one-star increase yields a 5-9% increase in revenue.
Claim and update your hotel’s business profile to improve its local ranking on Google. Again, reviews contribute to maximizing this strategy. Encouraging satisfied guests to leave positive reviews on your Google profile can significantly improve your local search ranking. Plus, Google reveals that responding to reviews demonstrates a hotel’s commitment to its guests and their feedback. This simultaneously boosts your hotel’s visibility and encourages repeat business.
Reviews also play a role in your hotel’s social media marketing strategy. Social platforms such as Facebook and Instagram allow users to leave reviews and ratings. These reviews contribute to social proof, making your property appear more reputable. Hotels can increase visibility by sharing positive guest reviews as content, engaging with reviews on these platforms, and encouraging past guests to leave feedback.
Around 74% of consumers say that positive reviews increase their trust in a brand, making it crucial for hotels to engage and highlight positive guest reviews on their social media channels.
These public testimonials then function as valuable grassroots advocacy and word-of-mouth marketing – after all, 88% of consumers place as much trust in online reviews as they do in recommendations from direct peers. More word-of-mouth marketing, more hotel visibility.
Consistency – the golden rule for all things. It is one of the most critical aspects of improving your hotel’s online visibility through reviews. Algorithms often prioritize hotels with regular guest reviews on OTAs and their own websites, boosting their rankings. A steady flow of fresh reviews ensures that potential guests always have up-to-date insights into your property.
Recent reviews have a higher impact on search rankings than older ones, as they reflect the current state of your property. Make it a habit to politely request feedback from guests after their stay, ensuring a consistent flow of reviews.
If consistency is key then engagement is essential. It is a point worth emphasizing, even if it is already mentioned at points in the article. Responding to and engaging with guest reviews is a powerful way for your hotel to boost its online visibility. Hotels must make guest review engagement part of their rolling marketing strategy.
77% of travelers are more likely to book a property if they see personalized responses to reviews. Engaging with positive and negative reviews enhances your hotel's reputation and demonstrates to potential guests that management is attentive and values feedback.
Properties that regularly respond to reviews experience a noticeable boost in engagement and ratings. Hotels that reply to at least 13% of their reviews see a 21% increase in traveler engagement compared to those that fail to respond at all. This translates into more booking inquiries and higher overall ratings, reinforcing the importance of consistent engagement.
Managing hotel guest reviews need not be an overwhelming task. But it should be one on your hotel’s weekly schedule – especially for hotels with sights set on online visibility, success, and growth. Hotels that leverage guest reviews can significantly increase online visibility across search engines, OTAs, and social media platforms. Whether by boosting SEO, climbing the ranks on OTAs, or amplifying social proof, guest reviews are a powerful, cost-effective tool for improving your hotel’s presence online. Regular engagement and a steady stream of reviews are key to standing out from the crowd for long-term success.
