Review in Hotel: Why It Matters & How to Write

Hotel reviews can make or break a travelers' decisions, with platforms like TripAdvisor playing a key role. Positive or negative feedback from reviewers can greatly impact a hotel's reputation, influencing future bookings. Online reviews provide insights into guest experiences, such as amenities, breakfast, and service, and 70.9% of travelers rely on feedback from review sites before booking, highlighting the importance of managing reviews effectively.

In this blog, we'll explore why hotel reviews matter and how hoteliers can encourage positive reviews while learning from negative feedback. We'll cover best practices for writing reviews that mention key aspects like amenities, and guide hoteliers on handling online reviews to boost their reputation.

What is a hotel review?

“True hospitality consists of giving the best of yourself to your guests.” - Eleanor Roosevelt

A hotel review is written feedback from a guest about their stay at a hotel, typically shared on review sites like TripAdvisor, Google Reviews, or Airbnb. These online reviews can cover various aspects of a guest’s experience, including the room, cleanliness, staff, amenities, breakfast, and overall service. Reviewers often mention specific details, such as the quality of the bed, the hotel's location, or the restaurant offerings. Hoteliers closely monitor these reviews to hear directly from their guests and use the feedback for online reputation management and to make improvements.

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Types of hotel reviews

• Positive reviews: Highlight a guest's pleasant stay, emphasizing specific aspects such as friendly staff, comfortable rooms, good value, and exceptional amenities (e.g., spa, breakfast). These reviews often mention the hotel’s standout features and contribute significantly to a hotel’s reputation by encouraging future bookings.
• Neutral reviews: Offer a balanced view, pointing out both positive elements and areas needing improvement. Guests may mention a pleasant stay overall but might comment on minor issues like the room size or slow service at the restaurant. These reviews provide constructive feedback, allowing hoteliers to address concerns.
• Negative reviews: Focus on guest dissatisfaction, often regarding poor service, unclean rooms, or unmet expectations. These reviews can damage a hotel's online reputation if not handled properly, so timely responses from the hotel manager are essential for mitigating negative perceptions and demonstrating a commitment to resolving issues.

Well-managed reviews play a vital role in shaping a hotel’s SEO, helping boost its visibility across search engines and influencing potential travelers who rely heavily on star reviews and recommendations to guide their booking decisions. Hoteliers should respond promptly and honestly to all feedback, as a thoughtful reply can demonstrate a commitment to guest satisfaction and turn a neutral or even negative experience into a positive one.

What is the importance of hotel reviews?

Hotel reviews play an essential role in shaping a property's success, influencing everything from online visibility to guest satisfaction and long-term reputation management.

a. Enhanced visibility and SEO

Online reviews on platforms like Tripadvisor and Google play a critical role in boosting a hotel's visibility. The more positive reviews and mentions a hotel receives, the higher it ranks on search engines and review sites, which improves its chances of being noticed by travelers.

Positive feedback about amenities such as cleanliness, staff friendliness, or a pleasant stay can enhance a hotel’s SEO, as search engines favor fresh, relevant content. This increased visibility can attract more bookings as potential guests are more likely to choose hotels with a high volume of positive reviews.

Discover how SEO and reputation management intersect to shape your brand's online presence: Google SEO and Reputation Management: The Winning Formula

b. Guest feedback as a tool for improvement

Reviews provide hoteliers with valuable, honest feedback from guests, offering insight into their experiences. Whether it’s comments about the comfort of the bed, the quality of the restaurant, or the overall service, hoteliers can use this feedback to improve their accommodation.

For instance, if multiple reviews highlight slow service during breakfast, management can address the issue to ensure future guests have a better experience. This kind of review management helps hotels consistently elevate their service, driving better future reviews and long-term growth.

c. Building trust and credibility

Positive reviews act as social proof, building trust with potential guests who read online feedback before booking. Travelers rely on the experiences of previous reviewers to gauge whether a hotel offers good value, has a clean room, or has a helpful staff.

A well-maintained reputation on review sites signals to potential guests that the hotel is a trusted option for a pleasant stay. Responding to reviews, whether positive or negative, further builds credibility by showing that the hotel listens to feedback and values its guests.

d. Competitive differentiation

In a crowded market, a higher volume of positive reviews can set a hotel apart from its competitors. Hotels with glowing online reviews about amenities like the spa, cleanliness, or room comfort are more likely to attract guests than those with fewer or negative reviews.

Additionally, well-crafted review management strategies, including timely replies from managers, can differentiate a hotel by highlighting its commitment to guest satisfaction. Consistently positive feedback enhances a hotel’s reputation, making it a top choice among travelers researching their next destination.

Why do users read hotel reviews?

Travelers increasingly rely on hotel reviews to make informed decisions, with review sites like TripAdvisor and Google Reviews playing a key role in their booking process. Before committing to a stay, users read reviews to gain insights into the quality of service, amenities, and guest experiences. Reviews help provide reassurance, allowing them to hear from past guests about the cleanliness of the room, the friendliness of the staff, and the overall ambiance of the hotel or spa.

For example, reviews that mention a pleasant restaurant or highlight the comfort of the bed can significantly influence a guest’s choice, as can reviews that raise concerns about any part of their stay. This feedback, whether positive or negative, helps guide future travelers toward accommodations that meet their expectations.

The impact of reviews on decision-making is immense, with 81% of travelers stating that they always read reviews before booking a hotel. Online reputation management becomes essential for hoteliers, as 70.9% of travelers say that a hotel’s online reputation influences their choice. Travelers appreciate the candid feedback that review examples provide, whether it’s highlighting the ideal location of a property, the helpfulness of the staff, or uncovering potential issues through fake reviews. In this way, guest feedback not only influences future bookings but also serves as a tool for review management, ensuring hotels maintain their standards and build trust with their audience.

To learn more about online hotel review trends, read our article: Online Review Statistics Every Hotel Needs to Know in 2023

How to write a good hotel review?

Hotel reviews play an essential role in shaping the guest experience and influencing booking decisions. Whether on TripAdvisor or other review sites, reviews provide valuable insights for both travelers and hoteliers, helping to enhance service quality and improve overall satisfaction.

a. Be honest and specific

When writing reviews on TripAdvisor or other review sites, it's vital to be truthful and clear about your experience. Future travelers rely on your feedback to decide on their stay, so sharing honest details about the room, staff, or restaurant helps them make informed decisions.

b. Mention key aspects

Highlight specific elements like the cleanliness of the bed, quality of amenities, helpfulness of the staff, and the location of the hotel. Whether you enjoyed the spa or found the restaurant lacking, mention these points to offer well-rounded insights.

c. Balance positive and constructive feedback

Providing both positive comments and areas for improvement is valuable. If the bed was comfortable but service could improve, state both. This approach helps review management by giving hoteliers constructive words while also appreciating the good aspects of your stay.

d. Keep the tone professional and respectful

Whether you’re leaving reviews on Google Reviews or other platforms, it’s important to stay professional. Even when giving negative feedback, avoid harsh words and keep the tone respectful. This ensures your review is helpful and considerate to both future guests and hotel staff.

Example of a 5-star hotel review

This review is an excellent example of a 5-star hotel review for several reasons. Firstly, the reviewer provides specific details about their experience, emphasizing the "first-class hotel" quality and the "exceptionally good" breakfast buffet. This level of specificity enhances credibility and counters the possibility of fake reviews.

Additionally, the reviewer highlights the outstanding service from staff members Quyen and Nguyen, showcasing personal interactions that enrich the overall experience. By mentioning their "happy smiles" and the reception staff's knowledge, the reviewer acknowledges the importance of customer service, which is vital for maintaining a positive hotel reputation. The reference to the hotel's location and amenities, such as easy access to local attractions, further strengthens the review, offering useful insights for future guests. Overall, this review exemplifies how thoughtful feedback not only helps hoteliers understand what guests appreciate but also encourages positive engagement with potential travelers.

Learn how to leverage positive customer feedback effectively: Positive Review Examples: Climb the SEO Ladder and Boost Sales

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How would you describe a good hotel?

Whether it's the outstanding service, attention to detail, or unique amenities, your words can guide future travelers in choosing their ideal accommodation.

a. Acknowledge exceptional staff or experiences

Recognize any staff member or service that made your stay special. Highlighting helpful and attentive staff in reviews adds credibility and appreciation for the hotel's team.

b. Compliment the details

Mention how thoughtful touches like room cleanliness, spa services, or personalized amenities enhanced your experience. These small details create a lasting impression for future travelers reading review sites like TripAdvisor.

c. Encourage future guests

Provide recommendations on aspects like the room, location, or unique amenities that would appeal to others. Positive words help prospective guests make informed travel decisions and leave reviews themselves.

Example of a comment on good hotel service

This review is a strong example of excellent hotel service feedback due to its specific details and personal touch. The reviewer highlights exceptional aspects, such as the "first-class hotel" quality and the "exceptionally good" breakfast buffet, enhancing credibility and making it a standout 5-star review. By appreciating the service from staff members Quyen and Nguyen, the reviewer showcases the importance of personalized interactions in creating memorable travel experiences. Overall, this review serves as a valuable resource for hoteliers to understand guest satisfaction and encourages potential travelers to consider their stay.

Check out our positive review response examples: How to Respond to a Positive Review With Examples

How to ask for hotel reviews?

Effective strategies for requesting reviews can significantly increase the volume and quality of feedback you receive. Here are some of them:

a. Ask for reviews at check-out

Timing is essential when requesting feedback. Politely ask guests for their reviews during check-out, as they often feel more inclined to share their experiences right after their stay. Emphasize the importance of their feedback in helping improve services on platforms like Tripadvisor and Google Reviews, making it easier for potential guests to hear about their positive experiences.

b. Use post-stay emails

Personalized post-stay emails can effectively prompt guests to write reviews. Thank them for their stay and kindly request their thoughts on their experience. Mentioning specific aspects, such as the location, staff service, and amenities, can encourage guests to provide detailed feedback on review sites.

c. Utilize QR codes in rooms or lobby

QR codes are an innovative and convenient way to facilitate guest reviews. Placing QR codes in rooms or common areas can guide guests directly to your review platforms, making it easy for them to leave reviews quickly. This approach enhances your review management strategy by streamlining the feedback process.

d. Incentivize feedback without bias

Offering incentives for feedback can increase review volume, but it’s essential to do so without pressuring guests for positive reviews. Consider providing discounts or small gifts in exchange for honest reviews. This strategy encourages guests to share their genuine experiences, whether positive or negative, thereby enhancing your online reputation and credibility.

Learn how to ask for a Google review to boost SEO and online reputation: How to Ask for Google Review: Boost Your Business

Where can I rate a hotel?

In today's digital landscape, various platforms allow travelers to share their experiences, making it easier than ever to rate and review hotels:

a. Google Reviews

81% of consumers read Google Reviews before making a purchase. Google Reviews plays a pivotal role in enhancing local SEO, making it easier for potential guests to find your hotel. By allowing users to write reviews and share their experiences, this platform not only helps shape a hotel's online reputation but also directly impacts its visibility in search results.

When reviewers appreciate their stay, it can significantly boost a hotel's profile and attract more bookings. The straightforward process for leaving reviews makes it accessible for all travelers, ensuring that their feedback is heard.

Here’s our deep dive into Google Review management: Mastering Google Reviews - A Complete Guide

b. Booking.com

As a globally recognized platform with over 350 million verified reviews, Booking.com hosts extensive guest reviews that cover a wide array of accommodations. The review system is designed to ensure authenticity, as guests share their personal experiences, helping other travelers make informed decisions.

The focus on detailed feedback allows hoteliers to understand their strengths and areas for improvement. Reviews on this site often come with helpful recommendations, providing insights into specific amenities, room quality, and service levels.

Learn how to manage Booking.com reviews: How to Get More Reviews on Booking.com: Easy Strategies to Try

c. TripAdvisor

TripAdvisor received 30.2M reviews from 17.4M members in 2022 alone. TripAdvisor is renowned for being one of the most trusted platforms for hotel reviews and travel recommendations. It serves as a valuable resource for potential guests seeking detailed insights from past reviewers.

Hoteliers can respond to reviews on this platform, demonstrating their commitment to guest satisfaction and active review management. The extensive user-generated content on TripAdvisor helps build credibility, making it an essential site for travelers researching accommodations.

Looking to boost your credibility and generate more bookings on TripAdvisor? Read: Mastering TripAdvisor: The Complete Guide to Improving Your Business’s Online Reputation

d. Yelp

Yelp's focus on local businesses, including hotels, makes it a critical platform for those seeking authentic guest experiences. The site allows reviewers to share their opinions about specific aspects of their stay, such as cleanliness and service quality. The platform has a very strict algorithm against fake reviews, with over 218,600 suspicious reviews removed in 2021 alone.

Positive Yelp reviews can significantly enhance a hotel’s reputation in its local market, while also providing hoteliers with opportunities to respond and engage with guests. This interaction fosters trust and can mitigate the impact of any negative feedback or fake reviews.

In our article “How to Respond to Yelp Reviews in No Time” we’ve discussed expert tips on Yelp reputation management.

e. Airbnb

With the rise of alternative accommodations, Airbnb has become increasingly significant for hotels. As of this writing, there are 5+ million Airbnb hosts worldwide and 7.7+ million active listings on Airbnb. Its review system allows guests to rate their experiences honestly, fostering a sense of community among travelers.

Reviews on Airbnb provide valuable insights into the unique aspects of each hotel, particularly those that stand out in terms of service and hospitality. This platform encourages hoteliers to actively engage with guests, appreciating their feedback and demonstrating a commitment to continuous improvement in their offerings.

An ultimate guide to responding to Airbnb reviews for better credibility: How to respond to Airbnb reviews to boost your credibility Here are the top review websites that connect your business to relevant audiences: Discover the Best Customer Review Sites for Your Business

What are the best practices for hotels to get positive reviews?

Don't give in to fake reviews! Here are some expert tips for getting positive reviews authentically:

a. Consistently deliver excellent service

Hoteliers should ensure that every guest experiences top-notch service throughout their stay. This includes training staff to be attentive and proactive in meeting guest needs, which can significantly impact the volume and quality of reviews. Happy guests are more likely to write positive reviews on platforms like Google Reviews and TripAdvisor, elevating the hotel's reputation and visibility.

b. Personalize guest experiences

By offering personalized touches, such as welcome gifts or handwritten notes, hotels can create memorable experiences that guests will want to share. This kind of attention to detail not only delights guests but also encourages them to write glowing review examples. Hoteliers can easily implement this by gathering guest preferences during the booking process and training staff to recognize special occasions.

Here’s why personalization matters in online reputation management: No Contradiction: Personalization and AI-generated review replies

c. Responding to reviews effectively

It’s essential for hotel managers to engage with both positive and negative reviews. A thoughtful reply to a positive review shows appreciation and builds rapport with the reviewer, while a constructive response to negative feedback demonstrates the hotel’s commitment to improvement. This practice not only fosters goodwill among past guests but also reassures potential guests reading those reviews that the hotel values feedback and strives for excellence.

Learn why you should reply to every review and how it can help your business: The Importance of Responding to Reviews Individually

d. Encourage guest feedback with ease of access

Hoteliers can leverage technology to streamline the review process for guests. By providing QR codes in rooms or sending follow-up emails with direct links to review platforms, hotels make it easy for guests to share their experiences. Simplifying the process encourages more guests to leave reviews, leading to an increase in positive recommendations that can attract new travelers seeking quality accommodations.

What are the examples of great hotel reviews?

Here are three examples of great hotel reviews that highlight the qualities of exceptional service and guest experiences, illustrating how thoughtful feedback can enhance hotel reputation management.

a. 5-star hotel review example

This review excels in its heartfelt appreciation for the hotel staff, highlighting their warm and welcoming nature. By mentioning the personalized touch of a cake for their pet, the reviewer emphasizes the hotel's commitment to exceptional service, making it relatable for future guests. The specific mention of amenities like the "high-tech" room and "rooftop pool" adds valuable insights, while the enthusiastic conclusion of "10/10 for being a pet-friendly hotel" reinforces a positive tone. Such details create an engaging review that hoteliers can respond to with gratitude and reinforce the importance of appreciation in fostering a positive guest experience.

b. Positive yet constructive hotel review example

This review is a great blend of positivity and constructive feedback. The reviewer appreciates the "infinity pool" and "great buffet breakfast," which showcases the hotel's strengths. However, by noting the reclamation project affecting the view, they provide honest feedback that hoteliers can address. This balanced approach allows for a constructive dialogue, as hotel management can respond with plans for improvement or clarification. Overall, the review exemplifies how to appreciate the good while thoughtfully addressing areas that may need attention.

c. Best hotel reviews written

This review stands out for its engaging storytelling and personal touches. The reviewer describes their experience in detail, from the initial room mix-up to enjoying the "Central Park view," which makes it relatable and immersive for readers. By mentioning the professionalism of the staff, the reviewer appreciates the inclusivity felt during their stay, regardless of their attire. This personal connection encourages hotel managers to reply positively, fostering an inviting atmosphere. The vivid description of the "amazing" hot water in the shower further enhances the review, providing insight into the hotel’s amenities while reinforcing the reviewer's overall satisfaction.

Maximize great hotel reviews with MARA

Responding to online reviews can be a daunting task, but it doesn’t have to be. With our AI Review Assistant, MARA, you can maximize the impact of great hotel reviews effortlessly. This intuitive tool streamlines your Online Reputation Management process, making it more efficient, personalized, and time-saving. MARA provides the best and most tailored AI for crafting thoughtful replies to guest reviews, ensuring you effectively respond to feedback while appreciating your reviewers' insights.

Smart Review Inbox

One of the key features of this tool is the Review Inbox. Your review inbox makes responding to reviews as simple as hitting "Generate reply" and clicking "Send." The Review Inbox connects to multiple review sources, including Google, Booking.com, and Tripadvisor, giving you a panoramic view of all your reviews. You can even configure review response automation: why not allow MARA to automatically reply to simple reviews, like 5-star Google reviews with no text, ensuring you never miss a chance to respond? Daily notifications about new reviews keep you updated and in control.

Simplified Review Analytics

To help you understand and analyze the multitude of reviews, the Review Assistant also incorporates Review Analytics. This feature provides actionable, easy-to-understand insights tailored exclusively to your business. With MARA, you can quickly grasp the essence of all your reviews without needing to read each one. The analysis is so detailed that you can pinpoint specific issues like "water in the pool is too cold" or "lack of vegan breakfast options.” These insights help optimize the guest experience without requiring you to be a data expert.

The most personal response AI

MARA's AI isn't just about efficiency; it's about personalization too. The Brand Voice feature allows the AI to adapt to your tone, ensuring your responses sound authentically you. Plus, with Smart Snippets, you can "teach" the AI how to respond to recurring praises or complaints. Your AI then incorporates this information into its replies, but always uses different words, providing more personalized, relevant responses.

This review response assistant has quickly become a game-changer for over 2000 customers. Its promising capacity to elevate your overall rating, amplify response rates, glean insights from customer feedback, and economize both time and money is the reason behind its growing popularity.

Managing online reviews need not be an overwhelming task. With the appropriate software, not only can you streamline the process, but you can also personalize your responses and derive valuable insights from the reviews. So, why hesitate to give our AI Review Assistant, MARA, a try? It's completely free for testing, doesn't require a credit card, and can be fully operational in less than five minutes.

Final Thought

Hotel reviews play a pivotal role in shaping a hotel's reputation and influencing potential guests' decisions. By understanding how to respond to feedback effectively and providing detailed review examples, hoteliers can enhance guest satisfaction and trust. Encouraging guests to share their experiences while actively managing reviews helps create a positive online presence, ultimately leading to increased bookings and a stronger competitive edge in the hospitality industry.

This article is part of our hero content series on “How to Use Online Reviews to Your Advantage – The Ultimate Guide".