INTRODUCTION
As a hotelier, you may already be aware of the impact online reviews can have for your hotel, resort or bed & breakfast.
A recent survey conducted by BrightLocal revealed that 85 percent of consumers trust online reviews as much as personal recommendations when deciding to patronize a business. In addition, reviews for hotels and bed & breakfasts are among the most read types of reviews, just behind restaurants and cafés.
While TripAdvisor still reigns, a recent article by Forbes reports that Google is now the second most trusted review site for hotels among travelers. Following are some tips on how to best manage Google reviews for your hotel.
IMPLEMENT A STRATEGY FOR RESPONDING TO GOOGLE REVIEWS
Similar to other major review sites like Yelp or TripAdvisor, Google allows guests to rate their experience on a scale of 1-5. However, unlike the others, Google does not require guests to leave a comment along with their ranking, which can leave you or your staff wondering how to respond. Also, there is no direct message feature, meaning all your responses will be public.
Develop a review strategy or “playbook” of what to do based on the type of Google review you receive to eliminate on-the-spot decision making and to establish consistency. For instance, make it a practice to respond to all reviews (good and bad) and create a template or guidelines of how to respond. Some scenarios are included below.
Positive review (with comment). If a guest writes a glowing review, take the time to thank them and encourage them to visit again–after all, their positive feedback could result in more bookings for your hotel. For example, “Thank you for taking the time to share your experience. We are thrilled to hear that you enjoyed your stay, and we hope you keep us in mind for your next trip to [insert your city here].”
Positive rating (no comment). Even if they don’t leave a comment, it is still a good idea to thank guests for going out of their way to rate their experience. A simple thank you or a brief statement will suffice (e.g. “Thank you for the 5-star review. We hope to see you next time.”).
Negative review (with comment). A thoughtful response to a negative review can help improve Google users’ impression of your hotel. Make sure to apologize for the specific issue(s) referenced in the review and outline your plan for improvement. Also, include your contact information and encourage the guest to reach out to you directly for resolution.
For instance, “I want to personally apologize for your recent experience. [Incident] was unacceptable and does not align with our mission to provide all guests with the best service and accommodations possible. We plan to investigate this issue so we can prevent anything like this from happening again. Please feel free to reach out to me at [phone number / email address] to discuss this further, as I would like to do my part to make things right. — [your name]”
Negative rating (no comment). It can be somewhat discouraging to see a 1- or 2- star rating with no comment, as it leaves you wondering what went wrong. In this scenario, it is best to address the rating and provide your contact information to open the door for a private discussion. For example, “We are sorry to see that your recent stay did not warrant a 5-star rating. Please consider contacting us at [phone number/email] with any feedback you have to share so we can improve moving forward.”
In general, remember to take the high road when responding to Google reviews. Don’t make excuses or express frustration. The feedback you receive from guests should provide insight into how your establishment is operating and can help you improve the guest experience in the future. However, if you feel a review violates Google policies, you are able to flag it as inappropriate by clicking on the three-dot icon within the review.
MONITOR YOUR GOOGLE ACCOUNT
Assign an individual or a small team of people to monitor your Google Business page and watch for reviews. They should aim to do this every day, as it is best to respond within 24 hours if possible. Google makes this more manageable by sending alerts whenever someone takes action on your page, such as posting a photo or a review.
To respond, they can either click on the email or go to the “My Business” icon within your hotel’s Google account. Once in the “Reviews” tab, your team can view multiple reviews at once, and they can filter reviews by “Haven’t Replied” to ensure none has been overlooked.