Guest Reviews – a marketing strategy on accommodation portals
You’re probably aware that guest reviews in rented accommodations aren’t just decorative elements on booking platforms. They’re the key to attracting new customers and building a lasting reputation for your property. In today’s digital world, where purchase decisions increasingly rely on online reviews, managing guest feedback has become a crucial part of every rental owner’s marketing strategy. In this article, we explore innovative approaches to effectively shape a positive image of your accommodation.
Why are guest reviews so important?
Guest reviews have become a key factor influencing purchase decisions. Potential customers trust other people’s experiences, making these reviews one of the main elements that affect someone’s choice of lodging. Nowadays, it’s much easier to find such feedback online than ever before. Every booking portal provides space for guest reviews, and your guests are often happy to share their thoughts not only on these portals but also on your social media profiles or in groups where travelers recommend or advise against certain destinations.
The property’s image vs. guests’ expectations
Positive reviews build trust and strengthen your property’s reputation. Negative reviews, on the other hand, can lead to losing potential customers. Managing guest feedback is about shaping perceptions that affect future guests’ expectations. Keep in mind that while satisfied guests may be less inclined to leave a review, an unhappy guest will often leave a negative review without hesitation. It’s rarely difficult for them to do so, and they’ll do it willingly.
How to collect reviews from guests in vacation homes, apartments, or agrotourism accommodations
Proactive actions before receiving a review
Welcome to the world of personalization
An innovative approach is to take proactive steps even before a review is posted. For example, send a personalized email or SMS after check-in to ask about first impressions. This not only shows that you care about your guests, but also gives them a chance to share their feelings before leaving. Remember, as a property owner, you’re often referred to as a “host.” Focus on hosting your guests in the best possible way and taking care of them even before they arrive. During their stay, ask for their feedback. Gather this input not only to obtain five-star reviews or top scores on booking portals, but also to directly learn about your guests’ needs. It’s a great opportunity to fine-tune your property based on real feedback – whether it’s about adding more dishes in the kitchen or providing attractions for children.
Offering surprises or special deals during a stay can also motivate guests to share positive impressions. Personalizing their experience is a key factor in building a favorable review before it’s even posted. You can also address any comments or suggestions from your guests in real time, improving your chances for higher ratings by engaging in direct conversations.
Active review management in STR (Short-Term Rentals)
A guest incentive system
Introducing loyalty programs or discounts for guests who leave positive reviews is an effective strategy. Not only does this encourage them to share praise, but it also increases the likelihood of repeat customers.
Quick response to guest feedback
A speedy and professional response to both positive and negative reviews is crucial in managing your reputation. A public reply demonstrates that you care about your guests and are prepared to resolve any potential problems.
Maintaining a positive reputation in the long term
Regular communication with guests
Sending out newsletters with updates and special offers keeps you in touch with guests even after their stay. This approach not only fosters a positive image but also encourages them to book again.
Ongoing improvements in STR services
Continuous improvement of your services based on guest reviews is the key to maintaining a strong reputation over time. Actively listening to feedback and implementing changes accordingly ensures that your property continues to evolve and meet customer expectations.
Conclusion
Managing guest reviews doesn’t just mean reacting to feedback that’s already out there—it also involves proactively shaping a positive reputation before reviews appear. Forward-thinking strategies, such as engaging with guests even before they post a review, enable rental property owners to effectively manage their brand image. Long-term success in the rental industry begins with understanding how crucial guest reviews are and what strategies can be applied to build a positive image for your accommodations.
