Hotels live and die on their online reputation. In the digital age, reviews on sites like TripAdvisor and Google greatly influence brand perception and bookings.
Savvy hotel marketers collect and analyze reviews across the web to identify strengths to promote and weaknesses to address. This feedback guides digital marketing strategy for hotel industry from social media to SEO.
Here are actionable ways for hotels to leverage reviews and drive better digital marketing results:
Monitor Review Sentiment
- Check review scores and sentiment on major sites each month
- Break down ratings by category like cleanliness, staff, and amenities
- Spot trendsto guide marketing priorities and property upgrades
| Site | Overall Score | Cleanliness Score |
| TripAdvisor | 4.2⭐ | 4.5⭐ |
| 4.0⭐ | 4.3⭐ |
Promote Great Reviews
- Share 5-star write-upson social media and hotel website
- Highlight praisefor staff and signature amenities
- Localize messaging for better visibility and engagement
“The service was truly first-class with an incredibly friendly and attentive staff.” – TripAdvisor User
Learn from Critical Feedback
- Take complaints seriouslyand respond professionally
- Identify common issuesto address systematically
- Follow up with disappointed guests and offer incentives
“While neat and tidy, our room did have a damp odor.”
Refresh SEO Keyword Targeting
- Research keywords and phrases in recent reviews
- Identify new semantic targetsaround amenities, location, deals
- Update pages and content to align with actual guest search behavior
Example Keywords: “pool view room”, “hotel with free breakfast near downtown”
Tailor PPC Ads Based on Feedback
- Use visitor commentsto craft new text and display ads
- Localize adsto surface issues at particular locations
- Write post-stay surveysto uncover more conversion-focused language
“Steps from the best shops and dining in town!”
Motivate Engagement with Social Contests
- Run an “Online Review Giveaway” campaign
- Ask followers to “Share Your Favorite Memory” for a prize
- Build UGC and reviews while growing reach and engagement
Win a complimentary 3-night stay for posting an in-depth review!
Launch Retargeting Ads for Detractors
- Build remarketing lists targeting visitors who **booked but did not leave a review.
- Craft thoughtful surveys to understand their experience
- Offer incentives for completing post-stay surveys
“We notice you stayed with us last month. Please take five minutes to provide feedback on your visit.”
The bottom line is that reviews represent a marketing goldmine for hotels. By dedicating resources to actively listening, engaging, and learning from customer feedback, hotels can drive more conversions and optimize experiences.
With a thoughtful digital marketing strategy for hotel industry rooted in reviews and technology to analyze sentiment at scale, hotels can continuously improve while promoting strengths to travelers. User-generated content offers transparency and social proof today’s consumers crave.
Frequently Asked Questions
What’s the best way to respond to negative reviews?
Respond professionally and avoid getting defensive. Empathize with the dissatisfaction mentioned. Offer to make amends through refunds or future discounts. Follow up respectfully via email or phone.
Should we allow responded reviews to remain visible?
Yes – if the response is thoughtful, it shows you care. Feedback cycles build trust and understanding. Other travelers benefit from seeing two sides.
How often should someone be monitoring reviews?
New reviews should be checked daily. Reporting on sentiment trends should happen weekly. Deep analysis should occur monthly.
What incentives motivate the most reviews?
Discount codes and free amenities for future stays motivate many reviews. Points towards loyalty status perks also elicit more feedback. Contests with tangible rewards like gift cards also work very well.
Is it worth investing in review management software?
For larger properties, review management software is absolutely worth the investment. Tools like TrustYou and ReviewPro provide analytics on guest feedback that would take an analyst weeks to gather manually. Smaller hotels can likely opt for a simple spreadsheet workflow to monitor review sites consistently.
