So far in our reviews series we have shared some top tips about how to get positive reviews, how to respond to negative ones, whether you should reply to all reviews and how and when to ask for them. To sum it all up, here are our top 5 reasons why we think verified reviews are great.
1. They help prolong the relationship with your guest
Asking your guests to submit a review enables you to continue communicating after their holiday has ended. It keeps the conversation going. It shows your guests that you are interested in their opinion and you are listening. Not everybody is forthcoming and may never have submitted a review or provided feedback if you hadn’t asked for it. It also confirms that reviews your guest may have seen are verified when they experience the review request process themselves.
2. There is no better recommendation than word of mouth
Genuine reviews provide proof that what you say on your website and in your other marketing material is true. People want to know what other people think. Remember that holidays are often a significant expense, which means the buying decision is quite high risk. People want reassurance that they are making the right decision so they turn to other people to learn from their experiences. Verified reviews are impartial and honest, and it shows.
But it’s not just about guests and future guests, receiving verified reviews is also highly motivating for you and your team. It’s rewarding when people say nice things about you.
3. They provide a fantastic feedback channel
Feedback is the ultimate market research. It enables you to stay up-to-date with changing trends and expectations. It encourages you to make improvements and shows your guests that you make an effort, you listen. This contributes to building trust and helps you to focus your attention on customer satisfaction.
4. They reinforce your values and build trust
How you respond to reviews and interact with your previous guests builds up a virtual picture of the type of business that you run, and how seriously you take your guests comments and feedback. Replying that you plan to make changes or tweak certain elements of the experience you provide because that is what your guests want is reassuring. Implementing guest feedback into an annual maintenance and improvements plan demonstrates that you don’t stand still and that you strive to continuously improve and evolve. You will gain social credibility and build a reputation for accountability.
5. You can use them in your marketing messages to generate more bookings
75% of people don’t believe companies are wholly truthful in their advertising. Including verified reviews as part of your marketing provides a window to other guests’ experiences. People want to buy a travel experience, not just somewhere to sleep. 93% of travellers worldwide say reviews factor in their decision making process, the top 3 are price, location and reviews.*
Make the most of your reviews – include a link from your website and your social media channels to your reviews listing; take a photo of comments left in your guest book; if someone posts a nice comment about your property on their Facebook page, thank them, share it and like the comment. Don’t be shy! Promotion is easier when you use information from customers to make changes.
If you use SuperControl make sure you enable UpFront Reviews, you can add a widget to your website and there’s a Facebook app too.
*Information source: Niki Christian Nutsch, Oxford School of Hospitality Management, as mentioned in his Online Reputation Management presentation at the VRMA European Seminar December 2013.
