Are your guests leaving fewer reviews than you expect?
Before making a booking, many of us seek opinions and recommendations from others. This practice, known as social proof or word-of-mouth communication, is highly influential. Social proof not only helps preserve traditions and share stories, but it also allows us to recommend what we love to our friends and family. For hoteliers, word-of-mouth offers significant benefits, including increased guest feedback. You might wonder why guest feedback is so crucial for you. The importance of online reviews lies in a simple truth: people trust other consumers' opinions more than the company’s claims. This isn't just a claim; it's backed by data. For instance, more than 90% of travelers read reviews before booking a hotel. That's a significant majority. Still unsure why you should focus on enhancing your online reputation and encouraging guest feedback? Don't worry, we've got more data for you. As experts in the hospitality industry, we trust in the power of data. When researching online reviews for accommodations, people’s behavior varies. Even if a friend recommends your hotel, potential customers are likely to check online reviews. Nowadays, people research future bookings online more than ever, thanks to the easy access to information through various devices and channels.
Why Didn't My Guest Leave a Review?
In the digital age, leaving a review is as easy as a few clicks. Given this, you might wonder why your guests sometimes don't provide feedback after their stay. Here are some possible reasons:
Too busy
Many guests find the process too time-consuming or don't see the value in leaving a review. Nearly half of travelers think leaving feedback takes too much effort, and feel their input won't make a difference.
Lost in Review Land
A significant number of guests don't leave reviews because they're unaware of surveys or don't know where to provide feedback. To address this, you need to explicitly ask for their input. You can do this by sending a During the Stay or a Post Stay Survey. They can be promoted by email and QR codes on printed material, encouraging guests to share feedback during their stay. Post-Stay Surveys can be emailed, with a clear explanation of why they're receiving the survey, such as: “After your stay, we would like to hear your feedback. It takes no more than two minutes to complete.”
Post-Travel Mindset
After a vacation, many guests are eager to return to their routines and may not want to think about their trip. This leads to a delay in leaving reviews, and they often forget. Around 25% of guests don't want to leave a review once their travel is over.
Broken Promises
Gaining guests' trust is crucial. If staff fail to fulfill promises—like promptly changing unclean sheets—guests can become frustrated and confused. Emotional responses are key to customer retention. Implementing real-time response technologies, such as a HI, helps address guest needs immediately and enhance satisfaction.
By understanding and addressing these factors, you can improve the chances of receiving valuable feedback from your guests.